COMM 287 Midterm: Exam 1 Study Guide.pdf
Document Summary
Making things; the primary concern of any manufacturer was producing goods. Advertising is only one part of branding; hawking the product. Took agencies away from individual products and their attributes and towards a psychological/ anthropological examination of what brands mean to culture and people"s lives. Advertising spending was more than just a sales strategy, it was an investment in equity. Philip morris announced that they would slash the price of cigarettes by 20% to compete with bargain brands. Corporations started to put their money into promotions such as giveaways, contests, indoor display, and price reductions. The products that ourish in the future will be the ones presented as concepts instead of commodities. Liberated from the real world burdens of stores/product manufacturing. Jhally: some people have more power than others. There is no relation between things and happiness. Assault on public sphere in the form of corporate sponsorship.
