[MCOM 214] - Midterm Exam Guide - Comprehensive Notes for the exam (29 pages long!)

• School: Towson University
• Department: Mass Communication
• Course: MCOM 214
• Professor: Dr.Rhee

Document Summary

Advertisers are trying to get their target audience(s) to remember their ad. Long term goal is to build the familiarity and credibility of the brand. Causes the audience to have a previous connection with the brand when it comes time to make a purchase. Advertising can be helpful in notifying consumers when sales come up, etc. it has a useful purpose. Advertisers the brand: has the intention to promote the product or service, can seek help from outside sources/people. Ad agency people who help develop the ad: develops the strategy & selects the media to express it, finds the right target audience to advertise to, media planning finding right selected media for the right price. Chic-fil-a used the eat more chicken campaign, but eventually thought it was too over saturated, so they hired a new agency to come up with new campaigns. Different types: outdoor (transport, sky), traditional media (radio, newspaper, magazine, tv)