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ADVERTISING 
ND Bowman 
COM105 
Fall 2014 
Media and 
Interaction Lab
FOR YOUR 
CONSIDERATION 
• Where do our norms come from in 
advertising? How did the industry 
evolve to where it is now? ...
ADVERTISING 
• Advertising can be 
traced back to ancient 
Greece, using handbills 
• As production and 
distribution beca...
ADVERTISING 
Written 
Handbills 
Printed 
Handbills 
THINK: What are some reasons 
why eHandbills spread faster? 
Electron...
ADVERTISING 
• Part of the popularity of 
advertising is due to the 
increased popularity of 
newspapers 
• WHY?
ADVERTISING 
• Larger audience + more 
income meant that 
goods have new 
markets 
• …but audiences don’t 
want to pay for...
CMC IN ACTION: 
QUIZ SHOW SCANDAL 
“The entire affair was found so unsavory by 
the American public that it led to a 
cong...
ADVERTISING 
• Why can’t one 
advertiser have all of a 
program? (remember 
Agenda-Setting) 
• Today, programs are 
broken...
ADVERTISING 
• Mass communication 
broke audiences into 
market segments… 
• …but newer media 
have challenged these
ADVERTISING 
What is our USP?
CMC IN ACTION: 
THEY DON’T MELT, 
BUT HOW DO THEY TASTE? 
What is the USP for M&Ms, and how does 
it relate to the taste o...
ADVERTISING 
• Online advertising 
took time to adjust 
– Original model: 
Broad Banners 
– Newer model: 
Customized 
Cont...
ADVERTISING
ADVERTISING
ADVERTISING 
• What is Big Data?
SOCIAL MEDIA AND BIG DATA 
• An increasing concern regarding social media 
and advertising is the volume of personal data ...
ADVERTISING 
• Multimedia selves!
SOCIAL MEDIA AND BIG DATA 
• An increasing concern regarding social media 
and advertising is the volume of personal data ...
CHAPTER 
SUMMARY 
• Advertising has been around 
for centuries 
• Models of advertiser-funded 
media models began with the...
QUESTIONS FOR 
THE CROWD 
• Think back to an incredibly memorable 
commercial. What was it’s unique 
selling proposition? ...
WVU COM 105 - Chapter 10 (Advertising)
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WVU COM 105 - Chapter 10 (Advertising)

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For our lecture on 6 November 2014, a copy of the PPT slides from Chapter 10's discussion. NOTE: These are the PPT slides for Section 001 only (TR, 11:30 am to 12:45 pm), shared due to technological issues in class during that day's lecture. Enjoy!

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WVU COM 105 - Chapter 10 (Advertising)

  1. 1. ADVERTISING ND Bowman COM105 Fall 2014 Media and Interaction Lab
  2. 2. FOR YOUR CONSIDERATION • Where do our norms come from in advertising? How did the industry evolve to where it is now? • What historical events have been critical in the development of advertising? • What did advertisers not grasp during the early days of the Internet? • Where does most online ad revenue now come from? #MediaAsTools
  3. 3. ADVERTISING • Advertising can be traced back to ancient Greece, using handbills • As production and distribution became easier, so did information spread One of the first known public advertisements, this is for a brothel in Ephesus, Turkey
  4. 4. ADVERTISING Written Handbills Printed Handbills THINK: What are some reasons why eHandbills spread faster? Electronic Handbills
  5. 5. ADVERTISING • Part of the popularity of advertising is due to the increased popularity of newspapers • WHY?
  6. 6. ADVERTISING • Larger audience + more income meant that goods have new markets • …but audiences don’t want to pay for content, so who does? As advertisers purchase content in advance of the news, stories are filled in around the different ads in the newshole
  7. 7. CMC IN ACTION: QUIZ SHOW SCANDAL “The entire affair was found so unsavory by the American public that it led to a congressional hearing held by the House Committee on Legislative Oversight. Contestants from several game shows testified to having been coached, and while no one went to jail over the hoax, it was seen by many as an act of betrayal toward the public.” #MediaAsTools
  8. 8. ADVERTISING • Why can’t one advertiser have all of a program? (remember Agenda-Setting) • Today, programs are broken up into smaller ad opportunities
  9. 9. ADVERTISING • Mass communication broke audiences into market segments… • …but newer media have challenged these
  10. 10. ADVERTISING What is our USP?
  11. 11. CMC IN ACTION: THEY DON’T MELT, BUT HOW DO THEY TASTE? What is the USP for M&Ms, and how does it relate to the taste of the candy itself? #MediaAsTools
  12. 12. ADVERTISING • Online advertising took time to adjust – Original model: Broad Banners – Newer model: Customized Content
  13. 13. ADVERTISING
  14. 14. ADVERTISING
  15. 15. ADVERTISING • What is Big Data?
  16. 16. SOCIAL MEDIA AND BIG DATA • An increasing concern regarding social media and advertising is the volume of personal data created by users that is used by advertisers to target users with ads (big data) – Volume (how much is there?) – Velocity (how fast can it be collected and #MediaAsTools analyzed?) – Variety (how broad is it?) – Veracity (can we trust it?
  17. 17. ADVERTISING • Multimedia selves!
  18. 18. SOCIAL MEDIA AND BIG DATA • An increasing concern regarding social media and advertising is the volume of personal data created by users that is used by advertisers to target users with ads (big data) – Volume (how much is there?) – Velocity (how fast can it be collected and #MediaAsTools analyzed?) – Variety (how broad is it?) – Veracity (can we trust it?
  19. 19. CHAPTER SUMMARY • Advertising has been around for centuries • Models of advertiser-funded media models began with the dawn of the penny press • Today’s media consumer is more active, using more channels simultaneously to find more information #MediaAsTools
  20. 20. QUESTIONS FOR THE CROWD • Think back to an incredibly memorable commercial. What was it’s unique selling proposition? • Have you ever purchased a good or signed up for a service based on a Facebook ad? What was that experience like? Share your answers to these questions on Twitter using the #MediaAsTool hashtag, or in our official Facebook group (https://www.facebook.com/groups/234255823447372/). You might even get an answer from the authors directly! #MediaAsTools

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