Marketing Communications and Advertising
Mark333; Marketing Communications & Advertising
Study Notes Autumn Session
Advertising:- a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future
Roles of Advertising * Communication & Persuasion * Brand Equity * Brand Image * Relationship Marketing
Classifications of Advertising
Consumers
* National Advertising * Retail/local advertising * Primary vs Selective Demand Advertising
Organisations * Business to Business Advertising * Professional Advertising * Trade Advertising
Advertising Structure
Types of Agencies * Full Service:- full range of marketing, communication and promotion services * Creative Boutiques:- provide only creative services; ability to turn out inventive creative work quickly * Media Specialists:- specialize in buying media, especially broadcast time (implement strategy and buy time and space)
In house Agencies:- some companies may perform all of their marketing work ‘in house’
Advantages
* Cost Savings * More Control * Better coordination
Disadvantages
* Less experience * Less objectivity * Less flexibility
Agency Remuneration * Traditional method (media commissions) * Fee Based (fixed terms, fee plus commission combination) * Incentive Method (performance based)
How Agencies gain Clients * Referrals * Presentations * Image, reputation * Solicitations * Public Relations
Why Agencies Lose Clients * Poor performance * Unrealistic demands * Personality conflicts * Personnel changes * Poor communications * Conflicts of interest * Changes in size * Changes in strategy * Declining sales * Payment conflicts * Policy changes
Lecture 2; Week 2; Chapter 2 IMC: How Marcoms evolved
Marketing:- the activity, set of institutions and processes for creating, communicating,
Study Notes Autumn Session
Advertising:- a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future
Roles of Advertising * Communication & Persuasion * Brand Equity * Brand Image * Relationship Marketing
Classifications of Advertising
Consumers
* National Advertising * Retail/local advertising * Primary vs Selective Demand Advertising
Organisations * Business to Business Advertising * Professional Advertising * Trade Advertising
Advertising Structure
Types of Agencies * Full Service:- full range of marketing, communication and promotion services * Creative Boutiques:- provide only creative services; ability to turn out inventive creative work quickly * Media Specialists:- specialize in buying media, especially broadcast time (implement strategy and buy time and space)
In house Agencies:- some companies may perform all of their marketing work ‘in house’
Advantages
* Cost Savings * More Control * Better coordination
Disadvantages
* Less experience * Less objectivity * Less flexibility
Agency Remuneration * Traditional method (media commissions) * Fee Based (fixed terms, fee plus commission combination) * Incentive Method (performance based)
How Agencies gain Clients * Referrals * Presentations * Image, reputation * Solicitations * Public Relations
Why Agencies Lose Clients * Poor performance * Unrealistic demands * Personality conflicts * Personnel changes * Poor communications * Conflicts of interest * Changes in size * Changes in strategy * Declining sales * Payment conflicts * Policy changes
Lecture 2; Week 2; Chapter 2 IMC: How Marcoms evolved
Marketing:- the activity, set of institutions and processes for creating, communicating,