Adv/PR Business

Question 1

Marketers

Answer 1

use adv/pr for marketing communication

Question 2

how firms organize

Answer 2

small vs large companies/different comm needs - special market segments have to be reached, diferent marketing needs

Question 3

centralized structure

Answer 3

one pr manager or team handles all regions and divisions

Question 4

decentralized structure

Answer 4

each region or division has its own adv/pr department and manger

Question 5

models for marketing

Answer 5

functional, product or brand management, integrated communications

Question 6

functional

Answer 6

divides responsibilities by the jobs people do - different pr people do different things

Question 7

product or brand management system

Answer 7

each ffroup is manged as a sepereate profit unit within the larger company

Question 8

integrated communication model

Answer 8

company divided up into units based on the consumers its served and they report to marcom manager

Question 9

adv/pr manager

Answer 9

director, product manager, marcom manager, chief marketing manager

Question 10

what do manager do?

Answer 10

held accountable for results, plan objectives,handle agency, evaluate performance, and monitor success of campaigns

Question 11

agencies are used because..

Answer 11

creating and lacing adv/pr is a technical specialty, better than in house

Question 12

what do agencies include

Answer 12

all firms that do adv/pr planning, create/produce/place ads

Question 13

full service agencies

Answer 13

does everything. Find dis/advantages, know all media that can convey messages i.e. richards group

Question 14

specialist

Answer 14

do specific things i.e. outdoor ads

Question 15

in house

Answer 15

firm within

Question 16

management

Answer 16

run agency, philosophy, engage in keeping clients and employes

Question 17

account planning

Answer 17

look at ads from consumer POV

Question 18

account management

Answer 18

business side of adv, liasion between agent and client

Question 19

creative people

Answer 19

come up with ideas and excute them

Question 20

media department

Answer 20

develop plans as to what media will meet objectives, buy.schedule whateve is best for clients message

Question 21

media director

Answer 21

operate both buyers and plabbers

Question 22

media buyers/planners

Answer 22

buyers - negotiate time and space, planners 0decide where to run advertising

Question 23

production

Answer 23

print production manager - know who to go to, agency producer - recommends/hires the right people

Question 24

accounting administration

Answer 24

pay the bills and stuff

Question 25

how agencies get paid

Answer 25

commission - 15, based fees - 35, reduced rate commission - 26

Question 26

direct response informercial agencies

Answer 26

shamwow

Question 27

creative service boutique

Answer 27

ideas

Question 28

media buying services

Answer 28

plan and buy media

Question 29

business or industrial agencie

Answer 29

specialize in business to business markets

Question 30

ethnic market

Answer 30

reach all consumers i.e. african americans and hispanics