JAMS 214 1st Edition Lecture 1 Advertising growth 1970 s city dwellers exposed to 500 ads day FULL SERVICE ADVERTISING AGENCIES Manage accounts Conduct research Create campaigns Purchase space in media outlets ACCOUNT MANAGERS sign clients and keep them happy CREATIVE creates and execute campaign sales pitches words imagery sounds etc MEDIA PLANNING AND BUYING decide which media outlets are the best fit and buy space there advertisers know more about customers than ever before attempt to segment market into smaller niche markets PUBLIC RELATIONS efforts to create favorable opinions about a group or to counteract negative impressions o traditionally directed at the press o not the same as advertising but often overlaps institutional advertising advertising that sells an image or a company or brand but not a specific product 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 o integrated marketing BRANDING images and cultural meanings that surround a product or a company positioning aligning the brand image with tastes of a desirable consumer group ADVERTISING VERSUS MARKTING marketing bring to market consumer adveritising builds desire for eventual purpose direct marketing ads inform and spur immediate purchase advertising part of the marketing process TRADITIONAL clearly recognizable as ads o billboards tv radio commercials o yellow pages o banner ads but the line is constantly blurring OUTDOOR ADVERTISING PLACE BASED ADVERTISING UNDER THE RADAR ADS merge ad content with the actual entertainment news o event sponsorships o PR tactics o product placement o web apps STEALTH MARKETING MODELS OF AD EFFECTS psychological expects immediate action recall attitude opinion change o most ads are not intended to spur immediate action cultural expects changes in cultural behavior values and social norms 24 HOUR ECONOMY constantly plugged in and buying overspent American and influenza
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