MSB Chapter 11 - MSB Chapter11 ;thesumoftheways...

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study questions and keywords Communication Studies 101 MSB,      Chapter 11     Marketing - the process of presenting a product to a target audience; the sum of the ways  in which a product is positioned in its particular market (i.e. pricing, placing, distribution,  celeb association) Public Relations-  uses the same techniques as advertising (competitions, free offers) to  position a product in the market Also arranges incidents, “spontaneous” happenings, the setting up of  internet fan clubs, micro blogging, even staged relationships reported to  the media as news  Branding-  aims to give products and services resonant cultural meanings through various  imaginative/imaginary connections (often to celebrities or powerful cultural myths);  driven by need for ‘competitive distinction’ in ‘crowded marketplace’ Meanings grounded in:  distribution (commercial placing/pricing), 
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  • Fall '07
  • Jacobs
  • Marketing, unique selling proposition, resonant cultural meanings, parts.  Product placement­, supposedly unique quality, internet fan clubs, intense legal protection

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MSB Chapter 11 - MSB Chapter11 ;thesumoftheways...

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