The document outlines the key concepts to understand from a marketing lecture, including defining marketing and relationship marketing, explaining the 4Ps of the marketing mix, defining advertising and its importance, describing types and roles of advertising, and identifying current issues like interactive, global, and niche advertising. The goal is to understand the basic concepts of marketing, advertising, and how the advertising industry is evolving.

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Lecture-1
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Prepared By: Kazi Mashfiq Uddin Ahmed
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2. Learning Objective:
Industries all over the world once
dominated by very few marketers are
now crowded with many new competitors
that span the globe. Often new
businesses can compete more easily
because they are small, more flexible &
target specific rather than mass market.
Thanks to new technology that makes
advertising more cost effective.
Advertising is now available to marketers
of all sizes.

3. After studying lecture–1 you should be able to Know:
What is Marketing & what is Relationship Marketing,
Know what is Marketing MIX,
Know what is Advertising & why Advertising is Important,
Identify various types of Advertising,
Understand the Roles of Advertising,
Identify the Functions of Advertising & Identify the players of
Advertising world,
Identify the Current Advertising Issues

4. Marketing: (Special Topic) : Marketing is a process of Planning and Executing the
Pricing, Promotion and Distribution of Ideas, Goods & Services to create
connections that satisfy individual & firm’s objectives.
Relationship Marketing: (Special Topic): Companies these days are developing and
sustaining Relationship with their customers. Studies have shown that reducing
customer Complains/Problems by just 5% can increase future profit by as much as
30-90%.
Practicing Relationship Marketing depends on several factors: Consumers desire
Superior Customer Value which includes; Quality Products & Services, Competitive
Price, Convenient to Purchase, Delivered on Time, New Technology and Excellent
Customer Service etc.
Marketing MIX: (Special Topic): Marketing Mix consists of 4 Ps available and the
basic task of marketing is to combine these 4 Elements into a marketing program
to attract potential customers. 4 Ps are:
Product
Price
Place/Distribution

5. Advertising is a PAID Non-Personal communication from an identified sponsor using
Mass Media to persuade or influence an audience. Sometime for public service
announcement Space & Time may be donated.
Importance of Advertising: (See Text Book; Page # 06) :
Advertising is the best-known and most widely discussed Form of Promotion, probably
because of its popularity. It is an important tool particularly for companies whose
products & services are targeted at mass consumer market, it can be a very cost-
effective method for communicating with large audiences,………..See Text.

6. Brand
Advertising
Retail or
Interactive
local
Advertising
Advertising
Public Service Political
Advertising Advertising
Types Of
Advertising
Institutional Directory
Advertising Advertising
Business –To Direct
– Business Response
Advertising Advertising

7. 4 Roles Of Advertising
The Marketing Role
The Communication Role
The Economic Role
The Societal Role

8. The Marketing Role
Marketing is the process a business uses to satisfy consumer needs and wants
through goods and services. The particular customers at whom the company
directs its marketing effort constitute/refers the Target Market. The tools
available in marketing include Product, Price, Place and Promotion/Marketing
Communication. These 4 tools are collectively referred to as the Marketing Mix
Communication
Role
Advertising is a form of Mass Communication. It transmits
different types of market information to match buyers and sellers
in the marketplace. Advertising both Informs and Transforms the
product by creating an image to the Target Market.

9. Economic Role
Advertising reduces the price elasticity of demand. So an Ad should focus on Product
Quality, Variety of Selection and would avoid mentioning Price or Discounts. Advertising
can increase Price Elasticity by increasing the number of brands considered. The more
substitutes consumers believe exist, the more price sensitive they are. Price Elasticity Is
a measure of the sensitivity of demand to changes in Price.
Social Role
Advertising has a number of Social Roles. It informs us about new and improved
products and teaches us how to use these innovations. It helps us compare products
and features and make informed consumer decisions. Example: To be discussed in the
tutorial session.

10. Functions of Advertising:
Provide product and brand information: (See Page # 11) Many Ads are full of
information, providing with relevant information that will aid decision making to purchase
and is still the main function of Advertising.
Provide incentive to take action: (See Page # 11) Even though consumers are
dissatisfied with their current Products or Services but they’re Scare to Adopt new
products or services.
Provide reminder and reinforcement: (See Page # 11) Some consumers forget What
and Why they bought a particular brand like; Microwave or Automobile. Advertising must
remind the consumer constantly about the Name of the Brand, its Benefits, Value etc.
Most TV Advertising seems to provide this function.

11. FIVE players of Advertising:
The Advertiser
The Advertising Agency
The Media
The Vendor
The Target Audience

12. Advertising can be defined in terms of those who play important roles in brining Ads to
the consumer.
The Advertiser: (See Page # 11) Advertiser is the person/organization which usually
initiates the Advertising process. The Advertiser also makes the final decisions about the
Target Audience and the Media that will carry the Advertising, the Size of the Advertising
Budget and the Length of the Advertising Campaign.
The Advertising Agency: (See Page # 11) 2nd player in the Advertising world is the
Advertising Agency. Usually the Advertiser hires independent Agencies to Plan and
Implement part or all of their Advertising efforts. This working arrangement is known as
the Agency-Client partnership.
The Media: (See Page # 11) The third player in the Advertising world is the Media. The
Media are the Channels of Communication that carry the messages from the Advertiser
to the Audience. Medias are responsible to do the following.
The Vendor: (See Page # 11) 4th player in the world of Advertising is The Vendor who
assists Advertisers, Advertising Agencies and the Media. Members of this group are also
called Consultants or Self-Employer Professionals. Vendors usually deal with Copy-

13. The Target Audience: (See Page # 11) Final player in the Advertising process is the
Target Audience. All strategy starts with the customer.
Current Advertising Issues:
Today Advertising Industry is affected by Changing Technology. Additional
changes involve customer orientation in a truly Global World. Here we will
examine several following current trends:
Interactive Advertising: Today some experts believe that technology, especially
Interactive Technology will change the face of Advertising completely. But it is not yet
available to majority customers. Even when it becomes available, its main purpose will
be to gather and evaluate Information, Not Advertise. However Advertise will need a
different kind of creativity. Traditional Advertising is Mass Media will continue to be
appropriate in a number of situations
Integrated Marketing Communication (IMC): (See Page # 22) IMC is the practice of
unifying all marketing communication tools so that the company can send a persuasive
message to Target Audiences that promotes company goals. Marketing Communication
tools include such marketing areas as Advertising, Sales Promotion, Direct Marketing,
Public Relations, Packaging and Personal Selling

14. Globalization: (See Page # 23) Another trend that continues to affect Advertising is
Globalization. The Advertising challenge is to practice Global and Local Advertising
Simultaneously. So the standard of the Ad must be acceptable in all cultures of the
world.
Niche Marketing: (See Page # 23) Although Advertising has gone global many
Advertisers have moved toward tighter & tighter Niche Marketing. So instead of Mass
marketing they target market segments. New technologies enable advertisers to reach
select groups of consumers with selected media. Marketers now search for and
implement media and marketing plans aimed at special selective markets.

15. Probable Questions
• What is Marketing? Describe Relationship Marketing and
Marketing MIX.
• What is Advertising? Why Advertising is Important? Describe
types of Advertising.
• Describe the Roles of Advertising. Identify the Functions of
Advertising.
• Describe FIVE players of Advertising.
• Describe Current Advertising Issues.