ADV-3008 Lecture Notes - Lecture 2: Customer Relationship Management, Dr Pepper, Food Photography
Document Summary
Jc penny"s change in marketing strategy: fair and square discount type of department store. Advertising agency organization: (talking about the organization that actually produces the ad/or the advertiser: account servicing department: the people who run the day to day business of servicing an account. Most appropriate way to communicate effectively to the target market: creative department: two types of creative development: Visual people: who design the layouts and do the graphic work: media department: where the dollars get spent. The delivery of the message and trying to get the most ef cient use of the money. Types of agencies: full service agency: agency that provides complete advertising services for its clients. Decision sequence model: situation analysis: research based analysis of all of the internal and external factors that affect the organization, consumer segmentation: overall purpose- achieve the greatest amount of sales with the least amount of expense. Taking a market place and dividing it into different parts. (pizza/
