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Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
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Mm ch 13 advertising

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  • Mc Donald’s You Desrve a Break Today: 1971.
  • Transcript

    • 1. Mass Media Jason Nix Journalism Instructor and Program Director JOURN 110 Spokane Falls Community College
    • 2. Chapter 13 Advertising: The Media Support System Chapter Outline • History • Industry • Controversies
    • 3. 10
    • 4. 9
    • 5. 8
    • 6. 7
    • 7. 6
    • 8. 5
    • 9. 4
    • 10. 3
    • 11. 2
    • 12. 1
    • 13. A Brief History of Advertising Advertising is an Ancient Activity • First printed ads were one-page handbills • “Come to America! The natives are friendly and the farmland is fertile.” • trade advertising • consumer advertising • display ads
    • 14. Advertising • Stimulative effect of advertising • Advertising spreads innovation • Consumers are created as much as they are reached
    • 15. Penny Press
    • 16. A Brief History of Advertising The Advent of Advertising Agencies • 1841, Philadelphia’s Volney Palmer becomes an ad broker to act as a liaison between advertisers and newspapers. • By 1860, 30 major agencies were servicing some 4,000 newspapers and magazines. • N.W. Ayer was founded in 1869 when manufacturers realized they needed agencies to work directly for them as opposed to working for the newspapers. Ayer would not work with products that were dangerous or place ads considered deceptive.
    • 17. A Brief History of Advertising Early Industry Control • puffery • By the late 1800s, advertisers were making outrageous claims and outright deceptions. • Miracle elixirs containing alcohol, cocaine, heroin • The Pure Food and Drug Act was passed in 1906 largely in reaction to patent medicine claims. • The Federal Trade Commission (FTC) was established in 1914 as a national watchdog of business and advertising.
    • 18. A Brief History of Advertising Ads Take to the Airwaves • As the radio industry developed in the early 20th Century, there was a movement to leave broadcasting free of advertising and run it as a common carrier of mediated interpersonal communication. • Britain decided to fund its state-run broadcasting system, the BBC, by license fees paid by radio owners, not advertising. British radio and television did not accept advertising until the 1950s. • In 1922, the first commercial was run by AT&T’s WEAF in New York. • By 1926, when network radio began, advertising had become an acceptable means of supporting radio.
    • 19. A Brief History of Advertising • Advertising became a specialized art form with the advent of television. • 30-second TV commercials feature entertainment value such as story lines and jingles • subliminal advertising
    • 20. A Brief History of Advertising Diversity and Target Marketing • Target marketing breaks up the advertising audience into diverse segments • circulation waste • Advertisers direct ad campaigns toward women, African Americans, Hispanics, young white men and others. Globalization • Since the 1980s, agencies in the U.S., Japan, and Britain have merged into transnational behemoths and adapted to indigenous cultures in new markets.
    • 21. Understanding Today’s Advertising Industry • The Client • The Agency • The Medium
    • 22. Understanding Today’s Advertising Industry • Account executives • Audience research • Demographics • Psychographics
    • 23. Understanding Today’s Advertising Industry
    • 24. Before we consume, we live
    • 25. What types of consumers are there?
    • 26. Understanding Today’s Advertising Industry • Positioning: the process of finding the product’s most specific customer type and creating appeals that will be effective with that customer • focus groups
    • 27. Mad Men http://www.youtube.com/watch?v=R2bLNkCqpuY Johnson “daisy” ad (1964) http://www.youtube.com/watch?v=kYk5MNjYhmk&featur e=related 1984 http://www.youtube.com/watch?v=OYecfV3ubP8 http://www.youtube.com/watch?v=6h3G-lMZxjo Willie Horton ad (1988) http://www.youtube.com/watch?v=Io9KMSSEZ0Y&NR=1 Honda ad http://www.youtube.com/watch?v=g2VCfOC69jc
    • 28. Understanding Today’s Advertising Industry Different types of ads • Newspapers • Display ads • Classified ads • Magazines • Television • Direct mail • Specialty ads • Radio • Yellow Pages • Outdoor ads • Online • Per click fee • Per 1,000 page views
    • 29. Understanding Today’s Advertising Industry
    • 30. Understanding Today’s Advertising Industry • The Internet is the most rapidly growing medium of advertising, earning nearly $6.3 billion annually by 2009. Still a small piece of the pie; total ad expenditures $125.23 billion in 2009. • Web ads are a convergence of all former ads. • Like newspapers and the yellow pages, online ads are placed precisely where consumers are looking for product information. • Online ads compete with magazines in terms of artwork. • They involve motion and sound, and have the entertainment advantages of radio and TV. • Some users resent Internet ads because they are developing a clutter problem.
    • 31. Understanding Today’s Advertising Industry • The Internet is the most rapidly growing medium of advertising, earning nearly $6.3 billion annually by 2009. Still a small piece of the pie; total ad expenditures $125.23 billion in 2009. • Search remains the largest online ad format: 47% of online ad revenues, up from 45% in 2008. • Search ad spending increased 1% in 2009 to $10.7 billion.
    • 32. Understanding Today’s Advertising Industry Advertising Objectives • The objectives of advertising are: • Name recognition • Spreading news. • Image advertising • Advocacy ads • Corrective ads • Counter ads • Public service announcements (PSAs)
    • 33. Controversies
    • 34. Controversies Truth in advertising • Bait-and-switch advertising • Parity statements Ads and children • Kids as consumer trainees • Junk food ads
    • 35. Controversies Alcohol and cigarette ads: A 1999 settlement between tobacco companies and states’ attorneys general banned: • Transit and billboard advertising in the U.S. • The distribution of apparel and other merchandise with brand names or logos. • Brand-name sponsorship of concerts and events with a significant youth audience. • Payments for the use of tobacco products in movies, TV shows and theater productions.
    • 36. Controversies • Should government regulate consumer tracking in the name of target marketing, or should the industry be allowed to self-regulate.
    • 37. Controversies Advertiser Influence on Media Content • Devices such as remote controls, videotape recorders, and TiVo assist viewers in skipping ads. Many industry professionals feel product placement (product integration) – making commercials part of the program – is their only recourse.
    • 38. Controversies Economic Clout: Influencing the News • How does advertising affect the way news sources tell a story? • flak
    • 39. Chapter 13 Advertising: The Media Support System Chapter Outline • History • Industry • Controversies
    • 40. Mass Media Jason Nix Journalism Instructor and Program Director JOURN 110 Spokane Falls Community College

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