Launch Ch 2.1

Launch Ch 2.1 - Launch Ch 2.1 02:35 Advertising is Old-and...

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

View Full Document Right Arrow Icon
Launch Ch 2.1 02:35 Advertising is Old—and Brand New It is hard for old advertisers to adjust to new technologies and strategies  Used to define advertising agencies by the essential tools they used, tv, radio, billboard,  or print Advertising is a key driver of popular culture in addition to a reflection of what is going  on in the world Ex: Burger King: wants to stay on the cutting edge of pop culture Burger King branded Xbox games Appearances on Leno  Myspace and Youtube  Traditional Advertising: a nonpersonal communication from an identified sponsor that  intends to inform, persuade, and/or inform  A nonpersonal communication: message is delivered through one or more forms of paid  mass media, tv or billboards Comes from an identified sponsor: we know who sent it Informs: some messages try to make consumers aware of a product, service, or specific  brand Persuades: Some messages try to change our opinion or motive us to take action Reminds: some messages try to encourage us to keep buying what we already like and  use Tradition doesn’t totally apply today Nonperonal:  Brand Ambassadors: walking billboards, make advertising personal Human Directionals: sign twirlers  Websites can customize ads so they reflect the users interests/past purchases Identified Sponsor:
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 5

Launch Ch 2.1 - Launch Ch 2.1 02:35 Advertising is Old-and...

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