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Any publi...
ADVERTISING: USING
MEDIA IN THE
MARKETPLACE
Chapter 11
Copyright © 2010 Pearson Education. All rights reserved.
 
Advertising in America: A Brief
History
 The Industrial
Revolution
 Patent Medicines
 1875, Lydia
Pinkham’s Vegetable...
Advertising in America: A Brief
History
 The Industrial Revolution
 Nationally Circulated General Magazines
 late 1800s...
Advertising in America: A Brief
History
 The Industrial Revolution
 Gendering of Consumer Culture
 women become primary...
Advertising in America: A Brief
History
 The Industrial Revolution
 Department Stores
 consequence of world trade
 Wan...
Advertising in America: A Brief
History
 Establishing the Advertising Agency
 newspapers and magazines creating ad
depar...
The Contemporary Advertising
Industry
 Late 1990s: $126 billion
 2006: $265 billion
 385,000 working in advertising ind...
The Contemporary Advertising
Industry
 Advertising
agencies
 Media service
organizations
 Suppliers of
supporting servi...
The Contemporary
Advertising Industry
 Types of Advertising Agencies
 Full Service Agency
1. Planning
2. Creation and Ex...
The Contemporary Advertising
Industry
 Functions of a Full Service Agency
1. Account management
2. The creative departmen...
The Contemporary Advertising
Industry
 Creative Boutiques
 Specialist Agency
 In-House Agency
 Advertising Networks
Co...
The Contemporary Advertising
Industry
 Advertising Networks
 started as “interactive agencies”
 provide same services w...
The Contemporary Advertising
Industry
 Advertising Media
 Newspapers (17.7%)
 Broadcast television (17.5%)
 Cable tele...
Advertising as Persuasive
Communication
 Basic Strategies for Constructing Persuasive
Messages
 Psychodynamic Strategy
...
Advertising as Persuasive
Communication
 Sociocultural Strategy
 Culture dictates action
 Cultural norms (offending the...
Cutting Through the Clutter: The
Problem of Gaining Attention
 Time and Attention
 Competing for attention
 Must unders...
Digital Advertising Challenges
 Fragmentation
 Clutter
 Ad skipping
 Endless changes
 Audience economics
Copyright © ...
The Role of Advertising Research
 Advertisers
demanding
accountability
 Ratings services
 Effectiveness
 Studying the ...
The Role of Advertising Research
 Consumer and Lifestyle Research
 Needs, drives, motives related to a consumer
purchase...
The Role of Advertising Research
 Qualitative Research on Advertising
 observation
 content study
 impact on commercia...
The Role of Advertising Research
 Assessing Target Audiences in an Age of
Market Segmentation
 segment of population (ag...
Criticism and Control of
Advertising
 Waste?
 Contributes to monopoly?
 Stimulates to competition?
Copyright © 2010 Pea...
Question to think about
 What is your biggest criticism of
advertising?
Copyright © 2010 Pearson Education. All rights re...
The Issue of Children and
Advertising
 50 years of research
 younger the child, more attention paid to ads
 trust in co...
Sources of Control
 Regulation by Government
 FTC
 FCC
 Industry Codes of Ethics
 Court Rulings
 Consumer Groups
Cop...
This multi-media product and its content are protected under copyright law. The following are prohibited by law:
Any publi...
PUBLIC RELATIONS:
INFLUENCING BELIEFS,
ATTITUDES, AND ACTIONS
Chapter 12
Copyright © 2010 Pearson Education. All rights re...
 
The Development of Public
Relations
 Birth of the Public Relations Agency
 1st
Public Relations Agency
 3 Boston news...
The Development of Public
Relations
 Defining Public Relations
 Paid professional practitioners design and transmit
mess...
The Development of Public
Relations
 Defining Public Relations
 Practitioners
 Strategies
 Messages
 Clients
 Media
...
The Development of Public
Relations
 PR-Media Interplay
 communications process
 media are chief platforms for deliveri...
The Development of Public
Relations
 Public Relations v. Advertising
 advertising: purchased slots for media space
 pub...
Public Relations Settings and
Activities
 The Industry
 1970: 70,000 pr specialists
 2004: 188,000 pr specialists
 WPP...
Public Relations Settings and
Activities
 The PR Industry
 public relations agency
 public relations
department
 speci...
Public Relations Settings and
Activities
 Major Practice Areas – Others
 reputation management
 content management
 co...
Public Relations Settings and
Activities
 Typical Tasks and
Work Assignments
 Strategy
 Planning
 Writing
 Editing
 ...
Public Relations Settings and
Activities
 Public Relations Campaigns
1. Fact-finding and feedback
2. Planning and program...
Public Relations Settings and
Activities
 Managing Elections
 spin control
 political advisers
Copyright © 2010 Pearson...
Question to think about
 Who do you know that is a
nationally recognized political
consultant?
Copyright © 2010 Pearson E...
Public Relations and the Media
 Conflict with media
 Competition for time and space
Copyright © 2010 Pearson Education. ...
Public Relations and the Media
 The Gatekeeping Process
 Gatekeeping theory
 use criteria to select what is newsworthy
...
Public Relations and the Media
 Relationship of Mutual Dependency
 pr practitioners need time and space
 news organizat...
Lobbying as Public Relations
 1800s, Willard Hotel lobby
 influence peddlers meeting politicians
 Interpersonal communi...
Public Relations as an Emerging
Profession
 What is a profession?
1. Extensive body of knowledge
2. Use knowledge within ...
Public Relations as an Emerging
Profession
 Public Relations Education
 1923, Edward Bernays, New York University
 1947...
Public Relations as an Emerging
Profession
 Public Relations
Research
 applied research
 problems and practices
in pr
...
The Future of the Field
 Progress as a field and discipline
 Reconsider role of public relations
 New code of conduct f...
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Dennis and Defleur Ch. 11 and 12

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Dennis and Defleur Ch. 11 and 12

  1. 1. This multi-media product and its content are protected under copyright law. The following are prohibited by law: Any public performance or display, including transmission of any image over a network; Any preparation of any derivative work, including the extraction, in whole or in part, of any images; Any rental, lease or lending of the program Understanding Media in the Digital Age, 1/e Everette E. Dennis Melvin L. DeFleur Prepared by Todd Chambers, Ph.D. Texas Tech University Copyright © 2010 Pearson Education. All rights reserved.
  2. 2. ADVERTISING: USING MEDIA IN THE MARKETPLACE Chapter 11 Copyright © 2010 Pearson Education. All rights reserved.
  3. 3.   Advertising in America: A Brief History  The Industrial Revolution  Patent Medicines  1875, Lydia Pinkham’s Vegetable Compound  Boston Herald  The Development of Brands  standardized the product  worked well for advertisers  The Industrial Revolution  The Development of Brands  1851, B.T. Babbitt, soap wrapped in paper  offered premium Copyright © 2010 Pearson Education. All rights reserved.
  4. 4. Advertising in America: A Brief History  The Industrial Revolution  Nationally Circulated General Magazines  late 1800s  better postal delivery, better transportation  magazines started to depend on advertising  followed lead of Penny Press Copyright © 2010 Pearson Education. All rights reserved.
  5. 5. Advertising in America: A Brief History  The Industrial Revolution  Gendering of Consumer Culture  women become primary target audience  magazines and later other media Copyright © 2010 Pearson Education. All rights reserved.
  6. 6. Advertising in America: A Brief History  The Industrial Revolution  Department Stores  consequence of world trade  Wanamaker’s in Philadelphia, 1880  Mail-Order stores such as Sears, Roebuck & Company Copyright © 2010 Pearson Education. All rights reserved.
  7. 7. Advertising in America: A Brief History  Establishing the Advertising Agency  newspapers and magazines creating ad departments  need for separate “agency” to link retailers with media  1848, Volney Parker, 1st agency in Philadelphia Copyright © 2010 Pearson Education. All rights reserved.
  8. 8. The Contemporary Advertising Industry  Late 1990s: $126 billion  2006: $265 billion  385,000 working in advertising industry  40,000 advertising agencies  Top agencies billing $9 billion Copyright © 2010 Pearson Education. All rights reserved.
  9. 9. The Contemporary Advertising Industry  Advertising agencies  Media service organizations  Suppliers of supporting services  Advertising media  Professional Organizations  American Association of Advertising Agencies (Four As)  American Advertising Federation (ad professionals)  Association of National Advertisers (clients of agencies) Copyright © 2010 Pearson Education. All rights reserved.
  10. 10. The Contemporary Advertising Industry  Types of Advertising Agencies  Full Service Agency 1. Planning 2. Creation and Execution 3. Coordination Copyright © 2010 Pearson Education. All rights reserved.
  11. 11. The Contemporary Advertising Industry  Functions of a Full Service Agency 1. Account management 2. The creative department 3. Media selection 4. Research department 5. Internal control Copyright © 2010 Pearson Education. All rights reserved.
  12. 12. The Contemporary Advertising Industry  Creative Boutiques  Specialist Agency  In-House Agency  Advertising Networks Copyright © 2010 Pearson Education. All rights reserved.
  13. 13. The Contemporary Advertising Industry  Advertising Networks  started as “interactive agencies”  provide same services without complex agency billing  go directly to advertisers  Search Engine Marketing, Search Engine Optimization Copyright © 2010 Pearson Education. All rights reserved.
  14. 14. The Contemporary Advertising Industry  Advertising Media  Newspapers (17.7%)  Broadcast television (17.5%)  Cable television (8.2%)  Direct Mail (19.8%)  Internet  1997: <$500 million  2008: $5.8 billion Copyright © 2010 Pearson Education. All rights reserved.
  15. 15. Advertising as Persuasive Communication  Basic Strategies for Constructing Persuasive Messages  Psychodynamic Strategy  Emotional  Rational (reason)  Arouse feelings Copyright © 2010 Pearson Education. All rights reserved.
  16. 16. Advertising as Persuasive Communication  Sociocultural Strategy  Culture dictates action  Cultural norms (offending the social norm)  Role definitions (mother’s duty)  Social ranking (using celebrity)  Social controls (rewards & punishments) Copyright © 2010 Pearson Education. All rights reserved.
  17. 17. Cutting Through the Clutter: The Problem of Gaining Attention  Time and Attention  Competing for attention  Must understand target audience  Ad must break through the clutter  “You can tell the ideals of a nation by its advertisements”…Norman Douglas, 1917 Copyright © 2010 Pearson Education. All rights reserved.
  18. 18. Digital Advertising Challenges  Fragmentation  Clutter  Ad skipping  Endless changes  Audience economics Copyright © 2010 Pearson Education. All rights reserved.
  19. 19. The Role of Advertising Research  Advertisers demanding accountability  Ratings services  Effectiveness  Studying the Effects of Advertising  Awareness of a brand  Comprehension of a product and what it will do for them  Conviction they should buy the product  Action – buy the product Copyright © 2010 Pearson Education. All rights reserved.
  20. 20. The Role of Advertising Research  Consumer and Lifestyle Research  Needs, drives, motives related to a consumer purchase  Trends in American lifestyle, living patterns and buying behavior  Applied objectives Copyright © 2010 Pearson Education. All rights reserved.
  21. 21. The Role of Advertising Research  Qualitative Research on Advertising  observation  content study  impact on commercialism Copyright © 2010 Pearson Education. All rights reserved.
  22. 22. The Role of Advertising Research  Assessing Target Audiences in an Age of Market Segmentation  segment of population (age, income, gender)  switch from product-oriented to user-oriented Copyright © 2010 Pearson Education. All rights reserved.
  23. 23. Criticism and Control of Advertising  Waste?  Contributes to monopoly?  Stimulates to competition? Copyright © 2010 Pearson Education. All rights reserved.
  24. 24. Question to think about  What is your biggest criticism of advertising? Copyright © 2010 Pearson Education. All rights reserved.
  25. 25. The Issue of Children and Advertising  50 years of research  younger the child, more attention paid to ads  trust in commercials declines with age  still don’t know enough Copyright © 2010 Pearson Education. All rights reserved.
  26. 26. Sources of Control  Regulation by Government  FTC  FCC  Industry Codes of Ethics  Court Rulings  Consumer Groups Copyright © 2010 Pearson Education. All rights reserved.
  27. 27. This multi-media product and its content are protected under copyright law. The following are prohibited by law: Any public performance or display, including transmission of any image over a network; Any preparation of any derivative work, including the extraction, in whole or in part, of any images; Any rental, lease or lending of the program Understanding Media in the Digital Age, 1/e Everette E. Dennis Melvin L. DeFleur Prepared by Todd Chambers, Ph.D. Texas Tech University Copyright © 2010 Pearson Education. All rights reserved.
  28. 28. PUBLIC RELATIONS: INFLUENCING BELIEFS, ATTITUDES, AND ACTIONS Chapter 12 Copyright © 2010 Pearson Education. All rights reserved.
  29. 29.   The Development of Public Relations  Birth of the Public Relations Agency  1st Public Relations Agency  3 Boston newspapermen  Publicity Bureau of Boston  AT&T, Harvard University  1911: Ivy Lee  Standard Oil Company  World War I  PR was a field Copyright © 2010 Pearson Education. All rights reserved.
  30. 30. The Development of Public Relations  Defining Public Relations  Paid professional practitioners design and transmit messages, on behalf of a client, via a variety of media to relevant and targeted audiences in an attempt to influence their beliefs, attitudes, or even actions regarding some person, organization, policy, situation, or event. Copyright © 2010 Pearson Education. All rights reserved.
  31. 31. The Development of Public Relations  Defining Public Relations  Practitioners  Strategies  Messages  Clients  Media  damage control  Audiences  Influences Copyright © 2010 Pearson Education. All rights reserved.
  32. 32. The Development of Public Relations  PR-Media Interplay  communications process  media are chief platforms for delivering messages  traditional media  new media: blogs, social media, e-mail Copyright © 2010 Pearson Education. All rights reserved.
  33. 33. The Development of Public Relations  Public Relations v. Advertising  advertising: purchased slots for media space  public relations: unpaid time in media  deliberately manipulating messages to audiences Copyright © 2010 Pearson Education. All rights reserved.
  34. 34. Public Relations Settings and Activities  The Industry  1970: 70,000 pr specialists  2004: 188,000 pr specialists  WPP  Omnicom  Interpublic  Publices Copyright © 2010 Pearson Education. All rights reserved.
  35. 35. Public Relations Settings and Activities  The PR Industry  public relations agency  public relations department  specialized consultants  technical consultants  Major Practice Areas – Industry Sectors  consumer  industrial  health  technology  financial services  government  non-profit Copyright © 2010 Pearson Education. All rights reserved.
  36. 36. Public Relations Settings and Activities  Major Practice Areas – Others  reputation management  content management  corporate social responsibility Copyright © 2010 Pearson Education. All rights reserved.
  37. 37. Public Relations Settings and Activities  Typical Tasks and Work Assignments  Strategy  Planning  Writing  Editing  Media relations & placement  Special events  Speaking  Production  Research  Programming & consulting  Training & management Copyright © 2010 Pearson Education. All rights reserved.
  38. 38. Public Relations Settings and Activities  Public Relations Campaigns 1. Fact-finding and feedback 2. Planning and programming 3. Action and communication 4. Evaluation  Source: Cutlip, Center & Broom Copyright © 2010 Pearson Education. All rights reserved.
  39. 39. Public Relations Settings and Activities  Managing Elections  spin control  political advisers Copyright © 2010 Pearson Education. All rights reserved.
  40. 40. Question to think about  Who do you know that is a nationally recognized political consultant? Copyright © 2010 Pearson Education. All rights reserved.
  41. 41. Public Relations and the Media  Conflict with media  Competition for time and space Copyright © 2010 Pearson Education. All rights reserved.
  42. 42. Public Relations and the Media  The Gatekeeping Process  Gatekeeping theory  use criteria to select what is newsworthy Copyright © 2010 Pearson Education. All rights reserved.
  43. 43. Public Relations and the Media  Relationship of Mutual Dependency  pr practitioners need time and space  news organizations looking for content  Video News Release  Press Releases  News Conferences Copyright © 2010 Pearson Education. All rights reserved.
  44. 44. Lobbying as Public Relations  1800s, Willard Hotel lobby  influence peddlers meeting politicians  Interpersonal communications  informal contacts  34,000 registered officially  best known agencies: Hill & Knowlton and Burton-Marstellar Copyright © 2010 Pearson Education. All rights reserved.
  45. 45. Public Relations as an Emerging Profession  What is a profession? 1. Extensive body of knowledge 2. Use knowledge within a set of ethical norms 3. Practitioners monitor each other Copyright © 2010 Pearson Education. All rights reserved.
  46. 46. Public Relations as an Emerging Profession  Public Relations Education  1923, Edward Bernays, New York University  1947, first degree program, Boston University  Public Relations Society of America (PRSA)  Public Relations Student Society of America (PRSSA) Copyright © 2010 Pearson Education. All rights reserved.
  47. 47. Public Relations as an Emerging Profession  Public Relations Research  applied research  problems and practices in pr  proprietary research  Ethical Issues and Criticisms  image of public relations  PRSA  Accredited  Pass communication tests  Abide by code of ethics  Pass rigorous test Copyright © 2010 Pearson Education. All rights reserved.
  48. 48. The Future of the Field  Progress as a field and discipline  Reconsider role of public relations  New code of conduct for online communications  New tools for public relations professionals  New paradigms Copyright © 2010 Pearson Education. All rights reserved.

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