Advertising and Consumer Culture Quiz

Definitions

• Advertisements: Specific messages designed to persuade an audience.
• Advertising campaign: An integrated series of ads and promotions communicating a central theme or idea.
• Earned media: Exposure brands receive due to virality.
• Campaign: Integrated ads and promotions conveying a central idea.
• Culture: Ideas and activities shaping our world.
• Consume: Ingesting, using, or destroying.
• Consumer Culture: A society where commodities outweigh human values.
• Consumer Cynicism: Distrust or skepticism towards advertisers.
• Commodification: Reducing an item's worth to only its sale value.
• Commodification of gender: Applying a price or value to notions of gender rather than intrinsic worth.
• Federal Trade Commission (FTC): Agency enforcing consumer protection and antitrust laws.
• Integrated brand promotion (IBP): Coordinating promotional tools in advertising to build brand preference.
• Manufacturing: Designing and producing products.
• Marketing: Distribution and promotion of products.
• Mass Media: Single channel for mass communication.
• Native advertisement: Difficult-to-identify advertisements.
• New-school advertising: Modern advertising methods by brands.
• Old-school advertising: Traditional advertising methods.
• Open Contracts: Publicly advertised costs for ad space.

The Rise of Consumer Culture

• Consumer Culture: A society centered around commodities and consumption surpassing human values.
• Culture: Guiding ideas and activities shaping perspective.
• Agriculture vs. manufacturing: Industrial revolution transforming economic contributors.
• Urban population vs rural population: Urban populations growing; overtaking rural ones.
• Increase in personal earnings: Dramatic increases in personal income and expenditure.
• Dramatic increases: Growth in personal earnings, manufacturing and agricultural wages.

Significant Marketing Eras

• Pre-Marketing Era: Before the printing press.
• Mass Communication Era: 1700s-early 1900s, newspapers, magazines, radio.
• Research Era: 1920s to present, studying psychology behind consumer motivation.
• Interactive Era: Present, consumer control and interactive devices used in advertisements.

Birth of Advertising as an Industry

• Old School view: Three criteria for advertising: Paid for, delivered through mass media, attempts to persuade.
• Mass Communication Era: 1700s-early 1900s marking the beginning of newspapers, magazines, radio.
• Interactive Era: Present, interactive devices, social media.
• Historical influences: Printing press, newspapers, magazines, 16th/17th century, billboards (1800s), direct mail (e.g. Sears 1892).

Important Individuals

• Volney B Palmer: Newspaper ad space salesman.
• George Rowell: Wholesaler of newspaper advertisement.
• David Ogilvy: Known as "father of advertising," pollster turning to advertising.

Paradigms

• Producer-Led (older): Focus on product; efficiency and function emphasized over design, consumer perspective.
• Consumer-Led (newer): Consumer needs and desires; emphasis on personalized marketing and creative approaches.

Misc. Information

• Functionality and Standardization - Emphasizing product efficiency over aesthetic, cost-effective approaches.
• Creative Revolution - Growing importance of style; consumer society cynicism leading to a creative revolution.
• Economic value of Style - Style enhancing product sales.
• Emerging Problems with Advertising - Cynicism towards advertising; effective methods to combat that cynicism.

Dahlen and Rosengren (2016) Key Points

• Changing Definition: Advertising now encompasses brand-initiated, impactful communication.
• Impactful Communication: Brand communication extending beyond mass media.
• Consumer Involvement: Consumer active role in advertising messaging.
• Transformation: Advertising adapting to new media environments.

5 Key Assumptions

• Powerful Influence: Advertising is a powerful force in shaping consumer preferences.
• Media Changes: Media landscape changes since the 1960s.
• Inaction Potential: Stopping advertising could be significant.
• Brand Loyalty: Brand loyalty enduring.
• Price Sensitivity: Consumer preference for lower prices.

Functional Issues

• Profits and Expenses: Advertising expenses not always equal to profits.
• Profitability Concerns: Advertising costs exceeding profits when increased too far.
• Advertising Appeal: Emotional appeal and ease of process.
• Amoral Advertising - Focuses on profit, not inherent morality.