Mar-3023 Lecture Notes - Lecture 16: Mobile Advertising, David Beckham, Macbook Pro
Document Summary
Advertising: a paid form of non-personal communication that is transmitted to a target audience through mass media. Effective advertising can influence customers" purchasing behavior throughout their lifetimes. Most organizations, even nonprofits, engage in advertising. Consider, the average american is exposed to more than 3,000 ads per day. Company personality: what image do we want to convey in our ads. Tv, radio, movies, video games: product placement, mentions, interactivity. Newspaper, magazines, direct mail: coupons, flyers, classified ads. Product advertising (like brand advertising): promotes the uses, features, and benefits of specific products. Pioneer/primary demand advertising: focuses on a product category. Ex: got milk, california raisins, beef, florida oranges: often, the product"s producers will pay into a fund to support the campaign. Advocacy advertising: conveys a firm"s position on a public issue: way to cut through clutter, makes consumers believe that they"re socially responsible customers. Ex: laundry detergent company put free tibet in a print ad.
