Radio AdvertisingFirstRadio Advertising- Firsto WEAF Radio 1922o New Yorko 15-minute infomercial for apartment- Biech Whiz snack- First TV commercialo Television 1941 WINBC New Yorko Dodgers v Phillies baseball o Ran 10 Secondso Cost $9- Advertising modelo Advertiser Person/ institution with a messageo Agency Person/team creating messageo Medium Institution carrying message to consumers- Modren Advertising Agencieso Many thousands in the USo Produce most adso But ads also produced by Clients  Vendors Mediao Full-Service agencies Research, planning, creative, media promotions Media agencieso Boutiqure Agencies Specialize in particular aspects, industires or markets- Contributions of Advertisingo Economic Role Links sellers and buyers Helps searching, finding deals, competitive pricing Capitalism/economic growth- Ads perform “social role”o “free” mediao gratification/enjoymento something to shareo influences fashion/tastes- Beyond products: prosocial useso Public service adso Social marketing ads- “Brand” – basis for adso a name, sign, symbol, slogan, color scheme, pattern etc. that is used to identify and distinguish a specific product, service, or business.o “Segmentation”  divide audience based on:- demographics- behavior- psychographics- Possible Exam Questiono The segmentation strategy used by advertisers based on categorizing consumers according to their attitudes, beliefs, interests, and motivations, and often determined using focus group research is known as……? Psychographics- “Positioning”o training to distinguish your product/idea (your brand) from others, such as Heinz pickleso product differentiationo preemptive claimso not just features but benefits2 how offer can transform life- “Campaign”o coordinated effort multiple techniques awareness interest frequency exposure “point of purchase”o “Got Milk? Campaigno qualities of a good campaign sustained consistency variety connects to other activitieso Creative strategies Celebrity Plain folk Snobbery Bandwagon Hidden fears Sex  Humor - Effective Advertisingo Must connect with and engage audience Attention relate need Prompt action Reingofrce/repeat buying Association principle: connecting with positive value (eventhough not