BUS 343 Lecture Notes - Lecture 7: Public Service Announcement, Advertising Campaign, Online Advertising

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Srabana Dasgupta

Document Summary

Mass media cmns = still the best way to reach a large audience. Types of advertising: product advertising, institutional advertising. Public service advertisements: retail & local advertising. Product advertising + institutional advertising + retail & local advertising. Product advertising = advertising messages that focus on a specific g/s: while not all advertising features a product or brand, most of the advertising we see & hear is product advertising. Institutional advertising = advertising messages that promote the activities, personality, pov of an organization or company. Corporate advertising = advertising that promotes the company as a whole instead of a firm"s individual products. Advocacy advertising = type of public service advertising where an org seeks to influence public opinion on an issue b/c it has some stake in the outcome. Public service advertisements (psas) = advertising run by media for nfp orgs or to champion a particular cause w/o charge: advertising agencies take on psas for free.