Advertising

Advertising  What major journalism awards were announced on Monday? o Pulitzer Prizes  Which cable news host is under investigations for multiple allegations of sexual harassment? o Bill O’Riley  Proctor and Gamble, major consumer advertising: criticizes online advtersting for not being transparent  In advertising, the cost of reaching 1000 consumers with a particular advertisement in a particular medium is known as which of the following? o CPM, cost per mil; aka cost per 1000 impressions  Broadcast TV networks carry an average of _____ of advertising and promotion clutter per hour o 15 min What is Advertising?  “Any form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor”  growth of digital advertising is synoymous with mobile  digital/mobile/online advertising is larger than TV now Development of Advertising  always part of newspapers  increased newspaper circulation in 1830s  post-civil war, rise of department stores o first stores to do amount of advertising  mass production came first before advertising  identity rooted in what ppl have purchased and displayed to the world hence why advertising is so important  mass media is about creating an audience that can be sold to manufacturers or retailers Broadcasting—1920s—who will pay?  Gov Funding? (people don’t like it)  Listener Supported? Voluntary donations? (ppl don’t feel the need to pay for it since its free)  License fees—collected by the gov? (pay the gov. a fee that allows u to access the programs)  Advertising! (Derived as ultimate solution) Product Placement in Films  Dates to 1890s, the birth of cinema itself  In 1920s-40s known as the “tie-up”  No money exchanged/done purely to boost promotion  Cross-promotion is extremely common now Product Placement Today  Generates additional $$  Used to combat “fast-forward” button Consumer Advertising • Local advertising Designed to get people to use local stores, businesses, or service providers. • National advertising Designed to build demand for a nationally available product or service. • Direct Action Message Designed to get consumers to go to a particular place or engage in a specific action, such as purchasing a product. • Indirect Action Message (most popular now) Designed to build the image of and demand for a product without calling for a specific action. • Other Forms of Advertising • Advocacy Advertising Designed to promote a particular point of view rather than a product or service. Can be sponsored by a government, corporation, trade association, or non-profit association. • Public Service Advertising Designed to promote the messages of non-profit institutions and government agencies. Online Advertising Agencies  Go-between for web producers and advertisers  Work w/multiple websites  Advertisers not always certain where ads will appear  Advertisers pay for # of visitors or impressions  Impression = every time a person opens a browser Click Fraud  Works in many ways o Ppl purchase programs to automatically replay youtube videos to get more likes, goes for all social media The Audience  Targeting o Trying to make a product or service appeal to a narrowly defined group o Targeting is done with:  Demographics  Geographics (locations)  Psychographics ( Psychogrpahics and VALS (values and lifestyles) (pg 285-286)  Not just who the adueicne is, but what motivates them  Psychographics look at people’s lifestyles, relationship to the product and personality traits  VALS, developed by SRI interntational, place people in 8 categroies based on motivation and level of resources Most American consumers can easily identify native advertising as paid marketing messages? FALSE Ethical Concerns  Deception  Offensive/perpetuating stereotypes  Creating desire for unnecessary products  Distorting the political process  Influencing media content  Pears Soap = first brand name  First major advertisers involved medications and had drugs  Coca cola defined what santa looks like with their advertising Regulation of Advertising  FTC, federal trade commission, established in 1914 o Shut down monopolies  1938—commission given specific jurisdiction over false advertising of food, drugs, and cosmetics  1982—NAB (national association of broadcasters) loses ability to limit amount of time devoted to commercials Tobacco Advertising  1970—congress bans tobacco advertising on radio and TV  big area for advertising regulation  gruesome images on some cigarette packets  limited forms of media where cigs can be advertised Clicker: in 2006, the advertising industry revised its guidelines for advertising ____ to children Answer = Food Future of Advertising  hyper personalized  social media  unique experiences  moving into new spaces Clicker Q: product placement was invented in 1980s with the film ET. Answer = false Clicker Q: In what year were cig ads banned from radio TV? 1970