ADV 318J Chapter Notes - Chapter 2: A.D. Vision, Crowdsourcing, Starbucks
Document Summary
Power of comm: word-of mouth communication creates longer expression. Online distribution of certain task to groups of experts, enthusiasts, consumers. Brand must have true understanding of consumer behavior, technologies preferred, context in which messages are received + interpreted. Use of games (oreos), 10% of promo adv via media partners. Goal of effective communication = attract attention + develop preference. Scope + structure of adv + promo industry. Adv = 600 billion dollars, top 10 exceeds 29 billion. Advertisers: employ service agencies: may or may not contract for. Structure specialized services w various external facilitators: adv + promo being directed w/ the help of various media orgs: to target. You don"t always need agencies and external facilitators because advertisers sometimes have their own services. Business, not-for profit, and government organizations that use advertising + other promotional techniques to communicate with target markets and to stimulate awareness + demand for their brands. Known as clients by their agency partners.
