Week 1 Notes
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This 2 page Class Notes was uploaded by Sonia Brosnan on Wednesday March 30, 2016. The Class Notes belongs to MKTG 420 at University of Oregon taught by L Schneider in Spring 2015. Since its upload, it has received 36 views. For similar materials see Marketing Communications in Marketing at University of Oregon.
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Date Created: 03/30/16
Ch. 2 – Book Notes Media companies of all types tend to pursue more “properties” if they are allowed to, creating “multiplatform media organizations” New and increased media options create clutter o Lower probability of any one message breaking through and making a real difference Marketers must adapt to consumers’ control over the information they choose to receive Web 2.0 – collaboration among Internet users Crowdsourcing – online distribution of tasks to groups of experts, enthusiast, and general users o Ex: “MyStarbucksIdea” – invited recommendations for new products and services to offer in stores Ch. 3 – Book Notes First 2 decades of the 21 century experienced recessions, sparked by the bursting of the investment bubble o 2000: “dot.com bubble” People were thrilled with the endless potential of the Internet many online businesses, many investors Lack of effective Internet advertising Investors would desert companies with little profit High-tech sector of the stock market crashed recession o 2007: collapse in real estate, “Great Recession” Persistent unemployment Spikes in gas prices Consumers looked for ways to stay home, spend less, and increase security Rise of E-business Consumer-generated content (CGC) – advertisements made by the products end users o Ex: Doritos invited consumers to make their own advertisements and then choose one of the submissions to air during the Super Bowl Web advertising growth will be fostered by: o Interactive technology o Wireless technology o Broadband technology Branded entertainment – blending integrated marketing communications with entertainment (primarily with movies, TV, and music) o Advantages: Not running into the consumer’s well trained resistance mechanism to ads Viewers can’t fast forward through an ad without missing part of the movie/song Greater freedom Ex: in an ad, BMW has to use a disclaimer (“closed track, professional driver”) but in a movie, like the Italian Job, BMWs can be shown tearing around, without a disclaimer Lecture Notes: Promotion History and Current Industry History of brand promotion: o Rise of capitalism Competition, only the best will survive o Industrial Revolution o Branding How do we stand out? o Mass media How marketers promote depends on the world at that time o Economy and income o Political events o Technology innovations o Previous ad trends o Audience prominence o Cultural trends and values What’s important to this group of people? Ex: “dead dog ad” is not appropriate among a wide range of cultures Promotional industry trends o Narrower media control o Media clutter o Consumer control o Web 2.0 Ex: Facebook, Instagram, Twitter