The Creative Side and Message Strategy

The Creative Side and Message Strategy The Art and Science of Creative Advertising •      The ROI of effective advertising –   Relevant, original, and has impact •      The Big Idea –   Implements the advertising strategy so that the message is both ...

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Media Planning and Buying

Media Planning and Buying •      Fragmentation of mainstream media and proliferation of new media have made media buying and planning more challenging and more creative The Aperture Concept •      The goal of the media planner is to expose the target ...

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Broadcast Media

Broadcast Media •    Transmit sounds or images electronically •    Include radio and television •    Broadcast engages more senses than reading and adds audio as well as motion for television Radio Structure of the Industry •      AM/FM •      Public radio •      ...

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Print and Out-of-Home Media

Print and Out-of-Home Media The Media Industry •      Media-delivered news, information, and advertising make the news and information possible Basic Media Concepts •      Media mix –   The way various types of media are strategically combined in an advertising plan •      ...

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Strategic Planning

Strategic Planning Strategic Planning •    The process of determining objectives, deciding on strategies, and implementing the tactics •      Objectives –    What you want to accomplish •      Strategies –    How to accomplish the objectives •      Tactics –    Make the plan come ...

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Strategic Research

Strategic Research Research: The Quest for Intelligence and Insight •      Market research –   Compiles information about the product, product category, and other details of the marketing situation •      Consumer research –   Used to identify people who are in the market ...

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The Consumer Audience

The Consumer Audience Chapter 5 How Does Consumer Behavior Work? •      Consumer behavior –   Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors Cultural and Social ...

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How Advertising Works

How Advertising Works Chapter 4 How Advertising Works as Communication •    The communication model •    Advertising as communication •    Adding interaction to advertising •      Mass communication is generally a one-way process •      Feedback is obtained by monitoring the response of ...

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Advertising and Society

Advertising and Society Chapter 3 Advertising’s Societal Role •      Does advertising create a materialistic culture or does it simply reflect it? –   Critics believe that advertising has the power to shape social trends and the way people think and act ...

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Advertising’s Role in Marketing

Advertising’s Role in Marketing Chapter 2 What is Marketing? •    The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted Key Concepts in Marketing •    The marketing concept •    Exchange •    Branding •    Added value •      ...

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