Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” [1] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including. | © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Exchanges perception, satisfaction What is Advertising? Usually paid for Usually persuasive in nature About products From identified sponsors The structured and composed nonpersonal communication Advertising Through various media Exchanges perception, satisfaction What is Marketing? Process of planning and executing The conception, pricing, distribution and promotion Of ideas, goods, and services To create exchanges that satisfy Marketing Perceived needs, wants, and objectives Who should be the targets Advertising and the Marketing Process Where advertising should appear What media should be used What the ads should accomplish Marketing Strategy Determines Current Regulatory Issues Affecting . Advertisers Tobacco advertising Advertising to children Consumer Privacy Federal Regulation of Advertising in North America Federal Trade Commission (FTC) Defining deception Defining unfairness Comparative advertising Investigating violations Remedies for unfair or deceptive advertising Consent decree Cease-and-desist order Corrective advertising The Consumer Perception Process Ad/commercial Promotion News item Product/store Price tag Conversion Physical data (stimuli) Sight Hearing Touch Taste Smell Physiological screens (sensory) Personality Self-concept Attitudes Beliefs Habits Psychological screens (emotional) Awareness Non- awareness Information Needs Wants Mental files (memory) Feedback The Market Segmentation Process Market Segmentation 1. Identify people with shared needs and characteristics 2. Aggregate these groups into market segments according to their mutual interest in the product’s utility Segmenting the Consumer Market Behavioristic Segmentation Geographic Segmentation Demographic Segmentation Psychographic Segmentation Exchanges perception, satisfaction The Target Marketing Process Target Market Selection The Marketing Mix: Matching products to markets Product | © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Exchanges perception, satisfaction What is Advertising? Usually paid for Usually persuasive in nature About products From identified sponsors The structured and composed nonpersonal communication Advertising Through various media Exchanges perception, satisfaction What is Marketing? Process of planning and executing The conception, pricing, distribution and promotion Of ideas, goods, and services To create exchanges that satisfy Marketing Perceived needs, wants, and objectives Who should be the targets Advertising and the Marketing Process Where advertising should appear What media should be used What the ads should accomplish Marketing Strategy Determines Current Regulatory Issues Affecting . Advertisers Tobacco advertising Advertising to children Consumer Privacy Federal Regulation of Advertising in North America Federal Trade Commission (FTC) Defining deception Defining unfairness .
