APRD 1000 Lecture Notes - Lecture 7: Simon Sinek, Caffeine, Newcastle Brown Ale
9 Oct 2016
School
Department
Course
Professor
Document Summary
4 groups in agency and what each does. How advertising agencies look at the process. Case studies: folgers, newcastle brown ale. Purpose: develop and manage brand communication for marketers. Holding companies (in order of size: wpp. Under all their agencies, those companies have different types of commercial communication companies: omnicom. Between wpp and omnicom they own most of the ad agencies in all the world: dentsu, publicis, interpublic, havas. Agencies must be the stewards of the brand charlotte beers. Strategy is the biggest part of the process, the least public. Why is strategy important: the purpose of advertising is movement. Sell something: creativity without strategy is called art. " creative with strategy is called. Brand positioning: positioning starts with a product. A piece of merchandise, a service, an institution or even a person: leadership, nike: performs to the top of your expectations. Markets themselves against industrial farming: price/value, walmart: spend less, live more.
