ADV 318J Lecture Notes - Lecture 1: Influencer Marketing, Branded Content, Mobile Marketing
Document Summary
In class: traditional media that was pushed at customers now becomes pulled by consumers. How do companies reach ads and brand messages: they must adapt to new ways of reaching customers. Tactics like branded entertainment, internet, influencer marketing, mobile marketing. However, it"s still about the brand: the key challenge for adv remains the same: effectively communicate the brand. What is advertising: can mean different things to different people. Artist sees it as a creative expression. Ceo sees it as building awareness and loyalty. Sociologist sees a cultural artifact: public perception can see ads as either funny or informative, or annoying and harmful, a tool to promote brands. One of many ibp tools: firms of all sizes need and use these tools, adv influences world commerce and our daily experience. Three criteria for an advertisement: paid for, delivered via media, aims to persuade. It isn"t public relations/publicity, psa"s personal selling, sales promotion, etc.
