Total Quality Management – Strategic Management – Advertising
Total Quality Management – Strategic Management – Advertising
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1- The extended marketing mix
BCO 128 Advertising, Media and BrandingGloria Queralt g.queralt@euruni.edu
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1. Form 4 P’s to 7P’s1.1 People1.2 Physical Evidence1.3 Process Management
2. From advertising to IMC3. The promotion mix optimization
3.1 Sales promotion
4. Brand awareness5. The loyalty Matrix6. Media and their evolution7. Advertising agencies
7.1 Advertising Agency Departments7.2 Types of agencies
Content
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1. Form 4 P’s to 7P’s
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Product Marketing Mix
Product Pricing Promotion Placement
PeopleHR
Process ofManagement
PhysicalEvidence
ServiceMarketing
Mix
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1.1. 4 P’S marketing Mix
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=> People /Staff• People define a service.• Many companies are involved into specially getting their staff
trained in interpersonal skills a customer service with a focus oncustomer satisfaction.
1.2 Extended Marketing Mix (7p’s)
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=> Physical Evidence
• Material part of the service• Services are intangible in nature, however, to create a better
customer experience tangible elements are also delivered withthe service.
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=> Process Management
• The way the service is delivered to the end customer.E.g All the frappuchinos are the same in all the Starbucks outlets.
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2. From advertising to IMC (Integrated MarketingCommunication)
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3. The promotion mix optimization
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Retail:Types of sales promotions=> Coupons, displays, samples, demos, referrals,discounts….
+ eye-catching, sales-enhancing – immediate value for customers
– Short- term, can be a bad image for the brand
B2BTypes of sales promotions=> Price reductions, sample products, trade showsand exhibitions …
3.1 Sales promotion:
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4. Brand awareness
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5. The loyalty Matrix
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6. Media and their evolution
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7. Advertising agencies
Advertising AgencyAccount manager
Advertiser
Marketing – Advertising Department
CreativeDepartment
Researchers
Media Planner andbuyer
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Team that create the actual ads:• Creative (Inspire the ad)• Copywriters (write the ad)• Art directors (design the ad)• Producers
7.1. Advertising Agency Departments
Account Service
Media Services
Creative Department
Other Agencies &Personnel
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Acts as a liaison between theclient and the agency.
Is a kind of sales department ofthe agency
Account Service
Media Services
Creative Department
Other Agencies &Personnel
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Account Service
Media Services
Creative Department
Other Agencies &Personnel
• Dept who has contacts withthe suppliers of the Media(Newspaper, TV, Radio,Magazines…)
• In charge of planning theMedia Strategy.
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Account Service
Media Services
Creative Department
Other Agencies &Personnel
• Other services that arenecessary for the agency:secretary, account….
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7.2.1 Full- Service agencies7.2.2 Limited- Service Advertising Agencies7.2.3 Specialist Advertising Agencies7.2.4 In-House Advertising Agencies7.2.5 Interactive Agencies
7.2. Types of agencies
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7.2.1 Full- Service agencies
Traditional Advertising AgenciesThe client/Advertiser can satisfy all their advertising orpromotional needs with the same organization
Creative departmentResearch DepartmentMedia Planning and buyingAccount Services
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7.2.2 Limited- Service Advertising Agencies – Creative boutique
Some advertising agencies limit the amount and kind of servicesthey offer.
Those agencies usually offer only one or two of the basic services.
Creative – MediaDigital – Account
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7.2.3 Specialist Advertising Agencies
Agencies that specialize in particular kind of advertising: medical,industrial, financial, travel….
7.2.4 In-House Advertising Agencies
Advertisers who set up an advertising agency function within theircompany.
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7.2.5 Interactive Agencies
May differentiate themselves by offering a mix of web design/development, SEM, Internet Advertising, e-business/ e-commerce
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