1. Advertising Essential role in consumer economies

2. Financial basis of modern mass media consumer economies advertising and prosperity advertising and democracy

3. Origins of advertising stepchild of technology –printing press industrial revolution –steam powered presses –factories –immigrants pioneers

4. Advertising agencies Agency structure –creative –account executives –media buyers –research Agency compensation –three kinds: comm., fees, performance Advertiser role in advertising

5. Placing advertisements media plans –CPM--cost per thousand media choices alternative media~$5billion a year –business magazines –gay newspaper ads –Spanish language media –direct mail

6. Pitching messages importance of brands lowest common denominator market segments redundancy techniques

7. Redundancy techniques “redundancy”=repetition barrages--”ads in flights” or “waves” bunching--promoting in limited period trailing--running condensed versions multimedia trailing--reinforce ads with less expensive media saturation--target, block out competition

8. New advertising techniques stealth ads product placement infomercials “infotainment” advertising--games ‘zines new site ads--sports stadiums

9. Research and psychology motivational research –Freud and Dichter –Goebbels –use of fantasies, sexual innuendo –sexual images subliminal advertising –Jim Vicary, 1957 –“subception”

10. Conglomeration and globalization acquisition binge –deregulation in 1970s –hands off business approach –demassification of mass media –fragmentation of audiences agency consolidation problems –huge profits to spend on acquisitions –financing available

11. Advertising regulation media gatekeeping –“caveat emptor” –“caveat venditor” –Edward Bok –codes of ethics

12. Regulation, con’t industry self-regulation public interest advertising National Advertising Review Council Codes--AAAA –false, misleading statements/exaggerations –testimonials from unknowledgeable people –unfair disparaging of competitive products –distorted, insufficiently supported claims –offending public decency

13. Other regulation “public interest” advertising government regulation –Federal Trade Commission 1914 –tobacco and liquor industries Seagram company –nine other agencies FDA, Postal Service, FCC, SEC state law against fraud

14. Problems and issues advertising clutter –#of ad messages doubled in 60s & 70s –too many commercials during Olympics –NAB code limited quantity; ruled unfair creative excesses advertising effectiveness--what works? –mag. ads entice 13%; newspaper ads 15%; TV ads 25%.