COMM313 Lecture Notes - Lecture 3: American Advertising Federation, Cable Television, Intestacy
18 Apr 2016
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Document Summary
Products image is an inherent feature of the product itself. Advertising ads value to the brand because it makes it better known, also adds value bc educates the customer about new uses for a product. We can communicate who we are through the products we purchase. Advertised products may cost more, but also by encouraging competition advertising also keeps prices down. Primary demand: demand for the entire product class; stimulated by marketing promotions giving customers complete information. Selective demand: demand for a particular brand, seen in declining markets when customer only cares about price. Abundance principle: in an economy that produces more goods and services than can be consumed, advertising has 2 purposes: keeps consumers informed of their alternatives (complete info, allows companies to compete effectively for consumer dollars (self interest) Short term manipulative criticisms: focuses on style of advertising, saying its deceptive or manipulative. Long term macro criticisms: focuses on social or environmental impact of advertising.
