GCM 210 Lecture Notes - Lecture 4: Art Director, Copywriting, Brand Management

• School: Ryerson University
• Department: Graphic Communications
• Course: GCM 210
• Professor: Natalia Lumby

Document Summary

2: determine the price, determine the distribution strategy, determine the brand values, product, pack attributes. "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The process of marketing is that of bringing a product to market. Product design (including packaging design), art direction, brand management, advertising, copywriting. Often involves use of the creative arts. An acronym for strengths, weaknesses, opportunities, and threats. A structured planning method that evaluates those four elements of an organization, project or business venture. Aims to identify the key internal and external factors seen as important to achieving an objective. The idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image.