ADV 318J Lecture Notes - Lecture 2: Short Message Service, Web 2.0, A.D. Vision
Document Summary
The structure of the advertising and promotion industry: thinking broadly about ibp, trends affecting the industry. No longer pushing media to consumers, we as consumers can now pull the content we want to see. However, about half of us thinks ads are out of control. We"re tired of this advertising barrage; we"ve become more psychologically resistant. New media technology gives us more power to avoid this barrage. How are companies going to reach you with their advertising and brand messages. Want to move from interruptive messages to engaging messages: ex: mcdonald"s pay with love campaign, coke name on bottles. Consumers now have more control of the info they receive: web 2. 0 (fb, twitter, blogs, time-shifting (dvr) 1995: 3 tv ads to reach 80% of women viewers. Need to spend increasing portion of adv budget on ibp tactics. Tactics: location based advertising, sponsoring apps, short message service, push notifications.
