Day 12

April 14th

Tonight we discussed Chapter 15; I liked it cuz I took a lot of notes:

• Chapter 15

• LO #1: Advertising Overview
• Graph: basically, after a certain point, the more you spend on advertising, the more return on advertising you’ll get; but after a certain point it levels off, and then goes down. So even if you’re spending more money, you won’t gain more.

• LO#2 Major Types of Advertising
• Pioneering; competitive; ...

*LO#3 Decisions in Advertising

• Advertising Appeals VS. Benefits:
• Appeals: the profit, health, etc. basically the facts. But Benefits tell “What’s in it for me?” (the consumer or the customer)
• Unique selling proposition: a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.

*LO#4 Cooperative Advertising: an arrangement in which the manufacturer and the ...

• magazines
• Media scheduling

* LO#5

* Public Relations: The element in the promotional mix that:

• evaluates public attitudes
• identifies issues as public concern
• executes programs to gain public acceptance
• Functions of public relations
• Public relations tools:

• product placement: example labels on food, cars, etc. shown in tv shows.
• event sponsorship example: Vans concerts, other events, etc. to raise awareness

Then we watched a clip from the movie EdTV, and again, I put it in my NetFlix Queue... they have you and this class to thank for a lot of my business :)