Incentive clauses raise fee if sales goals are met

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2. Incentive clauses: raise fee if sales goals are met, and lower if they’re missed 3. Led many to saturation advertising: variety of media used to target 4. Cost of advertising continues to increase a. 4 million dollars for a 30 second ad! VIII. Account and Client Management 1. account executives: bring new business, manage accounts of established clients, oversee campaigns, involved in bidding process (liaison) 2. ad business volatile; clients change agencies much more often than they used to 3. Clients conduct account reviews: process of evaluating a product’s image by reviewing ad agency’s existing campaign, and compare it to new offers IX. Trends in Online Advertising 1. earliest form of web ads=banner adds: print like display ads on page
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2. Now there’s spam (unsolicited commercial email), pop ups, flash ads, videos, interstitials (pop up in new screen window when you click a web pg), etc. 3. paid search ads dominant format of web ads a. Also 2 nd largest medium for ads behind TV X. Online Advertising Challenges Traditional Media 1. Web services expand to advertising by acquiring smaller internet ad agencies to sell ads online a. ex. Google bought DoubleClick b. FC big strides in mobile ads 2. Advertisers move ad dollars to media XI. Online Marketers Target Individuals I. online ads allow development of consumer profiles and tracking of activities, a major advantage not found in traditional media 2. Collect info by cookies / surveys a. what you bought, profiles, data mining 3. can track impressions (how often ads are seen) and click-throughs (how often ads are clicked 4. Lets small companies w/ small budgets place ads in same locations as large companies 5. on phones you can tailor ads to a specific location (restaurant near by) or user demographics XII. Advertising Invades Social Media 1. Social media makes it easy to mine—all the info you could ever need! a. some ask why or why not you liked the ad to further refine for next time they target you specifically 2. Some buy traditional ads on fb in hopes of paid media for earned media a. Your “like” endorses the ad, and hopefully sends it viral b. trust friends and peers more than anyone w/ consumer decisions 3. Do people/celebs need to disclose if they’re being paid to promote product a. FTC says you need to disclose when ad is compensating them to discuss product 4. sponsored stories: ?? I. Persuasive Techniques in Contemporary Advertising: Conventional Strategies 1. Often ads create a mood, but give little info about the product 2. famous person testimonial: product endorsed by celebrity a. Tiger Woods 3. plain folks pitch: associates product w/ simplicity a. Volkswagon and GE 4. snob appeal approach: using a product will elevate social status a. perfumes and jewelry 5. bandwagon effect: EVERYONE is using it; you’ll be left behind if you don’t 6. hidden fear appeal: plays on insecurity; only their product will fix hygiene problems and restore social acceptability a. deodorant, shampoo 7. irritation advertising: name recognition w/ annoying/obnoxious ads
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a. mostly TV/radio II. The Association Principle
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