Advertising

Brand Equity

value of how consumers and distributor think snd feel about a brand relative to its competitor over a long period of time

Ad Agency

Account Service- manages clients Strategy -conducts research Media - fins best media to communicate Creative - brings concepts to life Tech - tech to help clients Operations - keep work flowing in departments

Pathos

Emotion

Three Primary Objectives to Advertising

Persuasive, Informative, Reminder

The Four Spheres of Human Experience

Public - engages customers during their downtime Social - people interacting with each other Tribal - affiliation with a group Psychological - insert words, phrases, emotions

The Art of Persuasion

ethos, pathos, logos

5 M's of Advertising

1. Mission 2. Money 3. Message 4. Media 5. Measurement

Ethos

credibility, makes you believe something

Logos

logic