The Relationship of Advertising and Media

Advertising and media are symbiotic

What does advertising require?

2 primary components:

1. Centralized exchange: a "marketplace"

Farming vs. city living

(“Israel in 4 BC had no mass communication”)

2. Economy in which supply exceeds demand

The more choices you have, the more information you need about those choices to make the best decision for you.

Goal of advertising is to "give you product information."

4 periods in the history of advertising:

1. Pre-Marketing/Pre-Industrial Media

English Inns—signs used graphics instead of print

2. Mass communication: printing press … Gutenberg Revolution--- from 1450s

(A&E’s #1 “Person of the Millennium; Time’s #1 “Invention of the 2nd Millennium)

3. Research Era --- last 50 years

“Only 15 percent of my marketing works…the trick is figuring out which 15 percent…”

4. Interactive Era

“How does Google make money?” …CNN Anchor