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Chapter 1 Lecture Notes

by: Kayla Notetaker

Chapter 1 Lecture Notes ADV 1102-006

Marketplace > Temple University > Advertising > ADV 1102-006 > Chapter 1 Lecture Notes
Kayla Notetaker
GPA 3.11
Introduction to Advertising
William Cook

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About this Document

These are notes from Professor Cook's 11am class mwf. These notes were taken from the in class powerpoints.
Introduction to Advertising
William Cook
Class Notes
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This 3 page Class Notes was uploaded by Kayla Notetaker on Sunday September 20, 2015. The Class Notes belongs to ADV 1102-006 at Temple University taught by William Cook in Summer 2015. Since its upload, it has received 33 views. For similar materials see Introduction to Advertising in Advertising at Temple University.


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Date Created: 09/20/15
Advertising Lecture Notes Intro To Advertising Chapter 1 Evolution of Advertising Obama Campaign Theme Change Ultimate advertising Successful global companies are associated with one or two words 2008 Tactics Candidate of change Heavy spending on ads over 130 million Social media Fundraising volunteering tool Raised over 500 million from 3 million donors 2000 videos watched over 80 million times 2012 Tactics Technology evolution Smartphones twitter lnstagram etc Digital Presence Voters age 1829 50 101 outspent Romney on digital advertising KennedvNixon Debate Viewers on tv thought Kennedy won Listeners on radio thought Nixon won APPEARANCE EVERYTHING It is a part of marketing communications a larger genre of communication tools that companies organizations use to initiate maintain contact with their customers clients prospects Structured composed nonpersonal communication of information usually paid for usually persuasive in nature about products by identified sponsor product placement is changing this through various media Print or broadcast media that reaches a very large audience ie tv radio billboards etc people who buy products services for their own or someone else s personal use public service announcements are advertisements that serve the public interest often for a nonprofit organization carried by media at no charge No charge by media is a government policy The passing of information especiall product recommendations in an informal unpaid person to person manner rather than by advertising or other forms of traditional marketing WHAT IS MARKETING An organizational function a set of processes for creating communication delivering value to customers for managing customer relationships in ways that benefit the organization and its stakeholders Business side of advertisingquot Economics 0 Determines marketing 0 Point towards growing need for advertising PRINCIPLES OF FREEMARKET 1 Selfinterest 2 Complete information 3 Many buyers and sellers 4 Absence of externalities social costs Benefit or harm caused by the sale or consumption of products to people who are not involved in the transaction and didn t pay for the product Government may introduce taxation or regulation to compensate for elimination of externalities EVOLUTION OF ADV AS ECONOMIC TOOL 1 PreIndustrial Age a Sings and symbols were predominantly used very few people could read 2 lndustrializing Age a From the mid 1700 s until turn of the 20th century manufacturers primarily concerned with production and not advertising as there was little competition 3 Industrial Age a Age marked by tremendous growth and maturation of consumer goods and services Lasted from early 20th century to 1970 s i Industrial age marked by 1 Product differentiation 2 Unique selling propositions 3 Marketing segmentation 4 positioning 4 PostIndustrial Age a Beginning in 1980 s this was when consumers and individuals first became aware of the environment in which they live Concept of demarketing emerges 5 Global Interactive Age a An enormous increase in international advertising and economic growth feuled by technology and emerging markets such as china


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