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J342 notes1 - J342 notes#1 7:09:00 PM The profession's...

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J342 notes #1 05/09/2007 21:09:00 The profession’s objective CONNECT consumers to our message, product, and brand o No just reach o Not just deliver o The bar has been raised vs the textbook Do great work: ideas, not (just) numbers EX the Qwikimart – simpsons guerilla advertising turn 7-11 to Qwikimart to  promote movie SELL THE CLIENT’S STUFF Sell more stuff Brand awareness Changed opinion Advertising awareness Response rates Click through rates Tracker data Loyalty o Instead of only worrying about selling things, focus on measuring ad  effectiveness in case consumer isn’t in the market at the particular time  (ie. Car campaigns) o In the end, these measures don’t sell, just measure so its actually not  reaching the goal Mechanism
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Repetition Emotional connection o Wedding commercials Engagement Subliminal o Feelings about a product? Coca cola conveys a certain culture Timing/luck The flowchart The culmination of the process Representation of the communication plan
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