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Final

Notes For The Final Exam

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Department
Mass Communication
Course
MC 2525
Professor
All Professors
Semester
Spring

Description
AdvertisingandtheAudienceBergersdefinitionofadvertising1Advertisingagenciespurchasespaceinmediatoexhibitadsmadeforcompaniessellingproductsandservices2Adsaredesignedtoattractattentionfromparticulartargetaudiences3AdvertisingtriestoattractattentioncreatedesireandstimulateactionthatleadstopurchaseofproductservicebeingadvertisedTwoModelsofAdvertisingPersuasion1PsychologicalModelExposuretoadRecallattitudechangeopinionchangeThereisalotofdebateaboutthetrueeffectivenessofadvertisementsDoesitmakeyouwanttogobuyaproductassoonasyouseethecommercialDoesthisadactuallydosomething2CulturalmodelPeoplespsychesunconsciousexposedtoadsculturalbehaviorofpeopleNotinterestedtowhathappenstoasinglepersonwhentheyseeanadvertisementonlyinterestedinwhathappenstosocietyExDuringsportingeventsthereisalotofbeerusuallythatreflectsthebeerbeingsoldonthecommercialsatthesportingeventHowdoesthathappenTheydontrunandgetbeeraftertheyseethecommercialsowhathappensExIfyouwereassignedtoaclientwhowantedtoadvertiseduringtheSuperBowlstartbycategorizingtheaudienceSportsenthusiastsagebracketpeoplewhowatchitjustfortheadspeoplewhoareentertainingattheirhousewithfoodHouseproductsthingsforchildrenthingsthatarenotadvertisedduetoeithertheagetargetedortheaudienceCocaColaSuperBowlAdFloatingaircartoonsfightingforthecokeTargetisabunchofgenerationsbecausethereisStewieUnderdogandCharlieBrownMixofaudiencesHasironybutdifferentkindofironyfromtheDoritoscommercialDoritosSuperBowlAdGuyisdrivingandgetsinawrecklookingatawomanTargetis20ishyearoldsinglesThepeoplearebothyoungThestorylineisaboutromanceHumormakesthisadeffectiveHasphysicalandironichumorIdentificationwiththeaudienceDemographicIdentificationWhenpeopleshareademographictheyareusuallymoreprowhateverthatotherpersonisforSharedCircumstancesBeingfromthesamestateorcityorbothhaveafamilymemberwhosurvivedcancerThishastodowithexperienceswhileDemIdenHastodowithdemographicsRelayForLifeAdsusebothEveryonehashadsomeonefightingcancerandweareallinthesamecommunityThecancerpartisSharedCircumAndthecommunityistheDemIdenPersuasionisamatterofidentificationTheyhavetogettheaudiencetoidentifywiththemessageinsomewayExWalMartinFloridamadetheiraisleswidersotheelderlycouldridetheirgolfcartsintothestoresIdeologicalIdentificationSharedculturalbeliefsUsuallywhatmostpeoplethinkReferringtobabieswaystopresentyourselfatanofficeGroupspecificnormsGaysvsStraightsBlackvsWhiteCertaindemographicshavedifferentnormsBotoxAdDoveAdTargetiswomen18forDoveandalittleolderforBotoxTheyplayonthefactthatwomenareselfconsciousSayingyouneedhelptobebeautifulBotoxissayingthatitwillhelpyoulookbeautifulwhileDovesaysyoudonotneedhelplikethatTechnologysImpactonAudiencesBroadcastingvsNarrowcastingExSocialnetworkingsitesasdigitalgoldHowdoyoumakemoneyfromthesesitesThereisawaytomakealotofmoneybutnoonehasreallyfigureditoutyetYoucangetnarrowenoughthatyouaretargetingasingleindividualOnceMySpacestartedsellingtargetedadvertisementsthechancethatsomeoneclickedonitincreased80DoyoufocusonthegeneralpopulationOrcollegestudentsAtypicaldilemmaadvertisingcompaniesface
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