ADV 318J Study Guide - Quiz Guide: Branded Content, Shampoo, Marketing Buzz
Document Summary
Exam 1: lecture notes and chapters 1, 3, 4, 18. Advertising: the communications process of using paid media to reach a selected audience with a persuasive message. Key words: communications process, paid media, selected audience, persuasive message. Public relations: the of information between an org and its publics with the goal of positive exposure. Publicity: marketers supplying info to the media. Sales promotion: short-term programs designed to get consumers to buy their product. Packaging: design and execution of a product"s container/label. Database marketing: distribution channel of direct marketing to end-users using a database to eliminate intermediaries. Computerized collection, interpretation, and routine use of info about consumers for individualized attention. Integrated brand communications (the ibc process): coordinated adv/pr effort that uses different messages/media to reach a marketer"s different audiences under a common theme. Combines all the tools above for maximum impact. Advertisers: marketers that pay for the media time and space to reach consumers with their messages.
