JL MC 101 Study Guide - Midterm Guide: Unique Selling Proposition, Sean John, Pay Per Click

• School: Iowa State University
• Department: Journalism and Mass Communication
• Course: JL MC 101
• Professor: All

Document Summary

For advertising to exist--or need to exist--what does a society need to have besides mass media like newspapers? (p. 280) Why is advertising more important in democratic societies and less important in authoritarian societies? (p. 281) Because they advertised their positions and brought in revenu. They conduct research for their clients and choose which media to fun ad in. Account executives: in contact with the client, understand needs and give them to the creative"s. Media buyers: determine which is the most effective place to put ad. They used to have to pay to produce the ad but now the agency is its own production house. They coordinate marketing and advertising for a brand. An overall plan for advertising any product--the plan that incorporates every advertisement in every medium--is called the product"s _____. Newspaper: most looked place for ads, aren"t good for reaching young adults, ads don"t look as good.