Transcript Advertising_MarketingProcess_2

The Tools of Marketing
Product
Price
Distribution
Marketing Communication
Product
* Design and Development
* Branding
* Packaging
* Maintenance
Distribution
* Distribution channels
*Market Coverage
* Storage
Four Elements
of Marketing
Price
* Price Copy
* Psychological Pricing
* Price Lining
* Value Determination
Communication
* Personal Selling
* Advertising
* Sales Promotion
* Direct Marketing
* Public Relations
It is both the object of the advertising and the reason for marketing.
What product attributes and benefits are important?
How is the product perceived relative to competitive offerings?
How important is service?
How long should the product last?
Customers view products as “bundles of satisfaction”
rather than just physical things.
What product name comes to mind when you picture a mobile
phone?
Do you think of a product name when you think of toothpaste?
When you think of soy sauce, what product name occurs to you?
The makers of products each one has mentioned, have advertised so
successfully that their brand names become synonymous with the
products themselves.
Branding makes a product distinctive in the marketplace.
A brand is a name, term, design, symbol that
identifies the goods, services, institution or
idea sold by a marketer.
The brand name is the part of the brand that
can be spoken such as words, letters or
numbers.
The brand mark, also known as the logo, is
the part of the brand that cannot be spoken.
(symbols, pictures, letterings, color
combinations)
When a brand name or brand mark is legally
protected through registration (Intellectual
Property Office), it becomes a trademark.
Brand equity – reputation that a name or
symbol connotes, synonymous with the
company.
Tangible
Characteristics
* Size
* Features
* Color
* Durability
* Package
* Taste
* Others
The
Product
Message Strategy to
Represent the
Product
Advertising Message
Product
Interpretation and
Evaluation by
Customer
Intangible
Characteristics
* Style
* Quality
* Image
*Prestige
* Warranty
* Brand Name
*Others
Activity
Think of a brand (name, mark) for the product
Identify its specific tangible and intangible characteristics.
Be able to explain the rationale behind all these and present in class.