Mass Comm

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Anonymous
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50498
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Mass Comm
Updated:
2010-11-18 20:00:45
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Mass Comm chapter 11
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  1. Google
    • Nearly 99% of 21.7 billion came from advertising
    • Text based sponsored links
    • AdWorks made advertising inexpensive Revolutionized advertising
    • Enabled new small advertisers to afford ads
    • Revenue came close to surpassing 4 major tv networks revenue
    • Expanding to other advertising media
  2. Advertisments
    • Everywhere
    • Come in contact with 2,000 forms advertisment each day
    • Holds the media industries together
    • Complain about how many ads there are
  3. History
    • Used before the time of Christ
    • First newspaper ad in 1704
    • Most magazines advertised around mid-1800’s
    • N.W. Ayer first US ad agency
    • -established 1875
    • -space broker bought and sold newspaper space
    • -wrote, produced, placed ads
  4. Advertising Proves Worthy
    • Helped sell products after Industrial Revolution
    • Manufacturers guarantee prices
    • Brand recognition
  5. Early Brand Names
    • Campbell's Soup 1869
    • Levi Strauss 1873
    • Quaker Oats 1877
    • Ivory Soap 1879
    • Eastman Kodak film 1888
  6. Medicine and Department Stores
    • 1900 half ads for patent medicines/department stores
    • Patent medicines dangerous/frauds
    • -led to advertising self-policing
    • FDA created 1906
    • More than 50% space newspapers are ads
  7. Promoting social change and dictating values
    • Transition to consumer-driven society
    • Technological advances improving daily life
    • Economic growth by increasing sales
  8. Female Consumers
    • 1900’s women controlled household purchasing
    • 99% copywriters and ad executives’ men
    • Stereotyped appeals to make women feel good about defeating life’s problems
    • Invention vacuum cleaner
  9. Dealing with Criticism
    • WWII rejuvenation after Great Depression
    • Government ads to promote war
    • 1940’s industry deflect criticism that ads created consumer needs that citizens never knew they had
  10. War Advertising Council
    • Promoted positive image advertising
    • War bond sales, blood drives, rationing
    • Became Ad Council
    • -smoky bear
    • -crash test dummies
    • -United negro college fund
  11. Regulation
    • Better business bureau
    • Audit Bureau of Circulation
    • -publishers don’t lie about #’s
    • American Association for Ad Agencies
    • -self regulation
    • FTC
    • -advertising lies about products
    • FCC
    • -broadcast lies about products
    • Postal inspector
    • -mail fraud
    • States agencies
  12. Advertising Today
    • 1960’s ad slogan dominated
    • Images would become more important
    • -influence of European design
    • -TV mtv
    • -multimedia devices
    • Image drives majority of advertising
  13. Ad Agency structure
    • 4 mega agencies and boutique agencies
    • Market research
    • Creative development
    • Media selection
    • Media buyers
    • -choose and purchase the types of media best suited to carry a clients ad and reach niche
    • Account services
    • Account executives
    • -responsible for bringing in new business and managing the accounts of established clients
  14. Top 10 global brands
    • Google
    • Microsoft
    • Coca-cola
    • IBM
    • McDonalds
    • Apple
    • ChinaMobile
    • GE
    • Vodofone
    • Marlboro
  15. Market research
    • Attitude and behavior toward products
    • Demographics and psychographics
    • Focus groups
    • Values and lifestyles
  16. Internet Advertising
    • Banners, pop ups, flash multimedia ads, interstitials classifieds, spam
    • Sponsored links
    • 10% ad spending in 2010
    • Databases create unexpected access to demographic
  17. Persuasive techniques in advertising
    • Famous person testimonial
    • Plain folks
    • Snob appeal
    • Bandwagon
    • Hidden fear
    • Irritation
  18. Association principle
    • Associated with cultural icon or value
    • Used in consumer ads
    • Dissociate corollary- large companies present products as if they were from smaller business
  19. Advertising as Myth
    • Mini stories
    • Involve conflicts
    • Conflicts negotiated and resolved by end of ad
  20. Product placement
    • Strategically placing ads
    • Parodies- Talladega nights
    • FTC and FCC mandated consumers be warned about it but FCC chair says it may be illegal payola
  21. Commercial speech
    • First amendment
    • Says nothing about commercial speech
  22. Critical issues
    • Children
    • Schools
    • Health
    • -eating disorders
    • -tobacco
    • -alcohol
    • -prescription drugs
    • Excessive commercialism
    • Puffery- ads featuring hyperbole or exaggeration
  23. Alternative voices
    • The truth
    • Advocacy advertising
  24. Advertising, Politics, Democracy
    • Questions about privacy and the ease with which companies can gather data on our consumer habits
    • Advertisings influence on our lives as democratic citizens
    • Fewer and fewer large media conglomerates control advertising and commercial speech
  25. Advertising role in politics
    • Candidates discuss views and issues (have to pay)
    • 2.6 billion spent on 2008 election
    • Political advertising issues
  26. Future of advertising
    • Many dismiss as not believable and trivial
    • Many Americans do not think advertising is significant enough to monitor or reform which has ensured its pervasiveness
    • We should remain critical of what advertising has come to represent: the overemphasis on commercial acquisitions and images of material success, and the disparity between those who can afford to live comfortably in a commercialized society and those who cannot

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