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Module 1- Jour 202

by: Olivia Brown

Module 1- Jour 202 JOUR 202 J10

Olivia Brown
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About this Document

First need to knows about advertising, audiences for advertising, types of advertising
Principles of Advertising and Brand Communications
Dr Carmen Maye
Class Notes
Advertising, brand, communication




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This 2 page Class Notes was uploaded by Olivia Brown on Friday June 3, 2016. The Class Notes belongs to JOUR 202 J10 at University of South Carolina taught by Dr Carmen Maye in Summer 2016. Since its upload, it has received 11 views. For similar materials see Principles of Advertising and Brand Communications in Journalism and Mass Communications at University of South Carolina.

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Date Created: 06/03/16
Module 1: Adversing- 1. paid 2. deceived by mass media 3. shows persuasion Advertisements- messages designed to persuade an audience Advertising Campaign - series of advertisements that then all communicate the around the same theme or idea. What makes a campaign- Communications Process made by Advertising- 1) Sender- of the message 2) Medium- how it is displayed, newspaper, commercial 3) Receiver - whoever the audience is receiving the message made How you interpret different advertisements has to do a lot with own personal experiences and opinions. Audiences for advising —-household consumers- we ALL are -—members of business organizations- companies that make things, people that make these things need to make sure the right information is being told about their products in the advertisements. —-members of trade channel- retail, wholesale, distributers —-professionals- doctors, lawyers, accountants, people with special certifications. —- Government officials- advertising aimed at specific decision makers for what options are there Audience Geography plays a part as well! — Local advertising — Regional Advertising- ex: grocery stores that are only in the south — nationals advertising- ex: specific cars — global- truly common across the global just translated into different languages. advertisements have the same theme and presented where the “items” are sold. —international- advertising in different national and cultural markets. Role of advertising in the marketing mix- Promote, product, place, price contribute to a brands perceived value. Role of advertising in Brand Management persuasion, creating a image/ meaning, brand loyalty Role in Revenue and Profit Generation- higher volume results in lower unit cost. Brand loyalty leads to inelasticity of demand. Types of Advertising primary demand stimulation selective demand stimulation direct response advertising delayed response advertising corporate advertising


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