MASS COMM SAKAI NOTES

MASS COMM SAKAI NOTES - MASS COMM SAKAI NOTES ADVERTISING...

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MASS COMM SAKAI NOTES ADVERTISING Advertising provides economic support for newspapers, magazines, TV and radio—generates most of the revenue for these media—plays indirect role in supporting exchange of ideas in a democracy 1914 Congress established Federal Trade Commission 1938 Wheeler-Lea Amendment to FTC Act—added that purpose of FTC is also to protect credulous consumers Advertising Agencies More than 500 advertising agencies in United States (Madison Avenue, Manhattan) Structure of an advertising agency 1) Creative directors 2) Account executives 3) Media buyers 4) Research staff personnel Media buyers use “cost per mille” (CPM) = cost of reaching 1000 potential consumers David Ogilvy: “It would cost $25,000 to have door-to-door salesmen call on 1000 homes. A TV commercial can do it for $4.69.” (So a 30” TV spot that reaches 100,000 viewers @ $5 CPM = 100,000/1000 = 100 groups of 1000 viewers X $5 = $500 for a 30” spot on a local TV station Media buyers use data from Audit Bureau of Circulations to get accurate data on newspaper circulation Newspapers also count how many “hits” they get to their web sites (San Jose, California Mercury News had circulation of 270,000 but its web site was getting
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325,000 hits per day—very attractive to advertisers) Diffusion of innovation Trade organizations American Association of Advertising Agencies (AAAA) National Advertising Review Council Brand names 1890s Companies began using brand names to set similar or identical products apart Very successful brand names nearly become like a generic identifier (Coca Cola for soda or Kleenex for facial tissue) How do advertisers measure the success of an ad campaign? Stealth ads—fit into landscape in subtle way, so people might not realize that they are being pitched to; ad could be painted on sidewalk, for example Product placement—writing a brand name product into a television or movie script Coca-Cola paid a fee for American Idol judges Simon, Randy and Paula to have Coca-Cola cups placed in front of them 2003 Ford paid $15 million to have Pierce Brosnan drive its Thunderbird, Jaguar and Aston Martin in James Bond movie Die Another Day Product placement on television—attempt by advertisers to counter-act influence of TiVo (recording device that allows viewers to record TV show and replay it without commercials) 2011 1 million people own TiVo or ReplayTV (makes television advertisers very nervous) Infomercial—program-length TV commercial—masquerades as newscast, audience-participation show or TV talk
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show SUBLIMINAL MESSAGES IN ADVERTISING subliminal--below the threshold of consciousness; beyond the reach of personal awareness; the subconscious 1938 Wheeler-Lea Amendment to FTC Act: unfair and deceptive practices in commerce are unlawful 1958 NAB Code: "Any technique or attempt to convey information below the threshold of normal awareness is not permitted." 1974 FCC: "Use of subliminal techniques is contrary to the public interest." Early experiments:
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This note was uploaded on 11/08/2011 for the course COMM 245 taught by Professor Young during the Spring '08 term at University of Delaware.

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MASS COMM SAKAI NOTES - MASS COMM SAKAI NOTES ADVERTISING...

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