Sociology 2172A/B Chapter Notes - Chapter 1: Media Consumption, Display Advertising, Brand Management
11 Oct 2016
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Advertising is undergoing a 2nd major creative revolution. In response to new media funding models created by web 2. 0, mobile communications technology, and changing patterns of media consumption. Agencies must place their creative stamp on new forms of attractive content. 1st creative advertising revolution of 1960s occurred according to a classic media funding model. Paid-for-advertising generated revenue to fund media channels: advertising breaks paid for television shows, display advertising paid for print publications. Circulation and viewing figures increase, advertising revenue increases. Funding model sets parameters for advertising, since ads had to fit specific conditions to be differentiated from editorial content in traditional media vehicles such as newspapers and commercial television. Today, the traditional funding model is no longer applicable. Now, content is something which drives the consumption of advertising: content could be news, documentary, entertainment, opinion any communication form which has the potential to generate various pressures.
