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Unformatted text preview: ctp 8: sometimes advertising is hard hitting and powerful, sometimes boring and ineffective, creative/annoying, part of language and culture, reflects how we think about things and how we see ourselves 9: what is advertising? business,art, institution, cultural phemonenon.*Advertising is a paid, mass mediated attempt to persuade*. client/sponsor-company or organization that pays for advertising *publicity is not advertising because it is not paid for. PSAs are not ads. *mass mediation-not delivered in a face to face manner *advertising must have a persuasive intent adv campaign; integrated brand promotion (IBP); what word is central to the IBP definition? advertisement: specific message that someone has placed to persuade an audience advertising campaing: series of ads and promotional efforts that communicate a cohesive theme, can be single ad in different mediums or different ads united by a common theme ads are interpreted by consumers through previous experiences with brand *Integrated Brand Promotion: use of many promotional tools including advertising, in a coordinated manner to build and maintain brand awareness, identity and preference ex. web site, car sponsorship must be *coordinated* for it to be considered IBC Fig. 1.13 -- model of mass-mediated communication + gist of text discussion production: interaction of advertiser, imagined audience, agency, media and other social institutions that results in production of advertising content accomadation: recieving competing forces, meanings, agendas negitiation: negotiate a meaning or interpretation of the ad • Moving from left to right: • 1. Process of communication production where the content of any mass communication is produced. o The creation of the advertisement is a complex interaction of the message, expectations, assumptions, and the rules and regulations. • 2. The mediating processes of accommodation and negotiation lie between the production and reception phases. what a message means to a consumer is a function of of a social being responding to what they know about advertisers, peer groups, and social world in which the brand and the message about it resides *critical point: no ad contains a single meaning for all audience members* interpretation of an ad is usually incompatible with the way the advertiser wanted the consumer to see the ad production>accomadation and negotiation>reception, production and reception partially independent, advertisers cannot monitor circumstances that surround reception and interpretation of an ad, audience has little input into what goes into message consumers arrive at an interpretation that makes sense, serves needs, fits their personal history with a product or brand five broad target audience categories: hh, business, trade channel, prof., gov audience: a group of individuals who recieve and interpret messages sent from advertisers through mass media target audience: group of consumers singled out by an organization for an advertisement campaign-...
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This note was uploaded on 05/04/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas.
- Spring '07