Introduction to Media Industries: Class 13, Advertising
Introduction to Media Industries: Class 13, Advertising
1 Newspapers
Classified advertising in 18th Century
Boston News-Letter
Pennsylvania Gazette
Penny Press
New York Sun
mass marketed newspapers
linked newspaper circulation to advertising revenue
national advertising
mass media and mass production = popular commodities
2 Advertising Agency
space brokers
Volney B. Palmer (1842)
coined term “advertising agency”
George P. Rowell (1865)
middle person publishers and advertisers
matched clients to each other
Albert Lasker
World War I propaganda
moved towards “good of the country as a whole”
build public sentiment for the war effort
buy war bonds
3 Radio
WEAF (1922)
AT&T
toll broadcasting
national networks
NBC (1926)
CBS (1927)
single sponsor
4 Magazine
pictures and descriptions
mass circulation magazines
Time
Life
5 Television
national networks formed in 1948
sight and sound to advertising messages
adopted magazine sponsorship in the 1950s
6 hard sell
John E. Kennedy (1905)
salesmanship in print
persuasive techniques
“reason why" to copy
ads were “lengthy arguments on behalf of the advertiser”
declined with radio and TV
7 soft sell
Stanley Resor and Helen Lansdowne, J. Walter Thomspon
photographs and color illustrations
enticing and entertaining images of the product
emotional vs. rational appeal
8 Persuasive Strategies
first-person testimonials
an advertising strategy that associates a product with the
endorsement of a well-known person.
plain folks pitch
an advertising strategy that associates a product with
simplicity and the common person.
snob-appeal approach
an advertising strategy that attempts to convince consumers
that using a product will enable them to maintain or elevate
their social station.
bandwagon effect
an advertising strategy that incorporates exaggerated claims
that everyone is using a particular product, so you should,
too.
hidden fear approach
an advertising strategy that plays on a sense of insecurity,
trying to persuade consumers that only a specific product can
offer relief.
irritation advertising
an advertising strategy that tries to create product-name
recognition by being annoying or obnoxious.
9 Common Messages
association
associates a product with some cultural value or image that
has a positive connotation but may have little connection to
the actual product.
disassociation
links a product with an idea separate from one held in
consumer’s minds.
stories and myths
mini-stories: characters, settings, and plots.
conflicts: pitting one set of characters or social values
against another.
resolutions: conflicts are negotiated or resolved by the end
of the ad, usually due to the product.
product placements
strategically placing ads or buying space—in movies, TV
shows, comic books, and most recently video games—so they
appear as part of a story’s set environment
10 Commercialism
puffery
ads featuring hyperbole and exaggeration
deception
advertising that is likely to mislead reasonable consumers
based on statements or omissions in the ad
11 integrated marketing communications
wide array of media
use multiple communication channels to advertiser
sales promotions
marketing
public relations
direct marketing
charitable campaigns
sponsored links
Google
search results
auction
search engine optimization
gaming Google search methods
move clients website to top of Google search results