Media Studies Chapter 12 Homework Immense Growth Advertising Xiii Major Trends Since

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Hanson, Mass Communication 8e

SAGE Publishing, 2022

Lecture Notes

Chapter 12: Advertising: Selling a Message

Learning Objectives

1-1 Identify two major societal changes that led to the growth of advertising and explain

how they were integral to the development of the advertising industry

1-2 Describe each of the four major groups that make up the multifaceted business of

advertising

1-4 Identify two of the best known long-tail advertising tools and explain how each tool works

Annotated Chapter Outline

I. Creation of the Advertising Industry

A. Advertising: any paid form of nonpersonal communication about an organization,

product, service, or idea by an identified sponsor

i. Makes inexpensive media possible

ii. Drives the size and diversity of the world’s economy

iii. Key element of the American economy and culture of consumption and

acquisition for more than one hundred years

B. Industrialization: a period where work done by hand using muscle or water power in

small shops was replaced by mass production of goods in large factories that used

steam power or, later, electricity

C. Modernization: the social process by which people go from being born with an identity

and a role in life to being able to decide who they want to be, where they want to live,

what they want to do, and how they want to present themselves to the world

i. Advertising gave meaning to products

ii. Because of industrialization, people were able to create a new identity for

themselves through choosing products

D. The Growth of Brand Names

i. Economy of abundance: where there are as many or more goods available as

there are people who want to buy them

a. Created from industrialization and improved distribution methods

ii. Brand name: a word or phrase attached to prepackaged consumer goods so that

they can be better promoted to the public through advertising

a. Source of stability for highly mobile society

b. Driving force behind the growth of advertising

Hanson, Mass Communication 8e

SAGE Publishing, 2022

E. Advertising-Supported Media

i. Newspapers, magazines, radio, and television

ii. Consumer Advertising

a. Local advertising: attempts to induce people to go to a local store or

business to buy a product or service; announce the product or service

and its price and tell consumers where they can buy it

b. Direct-action message: designed to get consumers to purchase a

II. The Advertising Business

A. All four major groups of advertising must work together successfully for a product to be

successful in the marketplace

B. The Client

i. The company with something to sell

a. May want to increase awareness of a new product, encourage people to

ii. See Table 12.1

iii. Factors for a successful product

C. The Agency

i. Origins of the advertising profession in the 1840s

ii. Moved beyond just selling space in media to developing ads

iii. Open contract: enabled the agency to provide advertising space in any

publication rather than only a few

iv. 1920s and 1930s: recognition of different market segments

v. Use of research and testing for ads

vi. The big idea: an advertising concept that will grab people’s attention, make them

take notice, make them remember, and make them take action

vii. Tension between creativity and salesmanship

Hanson, Mass Communication 8e

SAGE Publishing, 2022

viii. Brand image: gives a brand and the associated product a personality or identity

and helps it stand out from the pack

ix. Heart of advertising: appeal based on facts that are of interest to customers

x. Media planning: involves figuring out which media to use, buying the media at

the best rates, and then evaluating how effective the purchase was

xi. CPM: cost per thousand views

xii. Immense growth in advertising

xiii. Major trends since 1980s

D. The Media

i. Carry the advertisements

a. Movies and books do not receive large amounts of advertising revenue

ii. See Table 12.2

iii. Print Advertising

a. Major declines in advertising revenue for newspapers

b. Benefits of newspaper ads

a. Detailed information, time to interpret information, savable

information, and zoned coverage

c. Zoned coverage: the targeting of specific areas of the city

d. Magazines for reaching niche audiences

e. Outdoor ads

iv. TV and Radio Advertising

a. Benefits of radio ads

b. Drive time: the morning and afternoon commutes where there is a

captive audience

c. Technological advances have made it difficult to get viewers to pay

E. The Audience

i. The people advertisers want to reach with their messages

ii. Targeting: when advertisers try to make a particular product appeal to a

narrowly defined group

iii. Defined by the “graphics”: demographics, geographics, and psychographics

a. Psychographics: psychological, sociological, and anthropological data

that are used to segment a market into relevant groupings

Hanson, Mass Communication 8e

SAGE Publishing, 2022

iv. Targeting examples

a. Mountain Dew

III. Contemporary Culture in Advertising

A. Advertising as a central element in American culture

B. Four common misconceptions about the industry from the American Association of

Advertising Agencies

i. Advertising makes you buy things you do not want

ii. Advertising makes things cost more

iii. Advertising helps sell bad products

iv. Advertising is a waste of money

C. Clutter: the huge number of commercials and other messages that compete for

consumer attention between programs

i. Increasing number of clutter

D. Debunking Subliminal Advertising

i. Subliminal advertising: messages that are allegedly embedded so deeply in an ad

that they cannot be perceived consciously

ii. Public belief in subliminal advertising

a. Vicary’s claims

E. When Advertisements Are More Important Than the Program

i. Super Bowl commercials

a. Ridley Scott’s 1984 Super Bowl commercial

ii. Children as a desirable audience and market for advertisers

a. Children’s food ads

IV. The Long Tail and the Future of Advertising

A. Dramatic growth of online advertising

B. Best known tools: Google’s AdWords and AdSense programs

C. Documenting how many people have clicked on an ad

i. Click fraud

D. Google’s domination of the digital advertising market

E. Social Marketing

i. Use of celebrity endorsement

ii. Movement to using influencers

a. Influencers: prominent social media personalities

Hanson, Mass Communication 8e

SAGE Publishing, 2022

iii. Lack of formal regulations and guidelines for disclosure

iv. Use of virtual influencers

F. Integrated Marketing Communication

i. Integrated marketing communication (IMC): a long-term approach to building

G. From Advertorials to Native Advertising

i. Ogilvy’s Guinness and oysters ad

a. Advertorial: a paid message where the advertisement blends in with

the surrounding materials in the magazine, newspaper, or website

ii. Native ads: a more sophisticated form of sponsored content that matches a

publication’s editorial standards while meeting the audience’s expectations

iii. New guidelines from the FTC requiring clearer labeling of native ads

iv. Necessary to match the content of native ads to the standards of the hosting

publication

H. Is Anyone Watching Television Ads?

i. Less money for older media with the move to new media

I. Mobile Advertising

i. Smartphones and tablets as the latest frontier for advertising

ii. Key advantages

iii. Creative approaches

J. Product Placement

i. Product integration: where the product or service being promoted is not only

seen, but central to the story

ii. Increased ignoring of ads is driving this expanded form of product placement

a. Challenge: making product placement seem natural

K. Social Chicken Sandwiches

i. Chick-fil-A

a. Chicken sandwich empire