COM201 Week 5 Lecture
COM201 Week 5 Lecture COM 201
Popular in Introduction to Communication I
Popular in Communication Studies
This 3 page Class Notes was uploaded by Annika Curren on Thursday February 5, 2015. The Class Notes belongs to COM 201 at University of Washington taught by Randal Beam in Winter2015. Since its upload, it has received 40 views. For similar materials see Introduction to Communication I in Communication Studies at University of Washington.
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Date Created: 02/05/15
COM201 Week 5 Advertising amp PR 2315 Biggest advertising moments are in February Academy Awards Super Bowl for women called that because the audience is predominantly women not all Super Bowl skews male it made history this year with viewers Both are expensive to advertise on Super Bowl more so 25 Million for biggest show Watched top 3 Super Bowl ads 1 Always 2 Budweiser 3 Fiat 9Another AD Domino s real advertisingquot b c it shows product 0 Called Priceanditem advertising connect you with product emphasizes transaction direct sell 0 Raise awareness of product how to get it 9Another AD Toyota Camry 7 ranked Demonstrates national consumer good advertising style Capitalist realism Schudson Playing off term called socialist realism art that sought to depict what life was supposed to be like idealized National consumer goods idealized capitalist world represents values that we embrace product almost stepping stone to ideal life 9Another AD Nationwide Most controversial ad this year not good feedback Super Bowl Academy Awards anomalies unusual ad vehicles 1 Audience is diverse and large 2 Prestigious 3 Generates secondviews Cost per impression views CPM Raw CPM for Super Bowl is about 39 per thousand viewers Segmented markets defined the consuming public is divided into segments niches All markets today are niche markets Niche advertising tries to be efficient through advertising to only people who would possibly want their product Ex Snickers ad on Super Bowl isn t efficient b c some people watching would never be customers 0 The larger the audience the higher the CPM Advertisers look for an audience of potential customers magazines Video of 60 minutes segment COM201 Week 5 Advertising amp PR 2515 Paid media vs unpaid media Even paid media can be designed to look like news Paid are like advertisements Madison amp Vine Power shift taking power out of those who distribute media content and putting it into customers hands Push invasive advertising model the traditional advertisement 30 second spot Worked better before technology advanced remotes recording 3 problems for invasive model 1 Shifting times affects advertising 0 Ads are no longer relevant 2 Skip ads 3 Have to find other way to reach customers Pull invitation model the advertiser has to try to make you Want to watch it OR make message hard to avoid EXAMPLES Live event programming Product placement in video games Infomercials Sponsored content Promoted tweet Product mentions 000000 5 Public Relations Activities Publicity media relations Public info Community relations Gov t relations Lobbying Special events Paid vs earned media Advantages paid Complete control of where it is what message is Disadvantages paid Expensive Perceived to have less credibility Certain types of paid media can be avoided skipping commercials Advantages earned Relatively cheap Seen as more credible COMZOl Week 5 Advertising amp PR Disadvantages Earned Don t control message Video Notes Toxic Sludge Is Good For You 1 2 3 4 5 6 7 8 What s function of PR industry To convince public what you think is good PR makes some voices louder than othersquot means People with more money have more in uence on the public What role did PR play in WW1 Convinced those opposed that How did PR solve problem of low cigarette sales Creating fake newsquot by covering a hired group of pretty women smoke cigarettes Why do TV stations use VNR video news releases VNRprepackaged news story made by PR firms Easer for news teams to use these less work What are the clues that a story you see on TV is a VNR If video footage is from exotic placesquot like factories or beaches far away etc This is especially for local news b c they have low budget What s a third party advocate Taking expert views as true using their quotes featuring them in news stories having them at news desk etc 0 Big example that s widely is scientist What is a front group Appear neutral but funded by a government industry Essentially an illusion 0 Not real example The Save the Planet Associationquot actually is a coal production industry
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