COM CM 217 Study Guide - Spring 2019, Comprehensive Midterm Notes - Chief Financial Officer, Alchemy, Trust Law

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 217
• Professor: Cakebread

Document Summary

Objective: to introduce the fundamentals of the advertising industry from a strategic planning perspective. By providing an overview of opportunities within the advertising environment. By providing an overview of how products are positioned in the mind of a consumer. To develop an understanding of business analysis in a product category. To create a communications plan within a team environment. Advertising creates, develops and evolves brands: products/services. Brand building is the basis of marketing and advertising. Building brands is done through great ideas . Stories are simply one of the core mechanisms people use to interpret the world . For copywriters, storytelling in whatever format or media is key to creating meaningful brand identity: see the idea writers by teresa iezzi. The elements of advertising are designed to solve marketing communication problems, creatively. In order to solve marketing problems, you must think strategically. Be a cultural omnivore-taking in everything available with the mind.