ADV-3008 Lecture Notes - Lecture 2: Strategic Planning, Psychographic, Early Adopter
Document Summary
Work directly with clients (liaison between ad agency and company) Get involved with situational analysis (the beginning) Develop the creation direction for the campaign. Take research findings and synthesize it into strategy. Develop ads that come out of strategy. Determines appropriate place for ads to appear. Looking for an appropriate way to spend money. Most money spent in the media part. Take design and put it into finished form. Controls entire process to ensure every part is meeting deadlines. The more you buy, less per unit. Agency that is usually small and independent. Advantage of this is that there is more control over the work bc there is no sharing of accounts. For ethnic groups or other types of ads. A research based analysis of all the internal and external factors that affect the organization. Overall purpose: achieve the greatest amount of sales with the least amount of expense. Inefficient to market to everyone the same product.
