CHAPTER 1 - CHAPTER 1: ADVERTISING TODAY AND HOW WE GOT...

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CHAPTER 1:  ADVERTISING TODAY AND HOW WE GOT HERE What is Advertising? Newspaper ads, TV commercials, coupons, publicity, event sponsorships, telemarketing calls, e- mails—communication tools Marketing communications = communication tools used to initiate and maintain contact with  their customers Albert Lasker o Father of modern advertising Advertising = the structured and composed nonpersonal communication of information,  usually paid for and usually persuasive in nature, about products (goods, services, ideas) by  identified sponsors through various media Type of communication o Nonverbal o Verbal Directed to groups of people   advertising= nonpersonal  or  mass communication Consumers = buy products for personal use or resale Most advertising=paid by sponsors   ads identify the sponsors Public service announcements (PSAs) = carried at no charge because of their nonprofit status  (typically inform) Most advertising intended to be  persuasive = to win converts to a product, service, or idea
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This note was uploaded on 03/18/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

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CHAPTER 1 - CHAPTER 1: ADVERTISING TODAY AND HOW WE GOT...

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