JOUR 250 Lecture Notes - Lecture 20: Horse Length
22 Feb 2018
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Individual @ an adv. agency primarily responsible for account planning. Focuses the creative process on nurturing a relationship w consumer and brand. Systematic gathering, recording, and analysis of info to help managers make marketing decisions. Info to facilitate the development or evaluation of advertising strategies, ads, and commercials, and media campaigns. Helps to define the product concept or to assist in the selection of target markets, adv, messages, or media vehicles. Product concept: bundle of values that encompasses both utilitarian and symbolic benefits to consumer. Target audience selection: study of primary users of product category to understand demographics, geographic, psycho graphics, and purchase behavior. Media research: reach and effectiveness of media vehicles. Message element selection, studying consumers" likes n dislikes in relation to brands and products to determine which message elements might prove most successful. Interpretation and reporting of findings situation analysis, problem definition, and secondary research:
