Textbook Notes (369,067)
Canada (162,366)
Sociology (1,816)
Gale Cassidy (189)

1 Advertising in Canada.docx

2 Pages

Course Code
Sociology 2172A/B
Gale Cassidy

This preview shows 80% of the first page. Sign up to view the full 2 pages of the document.
Advertising in Canada Advertising: Refers to a system of communication through which goods and services are brought to the attention of the general public - Two phases (Raymond Williams) o Insinuated it self into every medium of communication (Intended for mass persuasion) o Operates in a capitalist economy (media serve advertiser before public, most media outlet needs to be sponsored)  Reach highest number of potential consumers at the lowest cost possible - Advertisers do not need the mass media o Can publicize through other methods o Puts pressure on mass media to increase their value to advertisers - Every media outlet tries to produce an audience sought by advertisers Historical background - Advertising not invented by one person - Modern advertising is integrated with the mass media o Started with the first newspaper published in Canada 1880 – 1920 - Industrial revolution - Increase productivity of Canadian industry (producing and shipping, not selling) - Bridged the gap between manufacturers and the public by opening a channel of communication between them - Printing trade industrialized (lithography allow designs or trademarks reproduction) - Media buying: Media outlets identified and assessed, rate negotiated, and contracts signed wherever a company does business. (Advertising agency) - Newspapers most important medium until 1950 - 1900: second function, creative service, effective ads featured memorable copy and imagery. o 1910: third function: Market research, Customers grew more remote, demand in national market need to be identified  Help media byers to select most appropriate outlets to reach their target market 1920 – 1960 - Broadcasting – radio 1922, TV – 1952 - Military broadcasting -> Commercial broadcasting - Prevent Canadians to switch to American stations - Two ways to handle time “Broadcasting, they pay for time” o Sponsorships associates an advertiser’s name with an entire program (cultivate public mind) o Spots or commercials use a brief segment of on air time for sales talks (the predominant form of radio advertising now, sponsorship was common until the 1950s 1960 – Present - Media buying and creative services – country’s multicultural heritage, started
More Less
Unlock Document

Only 80% of the first page are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


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.