[COM 212] - Midterm Exam Guide - Ultimate 26 pages long Study Guide!

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West Chester University
COM 212
MIDTERM EXAM
STUDY GUIDE
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Ambient advertising or 360 marketing: advertising appearing in non traditional venues
Murketing: our susceptibility to marketing arises from our ignorance of its pervasiveness
Blinks: 1 second commercials between songs on the radio
Early advertising
Babylonian merchants were hiring barkers to shout out goods and prices at passersby
Romans wrote announcements on city walls
Siquis- pinup want ads for all sorts of products and services
Shopbills- attractive, artful business cards
Newsbooks- early weekly British puliatios that otaied ads The eekl es
Ads came to colonies via England. British ads were exaggerated and used hyperboles vs.
colonial ads were straightforward
Newspaper was the major advertising medium
Ads used by retailers for people to come to their businesses
Industrialization & Civil War
84’s telegraph ade ouiatio oer log distaes possile
Railroads linked cities and states
Volney B. Palmer opened a branch in NYadvertising agency invented
Civil War sped industrialization more factories needed
88’s the telephoe & eletri light ieted
- Brands were born
Magazines financially supported by advertisers rather then their readers
Advertising and Professionalism: Three factors combined to move the ad industry to est.
professional standards
1.) Reaction of the public and the medical profession to the abuses of patent medicine
advertisers. These charlatans used fake claims and medical data in their ads to sell tonics that at
best were useless and, at worst, deadly.
2.) The ritial eaiatio of ost of the outr’s iportat istitutios, led  the
muckrakers
3.) The establishment in 1914 of the Federal Trade Commission (FTC), which had among its
duties monitoring and regulating advertising.
Depression effected advertising.
Responses- advertisers became less honest
1936- Consumer Union was founded to protect people from unscrupulous manufacturers and
advertisers.
Wheeler-Lea Ac: Granted FTC extending power to regulate ads
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World War II
Production of consumer products came to a near halt during the war
Traditional ads were limited
Ads used to sell war bonds
A high excess-profits tax was levied on manufacturers wartime profits
Goal as to esure opaies did’t eefit too greatl fro death ad destrutio
Results:
.) Epasio i the uer ad size of aufaturers’ adertisig departets ad of
advertising agencies.
2.) A public primed by that advertising anticipating the return of consumer goods
Advertising and TV:
No shortage of consumer products when the war ended
After war- more leisure time & money, people having more kids
GI Bill: Think realistically about owning home.
TV became nations primary ad medium
1 year of life watching TV commercials
People become aware of ads only when it somehow offends them
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