Advertising

How Ads Reveal the Advertiser

a commercial will identify itself as a commercial by disclosing its source (this disclosure is called a tag - usually a visual form placed at the end of the commercial), commercials must identify who is sponsoring or funding the commercial, producers of commercials try to incorporate their tags in inconspicuous ways

Advocacy Ads

a company as good citizen takes a position on a public policy in an ad, when the proponents of a public policy use a company to advertise their public policy campaign

Promotional Consideration

a form of advertising purchased by a company in exchange for supplying cast and crew or employees of the purchasing party with the product, ex: instead of simply donating money to fund production of a popular home-imporvement show, a manufacturer of wood working tools could also provide the tools used on air to build the individual projects

How Ads Reveal the Intended Audience

active recievers of advertisements for example when were sick with a cold television and radio are filled with ads for cold medecine --> we seek information about our problems or needs in those circumstances, we are also passive receivers in the sense that we are receptive to information and willing to become involved in the creation of messages about products when we arent deliberately seeking certain types of information --> ex: dominos tried to increase its share of the pizza market with ads featuring three 30 year old male football fanatics in their ads to indicate not only that it is seeking 30 year old male customers but that it is trying to increase the number of orders it gets during football games

In-Store Advertising

advertisers place ads in stores to increase impulse buying, ex: ads for deoderant in the health and beauty aisle of a store

Advertising Values

advertising embeds assumptions not directly related to the products being advertised, people in advertisements are usually depicted in middle, upper-middle, or upper-class worlds to make the products look more appealing because if you buy that product you will be part of that upper middle class world, the FCC tries to maintain a level of fairness in advertising by requiring stations that broadcast cigarette ads to also run a certain number of antismoking ads free of change

The World According to Commercials

advertising exploits people's need for social approval and reinforces and enhances it in their advertising by portraying ads according to an ideal and not necessarily realistic lifestyle --> promises the good life to those who buy their products, ads are materialistic and the purchase/consumption of material goods are glorified in commercial advertisements,

Advertising Definition

advertising professes to move to action - to advocate one purchasing decision rather than another, goal of explicit action, ads urge people to go somewhere, do something, try something, buy something, accept some idea, add a new word to our vocabulary, and associate positive images with that word --> contain simple and highly repetitious messages

Blocking Software

allows internet users to block pop-up ads - bad for advertisers who count on these pop-up ads to get people's attention

Issue Advocacy Ads

argue for or against a piece of legislation, others make a case that a politican is or is not doing a good job BUT never using the words vote for or vote against

Expanding Canvas of Advertising

art and science, the bathroom, man hole covers, familiar safe places, transportation

Direct-Response Ads (Infomercials)

ask you to call in to order the product, toll free numbers displayed throughout the ad, they resemble a program but are instead selling a product

The Advertising Business

billion dollar industry and growing, major players in advertising (advertiser/the client, advertising agency, media, trend watchers, research firms, web designers, interactive agencies, production companies, social media companies like facebook or twitter, app developers, gaming, analytics/big data companies, google)

All the Presidents Men

bob woodward and others put notes together and wrote the script which became a screenplay, reserch needed to ensure the integrity and authenticity of the film's representation of the time, realistic and honest

The Product as Ad Space

ex: you get the product along with a coupon toward purchasing more of the product or when a person behind a table at the grocery store offers you a sample of the product and a discount coupon

Framing

construction leads to attitude, the way that news media characterizes an issue has an influence on the audience's perception of the issue

Sponsored Links

contextual advertising: automatically tags a client's ads to pages likely to attract the prospective buyers of the client's product, owners of the site receive payment for placement on the site, scans websites for words that indicate relevance to a client,

Positioning Statement for Vietnam War

convince the pubic that times arent as bad as they seem because the values that make america great remain intact

Product Placement

cost of advertising is rising on shows whose viewership is falling, with dvr's people are able to fast forward through commercials and advertisements now, instead now advertisers are paying the actual programs to include their products in the shows themselves

"Tie-In" Campaigns

cross promotion to increase/enhance/broaden one another's markets, ex: mastercard did cross-promotion with the Cat in the hat movie --> those who like the movie will be inclined toward the product that was cross promoted with the movie or other medium used in such a "tie-in" campaign

The Human Side of Advertising

curiosity, interest in popular culture, good writing skills, team orientation, presentation skills, analytical strength, problem solvers, creativity, flexibility, resilience, risk-takers, relationship managers

Mediated Advertising

door-to-door active advertising is now replaced by mediated advertising, mediated means a significantly decreased ability of the salesperson to be able to tailor the message to each individual receiver or adapt the message in response to audience reaction, because of mass media the producer of advertisements have to create messages that speak to what a mass audience shares rather than to the individual differences of the millions who will hear/see the message, tv, radio, and print also changed the game of advertising and made it so the advertisements not only had to persuade you to want to buy the product but also had to persuade you to want to go to the outlet where the product could be found in order to actually purhcase it, internet advertising makes it so advertisers now have an expanded medium to display their ads-- much closer to the relationship that is felt between a customer and a physical salesperson

Artistic Proofs

elemnts used to construct a message, ethos (credibility), pathos (emotion), logos (logic/rationale)

Service Ads

ex: banking advertisements - advertising for business services such as banks or airlines, they tell the audience that the business is providing a service - often show you what it is like without and then with the service

Non-Traditional Advertising

in-store advertising and adaptive billboards, technology has increased the capacity of advertisers to bring their ads to receptive audiences, digital billboards, search advertising (search engines like google or yahoo), sponsored links, spam

Cultivation

high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid, heavy viewers are exposed to more violence and therefore are affected by the mean world syndrom (believing that the world is a far worse and dangerous place than it actually is)

Product Ads

market a product or product line, ex: tv ads for dairy queen, illustrate the purpose of the product or product line

Priming

mass media affecting people's judgment, setting the mood or setting the stage, leading up to 5 o'clock news you will get a sneak peak of what is going to be on the 5 o'clock show, magazine covers give you sneak peaks on the covers and gets you thinking/prepared to recieve information you will be presented when you actually open the magazine

Agenda Setting

media's emphasis on certain issues to make the audience attach importance to those issues, making some issues more important than others

Interplay of News and Advertising

message interact with one another to form impressions, advertisers hurry to capitalize on news/information that is good for people in their advertisements, ex: raisin bran advertises by saying on their cereal boxes that the cereal is high in fiber and may lower your risk of heart disease and cheerios advertises by saying cheerios are part of a heart healthy diet because of the soluble fiber in them which can reduce cholesterol

Situmercials

mimic the look, format, and structure of the programming into which it is set, they increase the likelihood that viewers will think the program is still on and therefore pay attention to the ad even though it is not actually part of the program itself (it is still a commercial of its own)

Goodwill Ads

no specific sales pitch for a tangible profit making item, image advertising --> ex: oil companies try to alter the public opinion/image of oil companies when oil prices are rising by selling their concern for the environment, conviction that we need to conserve energy, or safe driving tips, ex: IBM doesnt want to be associated with the notion that computers are dehumanizing and threatening so ads for IBM show the humane uses of computers for example they are used in saving lives

Public Service Announcements (PSA's)

not aired in purchased time or space, tv stations are required by the FCC to be responsive to the needs of the community by airing public service ads, generally created and sponsored by a nonprofit organization to convey noncontroversial information to the public

Search Advertising

on google, yahoo and other search engine sites will advertise to you based on what you are searching for, algorithmic engine, companies bid to ensure that their ads are placed high on the search results page and then pay when a user clicks to their site

Traditional Advertising

product ads, product as an ad, service ads, goodwill ads, advocacy ads, direct-response ads (infomercials), public service announcements, political ads, issue advocacy ads

Impact of Content on Society

sets standards for societal norms, accepted values and morals, and codes of conduct

There is No Old Media

social tv (growing sociability involved in watching tv), newspapers, magazines, internet

What makes advertising effective?

the power of advertising to connect with people, create a dialogue, create awareness, change perceptions, create emotional bonds with consumers, motivate consumers to do something, create a lasting brand image

Stereotypes in Advertising

the shorter time advertisers have to get their message across the more likely they are to rely on stereotypes because they are widely relatable because they are so extreme and ridiculous --> can lead to controversy and upsetting to the groups that are being stereotyped

Ancient Roman's Three Goals of Rhetoric

to teach, to delight, and to move to action

Spam

unsolicited advertising

Political Ads

urge viewers to vote one way or another on election of someone or on some resolution or referendum

Inartistic Proofs

used to construct effective messages using data and facts

Digital Billboards

with digital technology advertisers can change the messages on billboards as often as they want