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77% of adults daily
13,000+ stations in US
Yearly revenue > 19bil
Satellite Radio subscribers = 19bil |
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| Perfected AM radio in 1906 |
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1922: 10 minute real estate spot
Herbert Hoover claimed it would destroy the credibility of radio news |
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| Invented FM radio in 1930 |
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Radio Music Box Memo: use radio as a social institution.
Idea: network to reach more stations with a wider variety of programming. |
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| How did radio pave the way for TV? (5 steps) |
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1. Established networks
2. Developed over-the-air advertising
3. Created quality programming
4. Prompted creation of FCC
5. Used ratings |
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Cleveland disk jockey who:
1. Coined "rock n' roll"
2. Helped propel "rock around the clock" to #1
3. Put black and white singers on the same stage for the first time |
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| 1877 built first phonograph |
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Emilie Berliner
Used flat disks - more lifelike recordings, easier to replicate (stamping)
Envisioned royalties |
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| 1930s: Increased music sales because of their popularity |
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| Bill Haley and the Comets |
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| 1955: Their song "Rock Around the Clock" was the first rock n' roll to top the charts. |
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| 60's: Beatles, Led Zeppelin, Rolling Stones, etc |
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Pioneered by Sam Phillips
Legitimized when Elvis appeared on the Ed Sullivan Show |
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| 1890: invented wireless radio |
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Est 1926 w/ Red and Blue networks
Mission: create programs for benefit of listeners
Competitor: CBS |
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William Paley
Mission: make a profit by attracting advertisers
Competitor: NBC |
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Edison in 1877.
Tinfoil cylinder
Mary had a Little Lamb |
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Edison in 1877.
Tinfoil cylinder
Mary had a Little Lamb |
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| Invented Gramophone by 1888 |
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| First ever to record and sell his music |
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| Brought recorded music back: sold 25mil copies |
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Pioneered rock n' roll
Discovered Elvis
Started Sun Records |
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Began using trick photography
Trip to the Moon (14 minutes) |
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| 1903: Great Train Robbery |
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First movie studios
Monopoly
Forced indie producers to CA |
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DW Griffeth
First feature-length film |
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1932: Disney's "Flowers and Trees"
First feature-length: "Becky Sharp" |
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| TV forced movies to convert to color, contributed to major down-turn in movie ticket sales |
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Generally credited with developing American movie industry
Kinetoscope |
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Investigation of studio monopolies
Results: allowed theater owners to preview movies and limited block bookings to 5 movies |
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99% of US homes have a TV
2/3 have cable
Avg household = 7 hrs p/day
Avg household = 30 stations
Women watch > men, older people watch most |
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| Invented television (1st broadcast in '27 |
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| He and RCA claimed HE invented TV (1st broadcast in '27) |
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| GE and RCA: early TV sets |
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| 1938: available in department stores for $125-600 (3"-12" screens) |
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Filmed with 3 cameras
Made in Hollywood
Live audience |
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NBC, CBS, ABC
Dominated TV
Dropped off from 80's to today |
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| Premium, special programs (from companies), "Niagara Falls vs a garden hose (regular TV)" |
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Front-line cable "events"
Movies not yet on video, live concerts, |
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DBS: Direct Broadcast Satellite
HSD: Home Satellite Dish
DirecTV, Dish network
Exponential growth in mid-90s
By 2006, in 60% of US households |
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| Company that provides programs to local stations around the country; the local affiliate stations choose which programs to carry |
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Keeps track of shows watched in 9000 US homes
Rating point: % of potential audience viewing a show
Share: % of actually in-use TV sets tuned in to a particular show |
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| National, NOT local which is produced by affiliates |
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EST by Public Broadcasting Act of '67
Sesame Street
Popular Documentaries |
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| Quarterly analyses to determine audience size of individual stations. |
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| two types of advertising on TV |
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| Coined by William Gibson in his book "Neuromancer" |
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73% of Americans have access in their home
16% of the world population has access |
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| Inventor of WWW software: distributed it for free |
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| Restricts internet searching |
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| NYTimes publisher/owner: stated that NYT will continue to deliver news/ads in whatever form makes a profit |
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| Computers as Communication Tools |
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Email developed by Ray Tomlinson.
Email and IM |
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| Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor |
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| Movable type: influenced advertising too! |
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| Printed 1st ad for books in 1468 |
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Father of publication advertising
1692 started a publication of current book prices |
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| Ran 1st an in America in Boston News-Letter (for real estate) |
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| Penny Press, spawned industrial revolution |
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| 1841: started 1st advertising agency (Philadelphia). He was a space broker |
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| J Walter Thompson & NW Ayer & Sons |
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First full service ad agency.
Pioneered use of "open contract" which allowed the agency to provide advertising space in any publication |
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| Advertising Agency Structure |
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1. Account
2. Account Manager
3. Research
4. Creative
5. Media
6. Production |
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1. Commissions
2. Fees
3. Performance |
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Pioneer of TV advertising
Advertising should show off the value of a product, not the cleverness of the copyrighter.
Big on slogans |
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| Advertising: inherent drama, "the big idea" |
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Ads should be created to sell a product or message, NOT to be creative and exciting.
FREE and NEW |
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| Advertising: Positioning (the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.) |
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| Distinct, homogeneous, responds similarly to market stimulus. |
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| indirect action message—designed to build the image of and demand for a product |
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| direct action message—designed to get consumers to purchase a product or engage in a behavior |
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| The large number of commercials, advertising, and other nonprogramming messages and interruptions that compete for consumer attention. |
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1. Identify existing relationships
2. Evaluate those relationships
3. Improve the relationships
4. Implement the policies |
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| The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. |
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| First PR person in US. Campaign against England w/ committees, public meetings, and publicity |
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| Master of press agentry: entertainer and promoter |
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Father of modern PR
Spin control
Campaigns with symbolism and human faces
Importance of telling the truth!
Declaration of Principles |
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Wrote first book and taught first course on PR, legitimized it as a profession.
Social science (esp psych) research techniques
2-way communication is key |
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| 1st presidential press secretary (worked for Andrew Jackson) |
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| Committee on public information: formed by Pres. Wilson during WWI to support the war effort and unite public opinion. |
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| Publics and Public opinion |
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| Info from company to publics and vice versa |
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| Ethics: The principle of the Golden Mean |
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Aristotle's idea: find the ideal moderate value somewhere between excess and defect.
1. Know what you are doing
2. Select action for a good moral reason
3. Act out of good character |
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| Ethics: The categorical imperative |
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Immanuel Kant
1. What is right for one is right for all.
2. Act according to the rules we want to see universally applied.
3. Right is right no matter the circumstances. |
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| Ethics: The Principle of Utility |
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John Stuart Mill
Greatest benefit for greatest number |
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| Ethics: The veil of ignorance |
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John Rawls
Justice is blind
Ignore roles and social differentiations, treat each participant as an equal member of society |
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| Ethics: The principle of Self-Determination |
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1. Do not treat people as a means to an end.
2. Judeo-Christian ethics: Love thy neighbor as thyself |
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| The Principle of the Golden Mean (ethics) |
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| The Categorical Imperative (ethics) |
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| The Principle of Utility (ethics) |
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| The Veil of Ignorance (ethics) |
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