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Advertising and Public Relations

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Speech Communication

Chapter 6 Notes February 26, 2013 Advertising and Public Relations Advertising: is a type of communication that attempts to persuade individuals to take some form of action (buy, believe, consume) toward a product, idea, or service. - The Industrial Revolution gave birth to consumerism, a system that creates and encourages the purchase of goods and services in increasing amounts  advertising evolved into a cultural force - Demographic studies: studies that examine basic human characteristics such as age, gender, race, and income - Psychographic studies: studies that look at individuals’ lifestyles, values, attitudes, and personalities. - Advertisers use both studies to better focus their advertising dollars and resources. Advertising is All Around Us st - Sight, sound, and motion influence all 21 -century mass media o HDTV, video-capable cell phones, satellite, enhanced colour printing etc…are used to capture audiences’ attention o Example: Starbucks  gets consumers to spend triple the amount of money for coffee.  Selling a shared idea, emotional, and cultural experience  They are not just selling coffee, they are selling luxury, and the idea of status Product affinity: to persuade consumers to accept a product’s message or brand and to create a strong emotional relationship with it  make us want it. - Being part of an in-group, or culture by owning a MAC or drinking Starbucks coffee - Social identity, and culture - Unlocking what makes us want a product  people tend to build their identities and their worlds around the products they purchase - Relying on universal appeal sex appeal, social responsibility (Old Spice, Khloe Kardashian and PETA) - Teaching and informing  attracting consumers through education and information (example, ads teach us which technology trends are happening, what is fashionable, what’s coming next) Narrowcasting; Connecting Consumers and Product - The increase in the number of advertising groups has made it difficult for advertisers to identify with their target audiences; thus, making it difficult to provide consumers with relevant attractive content. - Advertisers are moving away from audience broadcasting, which seeks the widest range of audiences to narrowcasting, which creates narrowly directed messages that are targeted to smaller, more clearly defined audience segments o It is foundational to marketing in the Digital Age because it heightens awareness of key needs in consumers both, real and felt, while providing effective feedback to advertisers o The shift from broadcasting to narrowcasting demonstrates the importance of creating re
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