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Lecture Notes for MKTG 3504 - Advertising with Krishen at Virginia Tech (VT)

Notes Information

Material Type:Note
Professor:Krishen
Class:MKTG 3504 - Advertising
Subject:Marketing
University:Virginia Polytechnic Institute And State University
Term:--
Keywords:
  • The Marketing Process
  • Imaginary Audience
  • The Message
  • Target Audience
  • Gatekeepers
  • Telemarketing
  • Event Sponsorship
  • The Newspaper
  • Consumer Advertising
  • Target Market
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Sample Document Text

Chapter One Summary: What is advertising? . One form of marketing communication . Marketing communications- billboards, newspaper ads, TV, coupons, sales letters, publicity, event sponsorship, telemarketing calls, emails . Albert Lasker (father of advertising) defined it as "salesmanship in print, driven by a reason why" . Today advertising is defined as the structured and composed nonpersonal communication of info, usually paid for and usually persuasive in nature, about products (goods, ideas, services) by identified sponsors through various media. nonpersonal/ mass comm. Directed toward consumers or businesses structured and composed to fill ~pecific time and space formats determined by the sponsor most ads are paid for by sponsors and identifies the sponsor -basic difference between ads and PR is the sponsor is known in ads persuasive reaches us through an advertising medium (any paid means to present the ad; channel of comm.) such as TV, radio, newspapers -word of mout...

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