ADVERTISING IN JOURNALISM Colleen Diaz & Kimberly Humphries

Advertising  Advertising is calling public attention to one’s product, service, or need through various mediums (i.e. radio, newspaper, television, etc.)

Arguments of Advertising  Stimulates gross national product (GNP) by encouraging people to buy products and use services  Contributes to higher standard of living, thus keeping businesses afloat  Enables consumers to make intelligent choices on goods  Encourages competition, lowering costs  Allows businesses to tap into new markets  Increases awareness of the biases and manipulation of advertising  Wasteful to economy  Doesn’t encourage intelligent choices; persuades consumers to purchase items they don’t need  Not all businesses advertise equally; advertising is a barrier to competition  Deceptive, poor in taste  Commercial sponsorship gives advertising control of the media ForAgainst

Role of Advertising in Journalism  Advertising helps with the funding of news providers, especially for amateur providers (i.e. student newspapers, free special-interest newspapers)

Advertising for the School Newspaper  Go to local businesses rather than large chains  Be courteous and confident  Ask to speak to a manager/the owner  Address who you are and why you are there  Bring a copy of the newspaper to display the different sizes and various businesses that already advertised  Bring an advertising application if hey want to buy an advertisement on the spot or would like to think it over  Leave your contact information along with the newspaper adviser’s; take a business card  Keep in touch with the business if they will purchase an ad or not; be sure not to forget them because they will forget you