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Lecture 7 Aug 29

by: Meghan Shah

Lecture 7 Aug 29 ADPR 3100-0

Meghan Shah
GPA 3.78

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The Creative Revolution
Principles of Advertising
Nathaniel J. Evans
Class Notes
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This 2 page Class Notes was uploaded by Meghan Shah on Tuesday September 6, 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 9 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.

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Date Created: 09/06/16
Lecture 8: Consumer­Led Paradigm Aug. 31  Paradigms Compared o Producer­led Consumer­led  Product Commodity  Price Cost  Promotion Communication  Place Convenience o Product to Commodity:  Shifting the focus on satisfying consumer needs.    Custom solutions to individuals’ “problems”.    More than just one product for all customers o Price to Cost:  Total cost of ownership  Looked at factors besides just price  Cost = time, emotion, buyer’s remorse, change, etc. o Promotion to Communication  Broader focus than just advertising  Any form of “communication” (including personal selling, PR, viral  advertising, CRM, etc.) o Place to Convenience:  Internet and hybrid modes of purchasing make place less  meaningful  Easier to research/find/buy the product  If it isn’t convenient the consumers will be turned off o Consumer has the central role; consumers influence:  Research and strategy  (New) product R&D  Media choices  Advertising choices  Business decisions  Communication models & execution o Producer­led  Consumer­led  Market management Consumer satisfaction  Formulaic advertising  Hip consumerism (reason­why, USP)   Accept consumer society Reject consumer society  Goal was fitting in; social acceptance Goal of standing out;   personal freedom  Designs compared o    Producer­led design Consumer­led design  Company control Market (i.e. groups of  consumers) control  Stress on functionality Stress on style  Example: Sony Walkman o Introduced in 1979 o Preference research wasn’t sufficient  Known options only: people only want what they know exists o Turned to social trends and lifestyle research  Find out new options (where there is a want/need unfulfilled  because no such product exists to fill that gap)  Make into products o Demand for style/meaning  Different models/versions were released to be used in “different”  situations  Ex: Sports Walkman  Little practical market need  Instead, it expresses a “lifestyle”  Sporty, outdoors, healthy, progressive o Stand out from the Herd  Hip Consumerism o Advertising in the consumer­led paradigm o Buying things makes you free (not trapped) o Helps you stand out (not conform) o Some examples:  Cars  Computers  Ads that make fun of consumers  Ads that criticize authority  Ads that reject the mainstream  Ads that make fun of other ads  Ads that make fun of people  Ads that declare independence


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