COMM 105 1st Edition Lecture 9Outline of Last Lecture 1. For your consideration2. Persuasion3. Dual Process Models4. Political Advertising5. 6 Keys to Persuasion 6. Modeling ApproachesOutline of Current Lecture 1. Traditional Advertising Conventions2. Facebook and Social Media Advertising3. Multimedia Campaigning4. Social Media and Big DataCurrent LectureChapter 10 - AdvertisingTraditional Advertising Conventions- Ancient handbills have been found in Greek and Roman ruins- Handbills- pamphlets, flyers, etc. that is a limited reach- Handbills were the originally type of advertising - You can target a bigger audience with different channels- The printing press popularized handbills and- The penny presses (New York Sun) (CH5), which gave rise to newspaperadvertising (and the news hole)These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Newspaper model was important- Led to a shift in how media content was produced - Newspaper advertising:- Advertisers shouldered the cost of producing a newspaper in exchange for theattention of the audience- Model was co-opted by radio and television, and is very much alive today- The boon of this advertiser-funded media production mode shaped an industry- Before “Quiz Show Scandal” shows were often sponsored by just one product- Television markets were limited; advertisers paid a premium for space- Marketers had to focus their ads, often on one unique selling proposition ratherthan detailed information about a product- Audience reach became the most important aim of an advertisement*Watched twenty one- Stemple- Van Doren Episode* Facebook and Social Media Advertising- To some extent, social media has changed how we consider the importance of reach- Technology allows us to track an ad’s click-through rate- Advertisers can also pay to have sponsored links show up in keyword-based websearchesMultimedia Campaigning - Today’s media user is often “on” several different platforms at once; counter to thereplacement hypothesis - As newer media evolve, older media find new roles (theory of media niche)- Media tend to complement rather than compete, leading to a new field of integratedmarketing communication *watched “The ending” phone calls* Social Media and Big Data- An increasing concern:- Peoples’ personal data used by advertisers to target users with ads (big data)o Volume (how much is there?)o Velocity (how fast can it be collected and analyzed?) o Variety (how broad is it?)o Veracity (can we trust