JOUR 202 Lecture 1: JOUR202 Class notes
16 Jun 2016
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Advertising: paid, mass mediated, attempt to persuade paid for means you have control over placement of message mass mediated mediated by a third party (ny times as mediator) compared to one-on-one persuasion if not now, then later. Emphasis on building brand loyalty, identity and equity (brand value rather than product) Cooperative ads: local store runs ads featuring one brand in exchange for money. Do not pay channel (host invites guest on show) Crucial to role of marketing, society and economy. Hundreds of billions of money is spent on ads inside the american economy. Introduce brand extensions (brand extends to create new things under their title) External- relative to all the competitive brands on the market. Internal- relative to the other similar brands a firm markets. Contributes to process by attracting target audiences and communicating value. Helps create inelasticity of demand = keep demand level.
