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MCOM 214 Ch. 1 lecture and textbook notes

by: Kelsey Voelker

MCOM 214 Ch. 1 lecture and textbook notes Mcom 214

Marketplace > Towson University > mass communications > Mcom 214 > MCOM 214 Ch 1 lecture and textbook notes
Kelsey Voelker
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Lecture notes and textbook notes from ch.1
Principles of Advertising
Dr. Rhee
Class Notes




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This 5 page Class Notes was uploaded by Kelsey Voelker on Thursday September 15, 2016. The Class Notes belongs to Mcom 214 at Towson University taught by Dr. Rhee in Fall 2016. Since its upload, it has received 29 views. For similar materials see Principles of Advertising in mass communications at Towson University.

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Date Created: 09/15/16
Principles of Advertising 9/1/16 Intro lecture Building Brand Familiarity  Advertisers are trying to get their target audience(s) to remember their ad.  Long term goal is to build the familiarity and credibility of the brand  Causes the audience to have a previous connection with the brand when it comes time to make a purchase  Advertising can be helpful in notifying consumers when sales come up, etc. it has a useful purpose Terms  Advertisers the brand o Has the intention to promote the product or service o Can seek help from outside sources/people  Ad Agency people who help develop the ad o Develops the strategy & selects the media to express it o Finds the right target audience to advertise to o Media planning finding right selected media for the right price  Ex. Chic-fil-a used the “eat more chicken” campaign, but eventually thought it was too over saturated, so they hired a new agency to come up with new campaigns Chapter 1 What is Advertising?  Different types: outdoor (transport, sky), traditional media (radio, newspaper, magazine, TV)  The structured and composed non-personal communication of information  Usually paid for and usually persuasive in nature (except public service announcement)  About products (goods, services, and ideas) by identified sponsors  Through various media outlets  One type of marketing communications  Used to be regarded as a one-way communication Marketing Communications  Advertising is one type of this  Goal is to communicate a product/company to public in a marketable way Advertising’s Duality  Advertising represents the intersection of two key disciplines o CommunicationADVERTISING Marketing Public Relations vs. Advertising  main difference: how they deal with the media o Advertising utilizes media to see what is best & purchases it o PR doesn’t purchase media; they build relationship with media to build with the public—have higher credibility to public  Tools o Brochure, media conferences, press release, print, TV, etc.  Audience  Scope Integrated Marketing Communications  New media proliferation, more competition, higher costs  Less-efficient advertising, cynical/untrusting/ sophisticated consumers, gaps between promise & delivery, need for more relationship building  Movement to establish consistency among agencies & departments  Collateral materials, personal selling, public relations, sales promotion, product advertising What is Marketing?  The activity, set of institutions, and processes for creating, communicating, delivery, and exchanging offerings that have value for customers, clients, partners, and society at large.  Marketing is to sell, advertising is to tell Questions  Which comes first, product or ad? o Product, advertising exists as a function of a product’s existence  With nothing to sell or promote there’s no need for advertising  Which comes first, marketing or advertising? o Marketing; advertising is a component of the marketing mix Free-Market Economics & Advertising  4 basic assumptions of free-market economics o self-interest  people/organizations are acquisitive by nature, & pursue their own self-interest. They want more for less o complete information  all information about product availability, quality, prices is accessible for buyers and sellers o many buyers & sellers  having many sellers ensures that customers will always have alternatives. Also, having many buyers means seller will find customers for their unique products. o absence of externalities  people who are not involved in a sell-buy transaction will not get harm/benefit from it o - all under Competition  Overall: o To identify and differentiate products (branding) o To communicate product features and availability o To induce customers to try products and suggest reuse o To stimulate product distribution o To build value, brand preference, loyalty o To lower overall costs of sales Evolution of Advertising  Early advertising (preindustrial age) o Invention of the press/printing o Posters, handbills, signs, newspapers  First ad appeared in 1472  Mass production began from the mid-1700s o Development of market o Growth of advertising o New ad strategy: puffery  The Industrializing Age and Birth of ad agencies o Beginning of the profession of advertising by volney B. Palmer ( a broker to help advertisers to buy an advertising spot) o First full-service ad agency based on commission started in 1869: Ayer & sons o Photograph & radio o Public schooling Principles of Advertising Textbook notes Chapter 1 The Evolution of Advertising What is Advertising?  The structured & composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media.  A type of communication  Typically directed to groups of people o Consumers  Most paid for by sponsors  Intended to be persuasive  Marketing communications: various tools of advertising  Business organizations perform a lot of activities in three divisions: o Operations o Finance/administration o Marketing Other Terms:  Services: a bundle of benefits that may/may not be physical, that are temporary in nature, and come from completion of task  Ideas: Economic, political, religious, or social viewpoints that advertising may attempt to sell  Product: the particular good or service a company sells  Medium: and instrument or communications vehicle that carries or helps transfer a message from the sender to receiver  Mass media: Print or broadcast media that reach very large audiences. o Radio, TV, newspapers, magazines, billboards. What is Marketing?  The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  Marketing is a process  4P’s of marketing mix: o products o pricing o places o promoting  Marketing Strategy: helps determine who the targets of advertising should be  Advertising Strategy: refines the target audience and defines what response the advertiser is seeking  *Branding: to identify products and their source; to differentiate them from others Functions & Effects of advertising as a marketing tool:  To identify products and differentiate them from others  To communicate information about the product, its features, and its place of sale  To induce consumers to try new products & suggest reuse  To stimulate the distribution of a product  To increase product use  To build value, brand preference & loyalty  To lower the overall cost of sales The Preindustrial Ageindustrializing age Indusrial Age  Markets grew larger & became for complex  Demands for products increased  Need for advertising slowly developed  Manufactures concerned with production  Consumer packaged goods Terms  Product differentiation: seeking to portray their brands as different from and better than the competition by offering consumers quality, variety, and convenience  Unique selling proposition (USP): features that would differentiate it from competitive products  Market segmentation: marketers search for unique groups of people whose needs could be addressed through specialized products  Positioning: proved effective in separating a particular brand from its competitors by associating that brand with a particular set of needs that ranked high on the consumer’s propriety list  Sales promotion: a direct inducement offering extra incentives all along the marketing route—from manufacturers through distribution channels to customers—to accelerate the movement of the product from the producer to the consumer  Narrowcasting: delivering programming to a specific group defined by demographics and/or program content, rather than mass appeal. Usually used to describe cable networks the opposite of broadcasting


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