CMST 2K03 Lecture Notes - Lecture 9: Propaganda Model, User-Generated Content, Jonathan Hardy

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2K03
• Professor: Laurence Mussio

Document Summary

1. 9 adve rtis ing a nd bra nding. Be ha vioura l a dve rtis ing: the commodity s old to a dve rtis e rs : a s e le ctive profile of a n individua l us e r (not a n. Fa ce book inc cinderella s tory is all about the adve rtis ing: che a pe r for digita l a ds. ): product pla ce me nt, bra nde d e nte rta inme nt, a dve rga me s , infomercials ) Ne w ma rke ting & adve rtis ing s tra te gie s: gue rilla ma rke ting, vira l ma rke ting, buzz (s te a lth) ma rke ting, gue rilla mktg. = low-cos t, unconve ntiona l ma rke ting s tra te gie s: vira l mktg.