ADV 318J Lecture 1: notes 01.24.19
Document Summary
Traditional media used to send messages to consumers about brands. Technology and consumer control are reshaping the communications environment. Traditional media are being supplemented by new ways to reach customers. The key challenge for adv remains the same: to effectively communicate the brand. Small business it gets people through the door. Ceo it builds brand awareness and loyalty. Website manager it drives people to their site. Adv is a tool used to promote brands. Businesses of all sizes need and use these tools. Advertising influences world commerce and our daily experience. A message that"s in the public interest and is communicated through media without charge; it"s pro-social and non-commercial. That advertising can be a persuasive message about an idea; it"s not only just about products. An integrated, coordinated series of ads and promotions that communicate a central theme or idea. Clients demand that ads produce demonstrable results and coolness alone is not a result.
