Week 4. In Class Notes.
Week 4. In Class Notes. JRN 360
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This 3 page Class Notes was uploaded by Anyce Notetaker on Saturday September 26, 2015. The Class Notes belongs to JRN 360 at Central Michigan University taught by William Barre in Fall 2015. Since its upload, it has received 32 views. For similar materials see Advertising Principles in Journalism and Mass Communications at Central Michigan University.
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Date Created: 09/26/15
September 22 2015 vendors and suppliers 0 the planets around the sun that is the agency I photographers illustrators talent scouts commercial directors focus groups 0 people with specialties that the agency needs on a non contractional bases advertisersclients and agency 0 the people in advertisers and agency mirror each other I group brand managers gt account supervisor of management I brand manager gt account manager I director of marketing gt senior VP Full service agency 0 copy writer CW works with art director AD I they do whatever the other cannot 0 Broadcast producer I representative is on the set 0 Three are found in the creative department I account management deals with clients budgets and paperwork account coordinator managers supervisor general manager I media planner people who decides what to buy and where to place ads Media directors is at the top I account planner the researcher 0 try to gure out what it means 0 looks for insights 0 gathering information I go through to see what is needed and necessary and what is not I The window to the target market 0 writes the creative briefs gt the strategy I the liaison with the client I the combination on the account planning process I tell the creatives what to do 0 media I directors are at the top I planners I buyers I researcher I the media voice considering the budget The larger the share of budget the louder the voice target market 0 have to find the target market no matter what where and how 0 everyone is not the target 0 often based on demographics and psychographics I where are they and what they are thinking I the slice of the product category or the market the different brands I push and pull 0 push I the way manufacturers push items off the shelves and to the target market the channels of discussion gt ways to get to the target 0 wholesale gt brokers gt retailers gt target gets the product discounted 0 Pull I consumers creates the demand and the desires wanted so much product is pulled out of the store the target does not need discount 0 usually not one or the other but a combination of both September 24 2015 research 0 primary is whatever secondary is not 0 secondary I pre existing It was already there I inexpensive and easy to obtain Everyone and anyone can get to it Non con dential People would know who answered what I not copyright Anyone and everyone can use the information that has been gathered 0 Primary I original I con dential and copy righted No one knows who said what and only the company who has paid for it gets the right to use it I Dif cult and takes time to obtain I expensive It takes money to be rst and have the rights to it 0 Qualitative I in dept answers with open ended questions emphasis on the why and how 0 It is typically for focus groups and o ne on one interview 0 Not statistically veri able 0 small simple size 0 relatively quick and inexpensive I compared to quantitative I agencies are usually more involved I trying to nd insight by talking to people I Power in numbers 0 quantitative I statistically veri able I large simple size I most often in survey format I best at answering simple and specific questions I expensive to create run and order I make use of a small statistically veri able sample stand in or representative of the total target market gt the universe the larger the group the more we can trust in a product category is the process of identifying consumers with alike demographicspsychographics characteristics in the purpose of creating target markets 0 Something just for you or pretty close to it I Age weight I gender kids pregnancy I education income I geography ethnicity lifestyle I values opinions interests attitudes beliefs Brand loyalty 0 insistence gt won39t use any other brand but the one they want Period 0 preference gt prefers one brand but will consider using something else 0 neutral gt no real preference Prefers cost instead 0 avoidance gt staying away from a brand completely an advertising agency wholly owned and operated by an advertiser company corporation the player who makes the final decisions on target market size of budget and approves the nal advertising subset of population that the statistics professional assures is representative of the entire target market the universe
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