MC 2000 Lecture Notes - Lecture 1: Girlfriend, Marketing Mix, Audience Measurement
Document Summary
Key players in advertising: advertisers or manufacturers, media (e. g. , tv, print, internet, advertising agencies. 2/17/16: contractors/suppliers, research firms, production companies, etc, target audience/consumers. Marketing mix & advertising: product, price, promotion, place, promotion advertising, sales promotion, personal. Selling, public relationships, direct marking: within advertising, it branches off as account planning, creative, research, media planning. General advertising procedure: find medium, then find what media channel, then you reach your target audience. Situation analysis: why i don"t have a girl friend, who am i? (product, what have i done? (history, is there anyone? (target, where can i find them? (market, is there any rival? (competition) Areas in advertising: account planning, creative, media planning, ad effective research. Traditional media: television by numbers, almost every household has a television set (approx. 100 million households in the u. s. : average household owns 2. 4 tv sets, about billion was spent promoting goods and services using television.
