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Chapter 12 Advertising and Public Relations

COJO 1000 Intro to Mass Media University of Wyoming

Rebecca Roberts

on 8 April 2014

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Transcript of Chapter 12 Advertising and Public Relations

Chapter 12 Advertising and Public Relations
History of Advertising
Public Relations
Today's Advertising
Chapter 12 Activity - Advertising
Find an example of a commercal or digital advertisement that is targeted to you.
1. As specifically as possible describe the advertisement and the techniques used to make the ad effective.
2. How did they target the advertisement to you specifically?
Types of Advertising
Federal Trade Commission - 1914
1970s - Truth in advertising
1992 - Guidelines for terms used
1998 - Children's Online Privacy Act
Yet to come - consumer tracking and privacy
Government Regulation
Advertising - Promoting a product or service through paid announcements.
1830s -Advertising supported mass media begins with Penny Press newspapers
1843 - 1st Ad agency -Volney Palmer - space broker
By 1870s - Ad agencies offer market research
Late 1800s - Magazines depend on advertising
offer complimentary copy and adjacencies

supported media and provided content
created demand for mass produced products
developed concept of brands
created a consumer culture

puffery and deception common
press agents such as PT Barnum combined advertising and publicity stunts
By end of 1800s - department stores and patent medicines biggest advertisers
WW1 - Committee on War Information
1920s - Rising film an radio industries impact advertising
Stars offer
product endorsement
Radio allows advertisers to
sponsor programming
Product placement
1930s - The Great Depression - ad spending drops to 38% of previous level
1950s - 75% increase in ad spending
TV begins with single sponsorship but soon moves to commercial ad model
Magazines and radio move to target margeting to compete

1960s - creative revolution
1970s - networks drop ban on comparative advertising leading to
positioning ads
- compare to competitors
1980s - consumers trend away from brand loyalty
Newspapers -ad revenue dropped 45% 2007-2010
Magazines - ad revenue dropping
Radio - doing well, local and targeted
Television - powerful advertising -
name recognition
audience identification
Digital media -
allows most
ad experience
FTC has the power to issue cease and desist orders, order corrective advertising, and force advertisers to pay consumers for misrepresenting claims
Advertising and culture
Consumer culture
Advertising stereotypes
Advertising and children

- association of a particular brand with cultural values and lifestyles
Product differentiation
- creating differences between like products in the mind of the consumer
cheap or free media
free internet services
public service advertising
creative and artistic expression
Public relations -the activities used by an organization to maintain mutually beneficial relationships with its various publics
Models of PR
Traditional publicity model

Public information model
Persuasive communication model
Two way symmetrical model

Media relations
- a mutually beneficial relationship
Internal communication
Business to business
Public affairs
-community leaders, lobbying
Investor relations
Strategic communications
-intended to produce a specific goal
Issues management
Crisis management
- strategies to deal with potentially damaging info or events to minimize bad publicity
PR is different than advertising
- not paid messages
- no identified sponsor
Public Relations Functions
Public Relations Tools
Press releases
Video news release
Press conferences
Photo ops
Publicity stunts
Public events
Charitable giving
Front groups
Anatomy of a PR Campaign
Public relations and advertising
Integrated marketing communication
PR more trusted, because we don't know its PR
Public Relations and politics
Government PR
Political Branding
19th Century Advertising
Advertising in 1800s
Advertising out of control by the end of the 1800s
Advertising in the early 20th century
By 1955, Television outpaced other media for advertising
Advertising increasingly focused on
Media offer cheap or free content and services in exchange for ad exposure.
Digital Media
Viral ads
- spontaneous popularity. Fewer than 1 and 6 successful
- online games featuring products, marketed to children
Social media
- use user info to generate targeted advertisements
Mobile phone
- free apps share user info with advertisers for targeting
Positive effects of Advertising
Public Relations
This assignment is due in the Chapter 12 dropbox by midnight, Wednesday, April 9.
Advertising and Culture
Late 20th Century Advertising
Full transcript