COM CM 317 Study Guide - Midterm Guide: Retail, Baby Boomers, Joel Davis

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Christopher Cakebread

Document Summary

Conveys message through different forms of non-personal mass and targeted media. To identify products and differentiate from others. Communicate info about product, its features, place of sale. To induce consumers to try new products and suggest reuse. To stimulate the distribution of a product. To build value, brand preference and loyalty. Strategy: logic and planning behind the ad that gives it direction. Advertisers: run ads in the most effective media. The agency/advertising professionals are the problem solvers in advertising. Elements of advertising are designed to solve marketing communication problems creatively. Cultural omnivores: taking in everything available with the mind. The agency: offline (traditional agency), online: in boston, there are four agencies with national clients and different expertise, hill holiday, arnold, mullen, digitas, a&g. The supplies/vendors: those who assist in the preparation of advertising materials. Price element: amount charged for goods or service: influences consumer perceptions of a brand.