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| the process of planning and executing concepts, pricing, distribution and promotion of ideas, goods and services. |
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Product (goods and services)
Price (competitive)
Place (distribution/geography)
Promotion (Ads/Audience/Comm.) |
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Advertising: the structural and composed non personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services and ideas) by indentified sponsors through various media.
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| Medium: the channel of communication that advertising reaches us through |
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The Human Communication Process:
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| Sourceàencodingàmessageàchannelàdecodingàreceiver |
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the company that is advertising a product or idea
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| Autobiographical messages |
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| "I" tell you a story about myself to you |
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| A third person persona tells a story about others to an imagined audience |
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| Characters act out events in front of an imagined empathetic audience |
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| who are addressed by the as's persona, are not real. They are imagined by the ad's creators to be ideal consumers who accept uncritically the arguments made by the ad. |
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| are the gate keepers that decide if an ad will run or not. |
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| the ad's targeted audience |
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| all the other advertisements competing to be noticed. |
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| a group that is targeted by ads |
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| sponsored by retail stores and businesses |
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| sponsored by the producer or manufacturer includes most advertising and public service announcements (American Cancer Society) |
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