Dennis and Defleur Ch. 11 and 12

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Understanding Media in the
Digital Age, 1/e
Everette E. Dennis
Melvin L. DeFleur
Prepared by Todd
Chambers, Ph.D.
Texas Tech
University
Copyright © 2010 Pearson Education. All rights reserved.

ADVERTISING: USING
MEDIA IN THE
MARKETPLACE
Chapter 11

Advertising in America: A Brief
History
 The Industrial
Revolution
 Patent Medicines
 1875, Lydia
Pinkham’s Vegetable
Compound
 Boston Herald
 The Development of
Brands
 standardized the
product
 worked well for
advertisers
 The Industrial
Revolution
 The Development of
Brands
 1851, B.T. Babbitt,
soap wrapped in paper
 offered premium

History
 The Industrial Revolution
 Nationally Circulated General Magazines
 late 1800s
 better postal delivery, better transportation
 magazines started to depend on advertising
 followed lead of Penny Press

History
 Gendering of Consumer Culture
 women become primary target audience
 magazines and later other media

History
 Department Stores
 consequence of world trade
 Wanamaker’s in Philadelphia, 1880
 Mail-Order stores such as Sears, Roebuck &
Company

History
 Establishing the Advertising Agency
 newspapers and magazines creating ad
departments
 need for separate “agency” to link retailers with
media
 1848, Volney Parker, 1st
agency in Philadelphia

The Contemporary Advertising
Industry
 Late 1990s: $126 billion
 2006: $265 billion
 385,000 working in advertising industry
 40,000 advertising agencies
 Top agencies billing $9 billion

Industry
 Advertising
agencies
 Media service
organizations
 Suppliers of
supporting services
 Advertising media
 Professional
Organizations
 American Association
of Advertising
Agencies (Four As)
 American Advertising
Federation (ad
professionals)
 Association of
National Advertisers
(clients of agencies)

The Contemporary
Advertising Industry
 Types of Advertising Agencies
 Full Service Agency
1. Planning
2. Creation and Execution
3. Coordination

Industry
 Functions of a Full Service Agency
1. Account management
2. The creative department
3. Media selection
4. Research department
5. Internal control

Industry
 Creative Boutiques
 Specialist Agency
 In-House Agency
 Advertising Networks

Industry
 Advertising Networks
 started as “interactive agencies”
 provide same services without complex agency
billing
 go directly to advertisers
 Search Engine Marketing, Search Engine
Optimization

Industry
 Advertising Media
 Newspapers (17.7%)
 Broadcast television (17.5%)
 Cable television (8.2%)
 Direct Mail (19.8%)
 Internet
 1997: <$500 million
 2008: $5.8 billion

Advertising as Persuasive
Communication
 Basic Strategies for Constructing Persuasive
Messages
 Psychodynamic Strategy
 Emotional
 Rational (reason)
 Arouse feelings

Advertising as Persuasive
Communication
 Sociocultural Strategy
 Culture dictates action
 Cultural norms (offending the social norm)
 Role definitions (mother’s duty)
 Social ranking (using celebrity)
 Social controls (rewards & punishments)

Cutting Through the Clutter: The
Problem of Gaining Attention
 Time and Attention
 Competing for attention
 Must understand target audience
 Ad must break through the clutter
 “You can tell the ideals of a nation by its
advertisements”…Norman Douglas, 1917

Digital Advertising Challenges
 Fragmentation
 Clutter
 Ad skipping
 Endless changes
 Audience economics

The Role of Advertising Research
 Advertisers
demanding
accountability
 Ratings services
 Effectiveness
 Studying the Effects
of Advertising
 Awareness of a brand
 Comprehension of a
product and what it
will do for them
 Conviction they should
buy the product
 Action – buy the
product

 Consumer and Lifestyle Research
 Needs, drives, motives related to a consumer
purchase
 Trends in American lifestyle, living patterns and
buying behavior
 Applied objectives

 Qualitative Research on Advertising
 observation
 content study
 impact on commercialism

 Assessing Target Audiences in an Age of
Market Segmentation
 segment of population (age, income, gender)
 switch from product-oriented to user-oriented

Criticism and Control of
Advertising
 Waste?
 Contributes to monopoly?
 Stimulates to competition?

Question to think about
 What is your biggest criticism of
advertising?

The Issue of Children and
Advertising
 50 years of research
 younger the child, more attention paid to ads
 trust in commercials declines with age
 still don’t know enough

Sources of Control
 Regulation by Government
 FTC
 FCC
 Industry Codes of Ethics
 Court Rulings
 Consumer Groups

PUBLIC RELATIONS:
INFLUENCING BELIEFS,
ATTITUDES, AND ACTIONS
Chapter 12

The Development of Public
Relations
 Birth of the Public Relations Agency
 1st
Public Relations Agency
 3 Boston newspapermen
 Publicity Bureau of Boston
 AT&T, Harvard University
 1911: Ivy Lee
 Standard Oil Company
 World War I
 PR was a field

Relations
 Defining Public Relations
 Paid professional practitioners design and transmit
messages, on behalf of a client, via a variety of
media to relevant and targeted audiences in an
attempt to influence their beliefs, attitudes, or even
actions regarding some person, organization,
policy, situation, or event.

Relations
 Defining Public Relations
 Practitioners
 Strategies
 Messages
 Clients
 Media
 damage control
 Audiences
 Influences

Relations
 PR-Media Interplay
 communications process
 media are chief platforms for delivering messages
 traditional media
 new media: blogs, social media, e-mail

Relations
 Public Relations v. Advertising
 advertising: purchased slots for media space
 public relations: unpaid time in media
 deliberately manipulating messages to audiences

Public Relations Settings and
Activities
 The Industry
 1970: 70,000 pr specialists
 2004: 188,000 pr specialists
 WPP
 Omnicom
 Interpublic
 Publices

Activities
 The PR Industry
 public relations agency
 public relations
department
 specialized consultants
 technical consultants
 Major Practice Areas
– Industry Sectors
 consumer
 industrial
 health
 technology
 financial services
 government
 non-profit

Activities
 Major Practice Areas – Others
 reputation management
 content management
 corporate social responsibility

Activities
 Typical Tasks and
Work Assignments
 Strategy
 Planning
 Writing
 Editing
 Media relations &
placement
 Special events
 Speaking
 Production
 Research
 Programming &
consulting
 Training & management

Activities
 Public Relations Campaigns
1. Fact-finding and feedback
2. Planning and programming
3. Action and communication
4. Evaluation
 Source: Cutlip, Center & Broom

Activities
 Managing Elections
 spin control
 political advisers

Question to think about
 Who do you know that is a
nationally recognized political
consultant?

Public Relations and the Media
 Conflict with media
 Competition for time and space

 The Gatekeeping Process
 Gatekeeping theory
 use criteria to select what is newsworthy

 Relationship of Mutual Dependency
 pr practitioners need time and space
 news organizations looking for content
 Video News Release
 Press Releases
 News Conferences

Lobbying as Public Relations
 1800s, Willard Hotel lobby
 influence peddlers meeting politicians
 Interpersonal communications
 informal contacts
 34,000 registered officially
 best known agencies: Hill & Knowlton and
Burton-Marstellar

Public Relations as an Emerging
Profession
 What is a profession?
1. Extensive body of knowledge
2. Use knowledge within a set of ethical norms
3. Practitioners monitor each other

Profession
 Public Relations Education
 1923, Edward Bernays, New York University
 1947, first degree program, Boston University
 Public Relations Society of America (PRSA)
 Public Relations Student Society of America
(PRSSA)

Profession
 Public Relations
Research
 applied research
 problems and practices
in pr
 proprietary research
 Ethical Issues and
Criticisms
 image of public
relations
 PRSA
 Accredited
 Pass communication
tests
 Abide by code of ethics
 Pass rigorous test

The Future of the Field
 Progress as a field and discipline
 Reconsider role of public relations
 New code of conduct for online
communications
 New tools for public relations professionals
 New paradigms

Dennis and Defleur Ch. 11 and 12

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