2. GOLDEN ADVERTISING Paid non-personal communication transmitted to a target audience through mass media. –Literally 100’s of classifications and media types. –Not just for profit businesses. Many non- profit businesses regularly advertise.

3. GOLDEN ADVERTISING CAMPAIGN Creation and execution of a series of ads. –Milk Campaign: “Got Milk?” –Budweiser: What’s Up! –Census 2000

4. GOLDEN MEDIA PLAN Specifies media vehicles and schedule for running the advertisements. –Reach –Frequency –Comparison Indicators (e.g., CPM)

5. GOLDEN ADVERTISING ISSUES Communication Objectives versus Sales Objectives! Accountability!

6. GOLDEN BASIC TARGET AUDIENCE MOTIVATIONS Emotional: Motivated by the emotional appeal of the message. Rational: Motivated by logic or rationale of message. Combo!

7. GOLDEN ADVERTISING FUNCTIONS INFORM PERSUADE REMIND

8. GOLDEN ADVERTISING TYPES Product: Promotes use, features, and benefits of products. Institutional/Corporate Advertising: Promotes organizational images, ideas, or political issues. Advocacy: Promotes a company’s position on a specific public issue. Comparative: Compares characteristics of two or more specific brands.

9. GOLDEN BASIC ADVERTISING APPEALS Slogans Image Humor Fear/Anxiety Celebrity Endorsed Slice of Life

10. GOLDEN BASIC MAGAZINE AD Headline Sub-headline Illustration Body Copy Signature Layout

11. GOLDEN STORYBOARD Used to develop commercials. A mockup combining copy and visual material to show the sequence of major scenes in a commercial.

12. GOLDEN