-
Google
- Nearly 99% of 21.7 billion came from advertising
- Text based sponsored links
- AdWorks made advertising inexpensive Revolutionized advertising
- Enabled new small advertisers to afford ads
- Revenue came close to surpassing 4 major tv networks revenue
- Expanding to other advertising media
-
Advertisments
- Everywhere
- Come in contact with 2,000 forms advertisment each day
- Holds the media industries together
- Complain about how many ads there are
-
History
- Used before the time of Christ
- First newspaper ad in 1704
- Most magazines advertised around mid-1800’s
- N.W. Ayer first US ad agency
- -established 1875
- -space broker bought and sold newspaper space
- -wrote, produced, placed ads
-
Advertising Proves Worthy
- Helped sell products after Industrial Revolution
- Manufacturers guarantee prices
- Brand recognition
-
Early Brand Names
- Campbell's Soup 1869
- Levi Strauss 1873
- Quaker Oats 1877
- Ivory Soap 1879
- Eastman Kodak film 1888
-
Medicine and Department Stores
- 1900 half ads for patent medicines/department stores
- Patent medicines dangerous/frauds
- -led to advertising self-policing
- FDA created 1906
- More than 50% space newspapers are ads
-
Promoting social change and dictating values
- Transition to consumer-driven society
- Technological advances improving daily life
- Economic growth by increasing sales
-
Female Consumers
- 1900’s women controlled household purchasing
- 99% copywriters and ad executives’ men
- Stereotyped appeals to make women feel good about defeating life’s problems
- Invention vacuum cleaner
-
Dealing with Criticism
- WWII rejuvenation after Great Depression
- Government ads to promote war
- 1940’s industry deflect criticism that ads created consumer needs that citizens never knew they had
-
War Advertising Council
- Promoted positive image advertising
- War bond sales, blood drives, rationing
- Became Ad Council
- -smoky bear
- -crash test dummies
- -United negro college fund
-
Regulation
- Better business bureau
- Audit Bureau of Circulation
- -publishers don’t lie about #’s
- American Association for Ad Agencies
- -self regulation
- FTC
- -advertising lies about products
- FCC
- -broadcast lies about products
- Postal inspector
- -mail fraud
- States agencies
-
Advertising Today
- 1960’s ad slogan dominated
- Images would become more important
- -influence of European design
- -TV mtv
- -multimedia devices
- Image drives majority of advertising
-
Ad Agency structure
- 4 mega agencies and boutique agencies
- Market research
- Creative development
- Media selection
- Media buyers
- -choose and purchase the types of media best suited to carry a clients ad and reach niche
- Account services
- Account executives
- -responsible for bringing in new business and managing the accounts of established clients
-
Top 10 global brands
- Google
- Microsoft
- Coca-cola
- IBM
- McDonalds
- Apple
- ChinaMobile
- GE
- Vodofone
- Marlboro
-
Market research
- Attitude and behavior toward products
- Demographics and psychographics
- Focus groups
- Values and lifestyles
-
Internet Advertising
- Banners, pop ups, flash multimedia ads, interstitials classifieds, spam
- Sponsored links
- 10% ad spending in 2010
- Databases create unexpected access to demographic
-
Persuasive techniques in advertising
- Famous person testimonial
- Plain folks
- Snob appeal
- Bandwagon
- Hidden fear
- Irritation
-
Association principle
- Associated with cultural icon or value
- Used in consumer ads
- Dissociate corollary- large companies present products as if they were from smaller business
-
Advertising as Myth
- Mini stories
- Involve conflicts
- Conflicts negotiated and resolved by end of ad
-
Product placement
- Strategically placing ads
- Parodies- Talladega nights
- FTC and FCC mandated consumers be warned about it but FCC chair says it may be illegal payola
-
Commercial speech
- First amendment
- Says nothing about commercial speech
-
Critical issues
- Children
- Schools
- Health
- -eating disorders
- -tobacco
- -alcohol
- -prescription drugs
- Excessive commercialism
- Puffery- ads featuring hyperbole or exaggeration
-
Alternative voices
- The truth
- Advocacy advertising
-
Advertising, Politics, Democracy
- Questions about privacy and the ease with which companies can gather data on our consumer habits
- Advertisings influence on our lives as democratic citizens
- Fewer and fewer large media conglomerates control advertising and commercial speech
-
Advertising role in politics
- Candidates discuss views and issues (have to pay)
- 2.6 billion spent on 2008 election
- Political advertising issues
-
Future of advertising
- Many dismiss as not believable and trivial
- Many Americans do not think advertising is significant enough to monitor or reform which has ensured its pervasiveness
- We should remain critical of what advertising has come to represent: the overemphasis on commercial acquisitions and images of material success, and the disparity between those who can afford to live comfortably in a commercialized society and those who cannot
|
|
