ADV 305 Lecture 30: ADV305 NOTES (Full course)
Document Summary
Mass communication: directed toward a group of people, not a single person. Paid communication for its space or time by the sponsor: psas (public service announcement- nonprofit organizations) are exceptions. To persuade people about a product: persuasion: attitude change, product: goods/services/ideas. Through media: paid spaces and time used to present a message to the target audience. Tv, radio, newspaper, magazines, internet, billboard etc. Recognizes multiple dimensions in: the source (sponsor, author, persona[delivers message], the message (autobiography, narrative, drama, the receiver (implied consumer, sponsorial consumer[decision makers in the sponsor or ganization], actual consumer[target audience]) Noise advertising clutter : other messages that compete for the audience attention. Feedback (consumer save active participants of advertising: verification that the message has been received, coupon redemption, website visits, phone inquiries, email inquiries, survey participation. A series of actions or methods that take place sequentially. 4p"s: product, pricing, place (distribution, promotion (communication)
