ADV 318J Lecture Notes - Lecture 6: Brand Management, W. M. Keck Observatory, Internal Communications
Document Summary
Marketers: all the manufacturers, service businesses, non-commercial enterprises worldwide that use adv/pr in their marketing communications. Different firms put together different ways of handling the job of adv/pr. Centralized structure: one adv/pr manager or team at the corporate level handles advertising/pr for all regions or divisions. Decentralized structure: each region or division has its own adv/pr department and manager. Functional: divides adv/pr responsibilities by the jobs people do. Product or brand management: every brand or product group is manage as a separate and independent profit unit within the larger company. Integrated communications: company is divided into units based on the consumer it serves, under a marketing communications ( marcom ) manager rather than a product manager. Ad/pr manager: daily responsibility for an org"s adv/pr program and will be held most directly accountable for its results. 4. getting results: monitor success of campaign. Experience to look at proposed adv/pr and judge its likelihood of success.
