Mass Communication Ch. 12 Advertising
World War 2
-1941: War Advertising Council
globalization
-U.S agencies increasingly merging with, acquiring or affiliating with agencies from other parts of the world -six of the top 10 U.S agencies owned by foreign companies
Advertising and radio
-advertising seemed a natural way to keep radio "free" -advertising agencies took over broadcasting
even part of the 1800s
-civil war and industrial revolution brought about expansion of advertising -magazines financially supported primarily by advertisers rather than by readers
an advertisement is false if:
-lies outright -does not tell the whole truth -lies by implication, using words, design, production device, sound, or a combination of these
types of advertising
-national consumer -direct market -out-of-home -public service
a number of organizations began at this time
1. Audit Bureau of Circulation 2. Advertising Federation of America 3. American Association of Advertising Agencies 4. Association of National Advertisers 5. Outdoor Advertising Association
Early advertising
1. advertising came to the colonies via England 2. colonial advertising was more straightforward 3. advertising was a small business before the civil war 4. advertising was used by local retailers primarily to encourage area residents to come to their businesses
regulation of advertising
1. cease and desist order 2. corrective advertising
how advertising influences how well a product fares:
1. changes in economy 2. product quality 3. breadth of distribution 4. competitors pricing and promotion strategies
measuring the effectiveness of advertising
1. copy testing 2. consumer juries 3. forced exposure 4. recognition tests 5. recall testing 6. awareness test 7. neuromarketing research
the professionalization of advertising
1. in the years between civil war and ww2, advertising became more creative, more expensive and conducted on a larger scale
8 Values and lifestyles (VALS) segments
1. innovators 2. thinkers 3. achievers 4. experiencer 5. believers 6. strivers 7. makters 8. survivors
specific complaints of advertising
1. is intrusive 2. is deceptive 3. exploits children 4. demeans and corrupts culture
how is advertising different from PR
1. paid placement to the media 2. part of the communication tools 3. has many of the same functions
defenses of advertising
1. support our economic system 2. people use to gather information 3. ad revenues make the free mass media possible 4. increases national productivity and improves the standard of living
three factors combined to move the advertising industry to establish professional standards and to regulate itself
1. the reaction of the public and the medical profession to the abuses of patent medicine advertisers 2. critical examination of most of the countries important institutions 3. the establishment in 1914 of the Federal Trade Commission which has among its duties monitoring and regulating advertising
Ambient Advertising:
Advertising content appearing in nontraditional value, also known as 360 Marketing
Wheeler-Lea Act
Congress passed this in 1939 which grants the FTC extended powers to regulate advertising
The consumers union
Founded in 1936 to protect people from unscrupulous manufacturers and advertisers
War Advertising Council
The council used its expertise to promote numerous governments programs in 1941
consumer culture
a culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves -is corrupting because it imposes new definitions that serve the advertiser and not the culture on traditionally important aspects of our lives
corrective advertising
a new set of ads must be produced by the offender that corrects the original misleading effort
VALS
a psychographic segmentation strategy that classifies consumers according to values and lifestyles, is indicative of this lifestyle segmentation
retail advertising
ads are typically local, reaching consumers where they live and shop
increased audience segmentation
advertisers refined their ability to reach and speak to even narrower audiences
parity products
advertisers were often forced to create a products USP
industrial advertising
advertising of products and services directed toward a particular industry is usually found in industry trade publications
search marketing
advertising sold next to or in search results produced by users keyword searches
public service advertising
advertising that does not sell commercial products or services but promotes organizations and themes of importance to the public
return on investment (ROI)
an accountability-based measurement of advertising success
psychographic segmentation
appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns
value compensation programs
are when all or part of the payment of an agency's fees is based on meeting pre-established goals
Shopbills:
attractive, artful business cards
programmatic buying
automated, data-driven buying of online advertising
1914: federal trade commission (FTC)
beginning of advertising regulation
neuromarketing research
biometric measures such as brainwaves, facial expressions, eye-tracking, sweating and heart rate monitoring
e-commerce
buying products and services online
out of home advertising
can include ads on billboards, street furniture, and the digital screens we encounter everywhere
national consumer advertising
constitutes majority of what we see in popular magazines and on television
recall testing
consumers are asked to identify which print or broadcast ads they most easily remember
Newsbook
contains ads
Cease and desist order
demanding that the practice be stopped. it can impose fines
Advertising Council
directed its efforts toward a host of public service campaigns on behalf of countless nonprofit organizations when the war ended -the goal was to limit war profiteering and ensure that companies did not benefit too greatly from the death and destruction of the war
promotional retail advertising
focuses not on a product but on a promotion
permission marketing
has led to a rethinking of the relationship between advertiser and consumer, one in which they act like parters sharing information for mutual benefit
achievers
have goal-oriented lifestyles and deep commitment to career and family
unique selling proposition
highlighting the aspect of the product that sets it apart from other brands in the same product category
accountability metrics
how the effectiveness of a specific ad or campaign will be judged
survivors
live narrowly focused lives and have few resources
awareness tests
make this same assumption, but they are not aimed at specific ads. their goal is to measure the cumulative effect of a campaign usually made by telephone
media department
makes the decisions about where and when to place ads and then buys the appropriate time or space
Murketing:
making advertising so pervasive consumers are ignorant of its presence
copy testing
measuring the effectiveness of advertising messages by showing them to consumers- is used for all forms of advertising
trade or professional advertising
messages aimed at retailers do not necessarily push the product or brand but rather promote product issues of importance to the retailer
National Advertising Review Board
monitors potentially deceptive advertising. it investigates consumer complaints as well complaints made by as advertisers competitors
believers
motivated by ideals, conservative, conventional
thinkers
motivated by ideas, mature, satisfied, comfortable
makers
motivated by self-expression, express themselves through works and projects
experiencers
motivated by self-expression, young and compulsive consumers
blinks:
one second commercials between songs on the radio
recognition tests
people who have seen a given publication are asked, in person or by phone, whether they remember seeing specific ads
Siquis:
pinup want ads for all sorts of products and services were common
FTC
primarily federal agency for the regulation of advertising -can issue a cease and desist order
prosumers
proactive consumers who reject most traditional advertising and use multiple sources
direct market advertising
product or service advertising aimed at likely buyers rather than at al consumers. this can be personalized
retainer
production is billed a an agreed-upon priced
institutional or corporate advertising
promoting their names and reputations
performance-based advertising
provides the idea. the websites carrying the ad gets paid only when the consumer takes some specific action, making a purchase or linking to the sponsors site
FCC
regulates the commercial practices of the broadcasting industry
forced exposure
requires advertisers to bring consumers to a theatre or other facility where they see a television program, complete with the new commercials
rich media
sophisticated interactive web advertising, usually employing sound and video; and online classified advertising
banners
static online billboards placed conspicuously somewhere on a web page
innovators
successful, have abundant resources
puffery
that little lie that makes advertising more entertaining than it might otherwise be
advertising
the act of practice of calling public attention to ones product, service, etc. especially by paid announcements in media. the economic backbone of the media system,
administration
the agency's management and accounting operations
cost per thousand (CPM)
the cost of reaching 1,000 audience members
magazine:
the expansion of the railroads, the rise in literacy, and advantageous postal rates fueled the explosive growth of the popular magazine just before the end of the 19th century
experimental marketing:
the melding of brands and experiences
demographic segmentation
the practice of appealing to adueicnes defined by varying personal and social characteristics such as race, ethnicity, gender, and economic level
consumer juries:
these people considered to be a representative of the target market, review a number of approaches or variations of a campaign or ad
AIDA Approach
to persuade consumers, advertising must attract attention, create interest, stimulate desire and promote action
strivers
trendy, fun-loving, motivated by achievement, concerned about opinions and approval of others
commissions
typically 15% of the cost of the time or space
creative department
were the advertising is developed from idea to ad. it involved copywriting, graphic design, and often the actual production of the price