Advertising Management
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The document contains an interview with a representative from an advertising agency called True Media. In the interview, the representative discusses the benefits of using an advertising agency compared to handling advertising in-house, including getting a fresh creative perspective and access to more data and research. They also discuss the services True Media provides, challenges like finding talent, how the agency is compensated and measures effectiveness, trends in the industry moving more to digital and mobile, and advice for students to learn digital skills.
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This document discusses advertising and media management. It covers the history of advertising from oral advertisements and rock paintings before the 18th century to various modern media like newspapers, TV, radio and the internet. The purpose and functions of advertising are described as well as its economic, social and ethical aspects. The relationship between advertising and the marketing mix is explored. Advertising is examined as a communication process and various types of advertising are defined based on geography, audience, media used, stage, purpose and function. Finally, the major institutions involved in advertising management are outlined.
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Advertising plays an important economic role by driving sales, competition, and economic growth. It contributes to the US economy in several ways:
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This document provides an introduction to advertising and marketing communications. It defines advertising and discusses the different types of media used, including mass media, addressable media, interactive media, and nontraditional media. It also explains integrated marketing communications (IMC) and how it aims to ensure all promotional messages are carefully linked together. IMC seeks to integrate all aspects of the marketing mix, including advertising, sales promotion, public relations, direct marketing and more. The document outlines the need for IMC due to issues like media proliferation, increased competition, cynical consumers and the need to build stronger relationships through consistent messaging.
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Advertising plays an important economic role by driving sales, competition, and economic growth. It contributes to the US economy in several ways:
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2) It provides consumers with information on products, prices, and availability, which encourages competition and helps keep prices low. This benefits consumers.
3) The revenues from advertising support media industries like newspapers, TV, radio and websites, making their content cheaper or free to consumers. Many forms of media would not exist without advertising.
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- Brand, retail, classified, public service, and political advertisements.
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- Local, national, and international advertisements targeting specific regions or countries.
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The document discusses the purpose and effective use of advertising for refractive eye surgery practices. It notes that advertising is just one component of marketing and that practices should focus first on developing strong internal marketing fundamentals. The document cautions against using advertising as a substitute for more targeted outreach methods. It also provides guidance on developing effective advertising, such as keeping messages concise to avoid overwhelming patients with too much information, using truthful claims backed by data instead of hype, and focusing on motivating patients to contact the practice rather than addressing their fears.
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Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
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Advertising has existed for thousands of years, with ancient Egyptians, Greeks, and Romans using messages and posters to promote sales. The document then discusses different types of advertising including TV, print, radio and how the nature of advertising is changing with new technologies and media consumption habits. It provides examples of creative advertisements and concludes that the basic nature of advertising is persuasion to attract customers and facilitate an exchange of goods or services.
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An online marketer needs to meaningfully engage people where they congregate online. E-marketing involves applying traditional marketing techniques through the internet. It allows for design, advertising, promotion and sales online. E-marketing has advantages like global reach, lower costs, interactivity, personalized targeting and measurable results. The future of e-marketing is positive as social media marketing provides a cost-effective way to target large audiences through viral sharing.
Digital marketing-notes
The document discusses digital marketing and provides information on the following:
1. It defines digital marketing and explains how it encompasses all marketing efforts that use electronic devices and the internet to connect with customers.
2. It describes how digital marketing is important for meeting customers online and provides examples of key digital marketing tactics.
3. It explains that digital marketing is a large and growing industry in India and globally, and outlines the scope and importance of digital marketing for businesses.
A study an awareness on digital marketing
The document discusses the history and growth of digital marketing. It explains that digital marketing has grown significantly over the past 20 years as internet usage has expanded globally. Traditional marketing methods have adapted to the digital space through websites, social media, paid search ads, and email marketing. The document also provides an overview of common digital marketing tactics like search engine optimization, pay-per-click advertising, social networking, and email marketing.
Coffee Marketing Introduction
1. The document proposes social marketing services from Coffee Marketing Consultancy to stimulate businesses with innovative and measurable social marketing campaigns at lower prices.
2. Coffee Marketing Consultancy differentiates itself by having experience creating social media campaigns for top brands for over 5 years, employing digital experts globally to reduce costs, and focusing only on clients' objectives to deliver results.
3. The document promotes the benefits of relationship-building through social media and how social marketing can generate leads, raise brand awareness, and digitize business functions at a lower cost when done regularly.
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Advertising Management
- 1. Advertising Management Kelsey Buehler Jasmine Serrano Gabi Lukens David Thibeau
- 2. Project #7 Interview a representative of an advertising agency and ask her/him to identify the benefits of using an advertising agency as opposed creating advertising in-house. 1. What services does the agency provide its clients? 2. Are there any clients the agency will not work for? Why? 3. What are the biggest challenges faced by the agency? 4. How is the agency compensated for its work? 5. How does the agency measure the effectiveness of the advertising campaigns it creates? 6. What do you think a pay for performance compensation model? 7. How does the agency solicit business? 8. How has your industry changed over the last decade? 9. What trends do you foresee in the industry over the next few years? 10. How has the digital age impacted your agency? 11. Finally, what advice would you give to a college student interested in working in the advertising industry?
- 3. About True Media Mission (what we do): Connect our customers to their customers. Purpose (why we exist): To be best-in-class and a model company for the long-term benefit of our customers, employees, and owners. Value Statement (the principles that guide us): Be honest, work hard, over communicate and innovate. About True Media
- 5. True Media Awards and Honors
- 7. 1. What are the benefits of using an advertising agency as opposed to creating advertising in house? Creative side: fresh perspective of brand Media side: agencies have significant amounts of data, software, and research that isn’t necessarily available to everyone 2. What services does your agency provide your clients? Media planning, buying, digital, and mobile services True Media
- 8. 3. Are there any clients you will not work for? Why? Don’t work with tobacco companies or get involved in political campaigns 4. What are the biggest challenges faced by your agency? Finding talented employees True Media
- 9. 5. How is your agency compensated for its work? Depends on the client Either hourly or a percentage of their media 6. How does your agency measure the effectiveness of the advertising campaigns it creates? Depends on the client Most clients are forthcoming with sales data that allows us to track progress True Media
- 10. 7. What do you think about a pay for performance compensation model? They can be good if you have open data from both parties 8. How does the agency solicit business? We have a team of people devoted to finding and pitching new business True Media
- 11. True Media 9. How has your industry changed over the last decade? Digital first environment More emphasis is placed on data tracking and return on investment (ROI) 10. What trends do you foresee in the industry over the next few years? More migration to mobile 11. What advice would you give to a college student interested in working in the advertising industry? Learn digital Learn Google PPC, tableau and intern over the summers
- 12. Questions?
Editor's Notes
- Kelsey
- Kelsey
- Kelsey
- Jasmine
- Jasmine
- David
- David
- David
- Gabi
- Gabi
- Gabi
- Gabi