tailieunhanh - Lecture The dynamics of mass communication: Media in the digital age - Chapter 15

Chapter 15 - Advertising. The main contents of this chapter include all of the following: Defining advertising, a brief history of advertising, advertising in the digital age, organization of the consumer advertising industry, producing advertising, economics, business-to-business advertising. | Advertising Chapter 15 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Defining Advertising A Brief History of Advertising Advertising in the Digital Age Organization of the Consumer Advertising Industry Producing Advertising Economics Business-to-Business Advertising DEFINING ADVERTISING Simple definition of advertising Nonpersonal presentation/promotion of ideas, goods, or services Paid for by identified sponsor This definition has become blurry Many practitioners believe differentiating advertising from other forms of marketing is no longer useful Functions of Advertising Marketing Education Economic Reduces cost of personal selling and distribution Social Types of Advertising Advertising can be classified in several ways Target audience (consumer or business) Geographic focus (international, national, or local/retail) Purpose (sell a specific product/service or improve company’s image/influence public opinion) Primary or selective . | Advertising Chapter 15 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Defining Advertising A Brief History of Advertising Advertising in the Digital Age Organization of the Consumer Advertising Industry Producing Advertising Economics Business-to-Business Advertising DEFINING ADVERTISING Simple definition of advertising Nonpersonal presentation/promotion of ideas, goods, or services Paid for by identified sponsor This definition has become blurry Many practitioners believe differentiating advertising from other forms of marketing is no longer useful Functions of Advertising Marketing Education Economic Reduces cost of personal selling and distribution Social Types of Advertising Advertising can be classified in several ways Target audience (consumer or business) Geographic focus (international, national, or local/retail) Purpose (sell a specific product/service or improve company’s image/influence public opinion) Primary or selective demand Direct or indirect action A BRIEF HISTORY OF ADVERTISING (1 of 3) Examples date back thousands of years Printing press allowed creation of new ad media Posters, handbills, newspaper ads (like today’s classified ads) 1800s – Consumer evolution Railroad across US US population doubled New communication media More disposable income A BRIEF HISTORY OF ADVERTISING (2 of 3) Magazines enabled truly national advertising Advertising agencies appeared 1920s – radio advertising; sponsors supplied programs Depression curtailed growth in advertising Advertising fortunes parallel social mood of the times A BRIEF HISTORY OF ADVERTISING (3 of 3) Contemporary advertising Coping with technological and social change Consumer taking more control over media choices Traditional advertising model harder to justify Guerilla marketing: non-traditional marketing techniques Online advertising Not as effective as initially hoped Becoming more targeted, more interactive, more engaging As Internet