Chapter 1 - Chapter 1 1 3 Examples of smart ads a...

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Chapter 1 1. 3 Examples of “smart ads a. Electronic video tablet b. Cell phone alert to a special on oil changes c. Ads in the cyberscenery 2. “Mass media are not dead they are being ____” a. supplemented 3. No matter how much technology changes… it is still all about the a. Brand 4. Advertising equals a business, ____, _____, and ________. a. An Art form b. An institution c. Cultural phenomenon 5. The truth about advertising lies somewhere… a. 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 think for sure: b. 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 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. 6. Definition of advertising and 3 essential criteria to be an ad a. Definition i. Advertising is a paid, mass-mediated attempt to persuade b. Three criteria i. Communication must be paid for ii. Communication must be delivered to an audience via mass media iii. Communication must be attempting persuasion 7. What do the two condom messages illustrate the difference between?
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a. Advertising and a Public Service Announcement 8. Definition of IBP and 4 points about IBP a. Definition i. Is the process of using a wide range of promotional tools working together to create widespread brand exposure b. 4 Points about IBP i. It is a process, complicated, needs to be managed in an integrated fashion ii. Uses a wide range of promotional tools that have to be evaluated and scheduled iii. All of the tools need to work together. Integrated to create a consistent and compelling impression of the brand iv. That all of the advertising and promotional effort undertaken by a firm is designed to create widespread exposure for a brand. 9. Definition of advertising campaign a. Definition i. Is a series of coordinated advertisments that communicate reasonably cohesive and integrated themes b. “Note that the word___ is central to the IBP effort” i. Coordinated 10. Model of mass-mediated communication and gist of discussion a. Model i. Process where people, institutions, and messages interact. It has two major components, each representing quasi-independent processes: 1. Production and reception ii. Between production and reception are 1. Mediating (interpretation) process of accommodation and negotiation iii. Process 1. Process of communication production, where the content of any mass communication is produced a. An advertisment is the product of institutions interacting to produce content
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2. Creation of the advertisment is a complex interaction a. Advertising is rarely the product of one individual b. It is a collaborative (social) product between people receiving a message and the institutions that send the message 3.
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