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Unformatted text preview: Local vs. National advertisers and their differences Agencies: full service, creative boutique, media buying In-house agencies Advertiser/Agency relationship stages Product utility Product concept Positioning example Perceptible, hidden and induced differences What is a brand? Marketing definition Marketing segmentation 2 step process Benefit/Geographic/Demographic/Psychographic segmenting VALS What is a Target Market Marketing Mix Product Life cycle Primary demand Product Differentiation Brand equity What considerations go into determining the price of a product? Direct and indirect distribution Intensive, selective, exclusive distribution...
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This note was uploaded on 03/20/2008 for the course ISB 202 taught by Professor Johnson during the Spring '08 term at Michigan State University.
- Spring '08