TAILIEUCHUNG - Lecture The dynamics of mass communication: Media in the digital age - Chapter 15

Chapter 15 - Advertising. The main contents of this chapter include all of the following: Defining advertising, a brief history of advertising, advertising in the digital age, organization of the consumer advertising industry, producing advertising, economics, business-to-business advertising. | Advertising Chapter 15 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Defining Advertising A Brief History of Advertising Advertising in the Digital Age Organization of the Consumer Advertising Industry Producing Advertising Economics Business-to-Business Advertising DEFINING ADVERTISING Simple definition of advertising Nonpersonal presentation/promotion of ideas, goods, or services Paid for by identified sponsor This definition has become blurry Many practitioners believe differentiating advertising from other forms of marketing is no longer useful Functions of Advertising Marketing Education Economic Reduces cost of personal selling and distribution Social Types of Advertising Advertising can be classified in several ways Target audience (consumer or business) Geographic focus (international, national, or local/retail) Purpose (sell a specific product/service or improve company’s image/influence public opinion) Primary or selective .

• PR - Truyền thông
• Mass communication
• Truyền thông đại chúng
• Media in the digital age
• Mass media
• Communication process
• Consumer advertising industry
• Producing advertising
• The digital age
• Dynamics of mass communication
• Perspectives on mass communication
• Functions of mass communication
• Functional analysis
• Mass media industry
• Social effects
• Interpersonal communication
• Digital age
• Mass communication effects
• Conquering space
• Cultural context
• Electronic media
• Sound recording