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Sociology 2172A/B- Midterm Exam Guide - Comprehensive Notes for the exam ( 71 pages long!)
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71 Pages
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Department
Sociology
Course Code
Sociology 2172A/B
Professor
Gale Cassidy

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Description
[Sociology 2172A/B] Comprehensive Fall guide including any lecture notes, textbook notes and exam guides.find more resources at oneclass.com Introducing Advertising and Promotion: An Integrated Marketing Communications Approach: The Changing Global Advertising Environment: Advertising’s Second Creative Revolution: • Creative advertising revolution 1960s classic media funding model- paid-for ads generated revenue fund channels • Ads had to fit particular genre conditions suitably differentiated ‘editorial’ content • Traditional funding model no longer natural order of things but ‘content’ drives consumption advertising o Communication form generate audience engagement • Fragment of media audiences under influence of new communications technology and de-reg media markets • New media vehicles as digital tech reduces start-up costs print, internet and broadcast • More than before but audiences shrunk increased competition and changing patterns of consumption • Reduction ad revenue traditional media shift to online- now can watch tv/ read news on digital devices w/o ads • Internet offers massive potential audience reach for cheaply made and easily targeted ‘viral’ ads place free on YouTube • Convergence achieved advertising revolution be in full flow and advertising agencies face dif env • Advertising agencies proved be most flexible and astute organizational forms in adding skills and techniques retain central place in evolving media env • Integrated and mutli-channel trend contemporary ads Studying Advertising: The Consumer Perspective: • Advertising becomes daily feature of our lives and pervades our cultural landscape • Powerful because taken for granted- cross over into mainstream entertainment= perpetually evolving form social communication The social power of advertising: • Occasionally have astonishing power to grasp widespread attention and, in few celebrated cases, change entire markets o Ex: change language in Budweiser “wassup” ad • Generate much comment, keeping ad public mind and adding air charisma most enigmatic creative industry The Managerial Perspective: find more resources at oneclass.com
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