MC 4040 : MC 4040 Notes 1st Exam
Document Summary
What is advertising: art based on science. Advertising campaigns: series of coordinated advertisements that communicate a reasonably cohesive ad integrated theme. Key players: marketers or manufacturers, media, advertising agencies, contractors/suppliers, target audience. Local: co-op advertising- national/global advertisers and local sales outlets (audi car) Issues in advertising: types of research, objectives, advertising in special events, positioning, creative strategy, media planning, crisis management, evaluation of campaign, imc (integrated marketing communication, international advertising. Marketing problem: situation analysis->marketing strategy->creative strategy, media planning. Marketing problems: marketing 4ps, product, place, price, promotion, declining sales, competitors, brand switching. Situation analysis: identify the details of the problem, get birds eye view, market, competitors, technology, how to increase sales. Marketing strategy: state marketing objectives, spell out actions to complete objectives, focus on objectives always. Media planning: sets the tone and guides the direction the media decisions will follow, media objectives->strategy->tactics.
