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

ADV 206 Week 1 Notes

by: Alice Shaw

ADV 206 Week 1 Notes ADV 206

Marketplace > Syracuse University > ADV 206 > ADV 206 Week 1 Notes
Alice Shaw
GPA 3.97

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

These are the notes from our first two classes.
Advertising Practice in a Diverse Society
Professor Sheehan
Class Notes
Advertising, Marketing, Branding
25 ?




Popular in Advertising Practice in a Diverse Society

Popular in Department

This 5 page Class Notes was uploaded by Alice Shaw on Tuesday September 6, 2016. The Class Notes belongs to ADV 206 at Syracuse University taught by Professor Sheehan in Fall 2016. Since its upload, it has received 3 views.

Similar to ADV 206 at Syracuse


Reviews for ADV 206 Week 1 Notes


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: 09/06/16
9/1 Class  4 things for effective ad o Attention o Separate themselves from competition o Positive impression o Does it make the viewer react in a way that we want them to react   Suburu commercial o Catches attention ­ relatable to parents  o Used actual crashed suburu’s o Positive impression ­ highlights safety features without actually saying it ­  SHOWS NOT TELS o Separates brand from competition  o Love connection ­ Suburu and your child, if you love your child, put them  in a Suburu o Influencing target, keep your children safe by buying the suburu o Relatable ­ every parent understands it   Think about it critically ­ you might hate the ad but you are impacted by  its message   Eric Mower ­ runs biggest ad agency in Syracuse  Business to consumer   What is advertising? The evolution of advertising? o What is is, where it came from, some of the components of advertising   Who am I? ­ Julius Caesar.  o Veni vidi vici ­ I came I saw I conquered   Advertising started before radio   Defining modern advertising  o Started as simple identification  o Simple images found in ancient Babylonia, Egypt, Greece, and Rome  identified a business, manufacturer or store   2500 BC o Great pyramids ­ first advertising of world, not just gigantic wonder of  world. They advertise power  o Lincoln Cathedral ­ 1400 AD  o Wine shop, Pompeii, advertises great wine   SPQR ­ the senate and people of rome, any place the sign appears is part  of the Roman Empire  o It was fluid, left message after they conquered a place, means we will  come back and you are permanently part of the Roman Empire (did it in  stone, not clay) o Advertising is communication, it communicates and persuades   Information o Gutenberg’s movable type mechanized the printing process leading to  mass communication o Demand outweighs supply ­ early advertisements for ships   Promotion  o The industrial revolution led to surplus goods, improved transportation,  and the need for new media  o Competition comes ­ supply outweighs demand o Now have the need to promote the products to stand out among  competitive crowd  o Buy something today  When supply outstrips demand o Play to wants vs people’s needs o Need to create a preference   PT Barnum  o Known from circus ­ The greatest show on Earth  Brand Sales  o Advertisers became concerned about making ads that worked and defining standards of effective advertising  o People don’t buy things based on reason/statistics, they buy things based  on their emotional connection with the thing that they are selling  o Brand equity  o Building brand  World of advertising is balancing act between promoting products to get  people to buy them now, and cheapening brand image. They get people to  feel that the brand has interesting value ­ put money in the bank and take  money out of the bank  He runs toyota worldwide board for Satchi and Satchi   Branding: o Avis said, we are number two so why go with us o Our line at the counter is shorter   As good off the road as an offroader in the city   WE DO SOMETHING THAT MAKES US UNIQUE IN THE  MARKETPLACE   Position is simple ­ it makes your teeth really white, think of the basic  message and own that position in the marketplace   Basic benefit ­ makes teeth white, people get that after awhile  o Next level ­ move up benefit ladder (new relationships with white teeth)  Dog commercial ­ making a bigger bed for you o Comfy bed for dog is evident, next level the dog spends more time in its  own bed than in your one with you   5 Basic Factors of Advertising o Paid communication ­ pay to produce/run it. Digital age ­ super successful  then people will share it, not so expensive o Sponsor is identified ­ ad is for something or someone o Tries to inform or persuade  o Reaches a large audience ­ efficiency of reaching large communities o Message conveyed through many different kinds of largely non­personal  mass media ­ facebook, goal is to be efficient   Advertising is a sponsored media message intended to persuade you to  think, do, or buy something o It’s about products and marketers selling something  Four components of advertising o Strategy: the logic and planning behind the ad that gives it direction ­ what do we want the message to say and who do we want the message to go to  o Creative Idea: the central idea that grabs the consumer’s attention and  sticks in memory (Suburu keeps your teenager safe when they crash) o Execution: casting, production values, etc. ­ what it is going to look like  exactly  o Media: Television, internet, magazines, and other media used to reach a  broad audience   The media is the new creative ­ so many things you can do. “Mass mass,  medium mass, small mass” 9/6 Class  Integrated Marketing Communications o coordination and integration of all marketing communications (essentially) o Need to understand how different things are brought together to tell a story  Leonard Bernstein ­ working on music o Worked with others  o Music combines lyrics and song to tell a story (music and choreography  brought together in Westside Story) o Integration ­ taking disperate things that can tell different stories and  bringing them together to tell one story o IMC Def: All marketing communications working in concert: Advertising, Promotions, PR, Corporate Communications, etc.  Internet causes integration of things   The communications process  Sender ­ encoding ­ transmission device ­ decoding ­ receiver ­  feedback ­ back to sender (noise/clutter occurs in all cases)  Like the game, telephone  Sender = nike, harley davidson  Encode message into some type of story (radio ad, print ad, tv ad)  Transmit that story via facebook, tv, radio  We have to decode ­ look at it and get same message that sender  intended  Noise   Stuff that gets in the way, makes communication fuzzy  Key aspect is clutter (other ads)   Google results ­ your ad might be 5th on the page  It gets in the way of the communication   Examples:  Talking on phone during a commercial on television  Driving while listening to the radio  Looking at a model in a magazine ad and ignoring the  message and brand   Scanning a newspaper for articles to read   Talking to a passenger as the car passes billboards  Scrolling past Internet ads without looking at them   Being annoyed by ads on a social media site   Ignoring tweets on Twitter because they are irrelevant   Being offended by the message on a flyer for local business  Feedback increases chances for noise   Create a unified brand across all platforms   Miracle Whip   Embraced the noise (the devisiveness)   Embraced hate   Contest  Humanized it ­ associated it with construct of marriage and  disputes between families   Turned it into creative noise   IMC is part of the Marketing Mix   How does it fit into the business of business   Product, promotion, price, place  Make product is attractive to target audience of consumers  Constantly improve product  Look at competition   The price of the product   Trends   Explosion in the digital media   Emphasis on accountability and measurable results   Want to see tangible results   Integration of media platforms   Hundreds of different options for where to get  messages across   Interacting across multiple media  Content grazing ­ two screens at once  Investigative spider­webbing ­ searching through a  web of things  Quantum Journey  Social Spider­Webbing   Shift in channel power   Historically, big brands have lots of power. Have  the power to dictate to supermarkets where/how  much they would have in store (Wallmart can now  say fuck you)  Increase in global competition   Brand parity  Brands are very much alike in what they do   Perception ­ now global players around the world  competing in marketplaces, often less about real  differences and more about prices, availability,  differentiation from marketing messages  Emphasis on customer engagement   Social media aspect of marketing  No longer enough to get message out there, want  people to like us on facebook and join us as a  brand/movement 


Buy Material

Are you sure you want to buy this material for

25 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

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

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!"

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

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.