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Lecture 1

MC 2000 Lecture Notes - Lecture 1: Girlfriend, Marketing Mix, Audience Measurement


Department
Mass Communication
Course Code
MC 2000
Professor
L.Apcar
Lecture
1

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MC2035 2/17/16
How Advertising Works guest lecture: Dr. Yongick Jeong
What is your generic term for a sweetened carbonated
beverage?
o Soda, pop, coke
What words do you use to address a group of two or
more people?
o You guys & y’all
What do you call the miniature lobster that live in
lakes and streams
o Crawfish, crayfish, crawdad
What do you call the long sandwich that contains cold
cuts, lettuce, and so on?
o Poboy, sub
What do you call it when rain falls while the sun is
shining?
o Sunshower, the devil is beating his wife
Advertising Is…
Any paid form of non-personal communication about an
organization, product, service, or idea by an
identified sponsor
o To be considered advertising, communication
should have the following characterisitics:
Paid for the space or time for an ad
message generally must be bought
Non-personal Delivered through mass
media
Identified sponsor
Intention to persuade
What People Think
Audiences rationally infer that only high quality
products are able to afford advertising expenditures
o Particularly well-known brands like Apple
For less known brands, people do not entirely trust
their claims
Negative view
o Advertisers should save their money and pass
along savings to shoppers
Key Players in Advertising
Advertisers or manufacturers
Media (e.g., TV, print, Internet)
Advertising agencies
find more resources at oneclass.com
find more resources at oneclass.com
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