FILM 240 Chapter Notes -Federal Trade Commission, Better Business Bureau, Ad Council
22 Nov 2012
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Week 3 lesson 03: advertising, chapter 10. Space brokers: the first american advertising agencies; individuals who purchased space in newspapers and sold it to various merchants. Ayer & son: the first full-service modern ad agency; worked primarily for advertisers and product companies rather than for newspapers. Trademarks and packaging: product differentiation associated with brand-name packaged goods represents the single biggest triumph of advertising; the cost of this causes very high prices for the product in question. Patent medicines and department stores: by the end of the 1800s, accounted for half of the revenues taken in by ad agencies. Advertising"s impact on newspapers: in the mid 1800s, 25-30% of space in newspapers was dedicated to advertisements, jumping to more than 50% in the early 1900s. Promoting social change and dictating values: as u. s. advertising became more pervasive, it contributed to major social changes in the twentieth century: It significantly influenced the transition from a producer-directed to a consumer- directed society.
