oct 6 - Advertising • Has been used for centuries. •...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Advertising • Has been used for centuries. • U.S. advertisers spend more than $237 billion each year; worldwide spending approaches $470 billion (it is a $470 billion dollar industry!). • Can reach masses of geographically dispersed buyers. • Can repeat a message many times. • It is impersonal, one-way communication. • Benefits o Increased sales o Increased consumer base • Costs o The actual dollar amount of the advertisement o Lost sales if the ad is bad • Classified by purpose o To inform o To persuade o To compare o To remind Identity Market • Consumers wear or display in their homes product logos (For example, tshirts and shoes with Niki logos on them or displaying things with UGA on them). • Solomon says that our identities are formed by an allegiance to common value systems expressed through affiliation with product sets. Types of Advertising • Commercials: Short ads shown throughout TV programs. The timing is targeted to specific views during specific programs. Think about the difference in ads you might see at 2 a.m. verses 2 p.m. • Components of Commercials o Familiarity o Humor (positive association) This is used a lot with kids foods. For example, snap, crackle, and pop, the cartoon men, for rice krispies. o Sexuality Watched the Pepsi Cindy Crawford ads and the “green M&M ads,” which both use sexuality, on YouTube.com. o Animals • Consumer Space: A system in which companies sell with consumers. For example, when you wear a t-shirt with a business’s name on it you are advertising with that company; they are not paying you to do so. For example, even wearing fraternity or sorority letters is advertising for those groups....
View Full Document

This note was uploaded on 11/07/2011 for the course HACE 3100 taught by Professor Moorman during the Fall '09 term at University of Georgia Athens.

Page1 / 4

oct 6 - Advertising • Has been used for centuries. •...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online