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HEALTH/MEDICAL AGENCIES

HEALTH/MEDICAL AGENCIES These advertising agencies mainly concentrate upon advertising for pharmaceutical companies like Merck,Pfizer,etc. Health care is one of the fastest growing segment not only in U.S but throughout the world. DIRECT MARKETING AGENCIES

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HEALTH/MEDICAL AGENCIES

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  1. HEALTH/MEDICAL AGENCIES • These advertising agencies mainly concentrate upon advertising for pharmaceutical companies like Merck,Pfizer,etc. Health care is one of the fastest growing segment not only in U.S but throughout the world. • DIRECT MARKETING AGENCIES • These agencies specialize in strategic planning, creative solutions, and execution as well as database management for direct response advertising. Their services include website creation, e-commerce, internet marketing, and

  2. Data mining, and modeling, along with traditional direct response services. • ETHINIC AGENCIES • Are those ad agencies which are exclusively serving a particular ethnic group of a society,e,g there are certain magazines in U.S which are serving Hispanic Population, others are serving Blacks and the Whites. Some are serving the African Americans, and Asians as well.

  3. AGENCY COMPENSATION • Following are the various agency compensation methods: • MEDIA COMMISSIONS • The media channel allows to retain a 15% as commission against their services. For outdoor advertising this rate is 16.23%.This rate is still controversial, advertising agency argue that 15% is too minimum they can’t recover their overall costs from it, especially the smaller agencies.

  4. LABOR BASED FEES • This system is becoming popular nowadays, in which an hourly rate is negotiated between advertiser and the agency, and client is then billed according to the time spent on each assignment. • MARKUPS. • Here agency purchase photographs, stationary items, and other necessary illustrations that can be needed for creating and executing advertisements, from outside suppliers and adds a 17.65% markup to the clients bill.

  5. CHAPTER # 5MARKET SEGMENTATION,TARGET MARKETING, AND PRODUCT POSITIONING • MARKET SEGMENTATION----INTRODUCTION AND HISTORY. • TYPES OF SEGMENTATION • GEOGRAPHIC SEGMENTATION • DEMOGRAPHIC SEGMENTATION • GEODEMOGRAPHIC SEGMENTATION • PSYCHOGRAPHIC SEGMENTATION • SOCIO CULTURAL SEGMENTATION

  6. USER BEHAVIOR SEGMENTATION • USER BENEFIT SEGMENTATION. • MARKET SEGMENTATION PROCESS • MARKET SEGMENTATION CRITERIA • TARGET MARKETING • INTRODUCTION AND DEFINITION • PRODUCT POSITIONING • DEFINITION AND INTRODUCTION

  7. POSITIONING STRATEGIES • POSITIONING IN RELATION TO A PRODUCT CLASS OR SPECIAL ATTRIBUTE. • POSITIONING IN RELATION TO COMPETITORS • POSITIONING BY PRICE AND QUALITY. • NOTE: DETAILED NOTES ARE IN HARD FORM,AND CAN BE TAKEN FROM THE CONCERN TEACHER….....THANKS…

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