chapter 10 l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Chapter 10 PowerPoint Presentation
Download Presentation
Chapter 10

Loading in 2 Seconds...

play fullscreen
1 / 19

Chapter 10 - PowerPoint PPT Presentation


  • 223 Views
  • Uploaded on

Chapter 10. ADVERTISING and Commercial Culture. Outline. Evolution of advertising Role of advertising in transforming America into a consumer society Functions of advertising agencies Advertising strategies used in advertising Advertising as commercial speech Issues in advertising.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Chapter 10' - semah


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
chapter 10

Chapter 10

ADVERTISING

and

Commercial Culture

outline
Outline
  • Evolution of advertising
  • Role of advertising in transforming America into a consumer society
  • Functions of advertising agencies
  • Advertising strategies used in advertising
  • Advertising as commercial speech
  • Issues in advertising
evolution of advertising
Evolution of Advertising
  • Shop signs - Babylon
  • Town Criers - Greece
  • Billboards- Egypt
  • Posters/handbills
  • Newspaper ads
  • 1841 First advertising agency in the U.S. (Palmer)- ad space broker
  • 1869 First full service ad agency (NW Ayer)
  • Major advertisers in the early age:

patent medicines and department stores

what do you think
What do you think?
  • “In a mobile society, commercial products with familiar names provide people with some sense of identity and continuity in their lives”
  • Michael Schudson, 1984

(Author, “Advertising: The Uneasy Persuasion”)

characteristics of successful advertising ppram
Characteristics of Successful Advertising (PPRAM)
  • Pervasive
  • Persuasive
  • Repetitive
  • Adding value to a brand
  • Memorable
social and cultural transformations
Social and Cultural Transformations
  • shift from agrarian, small-town life to urban, consumer-driven lives
  • associated with capitalist economic system
  • both creates and satisfies our desires and needs as consumers
  • provide funding to all our mass media industries
role of advertising in social change
Role of advertising in social change
  • influenced shift to consumer-driven society
  • promoted technological advances
  • encouraged economic growth by increasing sales
  • recognized women as primary decision-makers about consuming
functions of ad agencies
FUNCTIONS OF AD AGENCIES
  • MARKET RESEARCH
  • CREATIVE DEVELOPMENT
  • MEDIA SELECTION
  • ACCOUNT SERVICES
market research
Market Research
  • Demographics
  • Psychographics
  • Geodemographics (clusters)
advertising strategies
Advertising Strategies
  • Product Positioning
  • Market segmentation
  • The Cinderella syndrome:

instant change/improvement

by using the advertised product

the association principle
The ASSOCIATION Principle
  • to associate a product with a cultural value or image that has a positive connotation (including celebrity endorsement)
commercial speech and the regulation of advertising

COMMERCIAL SPEECH and the REGULATION of ADVERTISING

Does the First Amendment apply to commercial speech -- that is, any print or broadcast message for commercial purpose?

ethical issues in advertising
ETHICAL ISSUES IN ADVERTISING
  • Comparative Advertising
  • Puffery & Misleading ads
  • Advertising to children and minority groups
  • Advertising of Health-hazardous products
  • Political Advertising
  • Privacy Invasion
regulators of u s advertising
Regulators of U.S. advertising
  • Better Business BureauAd Council
  • Federal Trade Commission
  • Industry associations: e.g. American Association of Advertising Agencies’ Code of Ethics
issues concerning advertising today
Issues concerning Advertising Today
  • Audience fragmentation by

abundance of media

  • Audience avoidance of advertising
  • New media such as the Internet pose challenges to creative persuasion and privacy invasion:

self-selection and comparative info

the internet as new advertising medium
The Internet as New Advertising Medium
  • banner ads
  • paid positive reviews, weighted search engine results
  • affiliate referrals (links)
  • direct marketing based upon personal data collected on web sites
internet advertising expenditure
Internet Advertising Expenditure

Jan-Jun 2000=US$4 billion