ADPR 3100 1nd Edition Lecture 4 Outline of Previous LectureI. Consumer SocietyII. Ways of buyingIII. BrandingOutline of Current Lecture I. Consumer SocietyII. Emergence III. Ways of buyingIV. Branding Current Lecture- “Something More” - Consumer Society: o Primary means of support is citizen consuming Consumer spending is the primary economic driver 70% of our economy is generated by the population buying things rather than selling or making productso From early 20th c - Dimension of emergence o Agriculture vs. manufacturing Agriculture goes down and manufacturing goes up o Rural population vs. urban population Cities vs suburbs o Household income increase 5.5x more with emerging consumer society o Dramatic increase in: Manufacturing compared to agriculture (wage workers with paychecks) Nonfarm residents compared to farm residents (city dwellers) Personal income and spending - Ways of buying o Traditional: country store Variety of generic good Merchant recommendation Social hubso New: Department store Huge selection and volume 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. National, manufactured goods - Department Stores: o Transformed shopping into an experience o Opulent interior o Restaurants- Mail-order house o “Department store” with national reach o rural free delivery o Sears o Magazine with images of anything that you could buy - New ways of buying o Department storeso Mail-order houseso Something more More to choose from More to do when shopping - Branding o Advertising beyond notices and announcementso Fit the consumer’s needs o Transformation of the burned brand on the product i.e. Oreo is literally on the cookie o Lydia Pinkham’s vegetable compound everyone knew her face so they trusted the brand the more you advertise the more you sell o Uneeda Biscuit o Brand loyalty Preference for specific brand Buy it no matter where you were or moved to Greater significance of products Larger and steadier revenue stream - Consumer Society o Rise of consumer society = why ad is so important today because buying became a necessity because of it Shopping = form a means to an end, to an end in itself Products = from utility, to being solutions to key
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