MKTG 4025: Advertising Management
Chapter Two
CHAPTER TWO
The Structure of Advertising Promotion and Industry
Trends Affecting the Ad and Promotion Industry
Consumer control
o Ex. social media, blogs, DVRs
Media Proliferation, Consolidation, and Multipl
MKTG 4025: Advertising Management
Preface & Chapter 1
OVERVIEW
Differences between sales, marketing, and branding
Sales
o Transaction focused
o Top line focused
o Short-term relationship
o Myopic focus
o Trial
Marketing
o Demand generation
o Profitable
MKTG 4025: Advertising Management
Chapter Six & Review Notes
CHAPTER SIX
STP Marketing and the Evolution of Marketing Strategy
1. Target Market- a sub group of a larger market chosen as the focal point for a marketing
advertising campaign
2. Positioning-
MKTG 4025: Advertising Management
Chapter Eleven
CHAPTER ELEVEN
Executing the Creative
Its the creative principles that matter
o Good writing
o Effective visuals (80% of what we learn is what we see)
The world in which ads exist has changed
o Media and
Case Brief 2
Marketing for Managers
Matt D. Allen
6/1/16
The Lego Group: Building Strategy
The Lego Company was started in 193 by Kirk Kristiansen who coined the term Only the best is
good enough. By 1958 plastic cubes were introduced which soon became th
To the customers and general public of Apollo Peak Cat Wine,
At Apollo Peak we pride ourselves on being the original makers of pet friendly
dog and cat wines. Our products such as The Catbernet, The MalBark, The Pinot
Meow, etc, have always been produced
2. Select your media category
Selecting the proper media medium(s) to convey our companys message is an
important task to reach out to new potential customers. For this task we selected:
Billboard, newspaper, 30 second commercial, and Facebook. We believe
Study Guide Test 1
Test 1 will cover several lectures including:
Introduction to ADV Management
Maintaining Positioning
The Business of ADV
Engagement
The Environment of ADV
Print Media
The Research Process
TV & Radio
Understanding the Target Audience
Out
Kent Montgomery
Esta Shah
Advertising Management
Section 001
As marketers we are often in charge of helping companies advertise their brand
and share their most recent innovations and products. However most companies are
looking to get the best bang for t
