By Esther Thorson, Margaret Duffy
Drawn to studying concerning the demanding, fascinating, and the societal very important fields of marketing verbal exchange? This publication catapults you into that international. you will research what it truly is prefer to paintings in those fields and approximately the entire instruments on hand to you as a certified persuader in cutting-edge media setting.
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Extra resources for Advertising Age: The Principles of Advertising and Marketing Communication at Work
Managing advertising during economic downturns is a crucial challenge to marketers. We’ll investigate these challenges further in later chapters. Birth of Great Products “Nothing kills a bad product faster than good advertising” is a well-known Madison Avenue slogan. This distills the idea that if a firm develops great campaigns that attract a lot of attention AND generates sales, people will try the product and reject it if it doesn’t perform to their satisfaction. But often what makes advertising fun is the chance to work with a brilliant and groundbreaking product.
Just as “1984” represented Apple fighting against the Big Brother IBM, subsequent campaigns have continued to represent the company as fighting off big guy evildoers—only the competition has changed. After IBM, Big Brother was Microsoft. First with the iPod and iTunes, and then with the iPad, the company continues to innovate toward “thinking differently” (and better) than the competition. Most agree that Apple’s advertising since then, although good, has never again been able to capture the entire meaning of a product and a company in a single commercial.
Of course, this initiative isn’t just about what American consumers think about advertising—this is a worldwide issue. As we’ll discuss in an upcoming chapter, marketing and advertising have increasingly gone global. Many of the companies you’re familiar with and whose products you may use every day, have far flung operations. You can buy a Big Mac in St. Louis, Sydney and Shanghai and the Coca-Cola logo is said to be the most recognized symbol in the world. Thus any discussion of advertising and communication ethics needs to embrace and acknowledge the national and cultural differences that involve people’s values and mores.
Advertising Age: The Principles of Advertising and Marketing Communication at Work by Esther Thorson, Margaret Duffy