Do Advertisers Control the Media

Do Advertisers Control the Media - Do Advertisers Control...

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Do Advertisers Control the Media? Ads are the primary source of revenue for  newspapers, magazines, television and radio  Advertisers may exert control over media by biasing  editorial content, limiting coverage of certain issues, or  influencing program content Media’s dependence on ads for revenue makes them  vulnerable to control by advertisers 21-1
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Can Media Resist Advertisers? Media must report the news fairly and accurately to retain public confidence Advertisers need the media more than the media need any one advertiser Media maintain separation between news and business departments “The Wall” 21-2
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The Social Value of Media 21-3
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Economic Effects of Advertising Makes consumers aware of products and services Provides consumers with information to use to make purchase decisions Encourages consumption, fosters economic growth Leads to economies of scale & lower prices 21-4
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Economic Impact of Advertising Consumer Choice  Differentiation 
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Do Advertisers Control the Media - Do Advertisers Control...

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