ALA101 Lecture Notes - Lecture 2: Media Planning, Psychological Pricing, Adland
WEEK 2: Who makes advertising?
Advertising and marketing
Integrated marketing communication
Client-agency relationships
Ad agency roles and functions
Adland in pop culture
Gruen transfer promises to unpick the ‘dark arts’ of brand communication
Madmen documents the ‘creative revolution’ of the 1960-70
Marketing defined
The process of planning and executing how a product is designed, tested, created, branded, packed
up, priced for consumers, distributed and communicated
Marketing as a concept is in a state of change
Traditionally focused on consumption, choice and satisfaction
Now also considers ‘quality of life’
Functions of marketing
Exchange- trading a ‘product’ for something of value
Adding value- reveals the products value or appeal
Relationships- not everything is about price
Brand building- creating familiarity, distinctiveness
Marketing mix
The four ps model:
- Product
oBenefits or features of a object, idea or service
oIncludes names, design, packaging, services, warranties
oSatisfies a consumer want or need
oProducts sit within product categories
oMaccas ad= glamorous burger, angus beef
- Place
oWhere the exchange takes place (distribution chain)
oDirect- manufacturer to purchaser (brand stores/web)
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