Pinkberry Marketing Proposal- Fall 2012

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Lisa Fischer

Marketing audit group project for BADM 3401: Marketing Management at The George Washington University

Business Technology

Chelsea Finn
Natalie Priani
Claire Worley
Lisa Fischer
DorielJacov
Sarah Fleischmann

Reference Pricing
Social Media
Atmosphere
Limited Flavors
Full Service

Advertising is an “Ideas” industry, which allows marketers and brand custodians to create, position, or reposition their brands. It is a considerable part of most of modern companies, corporations, and brands, being the most visible and immediate point of communication between them and their customers / audiences. Advertising is also a business, but not any kind of business. It is a business full of excitement, fascination, and fun. Today, it constitutes a respected, strategic, and profitable industry. This course is designed to introduce students to Advertising, while aiming to provide firm grounding on its fundamentals. It will expose the links between media, society, advertising, and business. It thoroughly investigates the foundations of advertising and checks its main processes in action, based on true business / media / communication problematic. The course also explores the business aspects of advertising through a global industry overview, the business transactions organizations, with illustrations of advertisers and advertising agencies. Finally, the course focuses on market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of Advertising. LEARNING OUTCOMES & COURSE OBJECTIVES This course explains the basic principles, functioning and processes of Advertising. It treats, investigates, and answers the following questions, crucial in the lives of successful businesses and corporations: • What exactly is Advertising? • Where is it situated vis-à-vis: the Business, the Marketing Mix, the Communication Mix, the Corporate Communication Wheel • What is Advertising place and weight in company’s IMC? • What are the financial considerations if Advertising? • Why is Advertising so important for successful brands? • Why and how do companies use Advertising? • What are the Advertising’s main functioning principles, methods, and practices? This course also allows the students, as future marketers who will be ultimately called to manage and control Companies’/brands/clients’ marketing communication budgets, to: • Define the key terms in the Advertising environment. • Identify and explore the tools available to lead Advertising campaigns with. • Explore the basics of Advertising media planning. • Be able to conduct a proper creative briefing. • Be able to define and lead an advertising strategy. • Be able to lead a basic advertising campaign.

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