CRI 630 Study Guide - Final Guide: Carbon Footprint, Corporate Social Responsibility, Search Engine Marketing
18 Apr 2018
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Document Summary
Advertising: the action of calling something to the attention of the public especially by paid announcements. Printing press: machine created by johannes gutenberg that would melt at low temperature, cast well in the die, and be durable in the press (created fast paced news printing) Modern advertising: builds brand connections, emotional connections, differentiates products, engages in storytelling, taps into human psychology, builds celebrity, and is an artform. Core advertising principles: headline, product (picture), sell copy/body (product info), brand/logo, call to action (website, location) Advertiser: government institutions, dining, retail, healthcare, automotive, packaged goods, politics, lifestyle, travel, technology and communications, food and beverage, banks and financial, fashion, beauty, entertainment/culture/attractions, etc. Brand: a class of goods identified by name as he product of a single firm or manufacturer ( Branding: a set of marketing and communication methods that help distinguish a company from its competitors by creating a lasting impression in the minds of consumers.
