ADV 3001 Lecture 14: 1

• School: University of Florida
• Department: Advertising
• Course: ADV 3001
• Professor: Lawrence Milton Clark

Document Summary

Transactional marketing: product focus, consumer acquisition, department level work, talking. Relationship marketing: partner and customer focus, customer retention and growth, cross functional teams, listening and learning. What is advertising: structured, composed, non personal communication. They specialize in the look and feel of the ad. Communication includes all elements of the message: colors, editing, actors, sound, etc, paid for and persuasive in nature. Paid communication, advertisers pay for message to have complete control. Ads are not unbiased , present a favorable viewpoint towards source: about products, by identi ed sponsors, through media. Competitive products (mac vs pc: mediated. Personal selling is direct, typically interactive: best way to sell anything , identi able source. Product placement: source is unclear: receiver should take action. Later when he/she is shopping: awareness advertising (remember us later) Or right now: order right now (geico, workout machines, etc, action advertising. What is imc: power of mass media are diminishing.