Advertising_powerpoints

Advertising_powerpoints - Advertising...

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Advertising A message paid for by an identified sponsor   and delivered through mass media .   It is not neutral; it is not unbiased; it says   “I’m going to sell you a product or idea .”   In many respects, it is the most  honest and frank type of propaganda .
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The dual-market business model Advertising subsidizes the majority of mass media we consume Media outlets (like TV) are not always out to sell  programming  content  to the  audience  as much as they are to sell “ eyeballs ” to  advertisers Agencies create and place ads in media, charge their clients via  placement fees  what the media org charges + 15%) MAKEGOODS
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Media Planning Network’s Media Salesperson CPM Research Media Buyer
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Advertising Process Client approaches agency Agency puts together account team Team brainstorms – does creative review (research) Team puts together creative strategy Team presents to client for “okay” Ad gets produced Media planning department takes over Ad agency gets paid AE Research  Creative Media
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The challenges of advertising No one wants to watch it  It’s harder to change behavior than simply entertain
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So it helps to know how people USE ads People watch ads for the things/brands they already use People like getting info about stuff they’re going to buy  anyway People like ads that are intrinsically interesting
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Everybody loves JELL-O but … Its franchise continues to erode
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This note was uploaded on 10/07/2011 for the course MC 2000 taught by Professor Freeman during the Spring '08 term at LSU.

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Advertising_powerpoints - Advertising...

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