ADV 318J Lecture Notes - Lecture 2: A.D. Vision, Social Change, Prairie
Document Summary
What"s worked in the past will still work recycle appeals to reach today"s consumers. Raisin bran: you don"t have much to say about your product so you sing about it. Close relationship with business, creativity and research. Social change - role of women/minorities in society. Philosophy that had driven mass marketing: (cid:440)we make, you take. 21st century saw brand advertising drop from 70% to 50% High tech advertisers, financial, and new brands re-direct the way they thought about relationships with consumers. Media/messages used to create and cement these relationships. Towards a one-on-one future reason to become customers. Database marketing: the computerized collection, interpretation, and routine larger share use of data about consumers for individualized attention. Video games -- you"re in a super focused environment. Impact: there will be a frenzy over each new technology as if it were revolutionary when in fact, it is evolutionary. As the railroad connected the american prairie, now fiber optics are connecting the global (cid:440)prairie(cid:441)
