Here is the PowerPoint outline for Chapter 19.  Remember to complete the application exercise at the end.

Different Categories of Advertising

(In order of size)

•     Broadcast Television

•     Newspaper

•     Direct Mail

•     Radio

•     Cable TV

•     Yellow Pages

•     Magazine

•     Outdoor

•     Internet

Advertising Agencies

•      Buy media space and time

•      Design and execute advertising campaigns

Types of Agencies

•      Business to business versus consumer

•      General versus specialty

•      Full service versus creative

•      Traditional versus direct marketing

Agency Holding Companies

•      Is a firm with global reach that owns several ad agencies of different types

•      Omnicom Group: New York

•      Inter-public: New York

•      WPP: London

•      Havas: Paris

Advertising’s Three Basic Functions

•      Creative persuasion

•      Market research

•      Media planning and buying

Creatives

•      Copywriters

•      Art directors

•      TV/radio production

•      Print production

The Product

•      What are the product’s strengths?

•      What do consumers think about it?

•      What kinds of people buy it?

•      Who are the best potential customers?

•      Why do they—or don’t they—buy
the product?

Deciding Where to Place the Ad

•      Based on which media reaches which audience segment

•      This information comes from media companies and from research firms such as

–   Nielsen

–   Nielsen\Matrix

–   Arbitron

–   Audit Bureau of Circulation

–   Simmons

–   MRI

Media Buying

•      Many companies offer

–  Value-added offers

•      Media conglomerates can offer

–  Cross-platform deals

Critiques of Advertising

•      Hidden curriculum critique of advertising

–   States that advertising teaches Americans to view life as one big marketplace

•      Exploitation of children critique

–   States that advertising to children is
ethically unacceptable

•      Destruction of global environment critique

–   States that advertising encourages over consumption and consequently pollution

Does Advertising Affect Democracy?

•      Critics claim that advertising discourages democratic participation by encouraging passive consumption

•      Supporters note advertising supports media that is independent from the government and other political groups

APPLICATION EXERCISE: 

Ch. 19--Advertising Strategies & Concerns