Marketing and Advertising

Daniela Laffusa
Ginevra Lizzo
Giulia Maffii
General Overview
 MARKETING :
THE TERM MARKETING CONCEPT
AND ITS FUNCTIONS.
 4 P’S :
PLACE
 PRICING
 PRODUCT
 PROMOTION

 PROMOTION :
PERSONAL SELLING
 SALES PROMOTION
 PUBLIC RELATIONS
 ADVERTISING

MARKETING
Marketing is used to create the
customer, to keep the customer
and to satisfy the customer.
Marketing is one of the
major components of
business!
MARKETING STEPS
Marketing research
Segmentation of the market
Targeting
Marketing mix
Positioning
Selling
MARKETING MIX
 Marketing mix is the method by which companies
advertise products or services to potential
customers.
 It’s divided into 4p’s:
 -product
 -price
 -place
 -promotion
PRODUCT
Companies aim
to satisfy with
their products the
customer’s
wants!
PRICE
Price is the only element that
generates a revenue.
PLACE
The right place for
each product !!
PROMOTION
Promotion involves disseminating
information about a product ,
product line, brand, or company.
Promotion comprises
four subcategories:
Personal selling
Sales promotion
Public relations
Advertising
PERSONAL SELLING
 Sales, or the activity of selling,
forms an integral part of
commercial activity.
Mastering sales is considered
by many as some sort of
persuading art.
SALES PROMOTION
 Sales promotions are non-personal-
promotional efforts that are designed
to have an immediate impact on
sales.
PUBLIC RELATIONS
 Public relations is the art and science of building
relationships between an organization and its key
publics.
ADVERTISING
The promotion of goods,
services, companies and ideas.
Marketers see advertising as part
of an overall promotional
strategy.
THE ADVERTISING
MESSAGE
Advertisements
are messages
wich companies
pay to send..
TV COMMERCIAL
The Tv commercial is
generally considered
the most effective
mass-market
advertising format.
WORLD WIDE WEB
Advertising on
the World Wide
Web is a new
method of
E-mail
advertising!
advertising
is
another recent
phenomenon!
PAPERS AND PERIODICALS
MANY COMPANIES
CHOOSE TO
ADVERTISE IN NEWS
PAPERS PERIODICALS
OR MAGAZINES!
WHICH ONE WOULD YOU BUY?
A
B
IMPORTANCE OF THE
IMAGE
THE IMAGE IS A WAY
THROUGH CUSTOMER
ASSOCIATE TO A
PRODUCT AN IDEA!
GLOSSARY!
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Goal:
Mastering Sales:
Retail:
Rebates:
TV commercial:
Billboard:
Achieved:
Free Samples:
Wall paintings:
Skywriting:
Flyer:
Obiettivo, scopo, meta.
Padronanza delle Vendite.
Vendita al dettaglio.
Buoni omaggio.
Spot pubblicitario in TV.
Cartellone Pubblicitario.
Realizzato.
Assaggi Gratuiti.
Pitture su parete.
Pubblicità aerea (striscioni ecc.)
Volantino.
RESOURCES:
 www.wikipedia.it
 www.marketing.it
 Active business student’s book (Petrini)
 AND A SPECIAL THANKS TO MR RAGAZZONI !