SG3 - MCO 120 Media and Society Walter Cronkite School of...

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MCO 120: Media and Society Walter Cronkite School of Journalism and Mass Communication | Arizona State University Instructor: Kelly Roach, Faculty Associate Module 4 Study Guide 1. How did industrialization impact advertising? Brought about mass production of low-cost, standardized products, personal conversations between shop owners and their customers began to be replaced by sales messages. Standardized goods were sold using standardized messages—advertisements. 2. What are brand names, and how and when did they come about? What are some examples of early brands? How did brands impact society and advertising? Brand names: A word or phrase attached to prepackaged consumer goods so that they can be better promoted to the general public through advertising and so that consumers can distinguish a given product from the competition. Became popular at the end of the 19 th century. Was a driving force behind the growth of advertising. Quaker Oats, among the first prepackaged cereals. 3. How did advertising impact media? What kind of relationship developed? The growth of products that needed advertising to succeed brought about a similar growth in advertising-supported media. 4. According to your textbook, what is television’s “product” (This is the same for many other forms of media, too.) The audience watching its programs 5. What are the different types of consumer advertising? Local advertising: Advertising designed to get people to patronize local stores, businesses, or service providers. Direct Action Message: An advertising message designed to get consumers to go to a particular place to do something specific, such as purchasing a product, obtaining a service, or engaging in a behavior. National Advertising: Advertising designed to build demand for a nationally available product or service and that is not directing the consumer to local retail or service outlets.
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