COMM313 Lecture Notes - Lecture 2: Federal Trade Commission Act Of 1914, Baby Boomers, Unique Selling Proposition
18 Apr 2016
School
Department
Course
Professor
Document Summary
Branding: to identify products and their source and to differentiate them from others. During pre-industrial age several events contributed to modern advertising. Industrial revolution fueled market development and growth of advertising started an advertising industry. Consumer packaged goods- inexpensive brands of consumer luxury and convenience goods. Great depression- advertising expenditures plummeted time of marketing research. Golden age of advertising- post world war ii 1946-1970. Every ad needs unique selling proposition (usp) as more imitative products came out turned to market segmentation. Market segmentation- segmented groups of people whose needs could be addressed through specialized products. Positioning strategy: effective way to separate a particular brand from its competitors by associating the brand with a certain set of customer needs that ranked high on the costumer satisfaction list. Aging of traditional products lead to more competition. 2005 technology changed advertising for ever: ad words- added to their search engine google.
