Session 1 - The Role of Advertising in Marketing
                     Introduction to Advertising 
Topic 1
THE ROLE OF ADVERTISING IN 
MARKETING
Scheme of Work (1/3)
• Session 1: The Role of Advertising in 
Marketing
• Session 2: Advertising and Promotional Mix
• Session 3: Understanding the Customer and 
Consumer (part.1)
• Session 4: Understanding the Customer and 
Consumer (part.2)
• Session 5: Types of Advertisement
Scheme of Work (2/3)
• Session 6: The Creative Process
• Session 7: Review of session 1-6 and 
preparation for Midtest – Online Session
• MIDTERM TEST (topic 1-6)
• Session 8: The Creative Brief
• Session 9: Digital Promotions – Online Session
• Session 10: Digital Advertising
Scheme of Work (3/3)
• Session 11: Advertising and Digital Media 
Industries – Guest Lecturer 
• Session 12: Class Presentation and Discussion
• Session 13: Class Presentation and Discussion
• Session 14: : Review of session 8-10 and 
preparation for Final Test – Online Session
• FINAL TEST (topic 8-10)

Marketing Definition
“The process of planning and executing the 
conception, pricing, promotion, and distribution of 
ideas, goods, and services to create exchange and 
satisfy individual and organisational objectives” 
~ The American Marketing Association ~
Marketing Mix (4Ps)
The Right PRODUCT
 The right PRODUCT means the right Product 
Design, Quality, Features, Branding
 Every product should has point of 
differentiation from competitors
At The Right PRICE
 It costs to produce and design a product, it 
costs to distribute a product and costs to 
promote it. 
 Pricing is difficult and must reflect supply and 
demand relationship 
In The Right PLACE
 Right Place = Right Distribution
 The organization must distribute the product to 
the user at the right place at the right time 
 The right place also has implication on the 
perceived position in the market-place and the 
image and reputation of the product and 
service 
With The Right PROMOTION
 Promotion, therefore, is the total way that a 
company presents its products to the market. 
 Promotion is the element in an organization’s 
marketing mix that serves to inform, persuade, 
and remind the market of a product and/or the 
organization selling it, in hopes of influencing 
the recipients‘ feelings, beliefs or behavior
Marketing  Promotional Mix
The Role of Advertising in 
Marketing
 While marketing will establish the goods and 
services that will sell, advertising will inform 
the market that they are available. 
 Advertising will promote the product and 
service in a such a way to appear attractive 
to consumers and customers as well as 
different from competitors.