WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

ND Bowman

COM105

Fall 2014

Media and Interaction Lab

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

#MediaAsTools

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?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

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

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

Written

Handbills

Printed Handbills

Electronic Handbills

THINK: What are some reasons why eHandbills spread faster?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

• Part of the popularity of advertising is due to the increased popularity of newspapers

• WHY?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

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

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

CMC IN ACTION: QUIZ SHOW SCANDAL

#MediaAsTools

“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.”

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

• Why can’t one advertiser have all of a program? (remember Agenda-Setting)

• Today, programs are broken up into smaller ad opportunities

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

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• Mass communication broke audiences into market segments…

• …but newer media have challenged these

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

What is our USP?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

CMC IN ACTION: THEY DON’T MELT,

BUT HOW DO THEY TASTE?

#MediaAsTools

What is the USP for M&Ms, and how does it relate to the taste of the candy itself?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

• Online advertising took time to adjust– Original model:

Broad Banners– Newer model:

Customized Content

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

• What is Big Data?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

SOCIAL MEDIA AND BIG DATA

#MediaAsTools

• 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

analyzed?)– Variety (how broad is it?)– Veracity (can we trust it?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

ADVERTISING

• Multimedia selves!

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

SOCIAL MEDIA AND BIG DATA

#MediaAsTools

• 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

analyzed?)– Variety (how broad is it?)– Veracity (can we trust it?

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

#MediaAsTools

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

WEST VIRGINIA UNIVERSITYDEPARTMENT OF COMMUNICATION STUDIES

#MediaAsTools

QUESTIONS FOR THE CROWD

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!

• 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?