Intro to Media and Society 5 1 Social Media and Advertising Advertising What is Advertising How does it differ from other forms of marketing communication How is it changing and why Advertising vs Public Relations Advertising the act of explicitly paying for media space platform or time in order to direct favorable attention to goods or services Public Relations information activities and policies by which corporations seek to create favorable attitudes and cultivate relations with publics unpaid and credible Dawn cleaning up after oil spill History of Technique Early Precedents 3 000 years ago print ads on papyrus Ancient Rome town crier informed people of events 1472 first English ad 1700s Newspaper Advertising Ben Franklin Growth of Advertising Agencies Advertising Agency company that specializes in the creation of ads for placement in media that accept payment for exhibiting these ads 1841 Volney Palmer set up shop as an advertising agent Early Agencies were essentially just space brokers There was no creative work they only got platforms for ads Rise of Mass Advertising System Emergence of mass media Industrialization mass production Urbanization people moving to cities Product Standardization products made the same Rise of branding name or image associated with a product Advertising Up Through the 1940s Newspapers and magazines Audit Bureau of Circulation 1914 to verify periodical s audience Patent medicine scandals led to the creation of the FDA in 1914 Rise of radio in the 1920s led to new types of advertising Advertising in the Postwar Years Rise of income growth of families TV from live sponsored programs to spot ads Concerns about subliminal persuasion Creative Revolution 1960s rethinking ads outside the box Advertising Agency Functions 1 Creative Persuasion imaginative activities in ad creation 2 Market Research gathering information to sell products 3 Media Planning and Buying purchasing space time 4 Account Management representing clients Advertising Production Creatives work with account executives and researchers Significance of marketing segments Market Research new or syndicated Sales Pitch presentation to a client