26 - 21:32 ADV Wheredobigcampaignideascomefrom?...

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21:32 ADV- Where do big campaign ideas come from? “Idea Spotting”- Made to Stick o case study that worked- Subway and Jared (425lbs 180lbs) Subway franchisee read story and thought it was a great testimonial about the  subs being healthy o Made a commercial  o And presented idea to the marketing manager o But the idea was rejected at first o First ran Jan 1, 2000 o As a result of the advertising sales for subway sandwiches rose by 18% in  2000 alone o The Jared story proves idea spotting works. Joe C. Thompson created 7/11 o On Murphy’s business card Selected Experiences Age 3- talent, Hi-C print ad Media career success Jhm and partners ad agency   On Board of Directors for BusinesSuites 
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o Leases office buildings  American Advertise Federation Internship Coordinator Starred in a Marlboro TV commercial Marketing- “The set of human activities directed at facilitating and consummating  mutually beneficial long-term exchange relationships.” Marketing is about  exchanges Pg20- standard definition of what marketing is. Market-Directed Economy The US is a market-directed economy In this economy the mechanism that allocates resources to meet/match  w/human works and needs Self-regulating works by 4 Basic Facts of Economic Life  o 1. Individuals business firms compete for consumer’s favor and operate to  make a profit, but this is not  guaranteed. o 2. Consumers are NOT forced to buy. Except social essentials- through taxation we buy things(schools,  police protection, war etc) o 3. Firms make their own decisions about what to produce in market o 4. Caveat Emptor--- “let the buyer beware.” Natural Pressure for all of us in the Economy Competition- people competing for consumers
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Specialization- pressure to do something we’re good at Efficient Performance- at the total systems level Firm’s Basic Approach to Marketing An attempt to satisfy customers  Business Firms approach market with  Bundle of Satisfactions o Physical  Satisfaction (thirst)  o Functional  Satisfaction- Using goods to accomplish something in a social  sense o Social  o Psychological  Benefits  Marketing Mix-  o Four P’s: Product Place  Promotion Price Essentially all 4 dependent on one another, And none is more important than any other Placing any of the 4 above others will result in failure Each P is Simply a Marketing Tool Marketing Manager’s task is to make optimal adjustments of factors under his/ her control, to factors beyond control.
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Controllable vs Uncontrollable Model A market requires: o People o Purchasing Power
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This note was uploaded on 02/21/2011 for the course RTF 305 taught by Professor Nasr during the Spring '07 term at University of Texas at Austin.

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26 - 21:32 ADV Wheredobigcampaignideascomefrom?...

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