ADV 208 Lecture Notes - Lecture 1: Market Segmentation, Experian, Pricing Strategies
Document Summary
The best example of changing advertising: old spice: research explained that women purchase 60% of men"s body wash, decided to get women and men talking together about body wash. Did so by placing commercials in places like olympics and lost hours. The most visible of all forms of marketing communication. Idea= is some nonprofits for example selling their membership to inform people about a cause and the need for volunteers/donations. Originally one sided (advertiser to audience) but now interactive media allows for consumer involvement. Identification: identifies a product and/or the store where it is sold. In the olden days, ads spoke of new technology and were therefore seen as news. Strategy: stated in measurable objectives that focus on areas such as sales, news, psychological appeals, emotion, branding, and brand reputation, as well as differentiation from competing products. Message: based on research and consumer insights with an emphasis on creativity. Evaluation: effectiveness is meeting the stated objectives.
