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Unformatted text preview: o Press content o Website for content providers • 5 qualities of advertising vs public relations • 6 periods within the evolution of mass media: • 3 broad developments for understanding migration or retail transactions • 3 early forms of advertising in the pre printing period • 3 types of product placements IBP reports • Mini cooper (small advertising budget) • Best parking – parking spot • New England screen door company • Target’s takeover of new Yorker magazine issue Important concepts • The key to media success is to give it away to build an audience • Publicity is much more valuable than an ad Eric Webber – influence of technology on advertising Handouts • Adoption process model • Ogilvy handout • Grandma’s cookies handout • PR lab handout • Bernbach handout • Cambell’s soup...
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This note was uploaded on 11/13/2011 for the course M 408 L taught by Professor Cepparo during the Spring '08 term at University of Texas.
- Spring '08