UGA ADPR 3100 - ADPR 3100 (20 pages)

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ADPR 3100



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ADPR 3100

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Pages:
20
School:
University of Georgia
Course:
Adpr 3100 - Principles of Advt
Principles of Advt Documents

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ADPR 3100 01 06 2014 What Is Advertising Why study Advertising 2015 estimated 603 billion spent on advertising relevant for scholars and for career Relevant throughout the university Advertising Businesses o Marketing Promotion communication Advertising PR direct response personal selling viral selling events packaging promotions sponsorships o Society Industry Ads Future present and past Roles of Advertising Roles of advertising Definitions of effectiveness Perspectives for explaining effectiveness o Behaviorism o Rationalism o Culturalism Effectiveness Advertisers goal is effectiveness What is effectiveness Possibilities Effectiveness means o Cause you to buy powerful o Persuade you to buy not powerful o Pressure you to buy potentially powerful 1 Cause you to buy POWERFUL behaviorism o needs urges and instincts we cannot control food water and shelter etc romance aggression fear etc o can be controlled Conditioning 01 06 2014 o Classical conditioning o Modification of involuntary reflex behavior o Ian Pavlov Behaviorist view of advertisers role Create stimuli ads to condition responses that benefit the product service Overt Subliminal ads are used to appeal to the subconscious Theory of representation Symbolism o Isolated textual characteristic specific meaning o E g long cylindrical shape always phallic Behaviorism Innate drives and urges can be conditioned to certain stimuli Symbols ads as universal stimuli Advertising is powerful 2 Persuade you to buy NOT POWERFUL Rationalism o Needs and wishes individual known and controllable o Rational self interest rational choice o Enlightenment individual everyone is in control of their own destiny Rationalist view of Advertisers role Deliver dependable truthful information Representation Denotation Intrinsic information reason why advertising Rationalism Rational choices Dependable information ads crucial for informed decisions Advertising is not powerful 3 Pressure you to buy POTENTIALLY POWERFUL Culturalism o Born into



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