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Course Intro - Course Intro/What is Advertising Monday...

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Course Intro/What is Advertising? Monday, January 09, 2012 10:35 AM Traditional definition of advertising: Non-personal communication o From an identified sponsor o Designed to: Inform Persuade and/or Remind Especially to buy a certain product/service ** review weekly magazines - AdAge, AdWeek, BrandWeek etc 1/11/2012 Why study advertising? It's pervasive and persuasive We're exposed to thousands of branded messages each day It's in a growing number of locations o Smartphones/iPads o Product placement on TV shows, movies, etc. o Bathrooms Economic and societal impacts Example) Old Spice guy o Won Effie Awards - given to ads that were actually effective on goals o Taped over 100 video responses to consumer questions on FB/Twitter etc. o Created by Wieden+Kennedy Anti-Drug Campaigns Not in the realm of traditional advertising Trying to promote behavior change, rather than encourage a purchase Kluger Agency
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