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APR 221 Notes Week 2

by: Kate Steiner

APR 221 Notes Week 2 211

Marketplace > 211 > APR 221 Notes Week 2
Kate Steiner
GPA 3.3

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Week 2 of APR notes--1/26/16 and 1/28/16
Intro to Advertising
Dr. Joseph Phelps
Class Notes
APR, 221
25 ?




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This 2 page Class Notes was uploaded by Kate Steiner on Tuesday January 26, 2016. The Class Notes belongs to 211 at a university taught by Dr. Joseph Phelps in Spring 2016. Since its upload, it has received 68 views.

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Date Created: 01/26/16
1/26/16 National Advertising and Branding  The Struggle is Real! o The Struggle is Real!  The fight that launched national advertising: o The combatants were Producers vs. Retailers Early 1900s  Era of Reform o Development of Professional Codes of Conduct o Academic programs in advertising World in Turmoil WWI Depression WWII Post War  Television  Evolution of Media Choices  Slow Evolution of Advertising Industry What’s Happening Today?  Audience Identification  Message Creation  Message Dissemination  Advertising is an aspect of Marketing o Marketing: the process of planning and executing the conception, pricing,  promotion and distribution of ideas, goods and services to create  exchanges that satisfy individual and organization objectives o Marketing Concept: holds the key to achieving organizational goals can be found in determining the needs and wants of consumers and delivering the desired satisfactions more effectively and efficiently than competitors  Marketing Mix: o Product o Place o Price o Promotion  Promotion Mix o Advertising o Public relations o The management function that focuses on the relationships and  communications that individuals and organizations have with other groups (called publics) for the purpose of creating mutual goodwill  o The primary purpose of public relations is to manage a company’s  reputation and help build public consent for its enterprises  Sales Promotion o A direct inducement offering extra incentives all along the marketing  route00from manufacturers through distribution channels to customers— to accelerate the movement of the product from the producer to the  consumer  Personal selling o A sales method based on person­to­person contact, such as by a sales  person at a retail establishment or by a telephone solicitor  ________________________________________________________________________ 1/28/16 Where does Advertising fit?  Marketing Mix  Promotion Mix  Push vs. Pull promotional strategies o Look at where/which audiences the promotional effort are aimed Impact of Culture on Advertising  Culture influences consumptions rituals and influences interpretation of the  message  Culture: o A homogenous group’s shared set of beliefs, attitudes and ways of doing  things, typically handed down from generation to generation Comparative Advertising  Advertising that claims superiority to competitors in one or more aspects o E.g. Coca Cola says they taste better than Pepsi, but Pepsi says the same  thing about Coca Cola Influence of Advertising on Culture  Many say that advertising has a negative influence on society Areas of Advertising Criticism 1. Product Advertised o Tobacco products o Alcoholic beverages o Condoms and other sexually related products 2. Advertising Content o Negative stereotypes o Insulting portrayals/situations o Sexual suggestiveness o Falsity/exaggeration 3. Advertising Exposure o 4. Influences on Human Behavior


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