Lecture 17 on 12/5/11
What happens when adv & PR mix?
-e.g. What goes great with your morning coffee? Donuts, Dunkin Donuts.
Dunkin Donuts Promo
Creating newsworthy stories and events to attract media attention and to gain
LECTURE 16 ON 11/30/11
Another promotional tool for marketers
Sponsorship should have a synergistic effect on a marketers promotional efforts
Sponsorship fits within the promotional mix
Integrated marketing communications (IMC)
LECTURE 15 ON 11/28/11
Any direct communication to a consumer or business recipient that is designed to
generate a response.
o Direct Order
o Lead Generation
o Traffic Generation
o Sales either at home or at work, bypassi
LECTURE 14 on Wednesday, November 16, 11
Directories Strengths and Weaknesses
o Directories are shopping medium
LECTURE 13 on Monday November 14, 2011
What is OOH Media?
Out of home refers to a variety of media consumed outside the home, including
several forms traditionally classified as outdoor advertising.
I.e. billboards, buses, trains, planes, bus bench ads.
LECTURE 12 on November 9, 11
The Structure of the TV Industry
Used to be able to throw Ad on 3 major networks. (ABC, NBC, CBS)
Not that way anymore with things like Tivo, Hulu etc.
There are several types of systems
o A network exists when t
Lecture 11 on November 7, 11
Using Print Media
Print media are trustworthy, deliver messages one topic at time, and one thought
at a time.
Audience absorbs is more carefully than broadcast
Target audiences selectively
Pros of Newspaper Advertising