chapter1 - Contemporary Advertising, 8/e William F. Arens...

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Contemporary Advertising, 8/e William F. Arens The Dimensions of Advertising eLearning Session I. Defining advertising A. Many people refer to all commercial messages as advertising. In fact, advertising is just one type of commercial message B. In analyzing this definition, we see that advertising is a communication that • Uses verbal and nonverbal elements structured and composed to fill predetermined space and time formats that the sponsor controls • Is a nonpersonal communication of information because advertising is directed to groups of people instead of individuals • Is usually paid for advertising by sponsors • Is usually designed to win converts through persuasion • Promotes products which include goods (oranges, cars, and supplies), services (the beneficial actions of banks, beauticians, and bike repair shops), and ideas (concepts based on economics, politics, etc.) • Identifies its sponsors (whereas public relations activities often do not). • Appears through a medium 1. Mass media (radio, television, and newspapers for example) 2. Addressable media (direct mail) 3. Interactive media (Internet) 4. Non-traditional media (blimps, video cassettes) II. The Human Communication Process A. The standard model of oral communication (30.0K) is: • Source - the party who formulates and idea • Encoding-concept made into messages as symbols • Message - the idea to be sent • Channel - a medium of set of media carrying • Noise – affects the process • Receiver - the party who receives the message • Decoding - interpretation of message codes and symbols • Feedback - response to the original message B. The Stern model = a more sophisticated communication model specific to advertising, acknowledges that the source, the message, and the receiver can have multiple dimensions. Feedback is important in the Stern model because it verifies that the message was received and understood. Feedback can take many forms including, but not limited to, redeemed coupons, telephone inquiries, and real-time feedback. Source dimensions: the sponsor, the author, and the persona Messages dimensions: autobiography, narrative, and drama Receiver dimensions: implied, sponsorial, and actual customers. 3. Marketing 1. The Marketing Dimension helps define advertising’s role in business Business organizations perform three broad functions 1. Operations (production/manufacturing) 2. Administration/finance
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3. Marketing Marketing is the one business function whose primary role is to attract revenues 2. How is marketing defined? Marketing is the process of developing, planning, promotion and distribution of ideas, good, and services 1. To create exchanges that 2. Satisfy perceived needs, wants, and objectives 3. Of individuals and organizations Even nonprofit organizations use the marketing process to promote services 3. The advertising and marketing Process Advertising helps a company achieve marketing goals Other marketing specialties (research, sales, and distribution) help determine the
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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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chapter1 - Contemporary Advertising, 8/e William F. Arens...

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