Advertising Principles & Practices Reviewer_Module 2.pdf

Advertising Principles & Practices: Module 2 Roles of Advertising & Promotion Consequences of Negative Advertising is used to draw the Marketing Strategies attention of customers towards a Encourages people to buy unnecessary product or service through...

Advertising Principles & Practices: Module 2 Roles of Advertising & Promotion Consequences of Negative Advertising is used to draw the Marketing Strategies attention of customers towards a Encourages people to buy unnecessary product or service through paid media; things, promotes unrealistic body Long term images, and makes people feel bad Promotion is a set of activities about them. aim to persuade customers to buy a product or service through highlighting the advantages; Short term Careers to pursue in Advertising E-Commerce Marketing Director User Experience (UX) Director Target Marketing Creative Director Is a Marketing Strategy that Marketing Manager breaks a market into segments and Advertising Manager then focuses on your marketing efforts Brand/Product Manager on one or a few key segments Public Relations Manager consisting of the customers whose Art Director needs and desires closely matches Marketing Executive your products or services. Marketing Research Analyst 3 Common Types of Market Skills needed for career in Segmentation Advertising 1. Demographic – most important Creative Thinking criterion for target markets; Effective Communication Demographic grouping is based Project Management on measurable statistics. Research Skills 2. Geographic – segmenting the Social Media Management market based on location; Creative Technical Skills consumers may have specific products or service needs in a Business Acumen particular area. 3. Psychographic – lifestyle What is a Brand? preferences classification means values, beliefs, interests; A brand is the sum total of how a divides the target market based product or business is perceived by on socioeconomic class or those who experience it; “Your Culture lifestyle preferences. is Your Brand” 1 Advertising Principles & Practices: Module 2 The Fundamentals of Brand Development Clarity Consistency Purposeful Design Engaging Content Authentic Connections 2