PUB 350 Lecture Notes - Lecture 5: Digital Rights Management, Don Draper, Brand Equity
14 Apr 2020
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Drm-- digital rights management-- we don"t really "own" the copyrights to our phone, we paid for the copy rights of the phone. Bookstore wars-- mass market projects; display at grocery stores. Weak theory: consumer is intelligent and apathetic to what you want to tell them-- advertising doesn"t work in sales. Better to spend money on advertising in the space that people are most likely looking to buy (car: ad in parking lot) The gift economy-- talent gift "vocat" or calling. Brand awareness-- a symbol that directly has an impact on equity. Brand equity-- a real influence in consumer purchasing. Paperback revolution-- books as a commodity-strippable with the isbn can excahnge for credit (america) The revolution in uk was about branding-- penguin books are non-strippable with. Patterson was creative director for ad firm "real life don draper" Wasn"t in publishing, was a marketer-- he wanted to be a novelist. Took his advertising skills to market himself like a brand.
