Lecture 1Advertising growth1970’s city dwellers exposed to 500 ads/dayFULL SERVICE ADVERTISING AGENCIESManage accountsConduct researchCreate campaignsPurchase space in media outletsACCOUNT MANAGERSsign clients and keep them happyCREATIVEcreates and execute campaign sales pitches (words, imagery, sounds, etc.)MEDIA PLANNING AND BUYINGdecide which media outlets are the best fit and buy space thereadvertisers know more about customers than ever beforeattempt to segment market into smaller niche marketsPUBLIC RELATIONSefforts to create favorable opinions about a group or to counteract negativeimpressionstraditionally directed at the pressnot the same as advertising but often overlapsinstitutional advertising- advertising that sells an image or a company or brand, but not a specific productintegrated marketingBRANDINGimages and cultural meanings that surround a product or a companypositioning- aligning the brand image with tastes of a desirable consumer groupADVERTISING VERSUS MARKTINGmarketing=bring to marketconsumer adveritising builds desire for eventual purposedirect marketing ads inform and spur immediate purchaseadvertising=part of the marketing processTRADITIONALclearly recognizable as ads:billboards, tv/radio commercialsyellow pagesbanner adsbut the line is constantly blurringOUTDOOR ADVERTISINGPLACE BASED ADVERTISINGUNDER THE RADAR ADSmerge ad content with the actual entertainment/ newsevent sponsorshipsPR tacticsproduct placementweb appsSTEALTH MARKETINGMODELS OF AD EFFECTSpsychological: expects immediate action (recall, attitude/opinion change)most ads are not intended to spur immediate actioncultural: expects changes in cultural behavior, values, and social norms24 HOUR ECONOMYconstantly plugged in and buyingoverspent American and influenzaJAMS 214 1st EditionLecture 1 Advertising growth- 1970’s city dwellers exposed to 500 ads/dayFULL 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- impressionso traditionally directed at the presso not the same as advertising but often overlaps- institutional advertising- advertising that sells an image or a company or brand, but not a specific productThese 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 commercialso yellow pageso banner ads- but the line is constantly blurring OUTDOOR ADVERTISING PLACE BASED ADVERTISING UNDER THE RADAR ADS- merge ad content with the actual entertainment/ newso event sponsorshipso PR tacticso product placemento 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