{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

key terms chap 12 - CHAPTER STRUCTURE CHAPTER-OPENER DORCAS...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER STRUCTURE CHAPTER-OPENER: DORCAS REILLY A holiday staple, green-bean casserole was created by Campbell’s soup home economist Dorcas Reilly. Through well-orchestrated promotion, this recipe is on both the soup and the onion can, and was introduced to the U.S. when it was places in an Associated Press story. Chapter 12 Advertising 111 IMPORTANCE OF ADVERTISING TEACHING POINT: Advertising is a keystone in a consumer economy, in prosperity, in financing the mass media, and facilitating consumer decision-making. Consumer Economies Advertising and Prosperity Advertising and Democracy ORIGINS OF ADVERTISING TEACHING POINT: Most advertising messages are carried through the mass media. Stepchild of Technology Industrial Revolution Pioneer Agencies ADVERTISING AGENCIES TEACHING POINT: Advertising agencies create and place ads for advertisers. Agency Structure Agency Compensation Advertiser’s Role in Advertising PLACING ADVERTISEMENTS TEACHING POINT: Advertisements are place with care in media to reach appropriate audiences for advertised products and services. Media Plans Media Choices Google Ads PITCHING MESSAGES TEACHING POINT: Advertising tactics include brand names, lowest common denominators, positioning and redundancy. Importance of Brands Lowest Common Denominator Market Segments Redundancy Techniques Under-the-Radar Advertising Post-Brand Name Era RESEARCH AND PSYCHOLOGY TEACHING POINT: Advertising uses psychology to tap audience interests.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}