MK221 Lecture Notes - Lecture 1: Advertising Campaign, Juicing, Earned Media
1 Nov 2018
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Document Summary
Strategic starting point for messaging and media planning. Combination of an aging population and enlightened. Patients have resulted in a heightened awareness. Provides insights about being behind the scenes, risks and decisions that led to successful advertisements presented in the textbook. Text presents 10 stories that demonstrate successes and failures. The advertisement resulted in revenue increase of the saloon by 62-68%, and double digit growth. Decline in sales of food due to many factors, including product clutter. Sought to discover underlying causes and solve problems. Involves living with the target audience and observing them in their environment. Allows deeper understanding of the lives of target audience. There is a considerable decline in traditional advertisement due to decline in viewing of popular programs. Preponderance of program on demand that limits their exposure to commercial messages. Many people signed onto the national do not call list.
