Textbook Notes 6e 12-17 - ADV 318J Dr Murphys Textbook...

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ADV 318J Dr. Murphy’s Textbook Notes O’Guinn’s Advertising & Integrated Brand Promotion (6e) These notes highlight areas Dr. Murphy considers most important and that he emphasizes in developing exam questions. In addition, the notes identify areas (concepts, exhibits, etc.) that will not be covered on the exams. WARNING : The Textbook Notes are not designed to be a substitute for reading each of the entire chapters. Students are accountable for reading all material in the chapters. The highlighted areas account for approximately 85% of the exam questions over material presented in the textbook. Tips for doing well on text questions : (1) Keep up with your readings -- read the chapters as they are assigned. (2) In reading a chapter, begin by skimming the material quickly to get an overview and then read the summary. Next, read the chapter thoroughly for understanding and develop a set of outline notes. Making a set of notes in your own words seems to be the most effective method of developing a thorough understanding of the material. (3) Pay particular attention to major headings, subheadings, bold face terms (“Key Terms” at the end of the chapter) and each chapter Summary . Many questions come from issues to be considered, concepts, etc. presented in the summary. Note: a indicates special emphasis; eg = example; gist = the essence or main point(s) but not specific details of a section, article, or argument; ctp = critical thinking point; OG = Tom O’Guinn, our author; and, jhm = Dr. Murphy.
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Chapter 12 -- Media Planning Essentials (6e) Highlight 428 intro --- advertising is not dead but is thriving in some places and struggling in others; further adv has merged, morphed, and meaningfully mingles with all sorts of other forms of brand communication 428-33 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 lines between PR and advertising, lots of “news stories” are being written by marketers; ad agencies have become leaner operations since becoming publicly traded companies; 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; consumer are increasingly in control and have 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) 432 two biggest consumer changes spawned by the Internet: deal-proneness and price/cost transparency -- the implications of marketing a brand in an environment of transparency are huge 433 “above-the-line promotion” = traditional measured media (e.g., TV, radio, magazines, outdoor) “below-the-line promotion” = everything else (e.g., coupons, events, dealer incentives); of total pie of everything that companies spend to promote their brands: above-line = 56% below-line = 44%, the later growing at the expense of the former {jhm in class describes the migration of dollars away from traditional adv. to PR, etc.}
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