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advertising - I Advertising a 6 points i Paid(most part ii...

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I) Advertising a. 6 points: i. Paid (most part) ii. Nonpersonal (since it’s mass media) iii. Identified sponsor (selling product, offering service) iv. Mass media (TV, newspapers) v. Persuade/influence vi. Needs an audience b. Different Types of Advertising i. Brand (long time image) product to an image ii. Retail (focus on prices, products, locations) iii. Political (image on individuals, sound bites) iv. Directory (seek them out yellow pages, search engine) v. Direct response (via comp, phone, mail) vi. Institutional/Corp ( less focus on buying specific product wants to get name out there) vii. Public service (nonprofit, ie: smoking) viii. Business to business (maker of product to retailer ie: med samples) c. Marketing Role i. Communication (link b/w people & product) ii. Economic (competition of products prices/which is better) iii. Societal (trends) d. Players i. 2 routes: 1. In-house adv (deal w/in company) large company 2. outside source (ad agency) small company ii. media- used as median for advertising iii. vendors- everyone else that makes the adv work (ie: cameramen)
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