KIN 3515 Chapter : Unit 2

• School: LSU
• Department: Kinesiology: Professional Courses/Basic Activity Courses
• Course: KIN 3515
• Professor: All

Document Summary

Loyals: dedicated, always come back: advertise to the most. Zappers: switch around a lot- catch parts. Casuals: see once in awhile: two models, informational model. Agencies v. specialty agencies: agency networks v. stand-alone firms, the advertising process, client approaches agency, agency puts together account team, account executive, market research, creative department, market research, 1. Audience research: identify target market: demographics (age, gender, education, income, psychographics (values & lifestyles, 2. Copy research: evaluate effectiveness of ads: recall/recognition of ads, connection between the ad and the product, methods of research, interviews/polling, focus groups, creative strategy, 1. Creating the ad message: identify consumer benefit, develop creative concept( one idea) to memorably convey that benefit, choose specific advertising appeal (humor, fear, 2. M= thousand in roman numeral: in media sales, upfronts, make goods, media planning, issues of ad effectiveness, negotiate for pod position, pods= groups of commercials you see, two key persuasion industries, advertising and public relations.