Purpose of media planning: to conceive, analyze, and creatively select channels of communication that will
direct advertising message to the right people in the right place at the right time.
Many question involved in media planning:
- where sh
Chap.5 Market. Context/Consumer
Customer Needs and Product Utility:
CONSUMER BEHAVIOR: mental, emotional process prior ads. Quebec based Cossette Communications- Customer needs/product utility: Utility extends to the and physical activities of ind, groups
Why We Need Research?
Assignment #1 Caveat Emptor: Deconstructing Advertising
Introduction to Advertising Assignment #1 Deconstructing an Ad
Name : _
Ad Selected : blu ELECTRONIC CIGARETTE
1. Clearly identify at least two social and/or ethical issues
from the ad
1. Discuss how Freuds theories were utilized by Edward Bernays.
Edward Bernays used his Uncle Sigmund Freud's Psychoanalytic ideas of human's having an
unconscious mind and the mechanism of psychological repression to figure out how to unleash