Journalism 101 101
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This 5 page Class Notes was uploaded by Rachel Rusnak on Tuesday February 9, 2016. The Class Notes belongs to 101 at Ball State University taught by Metzger in Fall 2015. Since its upload, it has received 62 views. For similar materials see Journalism in Journalism and Mass Communications at Ball State University.
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Date Created: 02/09/16
Chapter 11 J101 Advertising. 1. The Beginning. a. Printing enabled the first newspapers advertisements. i. 1625. b. 2010 smartphones are the new “hot “advertising menu. c. Earliest newspaper ads were classified ads in America. 2. Political Propaganda. a. Political propaganda played a role in the evolution of advertising. 3. Rise of Broadcast Advertising. a. Radio became of age in 1926. b. National Broadcast Company (NBC). c. Columbia Broadcast System (CBS). d. New medium to bring news, information, and entertainment to the public and depended on the revenue from advertisers. 4. Limitations. a. Not show pictures (obviously). b. Did not lend itself to detailed product descriptions. 5. Birth of a Magazine. a. Connecting product images with the consumers. 6. After WWII. a. Explosive of television as a new advertising medium. b. Combination allowed product to be shown, heard, and read. c. National television network established in 1948. 7. Commercials. a. Situation analysis. b. Objections. c. Target market profile. d. Positioning statement. e. Creative strategy. f. Media plan. 8. History: Handbills and Web Links. a. Story of advertising and professional’s creative insights. b. Printing press. i. Europe 1455. 1. Handbills. ii. Newspaper advertisements first around 1625. 9. Advertising in America. a. Classified ads published. i. Boston News-Letter 1704. b. Penny press. i. Advertising. 1. Persuasive communication. 2. Economic engine. 10.Rise of Advertising Profession. a. Advertising agents. i. Coined name 1849. 1. Volney B. Palmer. b. George P. Rowell. i. 1865. Chapter 11 J101 ii. Founder of advertising agency. c. Political propaganda. 11.Rise of Broadcast Advertisers. a. Radio. i. Advertising medium 1926. ii. National Broadcast Company (NBC). iii. Columbia Broadcasting System (CBS). b. Television. i. Networks after WWII, and in 1948. 12.Hard Sell VS. Soft Sell. a. 1905. i. John E. Kennedy. 1. “Salesmanship in print”. 2. Hard-sell approach. ii. Stanley Resor. 1. Soft- sell. 2. Print photographs and color advertisers. 3. Era of creativity- advertisers emphasized entertainment as well as information. 13.Era of Intergraded Marketing Communication (IMC). a. Assures that the use of all commercial media and messages are clear, consistent, and influential. i. Sales promotion. 14.Advertising Now. a. Proliferation of new advertising media. i. Advertisers seek to communicate and engage with consumers on an individual basis. ii. Sear h engine optimization. 15.Technology: New Advertising Media. a. Transform conventional advertising forms. 16.Advertising in Cyberspace. a. New technologies have made possible a high-definition media and ecosystem. i. From an environment where consumers are continually approached online and in the real world. 1. Buttons. 2. Floaters/ pop-ups. 3. Viral marketing- ideas spread about products through chat rooms, blogs, social network sites, and other internet- based avenues. 17.Social Networking Sites: Advertiser’s New Frontier. a. Allows advertisers to reach their target audiences with precision. 18.They Have Our Number. a. Database marketing- used when advertisers store information about consumers so that they can personalize messages. i. Aspect of information technology that creates new ways of building relationships between consumers and brands. Chapter 11 J101 ii. Data mining- ongoing compilation and analysis of pertinent data for the purpose of updating marketing strategies as consumers needs evolve. 19.E-Commerce. a. Net becomes directional medium when consumers decide to purchase a particular product and then go to a company’s website to do so. b. Rely heavily on spam. i. Illegal under CANSPAM Law- regulates commerce e-mail. 1. Use permission marketing technologies in which the consumer consents to receive e-mail when registering at a website or activating a product warranty. 20.Smartphone Advertising. a. AdMob. b. ShopAlerts. c. Foursquare. d. Bar codes. e. Quick Response (QR). 21.More New Advertising. a. Satellite radio. b. Outdoor sign. i. Oldest form of advertising. ii. Technology imposes signage onto stadium or arena walls that don’t exist outside of the television screen. iii. Electronic message board. iv. Trailer ads to the taste of individuals standing in front of a given billboard. c. DVRs. 22.Industry: Inside the Advertising Industry. a. Advertiser. i. Someone must identify the need for an advertising message- and foot the bill for the campaign that results. b. Advertisers and their agencies make dramatic changes in their purchases of advertising time based on audience trends revealed by media researchers. 23.Advertisers. a. Top categories. i. Retail. ii. Telecommunications. iii. Automotive. iv. Financial services. v. Medicine and remedies. 1. Centers around the goal of communicating the brand as clear as possible to consumers. b. Co-op advertising support. c. Marketing communication. 24.Inside the Advertising Agency. a. Plan and produce ad campaigns for major companies. i. Advertising plans. ii. Account executives. Chapter 11 J101 b. The best media placement occur when media buyers understand the overall strategy and creative concept. 25.Advertising Media. a. Main economic base of many American media. i. Advertisers consider whom they want to reach, what information or message they want to communicate, and what cost of the various media. 1. Magazines continue to generate massive advertising revenue. 2. Reach the largest number of people in the target audience for the lowest money investment. 26.Research. a. Measure the effectiveness of advertisement and to elevate their potential impact before expensive investments in space are made. i. They try to get into your head to obtain a deeper, more thorough understanding of what drives you to buy products. 1. Ratings for radio or television broadcasts. 2. Online behavior tracking. 3. Magazine or newspaper purchases. 4. Online profiles for companies or stores. 5. Media usage. 6. Reaction to media vehicles. ii. Motivational research. iii. Copy testing- evaluates the effectiveness of advertisement. 27.Content: Advertising’s Form of Persuasion. 28.Mining Pop culture. a. Advertisers promote consumer identification with the product. b. A reflection of social and cultural norms due to a tendency and the necessity to communicate in the language of the familiar. 29.Consumer- generates Content. a. Rush toward online video advertisement is a result of broadband penetration and consumer demand. 30.Relationship Marketing. a. Consumers develop a strong preference for brand through one-to-one communication. b. Successful when brand loyalty is achieved. 31.Direct Marketing. a. Form of advertising that requests an immediate consumer response. i. Can be customized to individual consumers, using personal forms of address and bits of personal information gleaned from computer databases. ii. Effectiveness can be measured so that they can be continually fine-tuned. 32.Targeting the Market. a. Advertising influences your actions. i. Give new information. ii. Reinforce a current practice. 1. Brand loyalty- consumer’s propensity to make repeat purchases of a specific brand of product. Chapter 11 J101 iii. Change a predisposition. 33.Understanding Consumer Needs. a. Whatever communication approach is used, all advertising must appeal to a buying motive to be successful. 34.The Changing Nature of the Consumer. a. Demographic segmentation- based on social or personal characteristics. i. Age. ii. Sex. iii. Education. iv. Income. v. Ethnicity. 35.Importance of Diversity. a. Some companies have an ethnic plan so that advertising is inclusive and relevant to all consumers. i. Tend to reflect stereotypes that successful African Americans are portrayed as athletes or popular music stars. ii. Portray women is also controversial. 36.Global Advertising. a. Global business climate is also the result of political initiatives. i. North American Free Trade Agreement (NAFTA). ii. General Agreement on Tariffs and Trade (GATT). iii. World Trade Organization (WTO). 37.Analyzing Advertising. 38.Hidden Messages. a. Subliminal messages. b. Encourages materialistic way of life. c. Reinforce a market economy and create a consumer culture. i. Average consumer is exposed to 5,000 advertisements each day. 39.Privacy. a. Information can be matched across sites and identified with individual consumers. b. Advantage to advertisers of greater efficiency, limiting ad exposure to the most likely prospects and reducing duplicate exposures. 40.Deception. a. Most advertisers go to great lengths to avoid deceptive advertising. 41.Advertising Harmful Products. a. Businesses have a free speech right to advertise tobacco or alcohol in the United States. 42.Children and Advertising. a. Harmful to children. i. They are a vulnerable audience. ii. Lack sufficient resources to make informed decisions about advertising appeals. 1. Children’s Advertising Review Unit (CARU). b. Children have had a desire for information about products available to them.
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