STC 114- Midterm Exam Guide - Comprehensive Notes for the exam ( 41 pages long!)

• School: University of Miami
• Department: Strategic Communication
• Course: STC 114
• Professor: Kay Snell

Document Summary

Advertising: a form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages) with objectives and strategies to impact consumer thoughts, feelings, and actions. Advertising has to (cid:271)e (cid:373)edia (cid:271)ased, perso(cid:374)al selli(cid:374)g is(cid:374)"t ad(cid:448)ertisi(cid:374)g. Advertising is a message that has to be communicated by some type of media. Ne(cid:449)spaper (cid:272)o(cid:448)ers or (cid:373)agazi(cid:374)e (cid:272)o(cid:448)ers are(cid:374)"t ad(cid:448)ertisi(cid:374)g (cid:271)e(cid:272)ause apple did(cid:374)"t pay the newspaper to have the iphone on the cover page, it is public relations. Pa(cid:272)kagi(cid:374)g is(cid:374)"t ad(cid:448)ertisi(cid:374)g (cid:271)e(cid:272)ause it does(cid:374)"t (cid:272)o(cid:373)prise (cid:373)edia, it is part of the produ(cid:272)t design. Viral videos are usually advertising (nike video) Naked advertising: advertising on facebook or instagram where it is written sponsored. Media editorial department are creating designing the add. Uses mass and interactive media to connect an identified sponsor with a target audience. Ad(cid:448)ertisi(cid:374)g (cid:373)akes you (cid:271)uy thi(cid:374)gs you do(cid:374)"t (cid:449)a(cid:374)t.