Defining Modern Advertising

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Defining Modern Advertising

Introduction to modern advertising.

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Lecture Note
Washington State University
Comstrat 380 - (ADVER) Advertising Principles and Practices

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Comstrat 380 1st Edition Lecture 1 Outline of Current Lecture I. Definition of Advertising II. Defining modern advertising III. Is advertising the only tool? IV. Why advertising? V. Types of advertising VI. Bringing it all together Current Lecture I. Definition of Advertising a. Identification i. Dating back to ancient times, advertising has identified a product and it was sold b. Information i. Advances in printing technology expanded literacy, making commercial messages available to the masses c. Persuasion i. With widespread marketing, recognizable brand names became more important such as Ivory II. Defining modern advertising a. Six basic attributed of advertising i. Paid communication ii. Sponsor is identified iii. Can be one-way, two-way, multiple-way iv. Reaches a broad audience v. Conveyed through mass media, interactive media, word of mouth vi. Seeks to inform or persuade III. Is advertising the only tool? These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.

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