COM CM 317 Lecture Notes - Lecture 1: Shampoo, Branded Content, Earned Media

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Carolyn Clark

Document Summary

Challenge of the brand: were seen as an outsider so they act differently. Study the trend of the consumers and prepare for the future (invite people to interact with the ads. e. g. instagram, review it) Brand advertising: e. g. under armour; apple; casio watches; we take a brand and we tell a brand"s story. Retail or local advertising: advertising by business within a city or county directed toward customers within the same geographic area. Direct response advertising (direct marketing): we want someone to take action; send email on there is sale on xxx; target directly to people to get them respond; some people call it junk mail. Business to business: com with adobe software; Nonprofit advertising: e. g. trying to persuade people adopt pets from shelter; people in ads like to work on it because it takes them to a different level;