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Unformatted text preview: Advertising agency jobs Agency payment methods Agency payment computation Decentralized vs. centralized advertiser structure Department vs. group advertising agency structure How agencies get clients Factors that impact the client/agency relationship Target market – definition Types of market selection strategies – undifferentiated and segmented Different ways to segment a market – user status, usage rate, benefit and all the rest. VALS Total product concept Marketing mix Product life cycle Brand equity – and what does a brand mean? Product differentiation Place (Distribution) options Brand positioning...
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This note was uploaded on 03/25/2008 for the course ADV 201 taught by Professor Bp during the Fall '08 term at Michigan State University.
- Fall '08