CCT316H5 Lecture Notes - Lecture 1: Branded Content, Advertising Campaign, Database Marketing
7 Jun 2017
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Cracking the consumer code: advertisers, anxiety, and surveillance in the digital age. The first key area of trust is that, advertisers and their agencies must have confidence in the ability of [the media that carry the ads] to place commercial messages in front of the right consumers at the right times. The second key area of trust involves audiences that the media firms try to reach. Ad executives must have confidence that substantial proportions of the target public will actually pay attention and look at the commercial messages as a prelude to being persuaded. With an increasing number of film companies integrating products into scenes to help defray costs, television producers (whose firms were often owned by the same conglomerates) moved to do the same. They could get away with it by the late 80s and early 90s. One reason was that the national association of broadcasters abandoned its code that included limits on prime time length.
