Advertising - PowerPoint PPT Presentation

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Advertising

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multimedia trailing--reinforce ads with less expensive media ... Conglomeration and globalization. acquisition binge. deregulation in 1970s ... – PowerPoint PPT presentation

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Title: Advertising


1
Advertising
  • Essential role in consumer economies

2
Financial basis of modern mass media
  • consumer economies
  • advertising and prosperity
  • advertising and democracy

3
Origins of advertising
  • stepchild of technology
  • printing press
  • industrial revolution
  • steam powered presses
  • factories
  • immigrants
  • pioneers

4
Advertising agencies
  • Agency structure
  • creative
  • account executives
  • media buyers
  • research
  • Agency compensation
  • three kinds comm., fees, performance
  • Advertiser role in advertising

5
Placing advertisements
  • media plans
  • CPM--cost per thousand
  • media choices
  • alternative media5billion a year
  • business magazines
  • gay newspaper ads
  • Spanish language media
  • direct mail

6
Pitching messages
  • importance of brands
  • lowest common denominator
  • market segments
  • redundancy techniques

7
Redundancy techniques
  • redundancyrepetition
  • barrages--ads in flights or waves
  • bunching--promoting in limited period
  • trailing--running condensed versions
  • multimedia trailing--reinforce ads with less
    expensive media
  • saturation--target, block out competition

8
New advertising techniques
  • stealth ads
  • product placement
  • infomercials
  • infotainment advertising--games
  • zines
  • new site ads--sports stadiums

9
Research and psychology
  • motivational research
  • Freud and Dichter
  • Goebbels
  • use of fantasies, sexual innuendo
  • sexual images
  • subliminal advertising
  • Jim Vicary, 1957
  • subception

10
Conglomeration and globalization
  • acquisition binge
  • deregulation in 1970s
  • hands off business approach
  • demassification of mass media
  • fragmentation of audiences
  • agency consolidation problems
  • huge profits to spend on acquisitions
  • financing available

11
Advertising regulation
  • media gatekeeping
  • caveat emptor
  • caveat venditor
  • Edward Bok
  • codes of ethics

12
Regulation, cont
  • industry self-regulation
  • public interest advertising
  • National Advertising Review Council
  • Codes--AAAA
  • false, misleading statements/exaggerations
  • testimonials from unknowledgeable people
  • unfair disparaging of competitive products
  • distorted, insufficiently supported claims
  • offending public decency

13
Other regulation
  • public interest advertising
  • government regulation
  • Federal Trade Commission 1914
  • tobacco and liquor industries
  • Seagram company
  • nine other agencies
  • FDA, Postal Service, FCC, SEC
  • state law against fraud

14
Problems and issues
  • advertising clutter
  • of ad messages doubled in 60s 70s
  • too many commercials during Olympics
  • NAB code limited quantity ruled unfair
  • creative excesses
  • advertising effectiveness--what works?
  • mag. ads entice 13 newspaper ads 15 TV ads
    25.
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