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1 |
Newspapers
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1.1 |
Classified advertising in 18th Century
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Boston News-Letter
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Pennsylvania Gazette
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1.2 |
Penny Press
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New York Sun
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mass marketed newspapers
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linked newspaper circulation to advertising revenue
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1.3 |
national advertising
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2 |
Advertising Agency
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2.1 |
space brokers
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2.2 |
Volney B. Palmer (1842)
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coined term "advertising agency"
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2.3 |
George P. Rowell (1865)
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middle person publishers and advertisers
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matched clients to each other
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2.4 |
Albert Lasker
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World War I propaganda
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moved towards "good of the country as a whole"
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build public sentiment for the war effort
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buy war bonds
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3 |
Radio
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3.1 |
WEAF (1922)
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3.2 |
national networks
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3.3 |
single sponsor
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4 |
Magazine
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4.1 |
pictures and descriptions
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4.2 |
mass circulation magazines
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5 |
Television
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5.1 |
national networks formed in 1948
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5.2 |
sight and sound to advertising messages
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5.3 |
adopted magazine sponsorship in the 1950s
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6 |
hard sell
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6.1 |
John E. Kennedy (1905)
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6.2 |
salesmanship in print
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persuasive techniques
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“reason why" to copy
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6.3 |
ads were "lengthy arguments on behalf of the advertiser"
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6.4 |
declined with radio and TV
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7 |
soft sell
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7.1 |
Stanley Resor and Helen Lansdowne, J. Walter Thomspon
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7.2 |
photographs and color illustrations
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7.3 |
enticing and entertaining images of the product
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7.4 |
emotional vs. rational appeal
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8 |
integrated marketing communications
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8.1 |
wide array of media
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8.2 |
use multiple communication channels to advertiser
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sales promotions
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marketing
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public relations
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direct marketing
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charitable campaigns
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8.3 |
sponsored links
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Google
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search results
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auction
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8.4 |
search engine optimization
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gaming Google search methods
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move clients website to top of Google search results
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8.5 |
Facebook ads
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9 |
banner advertising
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9.1 |
click through rates
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10 |
tracking
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10.1 |
IP address
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10.2 |
cookies
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10.3 |
web bugs
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11 |
ad servers
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11.1 |
DoubleClick
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11.2 |
target individual users
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11.3 |
Google AdWords
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blogs
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relevant advertisements
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shares revenues
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12 |
viral marketing
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12.1 |
stimulate brand-related discussion
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12.2 |
hope that it will spread
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12.3 |
example of Blendtec
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13 |
social networking
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13.1 |
personal pages
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MySpace
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Facebook
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personal demographics
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precision marketing
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13.2 |
Twitter
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broadcasting message to followers
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promoted Tweets
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13.3 |
YouTube
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places ads
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shares revenue with the creators
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14 |
database marketing
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14.1 |
discount cards
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14.2 |
data mining
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compiling pertinent data
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14.3 |
target advertising
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purchasing habits
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reading preferences
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subscription information
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product registration
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online movements across pages
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personal credit histories
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15 |
spam
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15.1 |
unsolicited commercial email
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harvest email
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CANSPAM Law
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15.2 |
permission marketing
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register at website
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activate a product warranty
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15.3 |
efficient
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free to send
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small response rate
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large enough to make it to profitable
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16 |
mobile advertising
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16.1 |
ad server
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Google's AdMob
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inserted in apps and web pages
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click through
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16.2 |
location-based advertising
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AT&T Shop Alerts
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proximity alerts
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Foursquare
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16.3 |
Quick Response Codes
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smartphones
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direct action
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track response rates
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