SOCL 2211 Chapter : Other Data Gathering Strategies In The Social Sciences
Document Summary
What does advertising end up doing: selling or promoting sex, early promiscuity, promotes behavior and lifestyles. As a result advertisers have to talk out both sides of their mouth. Trying to argue both ways about the effectiveness of their ads. The power of advertising: we think we are immune to advertisement but we are not, individual impact vs. Goals of advertising: (must occur in this order: gain attention, create desire, motivate action (most ads cannot do these all of things- some just want to focus on one in particular) The problem of declining returns in traditional media (tv, radio) Media on demand: now all the ads that are used to having our attention, we don"t visit those cites any more. 20% of that group of people who ever use this brand: this makes brands want to reach this 20% of users. Social media (facebook like"s): using consumers to move product for you.
