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.
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- Spring '08
- KILGEN
- Advertising, MEDIA MEDIA MEDIA, TEACHING P OINT, advertising ag encies, advertising ag ency, Prosp erity Advertising
-
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