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Introduction to Mass Media

Introduction to Mass Media. Selling the Message Advertising and Public Relations. A Coca-Cola advertisement from the 1890s. Advertising is everywhere. What is PR. What is PR? Good communication between the public and organization. (Formerly adopted by the PRSA Assembly)

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Introduction to Mass Media

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  1. Introductionto Mass Media Selling the MessageAdvertising and Public Relations

  2. A Coca-Cola advertisement from the 1890s

  3. Advertising is everywhere.

  4. What is PR • What is PR? • Good communication between the public and organization

  5. (Formerly adopted by the PRSA Assembly) PR helps our society to reach decision and function more effectively by contributing to mutual understanding among groups and institution It serves to bring private and public policies into harmony Official Statement of Public Relations

  6. PR work in all institutions • Government agencies, • Education • Non-profit agencies • Businesses and industry • Media, • Foundations, • Hospitals, • Athletic teams, • Religious institution, • …..

  7. Employees, • Members, • Customers, • Local communities, • share-holders, • other institutions • … • The institutions must develop effective relationships with many different audiences or publics and with society at large in order to achieve their goals. Who are the “publics”?

  8. Advertising is a tool for public relations Strategic communication begins with PR, followed by Ad “The purpose of advertising is not to build a brand, but to define a brand once the brand has been built by other means, primarily public relations ……. Advertising cannot start a fire. It can only fan a fire after it has been started” (Ries & Ries, 2002) PR and Advertising

  9. Advertising VS PR • Ad uses a “big bang”, • Ad is visual • Ad reaches a mass audience, • Ad favors new lines and extensions, • Ad likes old names, • PR uses a slow buildup • PR is verbal • PR reaches a targeted audience • PR favors new brands, • PR likes new names • PR is more creative and credible than AD

  10. What do PR professionals do? • Conduct research • Make decisions • Solve problems • From PR professionals: • What kind of career is PR?

  11. Advertising: Persuade customer to buy product or service • A case of Red Bull What is the difference between advertising and PR?

  12. What is the difference between advertising and PR? • PR: promoting ideas

  13. Why study Advertising and PR in mass media? • Mass media depend on Advertising • Mass media is an important communication channel for PR

  14. Advertising: not a new idea • 3500, Sumerians lived in Mesopotamia, between Tigris and Euphrates river use clay tablet, are the first forms of advertising.

  15. Advertising: not a new idea • “a cast of a stone tablet from the Uruk period” (3300-3100BC)

  16. Advertising: not a new idea • Egyptians papyrus as sales messages and wall posters

  17. Advertising: not a new idea 500 BC, Pompei Commercial messages and political campaign from graffiti on the walls

  18. Advertising in history • Outdoor-advertisement and billboards are the oldest forms of advertising. • 1450s, Johannes Gutenberg’s invention of the printing revolutionize advertising.

  19. Advertising in history Johannes Gutenberg

  20. 1478, the first printed advertisement was prepared by printer William Caxton in English to sell one of his books.

  21. Advertising in history • 1666- After the Great Fire in London. The word "advertisement" began to be used by the London Gazette.

  22. Advertising in history • In 17th century, Brochures published in England full of hopeful overstatement of the new continent, America: • “gold and silver, fountains of youth, plenty of fish, venison without limit, all these were promised, and of course some of them were found”

  23. Advertising in Newspapers • 1833, New York Sun; 1851, The New York Times • Penny Press/Paper: drop the price to one penny • Advertising, 1.5/4 • Content: Gossip, Sensational police news, crime • Sale: Street sale • Target: working class

  24. Advertising in Magazines • In 1800s, Newspapers flooded large cities, mainly local news, magazine travel beyond local boundaries • Magazine was America’s only national medium to travel beyond local boundaries • In 1821, The Saturday Evening Post started first reached a large public, affordable with 1/4th ad, cost one nickel

  25. Advertising in Radio • 1922, WEAF in New York broadcast its first advertisement selling apartments in New Jersey. • 1928, Lucy Strike Dance Orchestra premiered on NBC, sales went up for 47%. • More cigarette companies moved to radio, Camel cigarettes sponsored weekly, then daily program.

  26. Advertising in Radio • In 1930s, Radio indirectly created a collective national experience, commercials gave advertisers access to an audience at home.

  27. Advertising in TV • Why Soap Operas? • What do you watch: program or advertisement?

  28. Advertising on Internet • Banners, pop-ups, Borders • Commercials on YouTube, company website • Easy to access target audience and monitor consumer buying habits • Advertising through Social network • “search marketing”: positioning internet advertising prominently next to consumer’s related online search results

  29. Ads has three characteristics • Repetition • Style: “fishing for buyers, as in fishing for bass, one should not reveal the hook” • Ubiquity: everywhere

  30. Ways to make ads appeal to customers • Need for affiliation: • Needs to nurture: • Need for guidance: • Need for aggress: • Need to achieve: • Need to dominate: • Need to prominence: • Need for attention: • Need for autonomy:

  31. Ways to make ads appeal to customers • Need to escape • Need to feel safe • Need for aesthetic sensations • Need to satisfy curiosity • Physiological needs, need to sleep, eat and drink

  32. Public Service Announcement (PSA): Pet Adoption by Sarah Mclachlan

  33. Peace Corps (PSA) “life is calling” • PSA commercial “Child’s play” • I’m lovin’ it kids (Indian)

  34. Advertising Using Demographics • Demographics: data about consumer’ characteristics, e.g. age, gender, income level, marital status, geographic location and occupation. • Hia magazine: luxury monthly magazine, target audience is the adult high income female population of the Arab world. • Demographics of Oasis Living magazine

  35. Advertising at work • Marketing research • Media selection • Creative activity • Account management • Administration • Public relations

  36. Advertising Agencies • Advertising Agencies buy time and space for companies they represent. • Produce TV/radio commercials and print and Internet advertising for their clients • An Ad Agency can be divided into 6 departments • Marketing research • Media selection • Creative activity • Account management • Administration • Public relations

  37. Mass Media Depend on Ad • The Ad business and the media industries are interdependent --- what happened in the ad business directly affects the media industry. • The Ad business is very dependent on the economic health. • The price for the TV time for a 30-second commercial is $100,000- $3 million for a widely watched program like Super Bowl.

  38. The price to create a TV commercial can run as much as $1 million a minute. • Different types of media deliver different types of audiences. • The media compete with each other for the advertising dollars and some media are better than others for particular products

  39. Advertising Business Delivers New Markets • The future of Ad will accommodate to the international market, new media technology and changing demographics • Advertising agencies use advanced technology to track demographics to help deliver the audience the advertiser wants

  40. Advertising Business Delivers New Markets • Marketing programs adapt to reach new audience • International advertising campaigns are becoming more common for global products, like McDonald’s, Coca-Cola, Starbucks • The creation of International advertising campaigns. • More in PR

  41. Leading Ad agencies • Olgivy and Mather • Saatchi & Saatchi • BBDO • Omnicom Group • TBWA • R&R Partners • DDB

  42. Cannes Lion & Dubai Lynx • The Cannes Lions International Festival of Creativity is considered the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers. • http://www.canneslions.com/inspiration/ • http://www.canneslionsarchive.com/featured/ • Dubai Lynx: • http://www.dubailynx.com/home/

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