New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

MK4300 - Advertising - CHP. 1

by: Mariah Law

MK4300 - Advertising - CHP. 1 MK 4300

Marketplace > Georgia State University > Marketing > MK 4300 > MK4300 Advertising CHP 1
Mariah Law
View Full Document for 0 Karma

View Full Document


Unlock These Notes for FREE

Enter your email below and we will instantly email you these Notes for Advertising

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Advertising notes

Everyone needs better class notes. Enter your email and we will send you notes for this class for free.

Unlock FREE notes

About this Document

These notes are notes I took as I read through the textbook as well as in class lecture.
Class Notes
Advertising, Marketing




Popular in Advertising

Popular in Marketing

This 7 page Class Notes was uploaded by Mariah Law on Wednesday August 31, 2016. The Class Notes belongs to MK 4300 at Georgia State University taught by Thornton in Fall 2016. Since its upload, it has received 123 views. For similar materials see Advertising in Marketing at Georgia State University.


Reviews for MK4300 - Advertising - CHP. 1


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 08/31/16
MK 4300 – Advertising CHP. 1 : Advertising Half of these notes are of my own note taking and he bottom half will be notes I took in-class. I hope these help! Advertising – paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with a target audience, provide information about their product and interpret the product features in terms of the customer's needs and wants Advertising's basic functions :  Identification – advertising identifies a product and where it's sold  Information – provides information about a product  Persuasion – may persuade people to buy things Key components of advertising:  Strategy  Message  Media  Evaluation Common types of advertising :  Brand advertising – most visible type of advertising  Retail (local) advertising – focus on store traffic  Direct-response advertising – tries to stimulate an immediate response by the customer (email, mail, telephone)  B2B advertising  Institutional (corporate) advertising – establishing a corporate identity, or winning the public over to the organizations POV  Nonprofit advertising  Public service advertising Marketing communication (marcom) - a term that refers to the different types of promotional tools and communication efforts about a brand that appear in different forms of media Roles advertising performs  Both in communication and marketing  The functioning of the economy & society "Advertising creates cost efficiencies by increasing demand among large groups of people resulting in higher levels of sales and ultimately, lower prices." Most Greatest Commercial Ever Made : 1984 Apple superbowl commercial, selling Macintosh How did the practice evolve?  The early age of print – looked like classified advertising that we see today; handbills, newspaper, posters  The early age of agencies – first ad agency started by Volney Palmer in 1864, "salemanship in print driven by a reason why", purpose during this time was to create demand and give their new brands a visual identity  The scientific era – early 1900s - mid, more into how advertising works and how to better target the message, thought this could be possible by mixing science and art, the founding or research organizations, targeting was born, better identify the audience, the practice of status appeal to persuade people to imitate the habits of the wealthy Product differentiation - how it differs from competition Market segmentation – identifying groups who would buy this product Positioning – carving out a unique spot in people's minds for the brand relative to its competition  The creative era - 1960s, 70s, characters who represent American value (jolly green giant, tony the tiger), creative concepts, focusing on feelings and emotions, art of persuasion  The era of accountability and integration – 1970s, focus was effectiveness, research, testing and measurement for increased sales, need to accountability, social responsibility, when integrated marketing communications became important  The social media era – 2000s, online advertising world, interactive, brands communicate with buyers via social media The Advertising World Who are the key players? The advertiser, the agency, the media, suppliers who provide expertise *"Advertising is most cost efficient when it uses mass media to reach large numbers of prospective consumers." Types of Agencies  Full service agencies  In-House agencies  Specialized agencies  Agency Networks and Holding companies How are Agency Jobs Organized?  Account manager  Account planning and research  Creative development and production  Media research, planning and buying  Internal operations How is the practice changing?  Consumer in Charge – originally started by career builder to save money by using in-house. Consumer-generated advertising.  Blurring lines and converging media – so many different forms of media, newspaper not as much in the game plans anymore,  Accountability and effectiveness __________________________________________________________________ Now these notes will be in-class notes [MK 4300 – Advertising – Aug 24, 2016] CLASS NOTES  A paid form of non-personal comm. Of a org, prod, serve, or idea by an identified sponsor.  Non-personal – mass media Mass media – magazine, radio  Identified – strong brand identification (most import.) Brand front and center, brand loyalty, who are you? Coke, "got milk?", SunTrust, support a candidate, MADD HISTORY LESSON  Picture of a cave man 1. PRE MARKETING ERA  Marketing yet to exist  Primitive communication - not mass media, but did have media  Word of mouth, writing, wall or dirt as medium  Focus on "information"  Price gouging, price discrimination based on means, personal bias 2. MASS COMMUNICATION ERA 1870-1940  Major developments Transportation, popular growth, inventions and production  Shift of message transportation ; newspaper, radio  Became more widespread, travelled farther and faster  Boom in technology, telegraph and telephone  Birth of retailing, let to standardization in pricing  What changed in pricing? Information more available MAJOR EVENTS WW1/Social Actions 1900s "back the attack", buy bonds now. Wanting to sell. support for the war. Social action. Great Depression 1930s Picture : crowded line of men, well dressed, waiting for food There are since provisions : unemployment, FDIC Marketing : low cost, price comparison grocery ads (now, a a year ago and change of price), time to buy if you had Disposable income WWII/Public Service 1940s Trying to get the woman and children more involved, volunteer Cereal box top campaigns, war donations What was missing in the advertising industry during the early years of the century?  No choice, no variety, assumption that you would buy it  Marketing Research was missing, it was a production focused mind set  Research to see what consumers wanted was missing  Second big thing that was missing, regulation (government) was not enforced. Marketers were not held accountable Picture : vintage ad : YouthGlo facial clay. $1.00 for product, sent in. If that was untrue, there was no recourse RESEARCH ERA  Identifying target audiences with specialized messages  Marketing was born when : the research era. 1950s Marketing is still in its infancy  1950s - "me too generation" Consumption goes up, keeping up with the Jone's TVS, traveling, cars  1960s/70s - dominated by television Present brand before you could ever before, "sight, sound and motion" Media buyer – easier job, 3 stations (ABC, NBC, CBS)  1980s – audience fragmentation Fragment : to break, to shatter "Controlled TV audience pie" : people started to leave this pie to cable TV Original cable stations : more options, more specialization, more targeted Content. Attraction to the advertiser, target audience/specialization.  1990s – individualism New technology – computer (email, internet), databases. EX: personalization.  2000s – present : Social communities ROLES OF ADVERTISING  MARKETING  COMMUNTICATION  ECONOMIC Does advertising promote competition or discourage it? Price-matching b/c of competition How does advertising affect the total demand for a product category? Does advertising make more consumer choices available or less? Does advertising raise or lower prices? Brand equity (higher). Does advertising affect the value of products?  SOCIETAL 3 COMPONENTS OF A GOOD AD  Strategy  Creativity  Execution Picture: Iceberg (execution shown "what we see", creativity in the middle, strategy at the deepest part in water).  We will focus at the bottom of the iceberg. _______________________________________________________________ First Day Notes – Important Dates [MK4300 - Advertising-Thornton-Aug. 22]  First day  Handouts : Bonus Assignment, syllabus, creative execution  IMPORTANT DATES: 8/31 - list of team members due 9/12 - social issues assignment due 9/21 - exam 1 9/28 - team meetings 10/5 - creative worksheet (initial draft) due  10/10, 12 or 17 – group feedback with professor 10/19 - team meetings 10/24 - exam 2 11/16 - team meetings 11/30 - case analysis due 12/5 - exam 3 12/7 - final creative executions and creative worksheet due 12pm BONUS ASSIGNMENT GROUP PROJECT  5 people  Ad for bringing American travelers back to Europe (airline, hotel, specific city) Book : Sandra Moriarity, Nancy Mitchell and William Wells, Advertising & IMC : Principle and th Practices 10 E  ISBN – 13:978-0-13-350668-4 Pearson 2015 Notes are more heavily weighted in exams, but book is highly recommended -


Buy Material

Are you sure you want to buy this material for

0 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Kyle Maynard Purdue

"When you're taking detailed notes and trying to help everyone else out in the class, it really helps you learn and understand the I made $280 on my first study guide!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.