Download Chapter 1: Tuning In to Electronic Media

Norman J. Medoff and Barbara K. Kaye
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
Chapter 7
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Advertising: From Clay Tablets to
Digital Tablets
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Promotion
◦ Creating awareness of product or service
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Marketing
◦ Pricing, distribution, packaging, promotional efforts
beyond paid advertising
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Advertising (subset of marketing)
◦ Newspaper, radio, TV ads, billboards, logo coffee
mugs, flyers
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Babylonian clay tablets (2500 BCE)
Egyptian papyrus
Greek town criers
Roman stone and terra-cotta signs
Printed advertisements (1525)
Boston Newsletter (1704)
Ad agencies (Volney B. Palmer, 1841)
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Medoff & Kaye Electronic Media 3/e
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Toll broadcasting (purchase airtime)
◦ 1922: WEAF (owned by ATT)
◦ Sold 10 minutes to real estate firm
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Sponsored radio (support programs)
◦ 1923: WEAF aired “Browning King Orchestra,”
supported by clothier Browning King
◦ Sponsor controlled program content
 Sponsor identification rule
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Gradual transition to spot advertising
(common today)
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Medoff & Kaye Electronic Media 3/e
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Sponsorship
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Spot advertising (magazine style)
◦ Similar to radio sponsorship. Kraft Television
Theater; Texaco Star Theater
◦ Quiz show scandals
◦ Sell time within and between programs
◦ Early advertising was live, then moved to recorded
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A new look
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Creative strategies: more narrative, image
ads
◦ Tobacco ban, varied length ads, infrequent
sponsorships
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Target advertising: seeking niche
audiences.
Cable advertising: 1980s saw ad-supported
cable programs, increased audience
fragmentation
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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From a business perspective
◦ Plays crucial roles
 Identifies target audience, differentiates products,
generates revenue. Shows benefits of product.
 Helps brand product and create brand image.
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From a consumer perspective
◦ Educational, social, economic benefits
◦ Buzz marketing
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Medoff & Kaye Electronic Media 3/e
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Full-service agencies
◦ Provide all advertising functions
 Plan, research, create, produce, place ads (and more)
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Creative boutiques
◦ Focus on creating the ads and campaigns
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Media-buying services
◦ Focus on placement of messages in media
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Interactive/cyber agencies
◦ Focus on new media and interactive platforms
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Multiple messages, across multiple media,
reinforcing the campaign’s theme
Multistep process
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Set advertising/marketing objectives
Analyze product uses, strengths, weaknesses
Identify target audience
Evaluate competition
Understand media market
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Every medium has its strengths and
weaknesses
Radio advertising
◦ Length: :30/:60
◦ Types: local, national, network
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Advantages of radio
advertising
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Local
Flexible
Targets audience
Low advertising cost
High exposure
Low production cost
High reach
Portable & ubiquitous
Ads blend with
content
© 2017 Taylor & Francis
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Disadvantages of
radio advertising
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Audio only
Background medium
Short message life
Fragmented audience
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Television advertising
◦ The most persuasive advertising medium
 But not the best advertising outlet for all advertisers
◦ Length: :15/:30/:45/:60
 Aired in clusters, or pods
 Spots or participations; adjacencies
◦ Types: local, national, network
◦ Time sold: upfront, scatter, opportunistic
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Product placement: Payment to feature
product in show
Sponsored programs
Public service announcements (PSAs)
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Advantages of
television advertising
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Visual & audio
Mass appeal
High exposure
High Reach
Ubiquitous
Ads blend with content
Variety
Entertaining
Persuasive
Emotional
Prestige
© 2017 Taylor & Francis
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Disadvantages of
television advertising
◦ Channel surfing,
zipping, & zapping
◦ DVRs
◦ Fragmented audience
◦ Difficult to target
◦ Not portable
◦ High cost (ad time and
production costs)
◦ Clutter
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Cable advertising
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Ad revenue supplements subscription fees
Challenging broadcast channels for audience
Can target niche audiences
Interconnects (purchasing local cable time with
several providers with one cable buy)
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Advantages of cable
advertising
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Visual and audio
Select audience
Upscale
Variety
Low cost
Seasonal advantage
Local advantage
Media mix
© 2017 Taylor & Francis
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Disadvantages of
cable advertising
◦ Zipping, zapping, &
channel surfing
◦ Fragmented
audience/low ratings
◦ Lack of penetration
◦ Churn
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Internet advertising
◦ SEM (search engine marketing)
◦ Banner display ads
◦ Rich-media ads (more an ad design than an ad type)
 Interstitials/superstitials; pop-ups & pop-unders
 Expanding rich media
 Pencil pushdown/sliding billboard; expanding banner
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In-banner audio/video
Corner peel
Hover ads
Floating ads
Big box, leaderboard, skyscraper/tower, extramercial
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Wallpaper and homepage takeover
Native ads
Product placement
Buzz marketing
Advertorials/infomercials
Word of mouth
Social media and advertising
Mobile advertising
Online advertising or online spying?
 Cookies
 Contextual marketing; behavioral targeting
◦ Spam
 CAN-SPAM (passed by Congress, 2003)
 M-Spam-Act of 2009 (mobile devices)
 Internet service providers (ISPs) offer spam blockers
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Advantages of Internet
advertising
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Worldwide marketplace
Targeting consumers
Exposure & run time
Low production costs
Updating & changing ad
copy
Prestige
Competition
Quick links to purchases
Mobility
© 2017 Taylor & Francis
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Disadvantages of
Internet advertising
Hidden persuasion
Banner blindness
Creative restrictions
Fragmentation
Unreliable audience
measurement
◦ Questionable content
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Infomercials look too much like TV programs
Advertising encourages avariciousness and
materialism
Advertising reinforces stereotypes
Advertising exploits children
Advertising is invasive and pervasive
Advertising promotes unhealthy behaviors
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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Information overload
Addressable advertising
Mobile on the rise
© 2017 Taylor & Francis
Medoff & Kaye Electronic Media 3/e
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