Ads Flashcards
WHAT IS MARKETING?
Marketing is about identifying and meeting human and social needs. One of the
shortest good definitions of marketing is “meeting needs profitably.”
The American Marketing
Association offers the
following formal definition:
“Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners, and
society at large.”
WHAT IS MARKETED?
Marketers market 10 main types of
entities:
goods, services, events,
experiences, persons, places, properties,
organizations, information, and ideas.
Core Marketing Concepts
NEEDS
WANTS
DEMANDS
Stated needs
(The customer wants an inexpensive
car.)
Real needs
(The customer wants a car whose
operating cost, not initial price, is low.)
Unstated needs
(The customer expects good service
from the dealer.)
Delight needs
(The customer would like the dealer to
include an onboard GPS system.)
Secret needs
(The customer wants friends to see him
or her as a savvy consumer.)
Negative demand
consumenrs dont like the product and dont want to pay for it
Nonexistent demand
cons dont know about or not interested in product.
Latent Demand
Strong need, cant be satisfies by excisting product.
Declining Demand
cons startt buying the product less
Irregular Demand
seasonal, weekly, montthly purchases
Full demand
adequately buying
Overfull demand
more consumers willng to buy
Unwholesome demand
product that has undesirable social consequences
Marketing
Is the process by which companies create
value for customers and build strong customer
relationships in order to capture value from
customer in return
Marketing Process:
1- Understand the marketplace and
customer needs and wants
2- Design a customer value-driven
marketing strategy
3- Construct an integrated marketing
program that delivers superior value
4- Build profitable relationships and create
customer delight
5- Capture value from customers to create
profits and customer equity
So what is the main objective
of business?
Be profitable
Be profitable: 1
1- sell more products
- More quantity of physical products
- More quantity of service provided
- More content sold
Be profitable: 2
2- sell more to one customer
- Increase the check per customer
- Ex: average check per customer in coffee
shop is 200 KGS and you try to increase it up
to 500 KGS
Be profitable: 3
3- make your customers return
- Make more sales per customer in long term
- Make products/service that are repetitive
Up-sell
Offer Bigger size coffee serving
to customers
Cross-sell
Offer additional syrups and
toppings for coffee
AIDA
attention/awereness, interest/information, desire/decision, action
Attention
Who is your target reader?
What problems are they interested in tackling?
What solutions can your content piece offer?
What are the most effective and popular ways of getting your message across?
I=Interest
Once you’ve lured a people in, the next challenge is to maintain their interest. Generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.One of the best ways of doing this is persuading them that you have an in-depth understanding of the problems or issues. Use research statistics, expert analysis, to move forward.
D= Desire
Desire: for your product or service through an ‘emotional connection’, showing your brand personality. Move the consumer from ‘liking’ it to ‘wanting it’.
A= Action
Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc.
Advertising
is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.
ATL stands for:
“Above the Line” marketing, which refers to a form of marketing that targets a wide audience through mass media such as television, radio, and newspapers.
BTL stands for:
“Below the Line” marketing, which is a more targeted and direct approach to marketing. BTL marketing activities include promotional events, direct mail campaigns, and targeted advertising.
TTL stands for:
“Through the Line” marketing, which combines the above two methods. It involves using both ATL and BTL marketing strategies to create a comprehensive, integrated campaign that targets a wide range of consumers across multiple channels.
Types of advertising
Online Advertising,SMS advertising,Television Ads,Ads in Theatres, Product Placement, Radio, Print, Magazine advertising, Brochures or handouts, Newspaper,Outdoor, Global, Outdoor Blank Space Advertising, Online E-mailers,
Guerrilla marketing
Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service.
Guerrilla marketing is different than traditional marketing in that it often relies on personal interaction, has a smaller budget, and focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than through widespread media campaigns.
KEY TAKEAWAYS
Guerrilla marketing
Guerrilla marketing is the creating use of novel or unconventional methods in order to boost sales or attract interest in a brand or business.
These methods are often low- or no-cost and involve the widespread use of more personal interactions or through viral social media messaging.
This marketing method has increased in popularity with the rise of ubiquitous mobile and connected technologies that can amplify messaging and focus on target groups of consumers.
Logo Types
Symbols
Wordmark
Lettermark
Combination
Emblem
