Direct marketing
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The document outlines three assignments for students. The first assignment involves primary consumer research to understand advertising effectiveness. The second assignment requires students to research an advertising agency. The third assignment tasks students with reading the first five chapters of a book on advertising and writing a 1000 word note. The deadline for all assignments is April 5, 2010 and students should email their submissions to the provided email address.
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An advertising agency is an independent organization that specializes in developing marketing plans and advertisements to represent clients' companies positively to target customers. Advertising agencies offer a full range of advertising and promotional services based on research, culture, and sales techniques. They help advertise clients' products, brands, and services to current and potential customers through effective campaign planning and creation. Factors to consider when selecting an ad agency include the quality of staff, experience, image, services offered, and past record. The agency should match the client's needs and budget.
Adman Lecture 3
The document discusses how firms organize their advertising and promotion efforts. It explains that firms typically use a centralized, decentralized, or category-based system to manage promotions. It also describes the various participants in integrated marketing communications, including advertising agencies, media organizations, and specialized service providers. Finally, it outlines different types of advertising agencies, compensation models, and factors that influence an agency gaining or losing a client.
05 agencies
Advertising agencies provide 7 primary services including marketing analysis, advertising planning, creative strategy, advertising executions, media planning, billing, and integrating marketing communications. They are organized into 4 main functions - account management, creative, media planning and placement, and research. Account management acts as the liaison between the agency and client. The creative department creates advertising strategies and productions. The media department plans and buys media placements. The research department analyzes market data and consumer insights. Agencies make money through commissions, fees, and performance incentives.
05 agencies
Advertising agencies provide 7 primary services including marketing analysis, advertising planning, creative strategy, advertising executions, media planning, billing, and integrating marketing communications. They are organized into 4 main functions - account management, creative, media planning and placement, and research. Account management acts as the liaison between the agency and client. The creative department creates advertising strategies and productions. The media department plans and buys media placements. The research department analyzes market data and consumer insights. Agencies make money through commissions, fees, and performance incentives.
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Customer Relationship Management Unit-2 IMBA Osmania University
This document provides an overview of key concepts related to customer relationship management (CRM). It discusses customer value, total cost of ownership, sources of customer value, customer expectations and the factors that influence expectations. It also covers customer satisfaction, customer centricity, customer acquisition, and customer retention. The key points made are that CRM aims to create and deliver value to targeted customers at a profit, customer expectations are influenced by previous experiences and communications, and acquiring, satisfying and retaining customers are important aspects of a successful CRM strategy.
Marketing Mix
The document discusses the marketing mix of McKinsey & Company, a global management consulting firm. It describes McKinsey's approach to the traditional 4Ps as well as the extended 7Ps marketing mix. For product, McKinsey offers management consulting services. For price, it uses premium pricing to maximize profits while ensuring client satisfaction. For place, it provides services in clients' offices or its own 127 offices worldwide. For promotion, McKinsey relies on word-of-mouth from past successful projects rather than direct advertising. It emphasizes having the right people and processes to ensure service excellence. The professional workplace and behavior of consultants form the physical evidence of McKinsey's high-quality brand.
Agency-management-notes-Revised-Syllabus-17_18.pdf
This document provides an overview of agency management and advertising agencies. It discusses:
- The key roles and functions of advertising agencies, including planning, creative work, media selection, budgeting, and more.
- The typical structure of an ad agency, with departments like account service, media, creative, production, and finance.
- The different types of advertising agencies, such as full-service agencies, creative boutiques, media buying agencies, and more.
- Concepts related to agency management like attracting clients, researching markets, developing advertising plans and campaigns.
The document serves as a reference for students to understand the inner workings of advertising agencies and their important role in developing effective marketing strategies
Definition of customer
The document discusses key concepts related to customer satisfaction including definitions of customer, customer profiling, and customer perceived value. It provides definitions of customer from management expert Peter Drucker and of customer profiling. Customer satisfaction is defined as the extent to which customers are happy with products and services. The document discusses why customer satisfaction is important for businesses and outlines the purpose of measuring customer satisfaction.
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One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
Customer Relationship Management
CRM, subject notes as per the syllabus of Osmania university, this notes are very useful for the students pursuing any subject of customer relationship management courses, this can also be used by practitioners in the file of service sector
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Direct marketing
- 1. Assignments
- 5. Client – Agency Relationship
- 6. Advertising Agency Selection – the important factors and steps
- 27. Direct Marketing
- 41. Thank You