9 2 14 11 11 AM What is Advertising to give notice to inform to notify to make known a paid non personal message from an identifiable source delivered through a mass mediated channel that is designed to persuade o not tailored to any one person o Paid eliminates a lot of forms of communication besides advertising from the definition o Recognize that there is a brand o Mass media not interpersonal or intrapersonal in this definition it cuts out clothing branding and things like that is clothing not advertising Distinguish from related concepts o Public Relations PR selling a company or individual but still not advertising b c there is no profit o Personal selling not door to door communicating with your friends Still an important element in persuasion but act in and of its self does not count as advertising Successful advertising o Information tell you about product a little bit o Reasoning involve thought processes make you think it is interesting or appealing o Emphasis emphasize certain elements of the product e g Advertising is Everywhere function image We are literally bombarded by advertising o Like Times Square NYC EVERYWHERE o Hard to find places with no advertising o We see between 250 5000 ads PER DAY o The amount of money spent on ads has grown 1900 500 million 1840 2 billion 1980 460 billion 2000 200 billion o Result Ad clutter Problems away o People don t always want to be around ads can t get o Firms how can you get people s attention in an atmosphere that is saturated with other ads More than just traditional media placement o Ambient advertising advertising in our natural environment usually regarded as intrusive ads in public spaces 9 2 14 11 11 AM Like baseball field ads everywhere advertising on a gas pump public restrooms etc o Ad creep o Naming rights like MetLife Stadium Can be dangerous associating with a company stain on the company is bad for your own advertising Enron Stadium becomes Minute Maid Stadium b c Enron At Ohio State Abercrombie and Fitch Emergency scandal Department o Product Placement Always been around but is very prevalent today Goals of Advertising Awareness o Breaking through the clutter o Building awareness is very important Influence Attitudes and Behavior o Opinion creation o Canalization channel existing needs to the product o Opinion conversion changing your mind about a certain product Like the Pepsi Challenge Difficult to do once people form opinions and attitudes towards a product they are difficult to change o Action get you to act on opinions attitudes hopefully to buy the product o Immunization can occur too sometimes we can become immune to influence due to overexposure ridiculous product placement etc backlash and are not influence by advertising Product Differentiation o Company wants to distinguish from competition o Relevant differences o Perception of differences is important even if there aren t actually differences Branding o Product v Brand Crucial to a product s success Positioning and identity Recognition and loyalty o Does it work Preference for advertised brands if we had a choice between a brand name and a generic brand most people would go for the brand name because they are more familiar with it 9 2 14 11 11 AM 80 of consumers by brand names Better product or better branding Cheerios is nearly double what the generic brand is Study shows that Cheerios and generic brand are nearly the same in terms of taste and health Video the persuaders Clutter Paradox for advertiser vicious cycle Emotional connection Branding o Pre 1990s branding used to make sure your product seem o Eventually most products worked the same so there wasn t like the best much difference o 1990s present advertising focuses on the feeling the brand gives you some brands communicate hard work family community etc EXPRESS A FEELING o Brands are like cults study why people join cults then apply that to your brand so that you can market to select groups of people so they will join your brand Feel the need to belong need to make meaning Higher end brand names have more cult followings won t get a cult following for Bounty paper towels rather you would get one for Saturns or iPods which are expensive items Think that buying these products will satisfy your needs not inherently true Criticism Advertising makes people materialistic o But how much is too much Strive for more always have to buy buy buy o Perhaps less is more Satisfaction through other means More concerned with conservation Advertising is deceptive o Presents a world an images that do not represent reality o What is deceptive Better world Puffery The best of its kind the most beautiful the finest Linguistic devices used by true but deceptive advertising o Hedges may help lower cholesterol 9 2 14 11 11 AM Applying some kind of a comparison without actually o Elliptical comparatives making it o Implied causation Ad implies that there is a cause and effect relationship without actually saying that there is o Implied slur on competition All State you re in good hands meaning that if you go to another company you re not in good hands o Pseudo science Advertising is Manipulative o Subliminal advertising Advertising invades our privacy o Tracking products o Selling names Advertising is a poor source of information o Don t get much info from what you see o Ads are biased don t get full story o Inefficient way of really telling you about a product focus on unimportant attributes o Survey 80 of Americans believe TV ads offer primarily deceptive persuasion Only 17 say it s a good source of info This makes advertisers jobs hard Advertising Literacy Awareness of exposure Building knowledge structures What is the ad really selling What are your needs o Where did they originate o Did they come from advertising History of Advertising Where did advertising come from Early history o Traces back to 3000 BC Ancient signs carved in stone and wood Town criers 1600s 1850s o Rural communities small towns One blacksmith One general store People were self reliant Knew how items were produced o Advertising was pretty stable at this point 9 2 14 11 11 AM o The industrial revolution changes this Industrial Revolution o US population doubled Labor force Start to see the beginnings of a consumer market o From rural to urban society Less self sufficient individuals o Mass production o Mass communication era Printing press Mass circulation o Branding Manufacturers begin to focus on branding Brand identity Customers ask