Adv/PR Business Flashcards
Marketers
use adv/pr for marketing communication
how firms organize
small vs large companies/different comm needs - special market segments have to be reached, diferent marketing needs
centralized structure
one pr manager or team handles all regions and divisions
decentralized structure
each region or division has its own adv/pr department and manger
models for marketing
functional, product or brand management, integrated communications
functional
divides responsibilities by the jobs people do - different pr people do different things
product or brand management system
each ffroup is manged as a sepereate profit unit within the larger company
integrated communication model
company divided up into units based on the consumers its served and they report to marcom manager
adv/pr manager
director, product manager, marcom manager, chief marketing manager
what do manager do?
held accountable for results, plan objectives,handle agency, evaluate performance, and monitor success of campaigns
agencies are used because..
creating and lacing adv/pr is a technical specialty, better than in house
what do agencies include
all firms that do adv/pr planning, create/produce/place ads
full service agencies
does everything. Find dis/advantages, know all media that can convey messages i.e. richards group
specialist
do specific things i.e. outdoor ads
in house
firm within
management
run agency, philosophy, engage in keeping clients and employes
account planning
look at ads from consumer POV
account management
business side of adv, liasion between agent and client
creative people
come up with ideas and excute them
media department
develop plans as to what media will meet objectives, buy.schedule whateve is best for clients message
media director
operate both buyers and plabbers
media buyers/planners
buyers - negotiate time and space, planners 0decide where to run advertising
production
print production manager - know who to go to, agency producer - recommends/hires the right people
accounting administration
pay the bills and stuff
