COMM 102 Lecture Notes - Lecture 28: Stopping Power, Marketing Mix, Federal Trade Commission

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Nojin Kwak

Document Summary

Four p"s: product, place, price, promotion, personal sales; sales promotion; public relations; direct marketing, advertising, pu ery vs. deception, pu ery, consists of promotional claims that no one takes literally, subjective opinions, superlatives, and exaggerations, not based on facts. The federal trade commission (ftc: high probability that it will mislead the consumer, perspective of the reasonable consumer , material injury, substantiation of evidence. The burden of proof is on the advertiser: creative side of advertising, creative concept. The big idea: roi, relevance, make the message important to the audience, originality novel, fresh, unexpected.