MC 101 Lecture Notes - Lecture 12: Pathos, Integrated Marketing Communications, Commodity Fetishism

• School: University of Alabama
• Department: Mass Communication
• Course: MC 101
• Professor: Brett Sherrick

Document Summary

Marketing is the process of making a product desirable to consumers. Advertising is a specific (and visible) form of marketing that publicizes the product to the market audience. Integrated marketing communications (imc) is a term to describe coordination of multiple marketing strategies. Ad agencies: hired by clients to market/advertise products. Research: market research is essential in determining what consumers want. Scientific methods are used to ensure representativeness of information gained. Information gained can be used to design products and marketing strategies (i. e. ads) Companies will make market strategies based on company objectives and market research. Compare the market strategy of nintendo to that of epic games/microsoft. Determining where to spend money on advertising. Agencies consider a number of factors, including: Cost of ad - typically highest for tv, lowest for internet. Artist , writers, photographers, directors, etc. create ads that: Are informed by marketing research and target certain consumers. Modern advertising is largely about branding, rather than selling products.