Advertising Chapter Analysis

Advertising has been around for at least 3,000 years. It started with painted messages on stones and later became pieces printed in newspapers. The very first newspaper advertisement appeared in 1704, but it wasn’t until the 1880’s that ads appeared in magazines. Radio advertising began in 1922 and finally, in 1949, advertising on television became a big hit. Of course there is also advertising on the Internet, but it hasn’t “taken off” the way advertising in the above mentioned mediums has.

Advertising has a rich history but, like all industries, it faces a few issues. Advertising can quickly become very expensive. If many people don’t see the ad, the money is wasted. But even if people see the ad, they might not do anything about it. For example, advertising on the Internet is risky because people often do not click-though the ad to find out more information. Because of this, the click-through rate for many sites is quite low. Pop-ups are another issue Internet advertising faces, because consumers can easily install a pop-up blocker, thus eliminating incoming ads. Other issues advertising faces include: the economic health of the nation, choosing which type of media to use, and staying within the codes established by the FTC, FDA, and FCC.

Technology is changing the advertising industry because less and less people are picking up newspapers and magazines, while more and more people watch television or spend their time online. This means advertisements are beginning to switch to online or televised versions instead of focusing on printed ads. But because the click-through rate for Internet ads is low, the ad industry is tirelessly working to find ways to work around the consumer, like putting ads below search engines, thus raising the click-through rate.

As a job market, the advertising industry looks like a very good place to work. There are many different places to work in an ad agency including: marketing research, creative activity, administration, and media selection, among others. Each job title has a different section of advertising that they’re responsible for. If I were to choose my favorite, the most interesting to me, I would go with the creative activity department. They are responsible for thinking up the ad, designing the art, and they often produce the commercials. Additionally, the job market looks stable. The chapter states that “in 2010, television advertising revenue in the U.S. totaled $70 billion.” The ad industry is only going to get bigger in the next few years.

My favorite part about the chapter was all the different information on ways ads appeal to consumers. Because I see so many ads every day, I rarely think about the fact that a certain message is being sent. Instead, I get the message and move on with my day. The chapter showed, however, that there are 15 different ways that ads are used to get my attention. Some of these include the need for attention, the need to achieve, and the need for guidance. I found it extremely interesting that all 15 ways targeted a different need that we each have. It makes sense, though, because advertising must always grab the consumers’ attention, and what better way to do so than to focus on what we need?



Media/Impact: An Introduction to Mass Media by Shirley Biagi – Chapter 10


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