Exam 1 Lecture Notes - Exam 1 Apple May 2011 = Apple #1...

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Exam 1 Apple May 2011 = Apple #1 Brand August 2011 = Steve Jobs steps down from CEO Today = Tim Cook is now Chief Executive Officer High Expectations Fascinating topic o All about change and adaptation to change Team of 8 will deliver organized, relevant presentation What is Advertising? Clever, original, and fun Salespersonship IBP is about Brand Building Focuses on the value of the brand The power of a brand name 4 different brands of the same car example o 4 groups of 200 o 4 attributes: quality, safety, reliability, overall desirability o Results: Honda: 80% Toyota: 70% Nissan: 60% Isuzu: 40% o Illustrates power of brand images! Best Example of Branded Entertainment o Up In The Air Movie Hilton Hotels and American Airlines They partnered for $0 Storyline integration AA and Hilton sweepstakes promos Screen time valued for both companies at $14 million 3 Basic Questions Does it work? Can it do good things? Can it do bad things? Does adv/IBP work? YES “A diamond is forever”
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o 65 years ago How does DeBeers maintain its high price of diamonds? o By withholding supply o Clever marketing o Misplaced cultural values? People buy diamonds for another person, despite the poverty in the rest of the world Japanese culture o Before 1959, DeBeers had no sales of diamonds o Diamonds became a symbol of enduring love through advertising and IBP You are marketing for DeBeers: o Ideas? Establish a tradition for the other hand Can adv/IBP increase primary demand ? o Yes o Milk A commodity product—advertising can increase the demand “Got Milk” Campaign People use milk as a food wash Can IBP do good things? o “Don’t Mess With Texas” littering campaign o American Civil Liberties Union campaign o Smile Train fixing cleft pallets Can it do bad things? o Ch 4: The Troublesome 4 Tobacco, alcohol, gambling, and guns o Misuse or just plain use of the brand can create catastrophic negative consequences o Sex appeal? Some ads can act as destructive role models Objectifies men and women Can aspire some people to strive to look like model (which can be unhealthy) Encourages women to do severe diets and can give them a low self image Reflected in ads of our time—this is what our culture values (sex appeal) Homemade Ads o “TWO BABIES” ad Cats are free Full of Contradictions Home on campus? Where else could the college of communication be located? Business, psychology, art, etc.?
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o Not clear where the study of advertising should be housed Both a Business Activity and Social Phenomenon Advertising is a mirror of our social values and attitudes; it is also a very powerful influence that shapes the values and attitudes it reflects Everybody is an expert but nobody can predict exactly how everyone will respond or what will happen o Cloudy answers Advertising is highly visible
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Exam 1 Lecture Notes - Exam 1 Apple May 2011 = Apple #1...

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