인간과 미디어 생활, 광고, 미디어로써의 광고, 광고 역사, 이해, 미래

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인간과 미디어 생활, 광고, advertising, 미디어, 광고의 역사, 미래

목차

1. What is Advertisement?
2. History and Development
3. Advertisement and the Economy
4. Effects of Advertisement
5. Controversies
6. What can we expect?

본문내용

The non-personal communication of information usually paid for & usually
persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes (1996)

2. Any paid form of non-personal communication about an organisation,
product ,service, or idea from an identified sponsor.( Blech & Blech (1998)

3. Paid non -personal communication from an identified sponsor using mass
media to persuade influence an audience. (Wells , burnett, & Moriaty (1998)

4. The element of the marketing communication mix that is non personal paid
for an identified sponsor, & disseminated through mass channels of
communication to promote the adoption of oods, services, person or ideas.
( bearden, Ingram, & Laforge (1998)

5. An informative or persuasive message carried by a non personal medium
& paid for by an identified sponsor whose organisation or product is identified
in some way. ( Zikmund & d`amico (1999)

6. Impersonal , one way communication about a product or organisation that is paid by marketer. ( Lamb, Hair & Mc. Daniel (2000)

<중 략>

The ad business became an assembly line as predictable as Henry Ford’s. The client paid an agency’s account executive, and then the copywriter / art director team would pass on its work (a big idea typically represented by storyboard for a 30-second TV commercial) to the producer (director). Thanks to the media buyer, the ad would get funneled into some Combination of those five mass media. TV ruled the world. The more the client spent, the more money the ad agency made. That was that.

Over the past few years, the assembly line has been obliterated.
Thanks to the Internet and digital technology, agencies are finding that that the realization of their clients’ ultimate fantasy
– the ability to customize a specific message to a specific person at a specific moment – is within their grasp.
And because digital isn’t just one channel, but a medium that blooms thousands of other mediums,
the clients now can ‘earn’ media for free, via consumers spreading YouTube clips and tweets.

The days of lathering on a brand message that a product may not live up to are long gone. All of this has made life much more confusing for the client. At a time of shrinking budgets, chief marketing officers don’t know where to turn.
They have little confidence that old-word agencies know how to navigate the chaos, and they don’t know which newcomers To trust.

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