Class Notes (835,066)
United States (324,024)
Advertising (326)
ADV 318J (69)

The New Advertising and PR.docx

3 Pages
Unlock Document

ADV 318J
Gary Wilcox

The New Advertising and PR Objectives • Define what advertising and PR is… and what it's not. • Classify advertising by objectives • Outline advertising process What makes an ad good, or even great? Rate the Ad: • Bad • Bad • Bad • Good • Bad Advertising Surrounds Us • Most people in U.S like advertising because: o it helps them with product information o Supports Media they use o Advertising can be fun. What's Advertising? • Branded message on cable channels on ESPN • Branded message in magazines in ROLLING STONE • An offer for a "Getaway Weekend" at the Marriot Disney Resort that comes in your mailbox • Products you see on a game show like "THE PRICE IS RIGHT." • Yellow Pages • Billboards • Sponsored sports team • Definition: o Advertising is the Communications process of using paid media to reach a selected audience with a persuasive message. • A Working Definition: o A communications Process/Identifies Source o Using Paid Media o To reach a selected audience o With a Persuasive message • A process that involves: o Marketer: the person with the idea o Audience o Message o Objective What Advertising Isn't • Editorial or programming content (blogs written by people who are paid by the product to talk about how good the product is) • Public Relations and publicity o PR: practice of managing the flow of information between an organization and its public with the goal of positive exposure. o Publicity: marketer's supplying information to media • Sales Promotion: Short term programs designed to get consumers to buy product • Packaging: design and execution of a product's container/labeling • Direct/Database Marketing: Distribution channel of marketing direct to end- users using a database to eliminate intermediaries. Integrated Brand Communications • Combines communications tools of advertising, PR, publicity, sales promotion,, packaging and direct marketing for maximum impact. Classifying the Ads you see • By media • By geographic area • By product/service category • By objective
More Less

Related notes for ADV 318J

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.