Advertising Advertising o Buy media space time in mass media communicate message o Promote product service person cause o Encourage taking continuing inaction for commercial reasons politics ideology How ads differ from news and entertainment o Intent Identify a sponsor Sell v Tell Call to action Brevity o Short text o But long text can work for complex Origins o Ads followed other forms of promotion Shop signs Town criers Modern Media Model o 1833 o Benjamin Day o New York Sun Low cost ad supported media Ads paid production costs Early Advertising o Patent medicines o Railroads o Land development Retail Stores o John Wanamaker 1861 ads promotions 1875 first department store large assortment individual pricing advertised prices department store ads critical to newspaper success 20 of all newspaper advertising o POSSIBLE EXAM QUESTION 2