ADV 205 Lecture Notes - Lecture 3: Cognitive Dissonance, Opinion Leadership, Consumer Behaviour
Document Summary
The focus of these two are very different. Local focuses on customers and different examples of advertising. Some like to do advertising them self. Example : coke has a creative boutique. Works well with a product that everyone uses in the same way. Most companies use a little bit of both. Hire an agency for creativity, cost, professionals. Companies get members who all work on their account. Could be same agency but all companies get their own group. Gives a vast array of product details. Multiple people looking at the problem trying to come up with a solution. They choose celebrities because they tend to have more of an influence. Tried to invoke a certain feeling from you. Ads give you jingles so that you correlate the ad with it - mental files. A force that tells us why and how. We all have various needs and various personal needs. Advertisers need to find a common denominator.
