1. Journalism Principles and Practices
Advertising
Journalism Principles and Practices

2. 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

3. 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

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

5. 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

6. 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 s
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

7. Issues in Advertising Intrusiveness of digital ads
Repurposed information -- see
Selling stuff we don’t need
Deception

8. 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...

9. 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)

10. 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)

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