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34 Cards in this Set
- Front
- Back
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First ad agents were...
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colonial post masters
businesses left their ads at the post office to be placed in colonial weeklies |
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Palmer
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was first to sell ad space on commission basis- phili, bosten NY
1840 |
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Rowel
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Bought LARGE blocks of media space and sold it, got as much as he could
1850-Space broker and media buyer Published news paper directory w/ card rates |
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Card rates
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how much ad space costs
1869 very controversial to be published |
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Charles Bates
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Starts writing ads
No longer just space brokers but creative workers as well 1890's |
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AAAA founded in...
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1917
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During the 1980's and 1990's ad agencies...
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dramatically changed with mergers and integrated services
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Creative department
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in charge of copy, making and drawing ads
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account services
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in charge of the client-agency relationship and proposals to the client
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Marketing services
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in charge of media planning and buying
research sales promotion |
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management and finance
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financial and account control, office management
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traffic
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if agency is very large or has a large work load, they keep everyone on schedule
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_____ ad agencies in US
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10,000
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Full service ad agencies
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planning, creation, production, and placement
1870-1890's Does everything for their clients |
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Agency search consultants
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a paid consultant who seeks out advertising agencies to represent their client
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Media agencies
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Several agencies work together
Media agency holding companies one stop shopping for clients still independent, but under one comp one org can handle competing accounts |
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other types of agencies (7)
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talent and production
in house independent creative service a la carte rolodex media buying service in house media |
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Top tier of major ad cities
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New York and Tokyo
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Second tier of major ad cities
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London, Paris, Chicago, LA, Detroit, San Francisco, Minneapolis, Frankfurt, San Paulo, Dusseldorf, Madrid, Seoul
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Third tier of major ad cities
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Beijing, Sydney, Dubai
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Persuasion vs. resistance
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-Persuasion-change in att, beliefs, behaviors
-Resistance-instill/ strengthen attitude and/or beliefs to stop change |
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Inoculation Theory
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Making people more resistant to change specific persuasive messages by introducing and then defeating weak versions of the message
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Who invented Inoculation Theory, When was it invented, and what was it modeled after?
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William McGuire
1961 A biological metaphor from actual research on disease inoculation |
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Supportive theory
vs Inoculation |
strengthens the body by cultivating good health
strengthens the body by exposing it to a small does of what u want it to resist |
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Series of Inoculation/ Inoculation Theory
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1. Body-weak does of disease-body practices defense-body stronger
2.Mind-weak does of message-mind practices defense- mind stronger |
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Persuasion free environement
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Ideas that have never been attacked before (cultural truisms) ar ein a persuasion free environment and are vulnerable to attack
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Cultural Truism
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Seldom or never heard attacked
No practice defending belief Believer is unmotivated to defend |
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Research format on inoculation
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Cond 1- pretest-supportive therapy-attack on truism-post test
Cond 2-pretest-inoculation-attack on truism-post test Should see less change in inoculation condition |
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Supportive therapy
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arguments that support truism
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Research findings
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-Inoculation treatments are more effective than supportive at creative resistance
-Effects generalize to new arguments -Inoculation + supportive are more effective than just inoculation |
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Forewarning
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-the awareness that a belief is vulnerable to attack can lead ppl to bolster their defenses
-simply warning someone about and incoming message could help increase resistance |
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Forewarning vs Inoculation
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Warn about incoming message
vs warn and show how to counter |
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counter arguing
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mental rehearsal of how to diffuse opposing arguements- forewarning and inoculation stimulate counter arguing
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resistance and commercial advertising
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-use in comparative advertising
-try to attack by comparing products -design messages to confer resistance to attacks |
