MC 2000 Chapter : Advertisingpart2
Document Summary
The advertising industry: agency holding companies, advertising conglomerates that offer clients full service global marketing/research, in past 20 years, the big five own most of the major companies and agencies: omnicom, wpp, interpublic, Types of agencies: business-to-business vs. consumer agencies, general ad vs. Specialty agencies: agency networks vs. stand-alone firms. Agency puts together account team: account executive face of the agency, market research research before and after the ad, creative dept actual creation of ad. Audience research: identify target market: demographics (age, gender, education, income, psychographics (values and lifestyles, 2. Copy research: evaluate effectiveness of ads: recall/recognition of ads, connection between the ad and the product. Selecting the ad media: creating a message strategy, identify consumer benefit, develop creative concept to memorably convery that benefit, choose specific advertising appeal. Viral advertising strategy (wom: message -> original consumer base, a portion of the base forward the message to people they know and so on, goal: create buzz.
