ADPR 3100 Advertising Lecture 1 Notes (Week 1 - 8/15)
ADPR 3100 Advertising Lecture 1 Notes (Week 1 - 8/15) ADPR 3100-0
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This 2 page Class Notes was uploaded by Bridget Notetaker on Monday August 15, 2016. The Class Notes belongs to ADPR 3100-0 at University of Georgia taught by Nathaniel J. Evans in Fall 2016. Since its upload, it has received 191 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.
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Great notes, very detailed. Will help for sure.
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Date Created: 08/15/16
Principles of Advertising 3100 Lecture 1 What is advertising? o Advertising happens before marketing Advertising is not about selling o Association is a new way to think about advertising What matters is the experience and being entertained o Old view: three criteria must be met for a communication to be classified as advertising 1. Communication must be paid for 2. Communication must be delivered through mass media The internet is not a media, it is a means of accessing media such as Facebook and Instagram 3. Communication must be attempting to persuade o New view: might look like “brands communicating with people” Ex: ALS Ice Bucket Challenge – when people were posting challenges, ALS wasn’t paying people to do it Advertisements/Ads: specific messages designed to persuade an audience Advertising campaign: an integrated series of ads and promotions that communicate a central theme or idea o Can appear in one media (TV) o multiple media (TV, print, radio) Integrated Brand promotion (IBP): coordinating promotional tools with advertising to build and maintain brand awareness, identity and preference Main Advertising Eras: 1. Premarketing Era: pre-printing press 2. Mass Communication Era: 1700s to early 1900s o Newspapers, magazines, and radio 3. Research Era: 1920s to current o What motivates, how segment on demographics, psychographics, now BIG DATA 4. Interactive Data: current with focus on consumer control, use of interactive devices and social media o REAL TIME Fundamental Influences on the Evolution of Advertising: 1. Rise of Capitalism: o Free market need to compete need to stimulate demand and persuade the audience (tool? Advertising!) 2. Industrial Revolution: o Mass production of goods need to stimulate demand and compete for the customer 3. Manufacturers pursuit of power: o Branding emerges Ex: Levi’s (1873), Maxwell House Coffee (1873), Budweiser (1876), Coca-Cola (1876), and Ivory (1879) 4. Rise of mass media: o Advertising subsidized some of the media’s operating cost True with newspapers in 1800s until about 10 years ago True with radio starting in the 20s and 30s True with TV in the 50s and 60s o All that money from advertisers drove the cost of access down for the average consumer
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