387 E1: The Age of Hyper-Commercialism – Flashcards
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As advertising has bought commercial values into journalism, what is it incompatible with? (p138)
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traditional notions of free press
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What role does advertising play in competitive markets? (p.139)
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mandatory for firms in less competitive oligopolistic markets.
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In relation to prices, what are firms in oligopolistic markets? (p.139)
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price makers not price takers
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On what basis does advertising allow corporations to search for new customers? (p140)
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monopolistic competition - no price cutting, prices always going up.
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What is advertising a function of? (p.140)
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a certain type of capitalism
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What is the appeal of advertising for a large corporation? (p.141)
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crucial for brand identity, convince customers to switch from competitor or enter the market, and for launching new products.
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What does advertising in more competitive markets tend to emphasize? (p.142)
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price and product quality
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What does Thought Equity do? (p.142)
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takes TV ads, strips away references to the product, and then resells them to other companies so they can use the same ads to sell different products.)
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What has become a real source of concern for marketing firms? (p.143)
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The declining effectiveness of individual ads, as overexposed consumers develop immunities.
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What changes media content dramatically? (p.143-4)
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satisfying the needs of advertisers
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What bias does advertising accentuate? (p.144)
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class bias
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What is the most fruitful way to see the issue of advertisings relationship with media? (p.145)
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to see the issue as how the media are incorporated into the nation's broader advertising and marketing system
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How has the amount of advertising (per hour) changed from 1982 to 2002? (p.145-6)
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no more than 9.5 to 14-17 minutes now
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What has the rise in the amount of advertising and the increase in channels meant for the reach of advertising? (p.146)
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its harder to reach a large audience
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What has been the solution to the problem of trying to guarantee an audience for ads? (p147)
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movie ads product placement billboards
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How do new technologies make product placement easy? (p.147)
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bring a brand when movie/show calls for it 2001 grammys celebrities put on virtual ad street
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How has Time Warner developed "virtual" advertising in shows such as Law & Order? (p.147-8)
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products are placed retroactively in reruns of popular show
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How is "branded entertainment" different from product placement? (p.148)
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goes beyond set-dressing and moves into the realm of narrative and character
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How has product placement changed from the "old days"? (p.149)
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"In the old days of product placement, it was all about, 'Can you work it in somewhere?"' a media executive noted. "Now it gets built in instead of forced in."
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What did the deal between Disney and Mindshare allow?(p.149
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to jointly produce numerous shows for Disney's ABC network, "a deal that would allow advertisers to weigh in early on the programs they sponsor." As ABC president Alex Wallau put it, "This could be an important portion of our prime time programming."~' ABC also launched an "Advertisers Beyond Commercials" division to "offer advertisers a vast array of opportunities to interact with our programming
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What was much of the impetus for inexpensive "reality" programming? (p.149)
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their affinity for product placement.
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What does iTVX measure? (p.150)
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evaluates product placements on the basis of how long the product is on screen, how prominently it is displayed, and whether it is incorporated into the story line
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How did Absolute Spirit hit the mother lode? (p.150)
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when its vodka advertisement for a nude hunk was the center of the story line in an episode of Time Warner's HBO series Sex and the City.
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What products had starring roles in Steven Spielberg's Minority Report? (p.151)
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Lexus and Nokia supporting roles- Aquafina, Reebok, Pepsi etc.
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What is the goal of New Line Cinema's "integrated marketing" group? (p.150)
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"The team's goal is to bring in partners earlier in the process, beginning in film pre-production, and potentially fit them into marketing and promotion plans," a New Line executive explained. "It's a cradle-to-grave scenario that we can offer marketers"
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According to an Intel executive, what is the next frontier of product placement? (p.153)
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integrating products into video games -think NHL 15 -your not just watching products you're using them!
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What do infomercials increasingly resemble? (p.154)
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standard commercial entertainment programming
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What will happen in the deal between Pepsi and Sony? (p.155)
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Sony artists will be promoted and distributed in many places Pepsi is sold, while Pepsi will get exclusive rights to use Sony music in its global marketing campaigns.
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What is the fine line that advertisers have to walk in using popular or "alternative" music as a marketing device? (p. 156)
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"You don't want it to appear like you are selling out,"
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What deal was Def Jam negotiating in 2002? (p. 157)
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was negotiating a deal with Hewlett-Packard to have the computer maker's products featured in the songs of Def Jam artists in exchange for extensive play in the company's advertising campaigns.
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What was significant about MasterCard's deal with Universal Studios? (p.157)
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worth over $100 million to make MasterCard an integral part of Universal theme parks, movies, home videos, and, possibly, music. This is where the commercial value (and competitive advantage) of having a media conglomerate comes into play
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What is the ultimate goal of stealth advertising? (p.158)
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"Maybe it is a subliminal commercial message,"
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What are some of the new frontiers of hyper-commercialism? (p.158-9)
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Public broadcasting and the arts are now overlapping with advertising. ex. Museums, colleges/universities
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How can the culture produced by the hyper-commercial tidal wave be described? (p.159)
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interchangeable with a broader information torrent that overwhelms our senses. The culture it generates, many argue, is more depoliticized, garish, and vulgar than what it has replaced.'
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What does Premier Retail Networks do? (p.160)
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operates in-store TV networks that beam ads in 5,700 stores, including 2,500 Wal-Marts and other chains like Circuit City and Ralph's supermarket
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What did Reebok do for the 2003 Boston Marathon? (p.161)
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hired five hundred college students to put bright red tattoos on their foreheads-"head advertising"
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What is "guerilla" marketing? (p.161)
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smuggling sales messages into particular "target audiences" by aggressively spreading "buzz"about a hip new product or using other unorthodox and surreptitious methods.'
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What is "urban marketing"? (p.162)
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guerilla marketing tactic in which a firm such as Coca-Cola sends teams of cool young African Americans with vans full of soda and hiphop music "to the sweltering streets to engage in a block-by-block battle to win over the hearts and wallets of lower-income, mostly African-American consumers."
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What happens in the film FOODFIGHT!? (p.162)
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"incorporates thousands of products and character icons from the familiar packages of products in a grocery store."
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Who have become protagonists in children's books? (p.163)
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millions of books are being sold that have snack foods as protagonists
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What does the president of Kids "R" Us say about marketing to children? (p.163)
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"All these people understand something that is very basic and very logical, that if you own this child at an early age, you can own this child for years to come."
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What is Channel One's biggest selling point to advertisers? (p.164)
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public school comericials is the lack of freedom it imposes in "forcing kids to watch two minutes of commercials."
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According to Gary Ruskin, how does our business culture view children? (p.165)
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"In our business culture, children are viewed as economic resources to be exploited, just like bauxite or timber."'
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According to the democratic philosopher Alexander Meiklejohn wat happens to public communication if commercialism provides the logic of all speech? (p.166)
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the commitment to public communication disintegrates under the obsession with material self-interest
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What does commercial culture tend to produce? (p.166)
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a profound cynicism and materialism, both cancerous for public life. The message is constant: all our most treasured values-democracy, freedom, individuality, equality, education, community, love, and health-are reduced in one way or another to commodities provided by the market
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According to James Rorty why does advertising represent "Our Master's Voice"?(p.167)
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the voice of the wealthy, and the culture it dominates will always ultimately be biased to serve the interest of the privileged few
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Once corporate power becomes unquestionable, what is there little room left for?(p.167)
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participatory governance.
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Who did Consumers Union argue advertising should serve? (p.169)
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informing them so that they could become wise and efficient consumers.
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How did the advertising industry respond to the consumer movement? (p.170)
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with an avalanche of public relations and lobbying activity, all designed to prevent regulation in the public interest
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What has been the foremost policy concern of the advertising industry? (p.170)
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maintaining the right of businesses to deduct advertising expenses from their taxable incomes
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What has the FTC accepted as the best response to criticism of advertising? (p.171)
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ITC has come to accept "tougher self-regulation" as "the best response" to criticism of advertising.'
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Under hyper-commercialism how is every new significant communication technology received? (p.172)
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is heralded for its ability to empower citizens and undermine the hold of advertisers over the media and the audience.
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Why does advertising remain the Achilles Heel of the commercial media system? (p173)
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because it is so dubious and unpopular.
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According to Janine Jackson what is it imperative to reconsider? (p.174)
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after chronicling the many ways in which advertising corrupts media, at some point it becomes logical, if not imperative, to "reconsider the whole idea of commercial sponsorship as a way to fund media
