Alyssa_Ch21

Advertising and Stereotyping: African Americans and Hispanics

African Americans and Hispanics have also been the target of stereotyping in advertising. Advertisers ignored nonwhite ethnic groups as identifiable subcultures and viable markets for many years. Ads were rarely targeted towards minorities. Using Hispanics or African Americans as spokespersons, communicators, models, or actors rarely happened. A study on minorities in magazine print ads showed that 83.8% of all models used were Caucasian, 9.5% African American, and 6.6% were Asian American. And even though they were represented, mostly all the Asian Americans were depicted in science, business, and technology media.  

http://thoughtcatalog.com/nico-lang/2013/09/41-mind-blowingly-racist-vintage-ads-you-need-to-see/

Alyssa_Ch18

Source Factors

Measuring advertising effectiveness entails of the effectiveness and how the target market will respond to the spokesperson of that particular brand and company. The product spokesperson might have initially been an excellent source but they may lose impact over time. Negative publicity can easily change the value of the source.

https://www.linkdex.com/en-us/inked/worst-celebrity-spokesperson/

Alyssa_Ch12

Advantages of Magazines: Selectivity

Selectivity is the ability to reach a specific target audience. Magazines are the most selective of all media except direct mail. Most magazines are published for a specific group of people or community. The book mentions a few examples such as Rolling Stone, PC Magazine, and Ebony. These are magazines that have a specific audience. They create they're content to please them and have loyal readers and consumers.

http://mentalfloss.com/article/18734/5-incredibly-specific-magazines

Alyssa_Ch11

Limitations on Television: Fleeting Message

TV commercials on average last only thirty seconds or less and leave nothing tangible for the viewer to examine or consider. Because of the limited amount of broadcast time commercials have become shorter and shorter over time. One of the reasons that they have been getting shorter is because of the inflation of media cost over the past decade. The average cost of a prime-time spot now exceeding $100,000  shorter commercials are a way to keep their media cost in line. A 15-second spot sells for half of a 30-second spot, so advertisers think they can run additional spots to reinforce the message or reach a larger audience.

http://www.tvb.ca/pages/commercial+lengths_htm

Alyssa_Ch9

Advertising Execution: Humor

Creative Execution is the way an advertising appeal is presented. Humor can be used as a type of advertising appeal but also a technique to showcase other appeals. For example it can be used along other appeals to make them more audience friendly. Humorous executions are particularly well for radio and T.V , although some print ads attempt to use this style.

http://www.webdesignerdepot.com/2009/11/40-seriously-funny-print-ads/

Alyssa_Ch8

Creative Strategy and Tactics

Creative strategies determine what the advertising message will say or communicate and creative tactics determine how the message strategy will be executed. This is a very important part of advertising because it determines if it will be effective or not. In this chapter we focus on many strategies including the creative process and tactics companies have to go through. Also, the challenges they might face.

I chose this article because it talks about some of the steps to take while creating a creative strategy.
https://thefinancialbrand.com/27428/writing-effective-creative-briefs/

Alyssa_Ch7

Communications Effects Pyramid

Advertising and promotion perform communication tasks the same way a pyramid is built. First, it accomplishes the lower level objectives such as awareness and knowledge and comprehension. The percentage of prospective customers declines once they move up the pyramid since the lower levels are easier than the layers toward the top such as repurchase and regular use. It can also be used to determine promotional objectives for a established brand. It determines where the target audience sits on the pyramid and allows the company to determine what changes or new strategies to make in order to improve. 

http://www.wheelhouseadvisors.net/4-brands-with-phenomenal-customer-loyalty-and-engagement/

 

Alyssa_SuperBowlAD

https://youtu.be/TooG66nuEAw

I chose the National Geographic Genius AD because it was really clever to use a Lady Gaga song.

Alyssa_Ch5

Identifying the Target Audience

Target audiences may consist of individuals, groups, niche markets, market segments, or a general public or mass audience. Marketers approach each of these audiences differently and carefully because the marketing process begins with the identification of the target audience in order to focus the firm's advertising and promotional efforts. There are levels of audience aggregation. The first is the Individuals. This group is more on the level of face to face, person to person communication which is accomplished through personal selling. Along with individual there is Group Audiences which are the ones that marketers often communicate with because they usually make or influence the the purchase decision. The next few levels are Niche Markets, Market Segments, and Mass Markets and Audiences. These last few levels ,apart from Niche Markets, are bigger in the sense of advertising. They will use bigger media and make it less personalized.

The article I have chosen speaks about finding your target audience for your own business, which is more personalized.
http://www.technori.com/2013/02/3122-5-critical-tips-for-identifying-your-target-audience/

Alyssa_Ch3

Public Relations Firms

Public Relations firms develop and implement programs to manage the organization's publicity, image, and affairs with consumers and other relevant publics, including employees, suppliers, stockholders, government, labor groups, citizen action groups, and the general public. The firm analyzes the relationship between their client and the rest of the world. Anything or anyone that is associated with their client will be implemented into their PR strategy. This means that they're policies and actions will be analyzed to see how they relate and affect these publics. Then these programs that are developed will be used with various PR tools and will be evaluated for their effectiveness. Some of the activities of a PR firm include, planning the strategy and program, generating publicity, conducting lobbying, conducting research, etc.

The website I have chosen speaks about the best characteristics to look for in a good PR person.

http://www.waingergroup.com/five-qualities-of-good-public-relations-people/

Alyssa_Ch2

Branding


In Chapter 2, it talks about the importance of branding to a company. It expresses how the company has to keep up with an image and and identity of sorts in order to keep it's audience and it's consumers. It has to have brand equity which is added value or goodwill that results from a good image, impression, or strength of consumer attachment to a company name or trademark. Some companies that have good equity, and have shown over the years that a good image helps with consumers are Coca-Cola, Porsche, and Starbucks. Their image shows and enforces quality control in order to have the best outcome in service. The article I have chosen goes into more depth about the brand equity of these companies.

http://www.investopedia.com/ask/answers/020915/what-are-some-examples-companies-or-products-have-outstanding-brand-equity.asp