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Lecture Dynamics of mass communication (9th edition): Chapter 14 - Joseph R. Dominick

Chapter 14 - Advertising. The main contents of this chapter include all of the following: Defining advertising, a brief history of advertising, advertising in the digital age, organization of the consumer advertising industry, producing advertising, economics, business-to-business advertising. | THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens Specific Media Professions Chapter 14 Advertising Defining Advertising A Brief History of Advertising Organization of the Consumer Advertising Industry Advertising Online Producing Advertising Economics Business-to-Business Advertising Advertising Chapter Outline Advertising is any form of non-personal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor. Defining Advertising Four basic functions of advertising Marketing – helps companies sell products Educational – teaches people about products Economics – allows competition that lowers prices Social – encourages a climate of free enterprise Defining Advertising Defining Advertising Elements of Advertising Target audience specific people to whom product appeals Consumer advertising sells products for personal use Business-to-business advertising sells products for business use Geographic focus targets specific geographical regions Purpose advertising accomplishes a distinct goal Primary demand advertising promotes product category, not specific brand Selective demand advertising promotes a particular product brand Direct action ad promotes specific buying behavior for quick results Indirect action ad promotes long-term brand recognition Marketing consists of the development, pricing, distribution, and promotion of ideas, goods, and services. Advertising is part of the general promotion process, along with personal selling, sales promotions, and public relations. Defining Advertising Ancient Babylonian clay tablets – shoe making services English handbill (1480) – prayer book Ben Franklin’s classified ads – white space and large headlines Industrial Revolution – mass production, mass markets, mass consumption A Brief History of Advertising Critical mass achieved (1865 – 1900) Railroads throughout the continent U.S. population doubled New communication media Telephone Typewriter . | THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens Specific Media Professions Chapter 14 Advertising Defining Advertising A Brief History of Advertising Organization of the Consumer Advertising Industry Advertising Online Producing Advertising Economics Business-to-Business Advertising Advertising Chapter Outline Advertising is any form of non-personal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor. Defining Advertising Four basic functions of advertising Marketing – helps companies sell products Educational – teaches people about products Economics – allows competition that lowers prices Social – encourages a climate of free enterprise Defining Advertising Defining Advertising Elements of Advertising Target audience specific people to whom product appeals Consumer advertising sells products for personal use Business-to-business advertising sells products for business use Geographic focus targets .