ADVT 250 Study Guide - Brand Management, Walmart, Independent Business
Document Summary
Companies with one or few brands: ex wal-mart. Decisions about advertising made at multiple levels depending on the needs of the company. Brand management system: ex p&g, p&g brand isn"t important, rather, individual brands are important. Each brand (tide, dawn, crest) has own marketing team. Can have competing brands within a category. Brands may have different marketing teams for different countries. Brand decisions made by brand management system. Additional marketing/ad decisions by region of the country. Promotions allocation: advertising allocation, sales promotion allocation, pr allocation, sales support allocation, etc. Different sales volume by category and item. Marketers may do advertising planning: alone (in-house) calvin klein, with partners (agencies) p&g, or both the walt disney world resort. Assist marketers with wide range of needs related to marketing communication and advertising. Knoxville- the tombras group, asen marketing and advertising, London, paris, buenos aires, cape town, etc. Company websites: individual agencies, holding groups. Businesss that own various advertising and marketing businesses.
