Advertising

Chapter 1
IMC, Mass mediated confabulation
IMC & marketing mix (ch 1)
Promotion attention Trends & The structure of the industry (ch 2)
Foundations of Advertising & Brand Promotion growth (Ch 3)

Chapter 1
Promotion & Advertising (Concept & uses)
IMC (Adv, Adv campaign & media organization)
Mass mediated communication (concept/ application)
Audiences for promotion (categories & geography)
Branding (Brand extension & Brand Loyalty)

A universal service announcement(PSA) for the partnership for a drug free the States is aired on three major television networks for free. This is an caseful of a public information message, not advertising.
FALSE

Integrated Marketing Communication
uses various promotional tools, including advertising, in a coordinated musical mode…….

Chapter 2
trends in promotion industry (Media Clutter and Web 2.0)
labor Structure (Marketers, media, and Audiences)
Advertising Agencies (types, Structure and Compensation)
Media Organizations (Traditional and Emergent)

A fee ashes is much like that used by consultants or attorneys. wherby the adman and the agency agree on a fixed function pf the media spending amount FALSE

OReilly Media coined the phrase Web 2.0 to link up to a second generation of Web users and services that emphasizes
a. Online download b.



online privacy c. online collaboration
d. online isolation

Chapter 3
Advertising Foundation (industrial revolution, branding and current mass media)
Evolution of Promotion (Basic Periods)
Industrialization (advertisement, Agents and Regulation)
P.T. Barnum Era (Pure feed and Drug Act)
The 1920s (soft Sell, Modernity, Gender Roles in Ads)
The Great opinion (Hard Sell, Wheeler-Lea Amendments)
The 1950s (Science, Rosser Reeves, USP)
The Creative Revolution (Bernbach, Burnett, Ogilvy, Wells)
The 21st century (Consumer Empowerment, brand Entertainment)

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