WVU COM 105 - Chapter 10 (Advertising)

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West Virginia University - Department of Communication Studies

This document discusses the history and evolution of advertising. It traces advertising back to ancient Greece and describes how it grew with improvements in production and distribution. Newspapers helped advertising become popular by increasing audiences and potential markets. Online advertising struggled early on but adapted to focus on customized content and big data-driven targeting. The document examines how media formats and user behaviors have challenged traditional advertising models.

ADVERTISING
ND Bowman
COM105
Fall 2014
Media and
Interaction Lab

FOR YOUR
CONSIDERATION
• Where do our norms come from in
advertising? How did the industry
evolve to where it is now?
• What historical events have been
critical in the development of
advertising?
• What did advertisers not grasp during
the early days of the Internet?
• Where does most online ad revenue
now come from?
#MediaAsTools

ADVERTISING
• Advertising can be
traced back to ancient
Greece, using handbills
• As production and
distribution became
easier, so did
information spread
One of the first known public advertisements,
this is for a brothel in Ephesus, Turkey

ADVERTISING
Written
Handbills
Printed
Handbills
THINK: What are some reasons
why eHandbills spread faster?
Electronic
Handbills

ADVERTISING
• Part of the popularity of
advertising is due to the
increased popularity of
newspapers
• WHY?

ADVERTISING
• Larger audience + more
income meant that
goods have new
markets
• …but audiences don’t
want to pay for content,
so who does?
As advertisers purchase content in advance of the news, stories
are filled in around the different ads in the newshole

CMC IN ACTION:
QUIZ SHOW SCANDAL
“The entire affair was found so unsavory by
the American public that it led to a
congressional hearing held by the House
Committee on Legislative Oversight.
Contestants from several game shows testified
to having been coached, and while no one
went to jail over the hoax, it was seen by many
as an act of betrayal toward the public.”
#MediaAsTools

ADVERTISING
• Why can’t one
advertiser have all of a
program? (remember
Agenda-Setting)
• Today, programs are
broken up into smaller
ad opportunities

ADVERTISING
• Mass communication
broke audiences into
market segments…
• …but newer media
have challenged these

CMC IN ACTION:
THEY DON’T MELT,
BUT HOW DO THEY TASTE?
What is the USP for M&Ms, and how does
it relate to the taste of the candy itself?
#MediaAsTools

ADVERTISING
• Online advertising
took time to adjust
– Original model:
Broad Banners
– Newer model:
Customized
Content

SOCIAL MEDIA AND BIG DATA
• An increasing concern regarding social media
and advertising is the volume of personal data
created by users that is used by advertisers to
target users with ads (big data)
– Volume (how much is there?)
– Velocity (how fast can it be collected and
#MediaAsTools
analyzed?)
– Variety (how broad is it?)
– Veracity (can we trust it?

CHAPTER
SUMMARY
• Advertising has been around
for centuries
• Models of advertiser-funded
media models began with the
dawn of the penny press
• Today’s media consumer is
more active, using more
channels simultaneously to
find more information
#MediaAsTools

QUESTIONS FOR
THE CROWD
• Think back to an incredibly memorable
commercial. What was it’s unique
selling proposition?
• Have you ever purchased a good or
signed up for a service based on a
Facebook ad? What was that experience
like?
Share your answers to these questions on Twitter using the
#MediaAsTool hashtag, or in our official Facebook group
(https://www.facebook.com/groups/234255823447372/).
You might even get an answer from the authors directly!
#MediaAsTools

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1. ADVERTISING ND Bowman COM105 Fall 2014 Media and Interaction Lab

2. FOR YOUR CONSIDERATION • Where do our norms come from in advertising? How did the industry evolve to where it is now? • What historical events have been critical in the development of advertising? • What did advertisers not grasp during the early days of the Internet? • Where does most online ad revenue now come from? #MediaAsTools

3. ADVERTISING • Advertising can be traced back to ancient Greece, using handbills • As production and distribution became easier, so did information spread One of the first known public advertisements, this is for a brothel in Ephesus, Turkey

4. ADVERTISING Written Handbills Printed Handbills THINK: What are some reasons why eHandbills spread faster? Electronic Handbills

5. ADVERTISING • Part of the popularity of advertising is due to the increased popularity of newspapers • WHY?

6. ADVERTISING • Larger audience + more income meant that goods have new markets • …but audiences don’t want to pay for content, so who does? As advertisers purchase content in advance of the news, stories are filled in around the different ads in the newshole

7. CMC IN ACTION: QUIZ SHOW SCANDAL “The entire affair was found so unsavory by the American public that it led to a congressional hearing held by the House Committee on Legislative Oversight. Contestants from several game shows testified to having been coached, and while no one went to jail over the hoax, it was seen by many as an act of betrayal toward the public.” #MediaAsTools

8. ADVERTISING • Why can’t one advertiser have all of a program? (remember Agenda-Setting) • Today, programs are broken up into smaller ad opportunities

9. ADVERTISING • Mass communication broke audiences into market segments… • …but newer media have challenged these

10. ADVERTISING What is our USP?

11. CMC IN ACTION: THEY DON’T MELT, BUT HOW DO THEY TASTE? What is the USP for M&Ms, and how does it relate to the taste of the candy itself? #MediaAsTools

12. ADVERTISING • Online advertising took time to adjust – Original model: Broad Banners – Newer model: Customized Content

13. ADVERTISING

14. ADVERTISING

15. ADVERTISING • What is Big Data?

16. SOCIAL MEDIA AND BIG DATA • An increasing concern regarding social media and advertising is the volume of personal data created by users that is used by advertisers to target users with ads (big data) – Volume (how much is there?) – Velocity (how fast can it be collected and #MediaAsTools analyzed?) – Variety (how broad is it?) – Veracity (can we trust it?

17. ADVERTISING • Multimedia selves!

18. SOCIAL MEDIA AND BIG DATA • An increasing concern regarding social media and advertising is the volume of personal data created by users that is used by advertisers to target users with ads (big data) – Volume (how much is there?) – Velocity (how fast can it be collected and #MediaAsTools analyzed?) – Variety (how broad is it?) – Veracity (can we trust it?

19.

20. CHAPTER SUMMARY • Advertising has been around for centuries • Models of advertiser-funded media models began with the dawn of the penny press • Today’s media consumer is more active, using more channels simultaneously to find more information #MediaAsTools

21. QUESTIONS FOR THE CROWD • Think back to an incredibly memorable commercial. What was it’s unique selling proposition? • Have you ever purchased a good or signed up for a service based on a Facebook ad? What was that experience like? Share your answers to these questions on Twitter using the #MediaAsTool hashtag, or in our official Facebook group (https://www.facebook.com/groups/234255823447372/). You might even get an answer from the authors directly! #MediaAsTools

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