CCT316H5 Lecture Notes - Lecture 2: Advertising Campaign, Making Money, Phronesis
14 Dec 2015
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Document Summary
The second key area of trust involves audiences that the media rms try to reach. Ad executives must have con dence 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 lm companies integrating products into scenes to help defray costs, television producers (whose rms were often owned by the same conglomerates) moved to do the same. They were pushed into doing it by a con uence of factors: Program licence payments from the tv networks that no longer covered production costs (due to lower real ad revenues) And increasing uncertainty that they could nd pro ts in the local and global syndication markets. They could get away with it by the late 1980s and early 1990s. One reason was that the national association of broadcasters abandoned its code that included limits on prime time commercial length.
