COMM 342 Lecture Notes - Lecture 5: Swot Analysis, Green Marketing, Marketing Mix
Document Summary
Focuses on the goal to communicate a concept, a process, or data that satisfies a long term strategic goal of an organization by allowing facilitation of an integrated advertising and public relations process: define advertising and public relations. Nonpersonal messages changing to interactive types of media. Consumer in charge: user-generated content, consumer generated advertising. Blurring the lines and converging media: digital media. Ex: tj maxx: direct-response: stimulate an immediate customer response. Ex: internet/direct mail: b2b: from one business to another. Na(cid:373)e the t(cid:455)pes of age(cid:374)(cid:272)ies a(cid:374)d their differences. Organization: message sponsor or advertiser, likely to have a marketing team that initiates the advertising efforts, hires advertising agency, one client. Agency: creates, produces, and distributes the message, employs experts who are passionate about their work, can negotiate the best media deals for clients, several clients, types of agencies: Provides clients with the primary planning and advertising services. Encompasses account management, creative services, media planning, and account planning.
