Marketing Archives | Page 4 of 5 | The Lawyers & Jurists

The Creative Side and Message Strategy

The Creative Side and Message Strategy The Art and Science of Creative Advertising • The ROI of effective advertising – Relevant, original, and has impact • The Big Idea – Implements the advertising strategy so that the message is both ...

Media Planning and Buying

Media Planning and Buying • Fragmentation of mainstream media and proliferation of new media have made media buying and planning more challenging and more creative The Aperture Concept • The goal of the media planner is to expose the target ...

Broadcast Media

Broadcast Media • Transmit sounds or images electronically • Include radio and television • Broadcast engages more senses than reading and adds audio as well as motion for television Radio Structure of the Industry • AM/FM • Public radio • ...

Print and Out-of-Home Media

Print and Out-of-Home Media The Media Industry • Media-delivered news, information, and advertising make the news and information possible Basic Media Concepts • Media mix – The way various types of media are strategically combined in an advertising plan • ...

Strategic Planning

Strategic Planning Strategic Planning • The process of determining objectives, deciding on strategies, and implementing the tactics • Objectives – What you want to accomplish • Strategies – How to accomplish the objectives • Tactics – Make the plan come ...

Strategic Research

Strategic Research Research: The Quest for Intelligence and Insight • Market research – Compiles information about the product, product category, and other details of the marketing situation • Consumer research – Used to identify people who are in the market ...

The Consumer Audience

The Consumer Audience Chapter 5 How Does Consumer Behavior Work? • Consumer behavior – Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors Cultural and Social ...

How Advertising Works

How Advertising Works Chapter 4 How Advertising Works as Communication • The communication model • Advertising as communication • Adding interaction to advertising • Mass communication is generally a one-way process • Feedback is obtained by monitoring the response of ...

Advertising and Society

Advertising and Society Chapter 3 Advertising’s Societal Role • Does advertising create a materialistic culture or does it simply reflect it? – Critics believe that advertising has the power to shape social trends and the way people think and act ...

Advertising’s Role in Marketing

Advertising’s Role in Marketing Chapter 2 What is Marketing? • The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted Key Concepts in Marketing • The marketing concept • Exchange • Branding • Added value • ...

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