JOUR 001 Lecture Notes - Lecture 13: Absolut Vodka, Advertising Campaign, Aquafina
26 Nov 2020
School
Department
Course
Professor
Document Summary
Top two most heavily advertised brands of water. Promotions (ex; rachel ray promoting herself on talk shows) The communication must be delivered through mass media (internet, magazine, tv, Ex: volkswagen pi ata ad- promoting strong, safety, appeals to the ones in the market for a car. An integrated and coordinated series of ads and promotions that communicate a central theme or idea (ex; got milk campaign, tagline, absolut vodka, olympic mom campaign) Integrated brand promotion is the process of using a wide range of promotional tools working together to create a widespread brand exposure. Ibp uses a wide range of tools including; advertising, sales promotions, point of purchase, Direct marketing, personal selling, blogs, event sponsorship, public relations, internet. Production- the advertiser and social context determine ad content. Reception- the context of ad reception and the audience"s understanding of an ad result in a meaningful interpretation of the ad. Accommodation and negotiation- the ways in which consumers interpret ads.
