COMM 100 Chapter Notes - Chapter 4.1: Media Planning, Focus Group
Document Summary
Then comes focus groups and surveys to see what consumers thought of it. Advertising is the most direct way for people to see the product. Advertising- the activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services. Most popular advertising is on broadcast tv (45. 2%) Indirect- companies hire advertising agencies to create ads. Biggest advertising agencies are owned by agency holding companies. Business-to-business agencies- work for companies that want to persuade other companies to buy from them compared to competitors. Consumer agencies- works for advertisers that want to persuade people in their nonwork roles to buy products. General ad agency- wants all business from advertisers. Traditional ad agency- creates and distributes persuasive messages with goal of making a favorable impression. Direct-marketing agencies- companies who elicit a buy-it-now or not immediate purchase. Agency networks- advertising agencies with worldwide branches.
