Advertising planning

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  • Marketing research is the systematic procedure used to gather, record, and analyze new information to help managers make decision about the marketing of goods and services. The many tpes of information gathered can help marketers recruit, retain, and regain customers. The results of research help define the product concept, select the target market, and develop the primary advertising message elements. Pretesting helps detect and eliminate weaknesses before a campaign runs.

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  • Marketing & Advertising Planning

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  • Present all relevant facts about the company’s history, growth, products, sales volume, share of market, competitive status, markets served, distribution system, past advertising programs, results of marketing research studies, company capabilities, strengths and weaknesses, and any other pertinent information. After gathering historical information, on focus changes to potential threats and opportunities based on key factors outside the company’s control: economic, political, social, technological, or commercial environments the company operates in....

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  • Chapter 7 - Marketing, advertising, and IMC planning. After completing this chapter, students will be able to: Explain the role and importance of a marketing plan; distinguish between objectives, strategies, and tactics in marketing and advertising plans; show what makes IMC planning different from traditional methods;…

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  • Now think about all the ads for local businesses that fill your newspaper, clutter your doorstep, spew out of your radio, cover the back of your grocery receipts or reach you in dozens of other ways. How many of these businesses are on your list? More than likely, not many. In fact, I’ll bet the most heavily advertised local businesses are among the businesses you never plan to patronize—or patronize again—no matter how many 50%-off specials you are offered.

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  • The objective of this chapter is to show how communications media help advertisers achieve marketing and advertising objectives. To get their messages to the right people in the right place at the right time, media planners follow the same procedures as marketing and advertising planners: setting objectives, formulating strategies, and devising tactics. To make sound decisions, media planners today must possess marketing savvy, analytical skill, and creativity.

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  • After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...

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  • (BQ) Part 2 book "The market planning guide" has contents: Marketing and the internet, the marketing plan, strategic marketing, advertising and promotion, strengths and weaknesses.

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  • Franchise bidders will of course develop and submit their own plans and ideas in their bids, and if these offer better value for money than the assumptions in the Rolling Stock Strategy, this will put them in a good position to win franchises. Open access operators are also a further source of supply and demand for rolling stock. The principles for the strategy are set out in Appendix 4 to indicate the direction that we believe needs to be taken and we are intending to develop and refine them further with a view to preparing an initial...

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  • Chapter 10 - Media planning and strategy. After completing this unit, you should be able to: To understand the key terminology used in media planning, to know how a media plan is developed, to know what constitutes media objectives, to know the process of developing and implementing media strategies,...

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  • Chapter 1 - The evolution of advertising. After completing this chapter, students will be able to: Define integrated marketing communications, define advertising and distinguish it from other forms of marketing communications, explain the role advertising plays in business and marketing.

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  • Chapter 2 - The environment of advertising. After completing this chapter, students will be able to: Describe the impact of advertising on the economy, examine the validity of the various social criticisms of advertising, explain the difference between social responsibility and ethics in advertising,…

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  • Chapter 3 - The business of advertising. After completing this chapter, students will be able to: List the various groups in the advertising business and explain their relationships; discuss the differences between local, national, and transnational advertisers; explain how advertisers organize themselves to manage their advertising both here and abroad;...

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  • Chapter 4 - Segmentation, targeting, and the marketing mix. After completing this chapter, students will be able to: Explain the role of advertising in facilitating satisfying exchanges, illustrate the various methods advertisers use to segment and aggregate consumer and business markets, discuss how defining a target market enhances a product’s marketing strategy,...

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  • Chapter 5 - Communication and consumer behavior. After completing this chapter, students will be able to: Explain how advertising differs from the basic communication process, outline the consumer perception process and explain why advertising people say perception is everything, explain how a consumer’s level of involvement with a product influences the decision-making process and the advertising approach.

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  • Chapter 6 - Account planning and research. After completing this chapter, students will be able to: Describe the role of account planners in advertising agencies, discuss how research can help advertisers select target markets, media vehicles, and advertising messages, explain the basic steps in the marketing research process,...

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  • Chapter 8 - Creating ads: Strategy and process. After completing this chapter, students will be able to: Identify the members of the creative team and their primary responsibilities, describe the characteristics of great advertising, explain the role of the creative strategy and its principal elements,...

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  • Chapter 10 - Print advertising. After completing this chapter, students will be able to: Explain the advantages and disadvantages of magazine advertising, discuss how magazine circulation is measured and rates are set, explain the advantages and disadvantages of newspaper advertising,…

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  • Chapter 11 - Broadcast, cable, and satellite media: Television and radio. After completing this chapter, students will be able to: Describe the advantages and disadvantages of broadcast television as an advertising medium, discuss the various options for advertising on television, explain how to measure television audiences and select the best programs to buy,...

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  • Chapter 12 - Digital interactive media. After completing this chapter, students will be able to: Discuss the evolution of digital interactive media, explain how time and space on the web are bought, discuss the types of digital interactive advertising, identify the opportunities and challenges of advertising in social media.

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