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•Advertising and Marketing
case study of sports & shoes•What is Marketing?The way a product is
designed, tested, produced,
branded, packaged,
priced,
distributed,
and promoted…
•Key Concepts in Marketing•The marketing concept•Exchange•Branding•Added value•Marketing should focus first on identifying the needs and wants of the customer•To compete effectively, marketers must focus on the customers’ problems and try … to solve them•Key Concepts in Marketing…continuing•The marketing concept•Exchange•Branding•Added value•The act of trading a desired product or service to receive something of value in return•Money is exchanged for goods•Key Concepts in Marketing…continuing•The marketing concept•Exchange•Branding•Added value•The process of creating a distinctive and special meaning for a product•Brand equity is reputation, meaning, and value that the brand name or symbol has acquired over time•Key Concepts in Marketing…continuing•The marketing concept•Exchange•Branding•Added value•A marketing or advertising activity makes a product more valuable, useful, and/or appealing••••••••The Key Players and Markets•The marketer•Suppliers and vendors•Distributors and retailers•The organization, company, or manufacturer producing the product and offering it for sale•The advertiser or client (from the agency’s point of view)••The Key Players and Markets …continuing•The marketer•Distributors and retailers•The Key Players and Markets …continuing•The marketer•Suppliers and vendors•Distributors and retailers•Various companies that are involved in moving a product from its manufacturer to the buyer•••••••••••••The Marketing Process1.Conduct research/develop a situation analysis2.Set objectives for the marketing effort3.Assess consumer needs and wants4.Differentiate and position the product5.Develop the marketing mix strategy6.Evaluate the effectiveness of the strategy•Marketing Mix Strategies•Place•Price•Promotion•The product is both the object of the advertising and the reason for marketing•Product category–A class of similar products•Marketing Mix Strategies … continuing•Product•Place•Price•Promotion•The channels used in moving the product from manufacturer to buyer/customers
channels of distribution
涵蓋 物流 倉儲 與 金流…價值附加•direct sale /wholesale warehouse /retail/internet marketing/TV, Mail-order shopping…•Marketing Mix Strategies … continuing•Product•Place•Price•Promotion•Based on the cost of making and marketing the product and on expected profit–Customary–Psychological•Marketing Mix Strategies … continuing•Product•Place•Price•Promotion•Use face-to-face contact between marketer and prospective customer•Used to create immediate salesPromotion mix：AD, PR & publicity, personal selling & direct marketing, SP sales promotion, event marketing…
•Adidas 廣告解讀•••••••Include the four major staff functions–Account management–Creative services–Media planning and buying–Account planning•Also have accounting, traffic/production, and HR departmentsSpecialized Agencies
•Specialize in certain functions, audiences, industries or markets–Creative boutique–Media-buying services•How Advertising Agencies Work … continuingAccount Management
•Acts as a liaison between the client and the agency•Responsible for interpreting the client’s marketing strategyCreative Development
•People who write
