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- Media Technologies: Advertising and Public Relations
- Early Advertising
- wall paintings and wooden signs in ancient Egypt, Babylon, and Greece
- signs with logos and advertisements found among Pompeii ruins
- town crier in medieval England
- human billboard “sandwich man” in nineteenth century England
- woodcuts
- by churches, to advertise religious fairs
- by Protestants, to spread the word of the Reformation
- Printed Text Advertisements
- first William Caxton, 1470s
- newspaper announcements, early 1600s
- personal and classified advertisements, until the early 21st century
- brand-name products, beginning in the 1600s
- Ballyhoo
- emerges in the nineteenth century
- product of mass market press
- P.T. Barnum’s hoaxes and curiosities
- Nabisco’s “Uneeda Biscuit” campaign
- Merchandising
- emerges in the nineteenth century
- new large “department” stores
- Bainbridge’s, London
- Le Bon Marche, Paris
- Marshall Fields, Chicago
- retail marketing
- aggressive advertising
- Advertising Agencies
- emergence of penny press
- roles for advertising agencies
- newspaper agency: taking orders for newspapers
- space jobbing: selling space to clients and then buying the ad space
- space wholesaling: buying advertising space and reselling it to clients
- advertising concession: contracting for advertising space and then taking the risk to sell the space
- first advertising agencies
- George Reynell, London, 1812
- Volney Palmer, Philadelphia, 1841
- Full Service Advertising Agencies
- provide a suite of services for clients
- trademark development
- initiate package designs
- formulate marketing plans
- offer public relations services, early 20th century
- J. Walter Thompson, New York, 1864
- N.W. Ayer and Son, Philadelphia, 1869
- Public Opinion
- opinion can be swayed
- politics can be influenced
- classical Greeks and Romans
- American Revolution, Samuel Adams
- Liberty Tree
- Boston Tea Party
- Boston Massacre
- Public Relations
- professionalized in the nineteenth century
- term first used by Dorman Eaton, 1882
- Amos Kendall, advisor to President Andrew Jackson, 1828
- wrote speeches
- dealt with the press
- articulated policy for the Jacksonian Democrats
- Thurlow Weed
- advisor to Abraham Lincoln’s ambassadors in France and Britain
- lobbied to keep the Confederacy isolated
- corporate public relations, 1889
- battle of the currents
- Westinghouse: AC
- Edison: DC
- Patent Medicines
- unregulated before 1906
- opiate syrups
- falsely claimed to cure different ailments and disease
- exposed by Samuel Hopkins Adams in Collier’s magazine
- Congress passed the Pure Food and Drug Act, 1906
- regulating food and drugs in the United States
- Muckraking
- exposés
- Upton Sinclair’s The Jungle, 1906
- Ida Tarbell’s History of Standard Oil, 1906
- corporations responded with public relations
- Ivy Ledbetter Lee
- partnered with George Parker to form Parker and Lee Company
- Pennsylvania Railroad railroad crash, 1906
- Standard Oil bo
- Coal Miner’s Strike, Ludlow Colorado, 1914
- corralled opinion of friendly newspaper owners
- sent John D. Rockefeller’s son to dance with miners wives
- John D. Rockefeller photographed giving away dimes
- AT&T and its natural monopoly, in the aftermath of Standard Oil breakup
- American Red Cross, during World War II
- Edward Bernays
- nephew of Sigmund Freud
- used social science for public relations and advertising
- tobacco companies began marketing to women
- Ligget and Meyer’s, Chesterfield, “Blow Some My Way”
- American Tobacco, Lucky Strike
- hired by American Tobacco
- staged demonstrations with women smoking
- carried “liberty torches”
- photos and stories carried to newspapers across the country
- World War I
- US Committee for Public Information
- George Creel
- used all media to spread its message
- advised American to beware of people speaking German
- recruited “four minute men” to speak about the war
- corporations
- gained legitimacy through wartime advertising
- the war helped break down the “artificial barriers” between corporation and the national cause
- World War II
- advertising and public relations industries were eager to serve
- public outcry over corporations aiding Germany prior to World War II
- General Motors
- IBM
- Texaco
- Standard Oil
- campaigns to appease public
- Texaco sponsored Metropolitan Opera concerts
- Standard Oil photographed role petroleum served in the war effort
- formation of War Advertising Council
- Broadcast Advertising
- radio advertising
- single sponsor
- regulated by Federal Communications Commission
- self-regulated by National Association of Broadcasters
- permitted tobacco advertising until 1971
- Crisis Communication
- Nestle infant formula, 1974
- Tylenol tampering, 1982
- Three Mile Island nuclear reactor meltdown, 1979
- BP Deepwater Horizon oil spill, 2010
- Psychological Based Advertising
- advertising agencies and consumer culture
- Leo Burnett
- Norman B. Norman
- Helen Landsdowne Resor
- David Ogilvy
- Rosser Reeves
- William Bernbach
- Maurice and Charles Saatchi
- Lee Clow
- Advertising Regulation
- United Kingdom
- regulated by Advertising Standard Authority
- mix of self-regulation and co-regulation between government and industry
- ads cannot be misleading or cause harm to persons under 18 years of age
- France
- maintain French traditions
- discriminated against non-French products until 1980
- banned all tobacco and alcohol advertising on TV and in cinemas, 1991
- relaxed restrictions on wine, 1998
- United States
- First Amendment (free speech) issues
- commercial speech is not protected
- can be regulated by states and localities
- Supreme Court has ruled to not protect false or misleading advertising
- Decline of Mass Market Advertising
- initiated by digital media and market segmentation
- decline in newspaper and magazine advertising revenues
- radio and television advertising also declined, due to market fragmentation
- mass media content was “bundled”
- internet search engines “unbundled” content
- the old advertising business model could no longer support the traditional news and information system
- Digital Advertising
- first banner ad on the web, 1994
- Internet advertising targets individuals
- majority of Internet advertising revenues goes to Google
- Google AdWords
- pay-per-click
- collects details about users to precisely target consumers
- Big data
- behavioral targeting
- concerns over user privacy
- Tracking
- Identify unique user…
- web browsing history
- IP addresses
- cookies
- web “bugs”
- Behavioral Targeting
- database marketing
- discount cards
- data mining
- targeted advertising