Textbook Notes (362,790)
Canada (158,054)
FILM 240 (24)

FILM240 Advertising Notes

4 Pages
Unlock Document

Queen's University
Film and Media
FILM 240
Sidney Eve Matrix

FILM240 Media & Culture Week 3 – Lesson 03: Advertising, Chapter 10  Space Brokers: the first American advertising agencies; individuals who purchased space in newspapers and sold it to various merchants  N.W. Ayer & Son: the first full-service modern ad agency; worked primarily for advertisers and product companies rather than for newspapers  Trademarks and Packaging: product differentiation associated with brand-name packaged goods represents the single biggest triumph of advertising; the cost of this causes very high prices for the product in question  Patent Medicines and Department Stores: by the end of the 1800s, accounted for half of the revenues taken in by ad agencies  Advertising’s Impact on Newspapers: in the mid 1800s, 25-30% of space in newspapers was dedicated to advertisements, jumping to more than 50% in the early 1900s  Promoting Social Change and Dictating Values: as U.S. advertising became more pervasive, it contributed to major social changes in the twentieth century:  It significantly influenced the transition from a producer-directed to a consumer- directed society  It promoted technological advances by showing how new machines could promote daily live  It encouraged economic growth by increasing sales  Appealing to Female Consumers: By the early 1900s, advertisers and ad agencies believed that women, who constituted 70-80% of newspaper and magazine readers, controlled most household purchasing decisions, which is still a fundamental principle of advertising today; thus, stereotyped appeals to women were emphasized, beliving that simple ads with emotion and even irrational content worked best  Dealing with Criticism: in the 1940s, criticism of advertising grew as the industry appeared to be dictating values as well as driving the economy; to promot a more positive image, the industry developed the War Advertising Council (or Ad Council, as it was known post-war) which was a voluntary group of agencies and advertisers that produce pro bono public service announcements (PSAs) on a wide range of topics  Better Business Bureau: created by the business community to keep tabs on deceptive advertising  Audit Bureau of Circulation (ABC): formed by publishers that gave advertisers a formal service that tracked newspaper readership, guaranteed accurate audience measures, and ensured that papers would not overcharge ad agencies and their clients  Federal Trade Commission (FTC): created by the government to help monitor advertising abuses  American Association of Advertising Agencies: tried to minimize government oversight by urging ad agencies to refrain from making misleading product claims  Subliminal Advertising: refers to hidden or disguised print and visual messages that allegedly register in the subconscious and fool people into buying products; banned by the National Association of Broadcasters  Slogan: the phrase that attempts to sell a product by capturing its essence in words  Mega-Agencies: large ad firms that formed by merging several ad agencies and maintain regional offices worldwide; provide a full range of services from advertising and public relations to operating their own in-house radio and TV production studios  Boutique Agencies: devote their talents to only a handful of select clients; offer more personal services  The Structure of Ad Agencies: traditional agencies generally divide the labor of creating and maintaining advertising campaigns among four departments:  Account planning  Creative development  Media coordination  Account management  Account Planning: its role is to develop an effective advertising strategy by combining the views of the client, creative team, and consumer  Market Research: coordinated by account planners; used to assess the behaviors and attitudes of consumers toward particular products long before any ads are created  Demographics: earliest type of market research; mainly studied and documented audience members’ age, gender, occupation, ethnicity, education and income; now much more specific (i.e. zip codes)  Psychographics: a research approach that attempts to categorize consumers according to their attitudes, beliefs, interests and motivations  Focus Group: often relied on by psychographics; a small-group interview technique in which a moderator
More Less

Related notes for FILM 240

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.