JOUR 102 Lecture Notes - Lecture 8: Viral Marketing, Psychographic, Product Placement
2 Feb 2018
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Document Summary
Advertisers sort consumers: market research, demographics (behavior, class, psychographics (feelings, attitudes, focus groups, values & lifestyles strategy, questionnaires: consumer groups by, ideals, achievement, self-expression. Mad men: account execs: bring in the business, oversee budgets, research, creative, media planning, liaise. Artistes: creative development: the advertising story, sketches, words, images (print media, tv, digital), hopes for viral marketing, often con icts with research, can"t predict success. Media buyers: select and buy media for client, target audiences, measure effectiveness, household products => tv shows viewed mostly by women, beer => sports programming viewed mostly by men. Persuasive ad techniques: famous-person testimonial, plain-folks pitch, snob-appeal, bandwagon effect, hidden-fear appeal. Issues in advertising: speech/political ads, children, ads in schools, prescription drugs, excessive consumerism, health, eating disorders, obesity, tobacco, alcohol. Internet levels advertising playing field: for most of history, access to mass media=344, now, almost anything can go viral=344$ in advertising.
