CMN 2173 Lecture Notes - Lecture 2: Individualism, Consumer Behaviour
29 Mar 2016
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Document Summary
Advertising is not separate from its social context. It is a prominent feature in modern society. It is an industry connected closely to other cultural industries. Techniques of ad have changed with tech and society. Ad makes you feel that you"re the special one. Individualism gives you the illusion that it"ll put you in control. Advertising makes you feel bad. the feeling that you"re gonna fit in better if you have the product. Ad uses the psychological cuesin terms that we"re going to satisfy psychologically. They want to ensure that they sell their product. Brand recall - we want you to still remember us, we"re still competing with others regardless being at the top. Advertising, like marketing, is the planning and execution of a concept, as well as pricing, promotion, and distribution of ideas, goods, and services that create an exchange which satisfies both individual and organizational objectives.
