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chapter 5 Flashcards

1
Q

what are the 3 sections of Marketing Lead?

A
  • Pricing
  • Brand Equity
  • Brand Essence
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2
Q

whats the typical Director Marketing Structure?

A
  • Brand Manager
  • Assistant Brand Manager
  • Brand Analyst
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3
Q

whats the Brand Manger responsible for?

A

for adapting a brand strategy for a company’s target market.
they maintain brand integrity across all company marketing initiatives and communications, and may manage a portfolio of products

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4
Q

what are some key Brand Managment Activities ?

A
  • brand strategy: this includes the setting of style guides, brand guidelines, brand vision and value proposition for short term as well as long term
  • planning and execution for all communications and media actions on all channels including online and social media
  • assist with product development, pricing, new product launches as well as developing new business opportunities
  • creating and managing promotional collateral to establish and maintain product branding
  • managing the budget for advertising and promotional idea
  • competitor and customer insights analysis
  • analysis of sales forecasts and relevant financials and reporting on product sales
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5
Q

why does Brand Strategy matter?

A
  • helps shape consumer perceptions and decison making behaviour
  • reinforces market strategy
  • casts a vision and communicates a unique value of the brand in a crowd market place
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6
Q

what are some Budget Considerations?

A
  • frequency: you need to determine the number of times you want your product/service to be out out. an increase in frequency also means an increase in cost
  • competition and clutter: a competitive segment may require more flights in order to drive a point of diffrentaion
  • market share: the key to increasing market share is to create consumer demand and “out noise” your competitors; quality, price, unique proposition all help with this
  • product life cycle
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7
Q

what is an Advertising Agency?

A

(creative or ad agency)
a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for it’s clients

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8
Q

how is an Ad Agency independent from its client?

A

an internal department or agency will provide an outside point of view to the effort of selling the clients products or services, or an outside firm

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9
Q

whats another thing an ad agency can handle ?

A

they can handle overall marketing and brand strategies promotions for its clients, may include sales

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10
Q

who are the top 5 Global Ad Agencies?

A
  1. WPP
  2. Omnicon
  3. Publics
  4. Interpublic
  5. Dentsu
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11
Q

why does Ad Agencies opt for an external solution?

A
  1. agencies are content experts and staff up with specific talent to address client needs
  2. they are independent from the clinet/supplier sp guidance tends to be unbiased
  3. allow brand managers to focus on strategy and brand essence vs. creative and administrative
  4. more cost/time effeicnoet for the client/supplier. it reduces fixed overhead costs
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12
Q

whats the role of an Ad Agency?

A
  • creating advertisements by the information that was gathered about the product from the client
  • doing research on the company and the product and the reactions of the customers
  • planning for the type of media that needs to be used, when and where to be used, and for how much
  • taking the feedback from clients and customers and modifying where needed
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13
Q

list the types of Advertising Agencies

A
  • full service agencies
  • interactive agencies
  • creative boutiques
  • media buying agencies
  • in house agencies
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14
Q

what are Full Service Agencies

A
  • large size agencies
  • deals with all stages of advertisement
  • different expert people for diff departments
  • starts work from gathering data and analyzing and ends on payment of bills to the media people
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15
Q

what are Interactive Agencies?

A
  • modernized modes of communication are used
  • online advertisements, sending personal messages on mobile phones
  • ads are interactive, have very new concepts, very innovative
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16
Q

what are Creative Boutiques ?

A
  • creative and innovative ads
  • no other function but creating actuals ads
  • small sized agencies with their own copywriters, directors, and creative people
17
Q

what are Media Buying Agencies?

A
  • buys place for advertise and then sells it to advertisers
  • sells time in which advertisement will be placed
  • schedules slot at different televison channels and radio stations
  • supervises or checks weather the ad has been telecasted at opted time and place or not
18
Q

what are In-House Agencies?

A
  • act like full service agencies
  • larger suppliers/clients may prefer these due to the volume of advertising and the need for a non syndicated solution
  • either be part of the suppliers/clients current overhead costs or exclusive contracts
19
Q

what is the functional role of Account Services?

A
  • responsible for leasing with the agency’s many clients
  • the link between the many departmnestw within the agency and the client who play the bills
  • ensuring a solid/tight creative brief is one of the most important responsibilities
20
Q

what is the functional role of Agency Accounting Planning?

A
  • combines research with strategic thinking
    -porvides consumer insights, stratgic direction, research, and focus groups, and helps keep advertising campaigns on target and on brand
21
Q

what is the functional role of the Creative Department?

A
  • it’s the engine and lifeblood
  • responsible for the product
  • varies and includes Copywriters, Art Dirctors, Designrs, Web Designers
22
Q

what is the functional role of Finance and Accounts in an Ad Agency?

A
  • centre of all the money coming in, and going out
  • handling payment of salaries, benefits, vendor costs, travel, day to day business costs and everything else
23
Q

what is the functional role of Media Buying?

A
  • procures the advertising time and space required for a successful advertising campaign
  • TV and radio time, outdoor, magazine and newspaper insertions, internet banners and atakeovers
  • close collaboration with the creative department who came up with the initial ideas, as well as the client and the kind of exposure they want
24
Q

what is the functional role of the Production Department ?

A
  • where ideas are made into real life
  • will be consulted to talk about the feasibility of executing certain ideas
  • once the ad is sold to the client, the creative and account teams will collaborate with production to get the campaign produced on budget
  • getting original photography or illustrations produced, working with printers, hiring typographers and TV directors, and myriad other disciplines needed to get an ad campaign published
25
Q

what is the functional role of Human Resources and Facilities?

A
  • responsible for the nuts and bolts of hiring and firing employees, dealing with state and federal employment laws, monitoring vacation and sick time, and the overall wellbeing of the staff
  • often enrolled with the facilities department, which is responsible for building maintenance and keeping evetyhign in the office working
26
Q

what is the functional role of the Research Department ?

A
  • responsible for focus groups and testing, analyzing and interpreting data, and helping the creative and account teams focus on new market trends
27
Q

what is the functional role of the Online Development ?

A
  • focuses on everything from website and mobile design, to apps and interactive experiences
  • may have its own creative director that specializes in web and online design and will have a staff that could rival the size and strength of the creative department
28
Q

what is thr functional role of IT (information technology) ?

A
  • can be a huge department, especially in agencies that have. large creative presence
29
Q

what is the functional role of Traffic ?

A
  • rolled up into the production department
  • to get each and every job through th various stages of account management, creative development, media buying and production in a set timeframe
  • ensures that work moves through the agency smoothly, preventing jams that may overwhelm creative teams and lead to very long hours, missed deadlines and problematic client relationships
30
Q

what are the core elements of The Creative Brief?

A
  1. what problem is being resolved through the campaign or advertisement (what need is being addressed?)
  2. who is the target market?
  3. what is the consumer insight?
    • give indicators that help the advertising agency’s creative team to be delibaret about ensuring that the advertising talks to those targeted
  4. what facts and emotional reasons will make targeted people buy?
    • gives direction to the type of communication or visuals to be used, weather print, weather audio or audio visuals.
    • gives direction to the wording to be used in adverts. in buying specific products, consumers will often be fulfilling spcific emotional needs they may be having
  5. what are the key points that need to be communicated to the consumer ? what will make buyers believe the communication ?
  6. what channels and tactics will we use to communicate the message?
  7. what should be the tone of the messaging? what words describe the brand?
  8. what action do we want people to take after viewing the marketing?
  9. what are the goals of the campaign. How will we measure sucess?
  10. what brand guidelines should we be aware of? what mandatory information must be included in the marketing?
  11. who is the competition?
  12. target launch date
  13. approvals

advertising (5 decks)

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