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Positioning, Branding & The Ad/Promo Industry Structure Mkt 440 Prof. Bill White
The Marketing Mix Step One or Two The Target Market -- Needs, Wants, Expectations Step One or Two The Positioning -- The Story Brand Image & Competitive Advantage Step Three “ The 4 P’s” Product ---- Price ---- Place ---- Promotion
Advertising Agency: an independent business, composed of creative and business people, who develop, prepare, and place advertising in advertising media for clients seeking customers for their products.
Account Services Creative Dept. Research Dept. Sales Promo Dept. The Media Print Broadcast Internet Production Print Broadcast Internet Research Surveys Focus grps Syndicated Sales Pro Sampling P,O,P Premiums Advertiser Ad Agency Suppliers Client/Account V.P. Marketing Ad Director Brand Manager Media Dept. VP Acct. Svs. VP Marketing President and CEO