[ADV 3008] - Midterm Exam Guide - Everything you need to know! (21 pages long)
6 Feb 2017
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Advertising defined: structured, composed, non-personal communication, paid for a persuasive in nature, about products by identified sponsors, through media. Advertising vs publicity: advertising is filtered, publicity is raw. A closer look: about products, ex: brands (ford, microsoft, unbranded commodities, ex: got milk campaign, milk is not a brand, but celebrities encourage it through the campaign, dairy farmers pay for people to drink milk. Identified source: sponsor is usually very clear. If not, it has failed: political campaigns force candidates to take responsibility for attacks, in tv shows, brands pay for product placement. It is active and visible because it is during the show not during commercial breaks in which people would tune out: product placement must be positive and not mocked, designed to persuade, ads are (cid:374)ot (cid:862)u(cid:374)(cid:271)iased(cid:863) Advertising environment: history and the development of modern advertising. Objectives: how/why did advertising develop, it is a recent invention.
