DOC PREVIEW
UGA TELE 3010 - Advertising in Media
Type Lecture Note
Pages 3

This preview shows page 1 out of 3 pages.

Save
View full document
View full document
Premium Document
Do you want full access? Go Premium and unlock all 3 pages.
Access to all documents
Download any document
Ad free experience
Premium Document
Do you want full access? Go Premium and unlock all 3 pages.
Access to all documents
Download any document
Ad free experience

Unformatted text preview:

TELE 3010 1nd Edition Lecture 7 Outline of Last LectureI. Media Conglomerationa. Examplesb. Types of OwnershipII. Media as a Commoditya. Fickle Audiencesb. Financing Televisionc. New Media and Profits Outline of Current LectureI. The Role of Advertisinga. Measuring Audiencesb. Valuable Audiences c. Advertising Effects Current LectureRole of Advertising- Advertising is the primary revenue source. Advertising subsidizes the cost of production for:- Print (newspapers/magazines)- Broadcasting (TV & Radio)- Cable – they make their money through subscriptions and advertising- Internet – advertisements are everywhere on the Internet.Principle Objective: selling audiences to advertisers Media Product/Commodity: A lure to attract audiences What kind of audiences?- Broadcasting – the mass audiences! Like The Super Bowl, for example. 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.- Narrowcasting – these look for niche audiences (like the golf channel or BET) with specific tastes/interests, or specific composition and demographics. Demographics: age, sex, race/ethnicity, income, education, and geography.Psychographics: lifestyle, identity, spending, habits, and tastes.Measuring Audiences- When you want to sell something to people, you want to find out who these people are that are reading these magazines or watching this station.- Magazines  they do this through the Census Bureau and through databases that maybe track things about people. They want to find out who their readers are.- Broadcasting  They use Arbitron (radio) and Nielsen ratings for television. Also used a diary-based system: people writing down what they watch (they weren’t dependable because some people wouldn’t admit to watching certain shows. They can also lie and areinconsistent). People Meters were a way to electronically engage in surveillance and see who was sitting in the room, problem with this… who wants that in their living room.- New Media  The Amazon model. Amazon knows it audiences through the clicks you make on its site and they track spending habits. Also track what is viewed. And since theyhave credit card information, they can track that information through other databases.Which Audiences are Valuable- Poor people? No because they don’t have much money to spend.- Old people? They’ve already bought anything and are set in their ways.- Rich people? Yes but they also already have a lot of stuff.- Young people are the most valuable.- Why are young people valuable?- Our time is limited.- We have a disposable income – we spend most of what we haveor get.- Goods acquisition- We are more easily branded. We wear Nike t-shirts, use apple products or use droid products, etc.- Peer relationships – we care about what our peers think. Because of these things, what is produced in film and music is crucial and the effect is large.Where are these advertisements?- Everywhere! Ad free environments rarely exist. - Captive audiences  Channel One and airplanes, have no choice when on a plane!- Product Placement (Film and TV)  In The Parent Trap (with the Oreos and peanut butter) or James Bond Movies (always uses an Aston Martin car). These are paid or unpaid placements. Trying to get audiences to see the product in use. Advertising affects media content because the content becomes that which desirable audiences want.1. Content is conducive to the “buying mood” or creates a “selling environment”. - Genocide in the Sierra Leone is not a selling environment. Advertisers avoid controversy anddon’t sell in those areas.- They avoid nagging social problems or unpleasantness.- Avoid open critiques of the system (corporate capitalism; two-party democracy).2. Content mirrors the advertising itself.- The problem resolution formula is in sitcoms and advertising. If there is a dirty toilet bowl, buy this toilet brush. Or a problem in a sitcom at the beginning is resolved at the end.3. Content and advertising become indistinguishable (examples: magazines and MTV channel. The music videos of MTV were the same as advertisements).4. Focus on content that has a direct relationship to advertisement.- Newspapers (entertainment, real estate, cars, food, business, religion). The content you find in newspapers often mirrors what people are willing to do on that day. How does lack of advertising change things?Subscription TV: HBO & Netflix, for example. How does their lack of ads change their content?Advertising Effects- These are the types of questions that we must think about as we watch this content:- Is the ad entertainment over serious information?- What types of narratives/stories are being told?- Is this news?- What aspects of life are present and which are missing?Advertiser Influence over ContentDirect Censorship: this happens when someone decides on their own to not write or publish a story because of their boss.Indirect Censorship: self-censorship of media personnel and protecting a whole class of advertising Regulators of Advertising- The government  the government regulates certain ads (like cigarettes/hard boozed cannot beadvertised.- Moral forces  certain networks can decline whether or not if they want to accept the ad (like FOX declining the Trojan Evolve commercial)- Ideological forces  When Don Imus called the Rutgers team “nappy headed hoes”, he was run off air because that was unethical and insensitive Media Freedom - Media are under no obligation to accept advertising (like a company can refuse an abortion campaign or other issue campaigns, or political ads)- Freedom of speech  First Amendment and Corporate/Advertising Power. The conception of Freedom of speech is hard for some to


View Full Document

UGA TELE 3010 - Advertising in Media

Type: Lecture Note
Pages: 3
Download Advertising in Media
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view Advertising in Media and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Advertising in Media 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?