MEMORANDUM TO: ADV 318J Students FROM: Sarah Bovagnet, Michael Breighner, Erin Cutchen, Tess Levitan, Melissa Martin, Vera Mirkina, John Murphy and Chris Ramirez DATE: November 2, 2010 RE: Project 3 - Analysis of a Print Advertisement The purpose of this
Executing the creative
(chapter 11 notes, Test 4)
2. Art Directors= copy only use back in the day, now adv is mostly visual bc;
*Adv works best when it projects as much of the desired
improved tech, use of pics to demonstrate value of brand, legal advanta
Measure and Unmeasured Media
Media Planning (Chapter 12 notes,Test 4)
Continuity and the Forgetting
-Media planning is costly,big firms spent a lot of money;Apple.
-Media continuity practices came from human memory research.
-Money is divided into 2 parts
STP Marketing and ADV
(Chapter 6 Notes)
*Switcher and variety seekers=switch brands easily, influenced by sales,
-Adv to everyone is expensive, and cant guaranteed that everyone *Emergent Consumers= first time buyers that bring buss opportunities
Chapter 17 Notes
Evolution of Direct Marketing
DM Milestones over the years
-Fragmentation and diminished affect of traditional media, marketers
-1450 Gutenberg movable typewriter.
are forced to switch to direct marketing programs.
-1744 Benjamin Franklin
Chapter 18 notes
*Public Relations= foster goodwill btw firm and customers, employees,
stockholders, suppliers, gov. entities, and the public.
By; keeping good sales and profits, providing comm. Service programs,
and being as damage control(nike;tiger woo
Chapter 16 notes
-is the practice of placing a product in an established entertainment vehicle.
The role of Event Sponsorship, Product Placement
-There there, paid by the marketer, to expose and promote a brand.
And Branded Entertainment
Traditional media has changed with growing tech. Adapting Traditional Media (Chapter 13 Test 4)
creating new media options, consumers more
-Is the most powerful medium w/ sigh, color, and music.
active and digital media offering a faster
Chapter 15 notes
Objectives of Trade Channels Sales Promotion
-Is often a key component in an IBP campaign;
Implement Push Strategy to get brand inside retailer/wholesale.
particulary ones that want short-term sales effects
*Great adv uses the contemporary(present) culture to its advantage.
*Adv is a product od modern time and media.
*Eras of Adv;
1.The Preindustrialization era=newspaper; first to adv/Boston news
Letter, Pensilv. Gazette/first to use illustrations
Chapter 2 notes
The scope and Structure of the Adv.+Promotion industry
-Ad industry moving from traditional media, to Digital media
-spending on advertising is a lot;400 million on just adv
because consumers are using more tech due to the fact
Targeting the Message; Selecting audiences (test3)
The Segmentation Process used today
Market segmentation=dig into large groups of consumers
1. Define the promotion uses for segmentation
And you find smaller segments that become advertisers core audience