Ch 14 Book Notes - Chapter 14 Pgs 448-449: I n t roduction...

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Chapter 14 Pgs 448-449: Introduction Scenario Since the 1960s o Super Bowl 30-second commercial costs have gone up times 10, while the audience has only doubled and ratings have stayed the same o Advertising has merged, morphed, and meaningfully mingles with all sorts of other forms of brand communication Pgs 449-454: Very Important Changes The 15% ad agency media commission system is gone, replaced by fee- for-service basis New media options have been springing up with a blurring of the line between PR and advertising, o Lots of news stories are being written by marketers Ad agencies have become leaner operations since becoming publicly traded companies o In the ad world, the two quickest routes to greater short-term profit are to 1) fire staff or 2) to make more money on fees and media buys Agency clients are asking for more accountability and are demanding ROI data Globalization is becoming more and more the wave of the present Free content via the internet is threatening traditional media Consumers are generating content like ads Consumers are increasingly in control and have more power via information available using the internet Hyper ad clutter is more of a concern when consumers have ways of avoiding it (e.g., TiVo type devices) Ethnic media are becoming more important o In the US, focus on Latino/Hispanic groups is predominant due to their size and growth Pg 453: Two biggest consumer changes spawned by the internet: o Deal-proneness and price/cost transparency The implications of marketing a brand in an environment of transparency are huge
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Pg 454-455: The Fundamentals of Media Planning The dog stool sample promo: o What went wrong? The man who received it does not have a dog—the company did not reach the correct target audience o What is the lesson learned? No matter how new the media are, how great a marketing plan is, and how insightful or visionary advertising strategists are, poor message placement will undermine even the best-laid plans and the coolest media. Advertising placed in media that do not reach the target audience—
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Ch 14 Book Notes - Chapter 14 Pgs 448-449: I n t roduction...

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