Study Guides (248,334)
United States (123,330)
ADV 208 (3)
Midterm

Advertising Test 4.doc

2 Pages
136 Views
Unlock Document

Department
Advertising
Course
ADV 208
Professor
James Tsao
Semester
Fall

Description
Chapter 8: Introductory Scenario: Polishing the Apple – • Launch of the iPad • 60 day waiting period to buy product to create buzz (teaser advertising) • “Meet iPad”  what can you do with an iPad, video went viral on YouTube • Modern Family product placement Advertising Plan and its Marketing Context: Advertising Plan – the thinking, tasks, and timetable needed to conceive and implement an effective advertising effort Introduction • Executive Summary – state the most important aspects of the plan, essence of the plan • Overview – sets out what is to be covered, and it structures the context Situation Analysis – most important points and how they are connected in order to explain why you made the decision • Cultural context o Ethnocentrisms – tendency to view and value things from the perspective of ones own clutulre o Self-reference criterion (SRC) – unconscious reference to ones own cultureal values, experiences, and knowledge as a basis for decisions • Historical context • Industry analysis – focuses on developments and trends within an entire industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan • Market analysis – complements the industry analysis, emphasizing the demand side
More Less

Related notes for ADV 208

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit