Advertising345J7 notes 7-9 to 7-18

Advertising345J7 notes 7-9 to 7-18 - Advertising345J...

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Unformatted text preview: Advertising345J 7/9/2007 Advertising Course Introduction: Overview: This course is designated to provide students with the basic understanding of the mass media in the United States and how they are incorporated into the advertising process. Advertising Process and role of media planning: Overview: Advertising: is a paid form of persuasive communication. Problems facing media planners: >All media start with an audience if you dont understand them, it doesnt matter. >Media planners find the best way to deliver to intended audiences and stay under budget Advertising is subjective. Its not quantifiable like physics where you can measure gravity. You cant test it 100%. Theoretical proposition if reaching your audience affects: >incentives to buy >diffusion (rate of adoption) >of any imagination Relative Advertising: people have to think there is an advantage to purchasing the product. >The success of any marketing effort can depend on a variety of attributes. 1. Quality of product 2. Availability 3. Price 4. Creative function (Adv. Message itself) 5. Intended audience 6. Effective media plan Advertisers rely on mass media. Advertising media: Medium: instrument of communication used in society. Vehicle: Any specific channel within the medium that advertisers can use to communicate with consumers. (where we place media? shows? radio stations?) Media Mix: acts of combining various media in a coordinate plan. Advertising Media: Traditional: Specific Vehicles : Television CSI, American Idol Radio WKXT, WQMF Newspapers Statesman, USA Today Magazines People, Time Direct mail Brochure, Flyer Out-of-tone Billboard, Poster Internet CNN.com, ESPN.com >Go into each and figure out intended audience is who it is? Where are they at? >How do you spend $30 million to get media planning to work your budget? >Cable (totally different way of segmenting differences) >Over the last 10 years, media planners way of spending money is changing. >Controls for inflation and robust economy because the economy is strong, advertising keeps getting much support. If there is a decline in the economy, there is an increase in internet, basic television advertising. Every media plan will work because constantly changing and availability to reach audience. MEDIA PLANNING The purpose of media planning is to conceive, analyze, and select media and vehicles that deliver the advertising message to the appropriate audience at the right time. The goal: media is any technology thats pushing consumers/businesses into an information receiving as well as a distribution mode....
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This note was uploaded on 03/23/2008 for the course ADV 345j taught by Professor Eastin during the Spring '08 term at University of Texas at Austin.

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Advertising345J7 notes 7-9 to 7-18 - Advertising345J...

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