Journalism Principles and Practices

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Presentation transcript:

Journalism Principles and Practices Advertising Journalism Principles and Practices

Origins of Advertising Concept didn’t exist is days of person-to-person selling But when audiences got wider, vehicle had to be invented First advertising specialists in mid 1800s brokered space In late 1800s, the agency concept evolved

Traditional Venues for Advertising Print: Strong for coupons, lists Radio: Despite early misgivings, very memorable, especially with repetition; reaches narrow demographics Television: Ads emotion -- something early advertising strategists did not believe would work

Advertising Agencies... Identify problem Plan approach Got Milk Identified a fear factor Plan approach Buy space and time

The New Advertising Google, Craiglist, bombarded traditional practice Search advertising is extremely efficient As a result, much of the journalism world is scrambling to replace lost revenue

The Long-Tail Economy It’s almost as easy to reach narrow audiences as broad ones Can serve up ads based on browsing habits or content of emails While this has disrupted news economy, it also has made it possible for entrepreneurs to enter a business that once required a fortune for an entry fee

Issues in Advertising Intrusiveness of digital ads Repurposed information -- see http://carlhausman.com/2012/02/ Selling stuff we don’t need Deception

Political Advertising is Where Problem is Seen as Acute Political ads provide great deal of information on which voters act Generally produced by different types of agencies that those who produce product and service advertising Ads invoke emotion, conceptions...

Quick History of Presidential Advertising 1960 Kennedy Nixon (Debate) 1964 Johnson Goldwater (Daisy) 1968 Nixon Humphrey (Chicago) 1972 Nixon McGovern (Eagleton) 1976 Carter Ford (Pardon, econ.) 1980 Reagan Carter (Sweater, rabbit)

Quick History of Presidential Advertising, Cont. 1984 Reagan Mondale (Economy) 1988 Bush Dukakis (Boston Harbor) 1992 Clinton Bush (Economy/scandal) 1996 Clinton Dole (Age) 2000 Bush Gore (Scandal) 2004 Bush Kerry (Swift Boat)

Quick History of Presidential Advertising, Cont. 2008 Obama McCain (Age, society) 2012 Obama Romney (Business) 2016 Trump Clinton (Economy, partisanship)