MC 2000 : MC 2000 Exam 3 Material
Document Summary
The puzzle of advertising no one knows whether it really works. As a result, advertisers have to talk out of both sides of their mouth: to the critics they claim that ads aren"t powerful, to their customers they claim that ads do work. Consumers want to ignore ads, and yet it"s the main source of revenue for tv, news media, radio, and increasingly the internet. While we complain about advertising, it often becomes media content itself that we enjoy and even seek out. We think we are immune to advertising, but we aren"t. Agency holding companies: advertising conglomerates that offer clients full service global marketing/pr/research. In the past 20 years, the big five own most of the major companies and agencies: omnicom, wpp, interpublic, publicis, dentsu. Market research: audience research: identify target market, demographics (age, gender, education, income, psychographics (values and lifestyles, copy research: evaluate effectiveness of ads, recall/recognition of ads, connection between the ad and the product.
