Chapter 11 ADVERTISING AND COMMERCIAL CULTURE THE RISE OF MOBILE ADVERTISING “Dollars always follow eyeballs,” a media forecaster told the Wall Street Journal, predicting that it was a matter of time before mobile became the next major advertising medium. THE FIRST ADVERTISING AGENCIES Earliest ad agencies were newspaper space brokers. Bought newspaper space, sold it to merchants Volney Palmer Prototype of the first ad agency in 1841 Sold space to advertisers for a 25 percent commission. ADVERTISING IN THE 1800S N.W. Ayer & Son First full-service modern ad agency Worked primarily for advertisers and product companies Trademarks and packaging Manufacturers realized consumers would ask for their products specifically if they were distinctive and associated with quality. ADVERTISING IN THE 1800S (CONT.) Advertising let manufacturers establish special identity for their products. Ninteenth-century ads created the impression of significant differences among products. Early and enduring brands Smith Brothers (1850s) Campbell Soup (1869) Quaker Oats (1877) ADVERTISING IN THE 1800S (CONT.) Patent medicines By the end of the 1800s, one-sixth of all print ads came from patent medicine and drug companies. Patent medicine ads were often fraudulent. Advertisers developed industry codes. Federal Food and Drug Act was passed in part due to patent medicine claims. ADVERTISING IN THE 1800S (CONT.) Department stores Comprised more than 20 percent of ad space by the early 1890s Frequently criticized for undermining small businesses Impact on newspapers Advertising significantly changed the ratio of copy at most papers. Recent recession hit papers hard. PROMOTING SOCIAL CHANGE AND DICTATING VALUES Advertising led to social changes. Transition from producerdirected society to consumer-driven society Promoted new technological advances that made life easier Emphasized appeals to women Accused of inciting consumer need for unnecessary products EARLY AD REGULATION Advertising regulation entities The Better Business Bureau (BBB) Audit Bureau of Circulation (ABC) Federal Trade Commission (FTC) American Association of Advertising Agencies (AAAA) Subliminal advertising Hidden or disguised messages No more effective than regular ads THE INFLUENCE OF VISUAL DESIGN 1960s 1970s Ad-rich magazines hired European designers as art directors. Agencies developed teams of writers and artists, granting equal status to images and words. 1980s Visual techniques of MTV influenced many ads and agencies. THE INFLUENCE OF VISUAL DESIGN (CONT.) 1990s Advertising mimicked features of the Web, with drop-down menus. Twenty-first century Ads are more threedimensional and interactive. Design is simpler as ads and logos need to appear clearly on small screens of smartphones, and more international for global audience TYPES OF ADVERTISING AGENCIES Mega-agencies Provide a full range of services WPP Group, Omnicom, Publicis Groupe, and the Interpublic Group Boutique agencies Devote talents to select clients Peterson Milla Hooks FIGURE 11.1: GLOBAL REVENUE FOR THE WORLD’S FOUR LARGEST AGENCIES FIGURE 11.2: FORECAST FOR 2012: WHERE WILL THE ADVERTISING DOLLARS GO? THE STRUCTURE OF ADVERTISING AGENCIES Account planner Develops the advertising strategy Coordinates market research Used to assess the behaviors and attitudes of consumers toward particular products Methods include demographics, psychographics, focus groups, and the Values and Lifestyles (VALS) strategy. Market Research, and VALS. Account planning combines the views of the client, the creative team, and consumers to plan an effective advertising strategy. Market research assesses the behaviors and attitudes of consumers toward particular products before any ads are created. The Values and Lifestyles (VALS) strategy divides consumers into various psychographic profiles. Values and Lifestyles (VALS) strategy. THE STRUCTURE OF ADVERTISING AGENCIES (CONT.) Creative development Writers and artists outline rough sketch of ads. Storyboard (TV) Web sites, flash games, downloads, and viral marketing (digital) Neither creative nor strategic sides of the business can predict with any certainty which ads and which campaigns will succeed. THE STRUCTURE OF ADVERTISING AGENCIES (CONT.) Media coordination Media buyers Choose and purchase media based on suitability, target audience, and effectiveness of ads Incentive clauses encourage saturation advertising. Account and client management Account executives Bring in new business, manage accounts, and perform account reviews TRENDS IN ONLINE ADVERTISING Types of online ads Video ads, sponsorships, and “rich media” (popups, interstitials, etc.) Classified ads and e-mail ads Spam Paid search advertising Leading advertisers are moving more of their ad campaigns and budget dollars to digital media. TRENDS IN ONLINE ADVERTISING (CONT.) Targeting individuals Collect information through cookies and online surveys Track ad impressions and click-throughs Build profiles for consumers based on this information Use smartphone technology to tailor ads by geographic location or user demographic TRENDS IN ONLINE ADVERTISING (CONT.) Social media Social networking sites provide advertisers with a wealth of data. Some sites ask whether users liked each ad. Companies buy traditional paid ads on social networking sites. Controversy over whether people must disclose if they are paid to promote a product CONVENTIONAL PERSUASIVE STRATEGIES Famous-person testimonial Plain-folks pitch Snob-appeal approach Bandwagon effect Hidden-fear appeal Irritation advertising THE ASSOCIATION PRINCIPLE Association principle Association of a product with a positive cultural value or image even if it has little connection Used in most consumer ads Disassociation Responding to consumer backlash, major corporations present products as though from smaller, independent companies. ADVERTISING AS MYTH Myth analysis Most ads are narratives with stories to tell and social conflicts to resolve. Three common mythical elements found in ads Mini-stories Stories involving conflicts Conflicts are negotiated or resolved, usually through the use of the product. PRODUCT PLACEMENT Placing ads in movies, TV shows, comic books, video games, etc. Starbucks on Morning Joe (MSNBC) 69 placements in Transformers: Dark Side of the Moon FTC and FCC Petitioned to mandate warnings Mandates rejected by the FTC FCC proposed placement rules CRITICAL ISSUES IN ADVERTISING Advertising toys and sugary cereals to children Advertising in schools Impact on health Eating disorders Tobacco Alcohol Prescription drugs WATCHING OVER ADVERTISING Watchdog/advocacy organizations Commercial Alert Better Business Bureau National Consumers League Concerns Excessive commercialism Difference between puffery and deception ALTERNATIVE VOICES “Truth” campaign National youth smoking prevention campaign works to deconstruct the images that have long been associated with cigarette ads. Recognized by 80% of teens By 2007, ranked in the Top 10 “most memorable teen brands” ADVERTISING’S ROLE IN POLITICS Political advertising Use of ad techniques to promote a candidate’s image and persuade the public to adopt a viewpoint Can serious information be conveyed in 30-second spots? Free air time for politicians Opposed by broadcasters as political advertising is big business for television stations THE FUTURE OF ADVERTISING Commercialism Generated cultural feedback that is often critical of advertising’s pervasiveness Growth of the industry has not diminished. Public maintains an uneasy relationship with advertising.