Advertising Guide

Advertising Guide - Matt Redmond Advertising Midterm Study...

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Matt Redmond Advertising Midterm Study Guide Chapter 1 Roles 1. Account Executive: Directs and oversees advertising and promotional programs for client companies. Solicits the account, finalizes details with the contract, and works with the creatives who prepare the actual ads. 2. Brand Manager: Manages a specific brand or line of products for the client company. 3. Creative: Develops the actual advertising and promotional campaigns. Definitions Noise: Anything that distorts or disrupts a message. Clutter: A form of noise. When ads are tuned out due to a “clutter” or overwhelming amount of advertisements. (Several ads on the same page, similar ads right next to each other…) Integrated Marketing Communications The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at minimal cost. The collaboration of the three pieces of advertising (account exec, brand manager, and creative) towards creating a successful and cost effective campaign. (Review portion of chapter). Marketing Mix 1. Product 2. Price 3. Promotion 4. Distribution Promotion includes: Advertising Sales Promotions Personal Selling Database Marketing Direct Marketing Sponsorship Marketing Internet Marketing Public Relations
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Chapter 2 Components of Corporate Image Tangible Goods and services sold Retail outlets where the product is sold Factories where the product is produced Advertising, promotions, and other forms of communications Corporate name and logo Packages and labels Employees Intangible Corporate, personnel, and environmental policies Ideals and beliefs of corporate personnel Culture of country and location of company Media reports Corporate Logo: A symbol used to identify a company and its brands, helping to convey the overall corporate image. Should follow these four rules: 1. Easily recognizable 2. Familiar 3. Elicit a consensual meaning among those in the firm’s target market ( Stimulus Codability ) 4. Evoke positive feelings Brands: Names generally assigned to an individual good or service or to a group of complementary products. (eg. Procter and Gamble (corporation) has several brands: Tide, Cheer, Bold, and Dreft laundry detergents). Standardized (Global) vs. Adapted (Local) - Standardized is good in high profile, high involvement products (cars or computers). Adapted is good in low involvement, everyday products (candy, food, some soft drinks). “Think globally, but act locally” Brand Parity: Occurs when there are few tangible distinctions between competing brands in mature markets. Only minor product differences exist. Brand Equity:
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Advertising Guide - Matt Redmond Advertising Midterm Study...

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