Textbook Notes 5e 1-6 20

Textbook Notes 5e 1-6 20 - ADV 318J Dr. Murphy's Textbook...

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ADV 318J Dr. Murphy’s Textbook Notes OG’s Advertising & Integrated Brand Promotion (5e) These notes highlight areas Dr. Murphy considers most important and that he emphasizes in developing exam questions. In addition, the notes identify areas (concepts, exhibits, etc.) that will not be included on the exams. WARNING : The Textbook Notes are not designed to be a substitute for reading each of the entire chapters. Students are accountable for reading all material in the chapters. The highlighted areas account for approximately 85% of the exam questions over material presented in the textbook. Tips for doing well on text questions : (1) Keep up with your readings -- read the chapters as they are assigned. (2) In reading a chapter, begin by skimming the material quickly to get an overview and then read the summary. Next, read the chapter thoroughly for understanding and develop a set of outline notes. Making a set of notes in your own words seems to be the most effective method of developing a thorough understanding of the material. (3) Pay particular attention to major headings, subheadings, bold face terms (“Key Terms” at the end of the chapter) and each chapter summary . Many questions come from issues to be considered, concepts, etc. presented in the summary. Note: a √ indicates special emphasis; eg = example; gist = the essence or main point(s) but not specific details of a section, article, or argument; ctp = critical thinking point; OG = Tom O’Guinn, our author; and, jhm = Dr. Murphy.
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Chapter 1 -- The World of Advertising and Integrated Brand Promotion (5e) Highlight 6 scenario captures the challenge facing brands in the evolving consumer controlled info world 7 3 e.g.s of “smart ads;” “mass media are not dead they are being ____;” “no matter how much technology changes …. it is still all about the ____.” 8 adv. = a business, ___, ____, and ____. ctp 9 @ top of page (p.) two summary paragraphs beginning “The truth about adv. lies somewhere . ..” √ 9-11 definition (def.) of adv. + three essential criteria to be an ad eg 10 Ex. 1.4, 1.5 what do the two messages illustrate the difference between? √ 11-12 def. of IBP + four points about IBP 12 def. adv. campaign; “Note that the word ___ is central to the IBP effort.” √ 14-16 Fig. 1.11 -- model of mass-mediated communication + gist of text discussion ctp 15 why is communication inherently a social process?; critical point the model underscores? (toward bottom of page) 16 let’s improve OG’s def. of target audience: a clearly defined group of people against which IBP efforts are directed, typically defined using demographics, needs, life-style, etc. 16-17 five broad target audience categories: hh consumers, business, trade channel, prof., gov. 18
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This note was uploaded on 06/07/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Textbook Notes 5e 1-6 20 - ADV 318J Dr. Murphy's Textbook...

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