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ADVERTISING

• Paid non-personal communication transmitted to a target audience through mass media.

– Literally 100’s of classifications and media types.

– Not just for profit businesses. Many non-profit businesses regularly advertise.

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ADVERTISING CAMPAIGN

• Creation and execution of a series of ads.

– Milk Campaign: “Got Milk?”– Budweiser: What’s Up!– Census 2000

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MEDIA PLAN

• Specifies media vehicles and schedule for running the advertisements.

– Reach– Frequency– Comparison Indicators (e.g., CPM)

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ADVERTISING ISSUES

• Communication Objectives versus Sales Objectives!

• Accountability!

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BASIC TARGET AUDIENCE MOTIVATIONS

• Emotional: Motivated by the emotional appeal of the message.

• Rational: Motivated by logic or rationale of message.

• Combo!

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ADVERTISING FUNCTIONS

• INFORM

• PERSUADE

• REMIND

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ADVERTISING TYPES

• Product: Promotes use, features, and benefits of products.

• Institutional/Corporate Advertising: Promotes organizational images, ideas, or political issues.

• Advocacy: Promotes a company’s position on a specific public issue.

• Comparative: Compares characteristics of two or more specific brands.

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BASIC ADVERTISING APPEALS

• Slogans

• Image

• Humor

• Fear/Anxiety

• Celebrity Endorsed

• Slice of Life

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BASIC MAGAZINE AD

• Headline

• Sub-headline

• Illustration

• Body Copy

• Signature

• Layout

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STORYBOARD

• Used to develop commercials.

• A mockup combining copy and visual material to show the sequence of major scenes in a commercial.

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