Mass Media
Jason Nix
Journalism Instructor and
Program Director
JOURN 110
Spokane Falls Community College
Chapter 13
Advertising: The Media Support System
Chapter Outline
• History
• Industry
• Controversies
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9
8
7
6
5
4
3
2
1
A Brief History of Advertising
Advertising is an Ancient Activity
• First printed ads were one-page handbills
• “Come to A...
Advertising
• Stimulative effect of advertising
• Advertising spreads innovation
• Consumers are created as much as they
a...
Penny Press
A Brief History of Advertising
The Advent of Advertising Agencies
• 1841, Philadelphia’s Volney Palmer becomes an ad
broke...
A Brief History of Advertising
Early Industry Control
• puffery
• By the late 1800s, advertisers were making
outrageous cl...
A Brief History of Advertising
Ads Take to the Airwaves
• As the radio industry developed in the early 20th
Century, there...
A Brief History of Advertising
• Advertising became a specialized art form with
the advent of television.
• 30-second TV c...
A Brief History of Advertising
Diversity and Target Marketing
• Target marketing breaks up the advertising
audience into d...
Understanding Today’s Advertising
Industry
• The Client
• The Agency
• The Medium
Understanding Today’s Advertising
Industry
• Account executives
• Audience research
• Demographics
• Psychographics
Understanding Today’s Advertising
Industry
Before we consume, we live
What types of consumers are there?
Understanding Today’s Advertising
Industry
• Positioning: the process of finding the product’s
most specific customer type...
Mad Men
http://www.youtube.com/watch?v=R2bLNkCqpuY
Johnson “daisy” ad (1964)
http://www.youtube.com/watch?v=kYk5MNjYhmk&fe...
Understanding Today’s Advertising
Industry
Different types of ads
• Newspapers
• Display ads
• Classified ads
• Magazines
...
Understanding Today’s Advertising
Industry
Understanding Today’s Advertising
Industry
• The Internet is the most rapidly growing medium
of advertising, earning nearl...
Understanding Today’s Advertising
Industry
• The Internet is the most rapidly growing
medium of advertising, earning nearl...
Understanding Today’s Advertising
Industry
Advertising Objectives
• The objectives of advertising are:
• Name recognition
...
Controversies
Controversies
Truth in advertising
• Bait-and-switch advertising
• Parity statements
Ads and children
• Kids as consumer t...
Controversies
Alcohol and cigarette ads: A 1999 settlement between
tobacco companies and states’ attorneys general
banned:...
Controversies
• Should government regulate consumer tracking in
the name of target marketing, or should the industry
be al...
Controversies
Advertiser Influence on Media Content
• Devices such as remote controls, videotape
recorders, and TiVo assis...
Controversies
Economic Clout: Influencing the News
• How does advertising affect the way news sources tell a
story?
• flak
Chapter 13
Advertising: The Media Support System
Chapter Outline
• History
• Industry
• Controversies
Mass Media
Jason Nix
Journalism Instructor and
Program Director
JOURN 110
Spokane Falls Community College
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
Mm ch 13 advertising
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  • Mc Donald’s You Desrve a Break Today: 1971.
  • Mm ch 13 advertising

    1. 1. Mass Media Jason Nix Journalism Instructor and Program Director JOURN 110 Spokane Falls Community College
    2. 2. Chapter 13 Advertising: The Media Support System Chapter Outline • History • Industry • Controversies
    3. 3. 10
    4. 4. 9
    5. 5. 8
    6. 6. 7
    7. 7. 6
    8. 8. 5
    9. 9. 4
    10. 10. 3
    11. 11. 2
    12. 12. 1
    13. 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. 14. Advertising • Stimulative effect of advertising • Advertising spreads innovation • Consumers are created as much as they are reached
    15. 15. Penny Press
    16. 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. 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. 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. 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. 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. 21. Understanding Today’s Advertising Industry • The Client • The Agency • The Medium
    22. 22. Understanding Today’s Advertising Industry • Account executives • Audience research • Demographics • Psychographics
    23. 23. Understanding Today’s Advertising Industry
    24. 24. Before we consume, we live
    25. 25. What types of consumers are there?
    26. 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. 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. 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. 29. Understanding Today’s Advertising Industry
    30. 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. 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. 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. 33. Controversies
    34. 34. Controversies Truth in advertising • Bait-and-switch advertising • Parity statements Ads and children • Kids as consumer trainees • Junk food ads
    35. 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. 36. Controversies • Should government regulate consumer tracking in the name of target marketing, or should the industry be allowed to self-regulate.
    37. 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. 38. Controversies Economic Clout: Influencing the News • How does advertising affect the way news sources tell a story? • flak
    39. 39. Chapter 13 Advertising: The Media Support System Chapter Outline • History • Industry • Controversies
    40. 40. Mass Media Jason Nix Journalism Instructor and Program Director JOURN 110 Spokane Falls Community College

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