Lecture dynamics of mass communication (9th edition) chapter 14 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Specific Media Professions McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter 14 Chapter Outline Advertising McGraw­Hill Defining Advertising A Brief History of Advertising Organization of the Consumer Advertising Advertising Online Producing Advertising Economics Business-to-Business Advertising Advertising © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Defining Advertising Advertising is any form of non­ personal presentation and  promotion of ideas, goods, and  services usually paid for by an  identified sponsor McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Defining Advertising • Four basic functions of advertising – Marketing – helps companies sell products – Educational – teaches people about products – Economics – allows competition that lowers prices – Social – encourages a climate of free enterprise McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Defining Advertising Elements of Advertising Business­to­business advertising Geographic focus Target  audience Direct action ad Purpose advertising   Consumer advertising Selective demand advertising Primary demand advertising Indirect action ad  McGraw­Hill sells products for business use targets specific geographical regions specific people to whom product appeals promotes specific buying behavior for quick results accomplishes a distinct goal promotes long­term brand  recognition promotes product category, not specific brand sells products for personal use promotes a particular product brand © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Defining Advertising Marketing consists of the development,  pricing, distribution, and promotion  of ideas, goods, and services Advertising is part of the general  promotion process, along with  personal selling, sales promotions,  and public relations McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved A Brief History of Advertising • Ancient Babylonian clay tablets – shoe  making services • English handbill (1480) – prayer book • Ben Franklin’s classified ads – white space  and large headlines • Industrial Revolution – mass production,  mass markets, mass consumption McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved A Brief History of Advertising • Critical mass achieved (1865 – 1900) – Railroads throughout the continent – U.S. population doubled  – New communication media  • Telephone  Typewriter High­speed printing press • Motion pictures National magazines Photography • Rural mail delivery – More economic production and disposable income McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved A Brief History of Advertising • Birth of the advertising agency – Volney Palmer in Philadelphia (1842) – space  brokerage – N. W. Ayer and Son (late 19th C) – full ad  campaigns • 1920s – Radio makes national ads a reality • 1929 crash and WW II slow industry • Cold and Korean Wars  distrust of  advertising • The Hidden Persuaders McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Consumer Advertising Industry Figure 14-1 Advertising Expenditures in Various Media, 1999 (Dollar figures are in billions) McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Advertising Online  • 1994 – HotWired’s website with ads • Roller­coaster success since, but 2005 revival: – – – – – Lower ad prices Innovative technology People online more Selection of effective ad techniques (e.g., pop­ups) Changing methods of paying for ads • 2004 – online ads were 3% of U.S. ad dollars McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Advertising Online Types of Online  Ads Banner ads Sponsored chat rooms Pop­ups Floating ads Pop­unders Mousetrapping Splash pages Product­specific web  sites Skyscrapers McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing Advertising • Four major departments – Creative services produce the ads – Account services – Marketing services – Administration McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing Advertising An advertising campaign consists of a  large number of advertisements, all  stressing the same major theme or  appeal, that appear in a number of  media over a specified time McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing Advertising Six phases of an ad  campaign  1) 2) 3) 4) 5) 6) Va riet yd w sgit a n   No thieoni h co nsi nsint­se Choose the strategy u o sten RP aso Radio media production Print media production 6 TV ads nal aign cy Television media production M Select the theme p i C n ­­ Script with dialog, music, FX m ­­ Rough thumbnail sketches o u 5 Radio ads nsu t”o rcaa te M ­­ Storyboard and feedback nge ” a m f i e Translate the theme into  ­­ Rough layouts (actual size) h ­­ Recording S r tes ams juic id ” “ 4 Print ads   s ’ ­­ Filming etin e ence r n d a media g s _ ) d s t ­­ Comprehensive layout e f n l   i i e Nis ­­ Postproduction ’hs pob S e d ­­ Special effects m l “ d a nw a o i n­­ Master tape e   Produce the ads n o f k s   D nd  teiorlntae, o  dat c ­­ Use of outside specialists M a ni mlo“bsta ales a Te,  or s Buy space and time t n n u (sustthi em onit   l a Execute and evaluate SeasonaabJ’s  M S Curvy mountain roads McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing Advertising • Advertising Research  – Formative research (before campaign starts) • Guides creative efforts – Audience defining (demographics) – Audience profiling • Identifies attitudes, motivation, lifestyles – Message research • Stage1:preưtestads ã Stage2:screenadprototypesandrefineads Trackingstudies(postưcampaigneffects) McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Economics ã $245B spent on advertising in U.S. (2004) • Agency compensation – Commissions • 15% commission on time and space from media • Pay­for­performance gradually taking over – Agency charges – Fees McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics Figure 14-1 Advertising Expenditures in Various Media, 2002 McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Business-to-Business Advertising • • Selling products to other businesses Four main categories of B2B advertising: 1) Industrial: Advertising items used in production  of goods and services 2) Professional: Advertising services aimed at  doctors, nurses, teachers, and other professionals 3) Trade: Advertising goods and services to  wholesalers and retailers 4) Agricultural: Advertising goods and services  aimed at farmers McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Business-to-Business Advertising •  Consumer vs. B2B advertising  – B2B: much smaller target audience – Business products and corresponding ads tend to be  technical, complicated, and high priced – Business buyers are professional purchasing agents • Purchases based on reason and research • Decisions often made in­committee – Personal selling more important in B2B • Ad efforts tend to support the seller, not do the  selling McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Business-to-Business Advertising • Media  – Small audience + personal selling  personalized media – Trade magazines, trade papers, brochures – Direct mail – Trade catalogs – Specialized cable channels and programs – Horizontal publications aim at particular job  function Verticalpublicationscoverentiresingleindustry McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Business-to-Business Advertising ã Appeals Business ad copy  • Fact­filled, detailed, technical, accurate, complete • Little, if any, emotional appeal – Common business ad formats  • • • • Testimonials Case histories New­product news Demonstrations – Recent developments in warming up B2B ads McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Advertising • Employment down 16%  (20002003) • Entry­level – Creative • Junior copywriter • Junior art director Creative trainee Production assistant – Business • Courses in advertising and business; marketing • Assistant media buyer  Research assistant • Junior account executive  Account service  trainee McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Advertising • Upward Mobility – Excellent advancement opportunities – Creative • Senior copywriter Creative  director • Senior art director Business ã Mediadirector Researchdirector ã Accountexecutive Managementsupervisor McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved ... Excellent advancement opportunities – Creative • Senior copywriter Creative  director • Senior art director – Business ã Mediadirector Researchdirector ã Accountexecutive Managementsupervisor McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved... Professions McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter 14 Chapter Outline Advertising McGraw­Hill Defining Advertising A Brief History of Advertising Organization... promotes long­term brand  recognition promotes product category, not specific brand sells products for personal use promotes a particular product brand © 2007 The McGraw­Hill Companies, Inc. All Rights reserved