Major accounts: Coca-Cola and ZARA
TASK 1 – an illustrated handout (REPORT form)
DEADLINE: 15/04/2012. Extensions, if any, must be approved and a valid reason clearly stated. Introduction is required. At this point you can also briefly describe the communication process. As a first task, you have been asked to prepare an illustrated booklet for the new employees on the following: * P1 The structure, role and relationships between the parties in the communications industry Describe the structure of the industry; all main players in it and how they inter-relate (work together). Please include description of the centralized and decentralized systems, as well as in-house agencies. * P6 Evaluate the role, organization and functions of agencies in the advertising process This point is a logical continuation of the first point. It requires you to describe everything related to the advertising agencies as one of the key players in the industry; types of agencies, process of selecting an agency, payment options, account management, various personnel roles within… * P3 Use models to assess the impact of advertising and promotion on customer behavior Explain how advertising and promotion influence customer behavior through traditional (AIDA, Hierarchy of effects, Innovation adoption, Information processing) and alternative response-hierarchy (learning model, dissonance/attribution model, low involvement, ATRN) models. * P2 Identify three major trends of your choice in advertising and promotion and evaluate their impact Choose 3 different current trends in marketing communications; describe and evaluate their impact on advertising and promotion industry (media fragmentation, micro-marketing, brand proliferation, media costs, new media, media convergence, internet, globalization…) * P7 Differentiate between the characteristics and objectives of the various below-the-line techniques Explain the characteristics of each (what...
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