COM CO 101 Lecture Notes - Lecture 8: Chocolate Chip, Osteoporosis
1 May 2018
School
Department
Course
Professor
2018/4/26
The integration of advertising and public relations
Campaigns in the digital age!
-Today’s agenda!
•Ethics in Communication!
•Milk communication!
I. Portions !
A. 胖男人没有了腿
B. be moral!
II. Milk Campaign !
A. Background!
1. lower capita consumption of milk!
2. 1990 Fluid Milk Promotion Act!
3. Tax from milk processors !
4. “Milk Mustache” & “Got Milk?”!
B. Formative Research!
1. Concerned about fat & belief low nutrient value of low-fat products!
2. Target — mothers : they do the shopping !
C. Campaign Launch!
1. Primarily magazines !
a) Women’s!
b) More visual, less text !
c) Use celebrities: generally attractive , source factors !
d) Why? !
e) First men? Joe Montana, Steve Young !
III. Campaign Evaluation Results!
A. research found out nutrition of milk, but concern of weight gain!
#1
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