MCOM 214 Lecture Notes - Lecture 2: Narrowcasting, Great Depression, Product Differentiation
15 Sep 2016
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Document Summary
The industrial age of advertising: growing need for ad/marketing research. Gallup, campaign effectiveness check: introduction of television the golden age (1946-1970s) Post industrial age: emergence of global market end of the cold war, demartketing consumers become aware of environmental sensitivity. Use less, buy less ,etc: megamerger ad agencies became bigger. Global interactive age (21st century: improved economic conditions in countries worldwide new opportunities, cable tv and satellite tv, dvrs, personal computers, mobile phone. Interactive revolution : advertising two way medium relationship marketing, consumers have control over choosing the information they access, and researching product information they desire. Unique selling proposition (usp: product differentiation (reason why you should buy) Market segmentation (1960s: search for a specific target market segment(s, focus more on brand image/personality than product feature, cadillac (1974)-upper class.
