chapter 10 notes

chapter 10 notes - Chapter 10 Advertising Whats Ahead?...

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Chapter 10 Advertising What’s Ahead? • Advertising Helps Pay for Media • Ads Share Three Characteristics • Ads Must Grab Your Attention • Advertisers Use Demographics • Advertising Feeds Consumerism • Advertising at Work • Media Depend on Advertising • Media Compete Fiercely for Clients • Federal Government Regulates Advertisers • TV Accepts Hard Liquor Ads • Advertising Businesses Must Deliver New Markets Chapter Outline I. Introduction PART 2 OF THE COURSE: 2 chapters on SELLING THE MESSAGE (ADS and PR) A. American consumers pay for most of their media by watching, listening or reading advertisements. B. advertising : any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.” II. Advertising Helps Pay for Media A. Advertising not medium carries the messages from the people who pay for the U.S. media. B. Advertising did not begin in the United States. 1. messages painted on stones (Phoenicians, 1200 B.C.) town criers carrying signboards (500 B.C.). 2. 1 st printed advertisement William Caxton in England to sell one of his books (1478). C. Newspaper advertising (United States) 1. 1 st American advertisement The Boston News-Letter ’s first issue in 1704 add to advertise in the paper.
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revenue. a. Dependent on advertisers, newspapers accepted any ads - dubious products (weight-loss pills and freckle-removing creams) b. public complained “open advertising” policy - accept all ads but also have the right to criticize advertisers on their editorial pages. D. Magazine advertising 1. Until the 1880s, magazines remained wary of advertising. 2. Cyrus H. K. Curtis, The Ladies’ Home Journal (1887), promoted advertising as the way for magazines to succeed. a. editor Edward Bok: campaigned against the patent medicine ads, seeking government regulation to ensure truth-in-advertising. b. Congress Federal Trade Commission (FTC) in 1914, and it continues today as a regulatory watchdog of the advertising industry. E. Radio advertising 1. WEAF in New York 1 st radio commercial (selling apartments) in 1922. Other sponsors soon followed. 2. In September 1928, the Lucky Strike Dance Orchestra (direct sponsorship) premiered on NBC, and its cigarette sales went up 47 percent. Other cigarette companies moved to radio. 3. 1938: radio collected more advertising revenue than did magazines. F. Television advertising 1. TV was the first mass medium to begin as an “advertising medium.” 2. Advertisers spent $12.3 million on television in 1949, $40.8 million in 1950, $128 million in 1951. 3. Early television inherited from radio the system of direct sponsorship of shows, in which advertising agencies were essentially television’s programmers. G. Internet advertising
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This note was uploaded on 08/06/2011 for the course COMM 1301 taught by Professor Tj during the Spring '11 term at HCCS.

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chapter 10 notes - Chapter 10 Advertising Whats Ahead?...

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