ADV305 NOTES - What is Advertising Advertising is...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Noise Noise Feedback Decoding Reveiver Channel Encoding Message Source (8-31-07) What is Advertising? Advertising is… Structured and composed Nonpersonal communication of information Usually paid for Usually persuasive in nature About products By identified sponsors Through various media Mass communication o Directed toward a group of people, not a single person Paid communication for its space or time by the sponsor o PSAs (Public Service Announcement- nonprofit organizations) are exceptions To persuade people about a product o Persuasion: Attitude change o Product: Goods/Services/Ideas Through media o Paid spaces and time used to present a message to the target audience TV, radio, newspaper, magazines, Internet, billboard etc. How does communication work? Communication Process Stern Model
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Applies the communication model to advertising Recognizes multiple dimensions in o The source (Sponsor, Author, Persona[delivers message]) o The message (Autobiography, Narrative, Drama) o The receiver (implied consumer, sponsorial consumer[decision makers in the sponsor or ganization], actual consumer[target audience]) Noise and Feedback Noise “advertising clutter” o Other messages that compete for the audience attention o Internal or external Feedback (consumer save active participants of advertising) o Verification that the message has been received o Coupon redemption, website visits, phone inquiries, email inquiries, survey participation o Internet grants increased interactivity Advertising is a marketing tool Key Business Functions Operation o Production/manufacturing Finance/administration Marketing (MOST POWERFUL) Marketing is A series of actions or methods that take place sequentially Aimed at satisfying customer needs profitably. 4P’s o Product o Pricing o Place (distribution) o Promotion (communication) Marketing Process Begins with identifying target markets o A particular segment of the population o That a firm’s marketing activites are aimed at All 4 Ps are developed to satisfy the specific needs of the target market. (Old navy, Gap, Banana Republic) Target markets Consumer markets o Those who purchase for personal use
Background image of page 2
o Retail advertising, PSAs in the mass media Industrial/Business markets o Those who purchase for business use o Informative, technical jargons o Specialized business publications Trade advertising Professional advertising Agricultural advertising Marketing Strategy How to best serve the target market profitably Production development Pricing Place Promotion*** Marketing Communications AKA marcom (telemarketing is marcom) All the planned messages that marketers create and disseminate to support their markting objectives and strategies. o
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/20/2008 for the course ADV 305 taught by Professor Yeokim during the Fall '07 term at University of Texas.

Page1 / 19

ADV305 NOTES - What is Advertising Advertising is...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online