1. Chapter 11 – Advertising While these slides were created using material from the above textbook, they are not official presentations from the publisher, Bedford/St. Martin’s. In addition, many slides may contain professor’s supplemental notes on various media topics.

2. “All advertising advertises advertising.”

3. In This Chapter… The Biz of Advertising: Parts of an Agency Market Research Persuasive Techniques Controversies in Advertising

4. Culture Influenced by Ads Advertising comes in many forms, from classified ads to giant highway billboards. Ads are often seen as intruding on daily life. Fast-forward through commercials with TiVo Block pop-up ads on Web sites However, advertising is the glue that holds the mass media industries together.

5. The Biz of Advertising Four Parts of Most Non-Boutique Agencies: Market Research Creative Development Media Selection (buying) Account Management The Mega-Agency: large ad firms formed by merging several agencies that have worldwide regional offices. Four Largest: WPP Group, Interpublic Group, Omnicom Group, and Publicis—together they control nearly $6.5 billion of the industry.

6. Market Research Demographics Age, gender, occupation, ethnicity, education and income Psychographics Attitudes, beliefs, interests, and motivations Focus Groups A small-group interview technique in which a moderator leads a discussion about a product or an issue, usually with 6-12 people Values and Lifestyles (VALS) Psychological consumer segmentation system that clusters the public into psychological groups based on how consumers think and feel about products p. 400 VALS Online survey

7. Persuasive Techniques – Conventional Strategies Famous-person testimonial Athlete Peyton Manning for MasterCard, Gatorade, and more Plain folks Volkswagen (“Drivers wanted”) Snob appeal Fiji water (“The label says Fiji because it’s not bottled in Cleveland”) Bandwagon Appeal of “Everyone does it!” Hidden fear Deodorant, mouthwash ads play on social anxiety. Irritation Aspirin ad featuring hammer pounding in someone’s brain

9. Story format, featuring characters, settings and plots

10. Involve conflict

11. Conflicts are negotiated or resolved by the end of the ad, usually by applying or purchasing product—the product and the people who use it emerge as heroes in the story.Association Principle: Ad associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product Example: car ads shown in natural settings, as opposed to urban areas where they are actually used; Marlboro man Juxtaposition – making consumers associate the product with the feelings and emotions of the ad; happy people brushing their teeth with brand X toothpaste.

12. Top Brand Values

13. Controversies in Advertising Children and Advertising Programs created for the sole purpose of selling toys: My Little Pony, Care Bears, He-Man Advertising in Schools Channel One Sponsored Sporting Events Health and Advertising Eating Disorders and Obesity Tobacco Alcohol Prescription Drugs (Yaz example) Puffery Ads featuring hyperbole and exaggeration Advertisers killing news stories The end of consumer reporting?

14. Regulation Better Business Bureau Created by business community to keep tabs on deceptive advertising Audit Bureau of Circulation Tracked advertising’s audience so publishers couldn’t lie about viewer numbers FTC Group created by government to help monitor advertising abuses American Association of Advertising Agencies (AAAA) Self-regulation within ad industry

15. Links to Know… www.Adbusters.org www.adage.com www.adweek.com www.clioawards.com