ADV 318J Chapter Notes - Chapter 1: Brand Loyalty, Advertising Campaign, Integrated Marketing Communications
Document Summary
Adv 318j chapter 1 notes: (blue slides=key points) Consumer preferences are changing from traditional media outlets to web based technology, so companies are using new methods to appeal to consumers: mobile marketing: is communicating with target markets through mobile devices like smartphones or tablets. Advertising is an essential marketing tool that helps create brand awareness and brand loyalty: it can be hard hitting and powerful or boring and ineffective. Advertising plays a pivotal role in world commerce and in the way we experience and live our lives: complex communication process, a dynamic business process, and now a part of the social interaction process. Advertising: a paid, mass mediated attempt to persuade: person or group that pays is a client or sponsor. If it isn"t paid for, its not advertising: publicity isn"t advertisement because it isn"t paid for. Psa: public service announcements are not advertising either.
