광고와 커뮤니케이션 요약본 (Contemporary Advertising and Integrated Marketing Communication summary)
- 최초 등록일
- 2018.04.23
- 최종 저작일
- 2017.04
- 10페이지/
MS 워드
- 가격 1,500원
목차
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본문내용
1. What is Ad
Definition:특정한 목표고객에게 제품이나 서비스 관련 정보를 알리거나 설득하기 위해 개인이나 기업, 비영리 단체, 정부기관 등이 대중매체의 지면이나 시간을 구매하여 알리는 행위
usually directed to groups/ paid for/ persuasive/ about products(goods, services and ideas)/ by identified sponsors/ through various media
*Media : communication channels
Mass - TV, Radio, Billboards, Newspaper/Magazine
Addressable – E-mail, direct mail
Interactive- internet, mobile
Non-traditional – tattoo, blimps(소형 비행선), shopping carts
Dimensions of Ad
1. Communication
*human communication process [Shannon & Weaver Model]
Source => encoding => message => (channel <= noise )=> decoding =>receiver +Feedback
_Feedback & Interactivity helps sender know if message received, understood. Sender can tell where communication breaks down.
2. Marketing
: the process of planning and executing concepts, pricing, distribution and promotion of products, services and ideas => 4Ps (Product, Price, Promotion, Place)
_Promotion[personal sales, PR, sponsorship, advertisement, sales promotion] => IMC (Integrated Marketing Communication)
참고 자료
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