PRINCIPLES AND TECHNIQUES OF ADVERTISING

MARKETING

• Planning and decision-making process

• Comprehensive and ongoing process that consider all elements of the business to effectively reach, engage, and fulfill the needs of the target market

• Ultimately driving business success

MARKETING

• Strategic process that involves understanding customer needs

• Developing, promoting products or services to meet those needs and delivering them to the target audience

• Encompasses various activities aimed at creating value for customer, building strong relationships

• Ultimately, generating revenue for business

ADVERTISING

• A specific component of marketing

• Refers to the communication and promotion of products, services, or brands through various media channels 

create awareness, generate interest, communicate key messages, persuade customers 

Advertising aims to

MARKETING

overall strategy and process of reaching and satisfying customers

ADVERTISING

• one of the tactics used within marketing to communicate and promote offerings to the target audience

Advertising

a large part of a client’s marketing process, it is important that we understand the language and the process they use when making marketing decisions.

ADVERTISING PROCESS

a systematic approach to creating and executing an advertising campaign

DEFINE ADVERTISING OBJECTIVES 

• First Step: Clearly define the goals and objectives of the advertising campaigns

• objectives could include increasing brand awareness, driving sales, promoting a new products, or changing consumer perceptions

IDENTIFY TARGET AUDIENCE

• Identify specific target audience for the campaign

• involves understanding the demographics, interest, behaviors, and needs of the audience you want to reach with your advertising message

CONDUCT MARKET RESEARCH

• Prior to developing the actual advertisements, it is important to conduct _____ to understand consumer insights, current market trends and competitors’ strategies

• This helps in creating compelling and effective advertising messages

DEVELOP ADVERTISING STRATEGY

• Based on the defined objectives, target audience, and market research an _____  is developed

• Outlines the key messages, creative concepts, media channels, budget allocation, and timelinesfor the campaign

CREATE ADVERTISEMENTS

• Actual advertising material are created

• Includes developing the visual and written content, designing the layout, and selecting appropriate images or videos

• ADS should align with the advertising strategy and effectively communicate the desired message to the target audience

SELECT MEDIA CHANNELS

• Determine the best media channel to reach the target audience

Traditional Channels

Television, radio, print, outdoor campaign

Digital Channels

Social media, search engines, online display ads

MEDIA PLANNING AND BUYING

• MEDIA PLANNING

  • Determining the optimal allocation of budget across different media channels to maximize reach and impact

• MEDIA BUYING

  • Negotiating and purchasing ad placements in the selected channels

MEDIA PLANNING

Determining the optimal allocation of budget across different media channels to maximize reach and impact

MEDIA BUYING

• Negotiating and purchasing ad placements in the selected channels

TEST AND EVALUATE

• Before launching the full campaign, it is beneficial to test advertisements with a smaller audience segment to gauge their effectiveness based on the results, any necessary adjustments can be made

• During and after campaign, continuous monitoring and evaluation are crucial to measure its success against the defined objectives 

LAUNCH AND MONITOR

• Advertisements are launched across the selected media channels

• Closely monitor the campaign’s performance, analyze data, and make any necessary optimizations to ensure the best possible results

 MEASURE AND ADJUST

• After the campaign, it is important to analyze the results and measure the campaigns overall success

• Evaluating key performance indicators (KPIS) such as reach, engagements, conversions, and return on investments (ROI)

• Lessons learned can be used to inform future advertising efforts

DEFINE ADVERTISING OBJECTIVES, IDENTIFY TARGET AUDIENCE, CONDUCT MARKET RESEARCH, DEVELOP ADVERTISING STRATEGY, CREATE ADVERTISEMENTS, SELECT MEDIA CHANNELS, MEDIA PLANNING AND BUYING, TEST AND EVALUATE, LAUNCH AND MONITOR, MEASURE AND ADJUST

What are the 10 advertising process?

BUSINESS REVIEW

• A comprehensive evaluation of the overall performance and operations of a business

• Involves analyzing various aspects of the business to assess its strengths, weaknesses, opportunities, and threats (SWOT).

• Typically conducted regularly, such as annually or quarterly, to provide insight into the company’s current state and help guide strategic decision-making.

FINANCIAL PERFORMANCE

• assessing revenue, profitability, cash flow, and financial ratios to gauge the financial health of the business

OPERATIONAL EFFICIENCY

• evaluating the efficiency and effectiveness of the business processes, including production, supply chain management, and customer service.

• “quality control”

MARKET ANALYSIS

examine the market trends and competition to identify potential opportunities, challenges, and areas for growth.

CUSTOMER SATISFACTION

• measuring customer satisfaction and loyalty through feedback, surveys, and reviews to understand the level of satisfaction with products, services, and overall customer experience.

PRODUCT OR SERVICE EVALUATION

• reviewing the performance and quality of the offerings, identifying any necessary improvements, and determining if they align with customer needs and expectations.

MARKETING AND BRANDING EFFECTIVENESS

• assessing the effectiveness of marketing campaigns, brand positioning, and communication strategies in reaching target customers and achieving marketing objectives (COKE /PEPSI)

HUMAN RESOURCES

evaluating employee performance, engagement, training and development programs, and overall organizational culture.

RISK ASSESSMENT

• Identifying and analyzing potential risks, both internally and externally, that might impact the business's operations and financial stability.

 FUTURE PLANNING

developing strategies and action plans based on the findings of the review, aligning them with the business goals and objectives

FINANCIAL PERFORMANCE, OPERATIONAL EFFICIENCY, MARKET ANALYSIS, CUSTOMER SATISFACTION, PRODUCT OR SERVICE EVALUATION, MARKETING AND BRANDING EFFECTIVENESS, HUMAN RESOURCES, RISK ASSESSMENT, FUTURE PLANNING

What are the 9 key components of a business review?

STRATEGIC MARKETING OBJECTIVES,  TACTICAL MARKETING OBJECTIVES

What are the two marketing objectives (goals)?

STRATEGIC MARKETING OBJECTIVES

• Specific goals set by a company or organization to achieve desired outcomes In its marketing efforts. 

• These objectives are aligned with the overall business strategy and help guide decision-making in areas such as product development, pricing, promotion, and distribution.

INCREASE MARKET SHARE

To gain a larger percentage of the target market by outperforming competitors in terms of sales volume or customer acquisition

ENHANCE BRAND AWARENESS

• Focuses on increasing the visibility and recognition of the brand among the target audience

• Ultimately, leading to improved brand recall and perception

EXPAND INTO NEW MARKETS

• Identifying and entering new market segments or geographical areas to expand the customer base and increase revenues

IMPROVE CUSTOMER LOYALTY AND RETENTION

• Building strong relationships with existing customers, ensuring repeat purchases, and reducing customer churn through loyalty programs, excellent customer service, and personalized experiences

LAUNCH NEW PRODUCTS OR SERVICES

Aims to successfully introduce new offerings to the market, generating excitement, capturing market share, and driving revenue growth

INCREASE ONLINE PRESENCE AND ENGAGEMENT

• Rise of digital age

• Improving online visibility, attracting more websites traffic, and engaging with customers through various digital channels and social media platforms

OPTIMIZE MARKETING ROI

• Maximizing the efficiency and effectiveness of marketing campaigns by analyzing and adjusting strategies to generate the highest return on investments

BUILD STRATEGIC RELATIONSHIPS

• Identify and collaborate with other organizations or influential individuals to leverage their networks, resources, or expertise for mutual benefit

ENHANCE CUSTOMER SATISFACTION AND ADVOCACY

• Emphasizes delivering exceptional customer experiences, gathering feedback to improve products and services, and creating brand advocates who actively promote the brand 

FOSTER INNOVATION AND ADAPTABILITY

• Encourage a culture of creativity,innovation, and continuous improvements within the marketing function to stay ahead of market trends and respond effectively to changing customer needs

specific, measurable, achievable, relevant, time-bound

These objectives should be _____ (SMART). They can vary depending on the industry, company size, target market, and overall business objectives. 

INCREASE MARKET SHARE, ENHANCE BRAND AWARENESS, EXPAND INTO NEW MARKETS, IMPROVE CUSTOMER LOYALTY AND RETENTION, LAUNCH NEW PRODUCTS OR SERVICES, INCREASE ONLINE PRESENCE AND ENGAGEMENT, OPTIMIZE MARKETING ROI, BUILD STRATEGIC RELATIONSHIPS, ENHANCE CUSTOMER SATISFACTION AND ADVOCACY, FOSTER INNOVATION AND ADAPTABILITY

WHAT ARE THE 10 EXAMPLES OF STRATEGIC MARKETING OBJECTIVES?

 TACTICAL MARKETING OBJECTIVES

• Specific actions or activities that support the achievement of strategic marketing objectives

• More focus on the short-term and operational aspects of marketing,helping to define the steps and measures required to implement the overall marketing strategy

• Grouping together of consumers with common characteristics and needs

• Market segmentation forms the basis for all successful marketing decision-making

 INCREASE SOCIAL MEDIA ENGAGEMENT

• improve the number of likes, comments, shares, and overall engagement on social media platforms by posting platforms relevant and engaging content, running contests or promotions, and interacting with followers

 LAUNCH A TARGETED EMAIL MARKETING CAMPAIGN

• Creating and implementing a strategic email campaign to target specific segments of the audience, nurturing leads, and driving conversions

• Includes activities such as email list segmentation, personalized email content, and analytics tracking

OPTIMIZE WEBSITE SEO

• Improve search engine optimization (SEO) strategies to increase organic traffic to the website

• Involve conducting keyword research, optimizing webpage content, improving website loading speed, and building backlinks

DEVELOP AND DISTRIBUTE CONTENT

• Producing valuable and informative content, such as blog posts, articles, infographics, videos, or podcasts, to engage and educate the target audience. 

• The distribution of this content can be done through various channels, including the company's website, social media, guest blogging, or industry publications.

IMPLEMENT A REFERRAL PROGRAM

• Encourage customers to refer new customers to the business.

• Involve creating incentives or rewards for referrals, setting up a referral tracking system, and promoting the program through various channels

CONDUCT MARKET RESEARCH

• Gathering data and insights about the target market, customer preferences, competitors, and industry trends

• Can be done through surveys, focus groups, interviews, or analyzing market research reports

RUN PROMOTIONAL CAMPAIGNS

• Planning and executing promotional activities to drive sales and create awareness.

• Examples: offering discounts, organizing contests or giveaways, partnering with influencers, or sponsoring events

ENHANCE CUSTOMER SERVICE PROCESSES

Improve the customer service experience by streamlining communication channels, training staff on customer service skills, implementing customer feedback systems, or enhancing online help resources

MONITOR AND ANALYZE MARKETING PERFORMANCE

• Tracking and analyzing key marketing metrics to evaluate the effectiveness of marketing initiatives 

Include monitoring website traffic, conversion rates, email open rates, social media engagement, and ROI.

COLLABORATE WITH SALES TEAMS

• Align marketing efforts with sales goals by fostering collaboration, sharing leads and customer insights, and providing sales enablement materials and support

tactical marketing objectives

These ______should be aligned with the strategic objectives and contribute to the overall marketing plan. They should also be specific, measurable, achievable, relevant, and time-bound (SMART) to ensure effective implementation and evaluation.

INCREASE SOCIAL MEDIA ENGAGEMENT, LAUNCH A TARGETED EMAIL MARKETING CAMPAIGN, OPTIMIZE WEBSITE SEO, DEVELOP AND DISTRIBUTE CONTENT, IMPLEMENT A REFERRAL PROGRAM, CONDUCT MARKET RESEARCH, RUN PROMOTIONAL CAMPAIGNS, ENHANCE CUSTOMER SERVICE PROCESSES, MONITOR AND ANALYZE MARKETING PERFORMANCE, COLLABORATE WITH SALES TEAMS

WHAT ARE THE 10 EXAMPLES OF TACTICAL MARKETING OBJECTIVES?

TARGET AUDIENCE

• identify and understand your target audience

• consider factors such as demographics (age, gender, location), psychographics (values, interests, lifestyle), and behavior (buying patterns, preferences)

• tailor your messaging and marketing efforts to resonate with your target audience.

UNIQUE VALUE PROPOSITION

• clearly communicate the unique value you offer to consumers.

• highlight what sets your product or service apart from competitors and why it's beneficial for consumers to choose you.

• focus on solving a problem or fulfilling a need.

BRANDING AND POSITIONING

• develop a strong brand identity that is memorable and resonates with your target audience. 

• position your brand in a way that differentiates you from competitors and aligns with the values and aspirations of consumers.

PRODUCT QUALITY

• offer high-quality products or services that meet or exceed customer expectations.

• ensure that your offerings are reliable, durable, and provide value for the price paid.offer high-quality products or services that meet or exceed customer expectations.

• ensure that your offerings are reliable, durable, and provide value for the price paid.

PRICING STRATEGY

• develop a pricing strategy that considers customer perceptions, market demand, and competition. 

• determine if you want to position yourself as a luxury brand, a budget-friendly option, or somewhere in between.

CUSTOMER EXPERIENCE

• provide exceptional customer service and create a positive experience at every touchpoint.

• focus on building long-lasting relationships with customers by being responsive, attentive, and going above and beyond to meet their needs.

MARKETING COMMUNICATION

• develop effective marketing campaigns that reach your target audience through various channels such as social media, advertising, content marketing, and public relations

• craft compelling messages that highlight the benefits and unique aspects of your product or service

 USER REVIEWS AND TESTIMONIALS

• showcase positive user reviews and testimonials to build trust and credibility with potential customers

• encourage satisfied customers to share their experiences and opinions about your brand

CONVENIENCE AND ACCESSIBILITY

• make it easy for consumers to find and purchase your products or services

• offer convenient payment options, provide clear and concise product information and ensure that your website and other online platforms are user-friendly and accessible

CONTINUOUS IMPROVEMENT

• regularly gather customers feedback and use it to improve your products, services, and overall customer experience

• stay updated with market trends and adapt your strategies accordingly to stay relevant and competitive

TARGET AUDIENCE, UNIQUE VALUE PROPOSITION, BRANDING AND POSITIONING, PRODUCT QUALITY, PRICING STRATEGY, CUSTOMER EXPERIENCE, MARKETING COMMUNICATION, USER REVIEWS AND TESTIMONIALS, CONVENIENCE AND ACCESSIBILITY, CONTINUOUS IMPROVEMENT

WHAT ARE THE 10 FACTORS TO CONSIDER TO ATTRACT CONSUMERS?

CONSUMER BEHAVIOR

• study of how individuals, groups, or organizations make decisions about what to buy, use, or dispose of in order to satisfy their needs and wants. 

• involves understanding the influences and motivations behind consumer choices, including factors such as personal preferences, cultural and social influences, psychological factors, and economic considerations.

internal factors

• individual motivations, attitudes, beliefs, and personality traits. 

external factors

family, friends, peers, culture, media, and marketing efforts.

UNDERSTANDING CONSUMER BEHAVIOR 

• can help businesses and marketers develop effective strategies for product development, pricing, promotion, and distribution. 

• By analyzing consumer behavior, companies can gain insights into consumer preferences and make informed decisions to better meet their customers' needs and wants.

CONSUMER BEHAVIOR

 plays a role in shaping societal trends; as it

• reflects the changing behaviors and preferences of consumers over time

• helps businesses anticipate 

• adapt to evolving consumer demands and expectations

MARKET SEGMENTATION

• process of dividing a larger target market into smaller, more defined segments based on similar characteristics or needs

• this allows businesses to tailor their marketing efforts and strategies to specific groups of consumers within the larger market

 DEMOGRAPHIC SEGMENTATION

• dividing the market based on demographic variables such as age, gender, income, occupation, education, and family life cycle

• For example, a company may target a specific age group, such as millennials, or focus on a particular income bracket.

PSYCHOGRAPHIC SEGMENTATION

• This approach considers consumers' personality traits, lifestyle, values, interests, and attitudes

• aims to understand consumers' motivations and behaviors and target them accordingly

• For instance, a company may target eco-conscious individuals who value sustainability and environmentally friendly products.

GEOGRAPHIC SEGMENTATION

• based on geographic factors like location, region, climate, and population density

• helps target consumers in specific geographical areas with localized marketing efforts

• For example, a company might create different marketing campaigns for urban and rural areas.

BEHAVIORAL SEGMENTATION

• focuses on consumers' behaviors, such as their purchasing habits, brand loyalty, usage frequency, and attitudes towards products or services

• allows companies to target consumers based on their buying patterns and preferences

• For instance, a company may target frequent travelers or loyal customers with special offers.

Market Segmentation 

• a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action.

Economics, Greed, Ego

ROADBLOCKS (OBSTRUCTION/BALAKIT) TO SEGMENTATION