1. Electronic Media: Then, Now, and Later
Norman J. Medoff and Barbara K. Kaye
Medoff & Kaye Electronic Media 3/e Chapter 7

2. Advertising: From Clay Tablets to Digital Tablets
Chapter 7
Advertising: From Clay Tablets to
Digital Tablets
Medoff & Kaye Electronic Media 3/e Chapter 7

3. Promotion, Marketing, Advertising
Creating awareness of product or service
Marketing
Pricing, distribution, packaging, promotional efforts beyond paid advertising
Advertising (subset of marketing)
Newspaper, radio, TV ads, billboards, logo coffee mugs, flyers
Medoff & Kaye Electronic Media 3/e Chapter 7

4. Then: Advertising 3000 BCE to 1990
Babylonian clay tablets (2500 BCE)
Egyptian papyrus
Greek town criers
Roman stone and terra-cotta signs
Printed advertisements (1525)
Boston Newsletter (1704)
Ad agencies (Volney B. Palmer, 1841)
Medoff & Kaye Electronic Media 3/e Chapter 7

5. Then: Early Radio Advertising
Toll broadcasting (purchase airtime)
1922: WEAF (owned by ATT)
Sold 10 minutes to real estate firm
Sponsored radio (support programs)
1923: WEAF aired “Browning King Orchestra,” supported by clothier Browning King
Sponsor controlled program content
Sponsor identification rule
Gradual transition to spot advertising (common today)
Medoff & Kaye Electronic Media 3/e Chapter 7

6. Then: Early Television Advertising (1 of 2)
Sponsorship
Similar to radio sponsorship. Kraft Television Theater; Texaco Star Theater
Quiz show scandals
Spot advertising (magazine style)
Sell time within and between programs
Early advertising was live, then moved to recorded
A new look
Tobacco ban, varied length ads, infrequent sponsorships
Creative strategies: more narrative, image ads
Medoff & Kaye Electronic Media 3/e Chapter 7

7. Then: Early TV Advertising (2 of 2)
Target advertising: seeking niche audiences.
Cable advertising: 1980s saw ad-supported cable programs, increased audience fragmentation
Medoff & Kaye Electronic Media 3/e Chapter 7

8. Now: Advertising: 1990 to Present
From a business perspective
Plays crucial roles
Identifies target audience, differentiates products, generates revenue. Shows benefits of product.
Helps brand product and create brand image.
From a consumer perspective
Educational, social, economic benefits
Buzz marketing
Medoff & Kaye Electronic Media 3/e Chapter 7

9. Now: Advertising Agencies
Full-service agencies
Provide all advertising functions
Plan, research, create, produce, place ads (and more)
Creative boutiques
Focus on creating the ads and campaigns
Media-buying services
Focus on placement of messages in media
Interactive/cyber agencies
Focus on new media and interactive platforms
Medoff & Kaye Electronic Media 3/e Chapter 7

10. Now: Advertising Campaigns
Multiple messages, across multiple media, reinforcing the campaign’s theme
Multistep process
Set advertising/marketing objectives
Analyze product uses, strengths, weaknesses
Identify target audience
Evaluate competition
Understand media market
Medoff & Kaye Electronic Media 3/e Chapter 7

11. Now: Using the Media (1 of 9)
Every medium has its strengths and weaknesses
Radio advertising
Length: :30/:60
Types: local, national, network
Medoff & Kaye Electronic Media 3/e Chapter 7

12. Now: Using the Media (2 of 9)
Advantages of radio advertising
Local
Flexible
Targets audience
Low advertising cost
High exposure
Low production cost
High reach
Portable & ubiquitous
Ads blend with content
Disadvantages of radio advertising
Audio only
Background medium
Short message life
Fragmented audience
Medoff & Kaye Electronic Media 3/e Chapter 7

13. Now: Using the Media (3 of 9)
Television advertising
The most persuasive advertising medium
But not the best advertising outlet for all advertisers
Length: :15/:30/:45/:60
Aired in clusters, or pods
Spots or participations; adjacencies
Types: local, national, network
Time sold: upfront, scatter, opportunistic
Product placement: Payment to feature product in show
Sponsored programs
Public service announcements (PSAs)
Medoff & Kaye Electronic Media 3/e Chapter 7

14. Now: Using the Media (4 of 9)
Advantages of television advertising
Visual & audio
Mass appeal
High exposure
High Reach
Ubiquitous
Ads blend with content
Variety
Entertaining
Persuasive
Emotional
Prestige
Disadvantages of television advertising
Channel surfing, zipping, & zapping
DVRs
Fragmented audience
Difficult to target
Not portable
High cost (ad time and production costs)
Clutter
Medoff & Kaye Electronic Media 3/e Chapter 7

15. Now: Using the Media (5 of 9)
Cable advertising
Ad revenue supplements subscription fees
Challenging broadcast channels for audience
Can target niche audiences
Interconnects (purchasing local cable time with several providers with one cable buy)
Medoff & Kaye Electronic Media 3/e Chapter 7

16. Now: Using the Media (6 of 9)
Advantages of cable advertising
Visual and audio
Select audience
Upscale
Variety
Low cost
Seasonal advantage
Local advantage
Media mix
Disadvantages of cable advertising
Zipping, zapping, & channel surfing
Fragmented audience/low ratings
Lack of penetration
Churn
Medoff & Kaye Electronic Media 3/e Chapter 7

17. Now: Using the Media (7 of 9)
Internet advertising
SEM (search engine marketing)
Banner display ads
Rich-media ads (more an ad design than an ad type)
Interstitials/superstitials; pop-ups & pop-unders
Expanding rich media
Pencil pushdown/sliding billboard; expanding banner
In-banner audio/video
Corner peel
Hover ads
Floating ads
Big box, leaderboard, skyscraper/tower, extramercial
Medoff & Kaye Electronic Media 3/e Chapter 7

18. Now: Using the Media (8 of 9)
Wallpaper and homepage takeover
Native ads
Product placement
Buzz marketing
Advertorials/infomercials
Word of mouth
Social media and advertising
Mobile advertising
Online advertising or online spying?
Cookies
Contextual marketing; behavioral targeting
Spam
CAN-SPAM (passed by Congress, 2003)
M-Spam-Act of 2009 (mobile devices)
Internet service providers (ISPs) offer spam blockers
Medoff & Kaye Electronic Media 3/e Chapter 7

19. Now: Using the Media (9 of 9)
Advantages of Internet advertising
Worldwide marketplace
Targeting consumers
Exposure & run time
Low production costs
Updating & changing ad copy
Prestige
Competition
Quick links to purchases
Mobility
Disadvantages of Internet advertising
Hidden persuasion
Banner blindness
Creative restrictions
Fragmentation
Unreliable audience measurement
Questionable content
Medoff & Kaye Electronic Media 3/e Chapter 7

20. Now: Criticisms of Advertising
Infomercials look too much like TV programs
Advertising encourages avariciousness and materialism
Advertising reinforces stereotypes
Advertising exploits children
Advertising is invasive and pervasive
Advertising promotes unhealthy behaviors
Medoff & Kaye Electronic Media 3/e Chapter 7

21. See It Later Information overload Addressable advertising
Mobile on the rise
Medoff & Kaye Electronic Media 3/e Chapter 7