Advertising and Economics of TV Flashcards
Advertising
Relies on mass media as a vehicle for delivering messages to consumers and the marketplace
1468
William Caxton promoted a book with the first printed advertisement
1704
John Campbell included advertisements in the Boston News-Letter
1833
Benjamin Day created the New York Sun as combination news and advertising vehicle
The Great Moon Hoax
Richard Adams Locke wrote a fictional story about life on the moon but it was perceived as fact by public
Sensationalism
Stretching the truth
London Plan
Newspaper distribution in which the paper carriers buy newspapers in bulk from the publisher and sell the papers to the public for a profit
1869
Weyland Ayer opened the first advertising agency in Philly–NW Ayer and Son
1910
Edward Bok of Ladies’ Home Journal established a magazine advertising code
1914
Congress created the Federal Trade Commission to combat unfair advertising
1929
NBC established a code of acceptable advertising
1942
Media industries created a predecessor to an ad-media-business association called the Ad Council
1960s
Network TV surpassed magazines as a national ad medium (now surpassed by web)
1980s
Ad industry consolidated in mergers and acquisitions
2003
Store brands emerged as major challenge to brand names
2004
Thirty-Second spot on TV Super Bowl reached 2.5 million
July 1, 1941
The first TV ad is broadcast in USA; Bulova, NBC affiliate WNBT, Baseball game, $9
Form–How is the ad put together?
Branding, Logos, Packaging, Positioning, Repetition, Gimmicks, Memorability
Branding
As association created in the mind of the viewer between a company (brand) and an idea
Logos
Nike Swoosh, Google, Temple T, Flyers, Amazon, FedEx
Packaging
Unique packaging to go with product
Positioning
Hard Sell–direct, more aggressive sales approach
Soft Sell–casual, friendly sales message
Repetition
Example would be the Kit Kat snapping
Gimmicks
Ex: Humor; Consumers are encourage to buy what appeals to their senses, emotions, or unconscious assumptions
Subliminal Advertising
Secretly, sneakily, and under the radar, slips in suggestive images, words, and ideas into advertisements
Memorability
Stating the direct facts; Inciting Emotion; Emotions top chart
What is the most expensive time to show an ad?
Super Bowl; Prime Time TV
Audience Ratings
Provide an economic foundation for advertiser-supported media; Consequently the audience measurement process affects the structure and behavior of media companies and regulators alike
Famous Person Testimonial
Persuasive way of advertising using a recognizable figure selling an idea or product through the media; Athletes, Kardashian social media
Association
Media message creator associates a product with a seemingly positive cultural value or image; Uses stereotypes, women getting happy because of makeup
Myth Analysis
Using narratives with stories to tell and social conflicts to resolve; Construction of myths; Ex: Boy getting the girl because of beer
Ads on TV
about 17 minutes, 3 minute segments,
