Module 2 Workbook

Module 2 Workbook - Module 2 Your Name: MATTHEW ALONGI...

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Module 2 Your Name: MATTHEW ALONGI Date: 6/12/07 QUINNIPIAC UNIVERSITY School of Business Advertising (MK 312 – Distance Learning) Summer 2007 Workbook Prepared To Help You Succeed
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Introduction This Workbook has been developed to help you succeed in our marketing research course. It contains supplemental material and fill-ins to focus your attention like a laser beam on the key concepts that you really need to master in your reading assignments. Simply read the assignment before the scheduled due date. Then close your textbook and try to fill out as many of the blanks in the Workbook that you can from memory. Then open your textbook and look up the answers to those questions or issues that you could not answer from memory or those in which your answers seem a little “shaky”. This Workbook must be submitted to the instructor before 8 am (Eastern Time), Friday, June 15 th for evaluation. Bob Watson
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Chapter 2 The Structure of the Advertising Industry The Structure of the Advertising Industry
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A. Who are the following and why are they important to advertisers? Manufacturers and Service Firms This is made up of large national manufacturers of consumer products and services. Companies like Proctor and Gamble, General Foods and Merrill Lynch all have national or global markets for their products/services. These large firms are important to advertisers because they have a huge market, and generate a lot of sales, and do a lot of advertising. For advertisers, these are big money makers and they need to focus a lot of their attention on these firms. Trade Resellers Trade resellers are organizations in the marketing channel of distribution that buy products to resell to customers. These can be retailers, wholesalers or distributors. These resellers deal with household consumers and business buyers, and are important to advertisers mostly when they sell in national or global markets. Sears and McDonalds are examples of high profit retail companies that use many forms of advertising. Federal, State and Local Governments Surprisingly, the government is one of the 25 largest spenders on advertising. The US government, both local, federal and on a statewide level use over 2 billion dollars for advertising expenses in the form of recruitment for the military, and campaigning on social issues. Social organizations Social organizations include non-profit organizations that use advertising on a large scale to seek donations to their causes, and to raise awareness for what they believe in. Examples are United Way, and the American Red Cross. Like other companies and large firms, social organizations use advertising to stimulate demand and awareness, and create a sense of importance for their “brand”, which represents their cause. Advertising Agencies
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This homework help was uploaded on 04/16/2008 for the course MK 312 taught by Professor Watson during the Summer '07 term at Quinnipiac.

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Module 2 Workbook - Module 2 Your Name: MATTHEW ALONGI...

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