disney 10-30-07 biought fox family channel. 11-01-07 Quiz Tuesday on chapters 8 + 14 Advertising advertising take up more than half of the space in most daily nespapers and consumer magazines. advertising is the economic glue that holds most media industries together national advertising, usually focusing on patent medicines, didn't start until 1850s - railroads early developments in advertising first american advertising agencies: newspaper space brokers: individuals who purchased space in newspapers and sold it to various merchants. the brokers front, and received a discount on their purchase, but sold the space at the going rate 1880s trademarks and packaging helped manufacturers seize control of pricing (before it was set by the retailer) early brand names - smith brothers, quaker oats, campbell soup, levi strauss overalls, ivory soap, eastman kodak product differentiation associated with brand-name packaged goods represents the single biggest triumph in advertising. but NOW high cost of advertising can inflate the cost of the product (designer jeans an example of this) 1880s continued PATENT MEDICINES dominated advertising copy, accounting for 1/2 of revenues taken by agencies. (1/6 of print ads from drug companies and patent meds). ads ensured the financial survival of mags, as "the role of the publisher changed from being a seller of a product to the consumer to being a collecter of consumers for advertisers" many contemporary products began as medicines (coca-cola, kelloggs) many false claims were made about products' effectiveness in treating ailments. partly to montior patent medicine claims, the federal food and drug act was passed in 1906. advertising by department stores undercut small business sales dept stores advertised in newspapers and magazines (20% in 1890s) more money they'd make as a resul of extra business generated by advertising, the more money they'd put into advertising. with the advent of the industrial revolution, "continuous process machinery" kept company factories operating at peak efficiency, helping to produce an abundance of inexpensive goods. the companies that produced thse goods were some of the first to advertise. newspapers - 70-75% news, 20-25% ads promoting social change and dictating values: the 20th century 1. advertising influenced the transition from a producer-directed to a consumervolney palmer opened first ad agency in boston 1941
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driven socirety (stimulated demand for new products) 2. advertising promoted technological advances by showing how new machines could improve daily life. 3. advertising encouraged ecoonomic by growth increasing sales 4. by the 1900s advertisers realized women (70-80% of newspaper and magazine readers) controlled most of the household purchasing decisions. 5. 1930s government purchases large quantities of ad space to promote us involvement in the war. 6. war advertising council - voluntary group of agencies promoting the war. social change continued ad council postwar coluntary effort by the advertising community to promote the social good (and promote advertising's good name) pro bono public service announcements (PSAs) on a wide range of topics. dictating values critics assert that advertising is not just driving the economy but dictating values (especially since advent of TV) subliminal advertising: term coined in the 50s. research suggests these ads are no more effective than regular ads. ad regulation in the 20th century response to fraudulent advertising iand the emerging clout of ad agencies led to watchdog groups better business bureau (1913) created by advocates in the business community to keep tabs on deceptive advertising audit bureau of circulation (1914) created to track newspapers, guarantee accurate audoience mesasures and ensure that papers would not overcharge agences and their clients federal trade commissino (1914--FTC) to help monitor advertising abuses (among other things) the shape of us advertising today slogan: until the 1960s the shape and pitch of most ads determined by the slogan - the phrase that attemps to sell a product by capturing its essence in words. now... influence of visual design - since the 60s, a design revolution has taken place. visual aesthetic imported from non-us schools of design. magazines like vogue and vanity fair hired european designers as art directors. by the 70s agencies had developed teams of writers and artists, and images were given equal status in the creative process. by the mid 80s mtv influecned ads and agencies. the MTV style - rapid edits, creative camera angles, compressed narratives, staged performances. mega and boutique the mega-agency - large ad firm that is formed by merging several individual agencies that maintain worldwide regional offices. provide advertising, public relations services, in-house radio and tv production. by 2002, 4 mega-agencies controlled more than 1/2 of the ad revenues. se page 397 for names. the boutique agency - autonomous... myth analysis persuasive techniques famous person testimonial
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plain folks pitch (match.com) snob appeal approach band wagon effect hidden fear appeal irritation advertising association principle - real and natural disassociation corollary