COMM313 Chapter Notes - Chapter 2: Albert Lasker, Target Market, Human Communication
12 Mar 2017
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Advertising is just one type of marketing communications. Advertising: is directed at a group, conveys a message, paid for, transmitted through medium. Public service messages- do not have to be paid for like typical ads. Stern model** :source > message > receiver. Literary forms of message: autobiography, drama, narrative. Receivers: implied consumer (fictional), sponsorial and actual consumers. Target market: segment of the population meant to receive the information. Consumer advertising: broad term for advertising to all consumers of a product. Retail advertising: ads sponsored by retail businesses. Business advertising: reaching those who use goods/services for business use. These consumers are typically more educated on the topic. Ex: fedex targets small business w shipping needs. Professional advertising: targeting certain professions such as teachers. Agricultural advertising: promotion of products used in ag businesses. A way to sum up the marketing strategy. Product: every product category has a specialized marketing type.
