chapter 1 - Chapter 1 Reading Notes The World of...

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Chapter 1 Reading Notes 1 The World of Advertising and Integrated Brand Promotion The truth about advertising lies somewhere between the extremes. Sometimes advertising is hard-hitting and powerful; at other times, it’s boring and ineffective. Advertising can be enormously creative and entertaining, and it can be simply annoying. One thing is for sure: advertising is anything but unimportant. Advertising plays a pivotal role in world commerce and in the way we experience and live our lives. It is part of our language and our culture. It reflects the way we think about things and the way we see ourselves. It is both a complex communication process and a dynamic business process. And, as a business process, it is relied on by companies big and small to build their brands—that is the central theme. Advertising and integrated brand promotions are key to organizations’ strategies designed to build awareness and preference for their brands. Advertising: a paid mass-mediated attempt to persuade To be classified as advertising, it must meet 3 essential criteria: 1. the communication must be paid for 2. the communication must be delivered to an audience via mass media 3. the communication must be attempting persuasion advertisement: refers to a specific message that someone or some organizations has placed to persuade an audience advertising campaign: a series of coordinated advertisements and other promotional efforts that communicate a reasonably cohesive and integrated theme Ex. “GOT MILK?” Integrated Brand Promotion (IBP): the use of many promotional tools, including advertising, in a coordinate manner to build and then maintain brand awareness, identity, and preference The word that is central to IBP is coordinated : without coordination there in no IBP, consumer will encounter a series of unrelated (confusion) communication about a brand Model of mass mediated communication Production Accommodation and Negotiation Reception Interaction of advertiser, imagined audience, agency, media, and other social institutions that results in production of advertising content Message Intent History, personality, imagined advertiser, and purposes forming context of reception Individual audience member’s understanding of the advertisement Meanings formed: common and individual
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Chapter 1 Reading Notes 2 The World of Advertising and Integrated Brand Promotion Receivers of the ad must accommodate these competing forces, meanings, and agendas and then negotiate a meaning, or an interpretation, of the ad. The communication model underscores a critical point: NO AD contains a single
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This note was uploaded on 03/19/2008 for the course ADV 301 taught by Professor Murphy during the Spring '08 term at University of Texas at Austin.

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chapter 1 - Chapter 1 Reading Notes The World of...

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