Sociology 2172A/B Lecture Notes - Lecture 1: Media Consumption, Denim

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INTRODUCING ADVERTISING AND PROMOTION
THE CHANGING GLOBAL ADVERTISING ENVIRONMENT
Advertising's Second Creative Revolution
Advertising is undergoing a second creative revolution
The first creative revolution - 1960s
Paid-for advertising generated revenue required to fund media channels
Many new media vehicles as digital technology reduces start-up costs
Audience reach of each individual media vehicle has shrunk under increased
competition and changing patterns of media consumption
Fewer consumers are paying for print media and more consumers are viewing, and
interacting with, media content on mobile phones, PCs, laptops and other wireless devices
such as netbooks
the internet offers a massive potential audience reach
advertisements now cost nearly nothing to make because of video sharing sites such as
YouTube
what we understand by 'advertising' as a genre of communication is changing
STUDYING ADVERTISING
The Consumer Perspective
advertising has become such a feature of daily life that sometimes it seems as if we
hardly notice it
advertising is, of course, so powerful precisely because it is taken-for-granted
The Social Power of Advertising
advertising can occasionally have an astonishing power to grasp widespread attention
and, in a few celebrated cases, change entire markets
Laundrette ad - revolutionized the denim jeans market; increased sales of denim jeans
by some 600%
The Managerial Uses of Advertising and Promotion
Advertising is a powerful if imprecise marketing tool, a means of persuasively
communicating with (or to) millions of customers)
advertising's ability to sell can be overplayed - can also be used to match competitive
activity or to build brand presence
advertising almost never sells, but in most cases serves to remind and reassure existing
consumers that the brand is still salient
social marketing addresses issues of social concern
used to change behaviour with respect to alcohol or cigarette consumption, safer
driving, sexual practices, domestic violence, or social prejudice towards disability or
ethnicity
social campaigns push the boundaries of tasteful depiction further than brand
advertising, because of their ostensibly virtuous motives
the effectiveness of a campaign invariably depends on many factors - objectives,
audience, budget, timing and media channel, quality, and many other environmental
factors
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