ADV 3008 Lecture Notes - Lecture 5: Fidelity Investments, Sales Promotion, Flat Rate
7 Mar 2018
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Adv3008 week 5 lecture: someone who was an advocate for the consumer, role was to represent the consumer in the advertising development process, do identify where future trends are coming from (more interested in this) Agencies: scope: global, how aspirational they are when deciding what audiences to target, national, agencies that specialize in american target audiences, regional/local. A la carte agencies: agencies that offer specialized services, boutiques specialize in creative services, media buyers specialize in planning and buying media, web agencies. Agency compensation: ad space available -> cocacola, media will provide a discount to ad agencies, commission system. Chapter 5 advertising and marketing: objectives, to illustrate the use of advertising in marketing warfare, to describe the role of advertising as a marketing tool. Old spice: history, founded in 1937, for women, men"s product in 1938, p&g acquired old spice in 1990, soon faced a new competitor: axe.
