ADPR 3100 1nd Edition Lecture 2 Outline of previous lectureI. Advertising Medieval to Modern EraII. Types of Advertisinga. Rhetoricb. Visual advertisingc. Narrative advertisingOutline of Current Lecture I. Advertising problemsII. Ad agenciesIII. Roles of Ad agentsCurrent Lecture- 19th C. Conditions o expanding industrial productiono expanding markets o population was increasing very quickly o immigrants were flooding in - Advertising problems for businesseso Which publications to advertise in?o 20,000 nationally o no central listo telegraph and mail only - Advertising problems for mediao Companies that published newspapers and magazines o How to keep track of advertising revenue Up to 300-400 separate advertisers per issue o How to increase profits Increase price per unit 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. Increase quanity of the product- Ad agencies o For businesses Managed advertising placement o For media companies newspaper magazine publishers Took over billing Created a new revenue source: Sell audiences to businesses - Increased importance of advertising revenue - Changing role of agentso Media (want their ad space expensive as possible) Newspaper agent: employee of a single newspaper or magazine solicited ad revenue o Businesses (want their ad space as cheap as possible)o Space broker: help businesses with advertising and go to magazines and newspapers to see how much an ad would cost and then they would go back to the media company (kind of like a middle man) o Space wholesaler: worked in a larger volume than space brokers 100-200 clients sell media they would buy up the ad space and then sell it to businesses themselves; much faster and more efficient o concession agent buy up everything in publications for a full year every company would have to go through this person huge conflict of interest o Two changes Open contracts: there was no public knowledge about how much each ad cost - Voluntary agreement - Publicize cost for ad space- No secret deals Agents only worked for businesses- Bought space only o N.W. Ayers & Co. Began as space-broker Trying to help local businesses advertise Devised open contracts Beginning in 1880, prepared ad copy too Free-lance journalists and writers By 1892 one full-time copywriter o Patterns of Business o Change in size 1865-1930s the agency grew ti 900 people o More specialized roles To late 19th c copywriter did it all Wrote the By early 20th century: - Editorial bureau wrote ads- Art bureau designed ads- Engraving bureau to produce ads- Detail burea coordinated departments - Production bureau kept track o Rise of the Agency New relationships with other industries New ways to organize increasingly complex work Reflects increasing centrality of ad in capitalist
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