LectureCH11 - 11 Advertising SellingaMessage The...

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11 Advertising Selling a Message
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The Development of the Advertising Industry Advertising —any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor makes inexpensive media possible provides a diverse amount of product information
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The Birth of Consumer Culture Boston News-Letter selling ads as early as 1704 individual shops and businesses placed ads; no brand promotion Industrialization and the Growth of Advertising mass production of low-cost, standardized products prevalence of messages (ads) grew alongside the availability of products people could now buy items that fit their style
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The Growth of Brand Names economy of abundance —there are as many goods available as people want to buy brand name —word or phrase attached to pre- packaged good that allows for promotion: helped consumer distinguish products from one another Quaker Oats pioneered use of branding Pears Soap (Thomas J. Barratt) Famous slogan: “Have you had your Pears’ today?”
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Advertising-Supported Media Advertising helped penny papers flourish. Initially limited in magazines: The Ladies’ Home Journal Advertisers sponsored entire early radio programs. Television specialized in “selling audiences to advertisers.”
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Consumer Advertising local advertising: direct action message —designed to get consumers to purchase a product or engage in a behavior national advertising: indirect action message— designed to build the image of and demand for a product
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advocacy advertising: promote a particular point of view rather than a product trade advertising: promote products directly to other businesses rather than to the consumer market
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LectureCH11 - 11 Advertising SellingaMessage The...

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