ADV 205 Lecture Notes - Lecture 1: Cost Per Mille, Dagmar Marketing, Product Demonstration
6 Dec 2017
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Competitive drive to develop most effective messages possible vs fear of crossing the lines. Ethics: moral principles and values that govern the actions and decisions of an individual or group. Value of products- satisfies psychic and symbolic wants/needs. Creates a barrier to market entry for small firms. Done in bad taste (ex. including use of sex or violence) Doing what society views as best for the welfare of people in a community. Areas of potential concern-- tv ads, internet ads, call 18000 numbers, toy-based programs, violence entertainment . Is advertising protected by the first amendment? (freedom of speech) no. Role of the account planner: rep consumer in the adv process (recently developed position) ad strategy research -> creative concept research -> pretesting -> posttesting. Ad strategy research: product concept, target selection, msg selection, media selection. - general consumer trends / product specific analysis. *creative concept research - after ad developed: test creative concepts.
