last updated
10/17/2012
Placing Advertising and Persuasive
Messages in Media
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Market/audience segmentation is the key to all modern advertising
In
product ads and
In political ads
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Traditional TV advertising is undermined by VCRs/DVRs
Product "placement" is an alternative
Bluring ads and content is the new form
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Use of incentives to view ads is growing
email with ads
pop-ups
search engine ads (with optimization consultants)
sponsored links
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Behavioral Targeting is hot (and very controversial)
BT
is based on consumer actions - what you do on the internet
(e.g.
facebook, searches, "click throughs, etc.)
what you do in real life (TV in the grocery store, at the
airport, etc.)
where you shop - product tie-ins (e.g. movie characters at
Mickey D's)
what you watch - on DVDs you buy/rent
Types of Advertisements
Traditional Ads
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Traditional Product Ads (in traditional
media)
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the Product as an Ad
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Service Ads
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Good Will Ads
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Advocacy Ads
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Infomercials (direct response)
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Public Service Announcements
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Political Ads
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Issue Advocacy
Non-traditional Ads
Advertising and Values
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Ads define "preferred" lifestyles (e.g.
hygene, home care, food & cooking types)
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Ads can promote (and use) causes (e.g.
green products)
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Ads assume a consummption based
lifestyle - materialism =happiness
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Ads encourage instant gratification
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Ads define what brings about acceptance
("nothing says loving like ...")
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Ads are relentlessly conservative
(non-ideologically)
Discussion Questions for Thursday
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What
Ads do you like? Why? (Bring a
favorite ad to classor the web location (say on YouTube)
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What
Ads irritate you? Why?
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Beyond
purchases or other intended actions, how do ads influence people you
know? You yourself?
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Do ads
influence our personal identities? Our social expectations and
interactions?
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