MD_11F_4040_W1_0825_How_Advertising_Works

MD_11F_4040_W1_0825_How_Advertising_Works - + MC 4040...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: + MC 4040 ADVERTISING PROBLEMS How Advertising Works 08/25/2011 Copyright 2011 Yongick Jeong + What is Advertising? Advertising Procedures Market Analysis Advertising Agency Ad Agency People Case Analysis Review Case Analysis Agency/Group Selection Todays Agenda + Advertising is + What is Advertising? Any __________ form of ________________ about an organization, product, service, or idea ________________ To be considered advertising, communication should have the following characteristics: ________________ the space or time for an ad message generally must be bought ________________ Delivered through mass media ________________ ________________ 4 + Advertising Campaigns? Series of coordinated advertisements (and other promotional efforts) that communicate a reasonably cohesive and integrated theme + Key Players _________________________ (brand management) _________ (e.g., TV, print, Internet) Research firms, production houses, etc + Advertising Audience & Target Audience a group of individuals who receive and interpret messages sent from advertisers through mass media. a particular group of consumers singled out for an advertisement or campaign + Audience Geography __________________ - standardization One ad for all countries __________________ - localization Custom advertising __________________ national/global advertisers and local sales outlets (e.g., car dealers) + Advertising Procedures + Advertising Plan Procedure Marketing Problem Media Planning Situation Analysis Marketing Strategy Creative Strategy + Marketing Problems Marketing 4Ps Marketing problems...
View Full Document

This note was uploaded on 01/16/2012 for the course MC 4040 taught by Professor Fletcher during the Fall '11 term at LSU.

Page1 / 39

MD_11F_4040_W1_0825_How_Advertising_Works - + MC 4040...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online