TCOM 207- Final Exam Guide - Comprehensive Notes for the exam ( 23 pages long!)
30 Nov 2017
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Use language > enhance the image = desired response. Primary sales message: this car gets good milage. Use contractions; they"re, you"re, it"s, here"s, we"ve, i"m. Must be strong enough to pull new customers. Weakness low quality moving towards tech no sound/motion. Strength specific audience loyal readers long life high quality color. Strength sound/motion large audience high impact prime source. Strength reach masses high frequency geo flexibility long life. Strength selection high reach geo flexiility control circulation. Strength selective less 13542 pass --> more audience read at leisure. 60esc must be on time gain attention send a message. Fm market modern/alternative rock mainstream cutting edge age 16-25. Fm market classic rock popular hits before 2000 typically 30+ men. 5 formats-- straightforward sale testimonial humor music dramatization. 7 approaches-- problem solution demonstration situation spokesperson product-as-star direct response institutional two column script-- organizing shots + video. Have time to read 28% reading words goal:
