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The behind-the-scenes story of how admen and sponsors helped shape broadcasting into a popular commercial entertainment medium. During the \"golden age\" of radio, from roughly the late 1920s until the late 1940s, advertising agencies were arguably the most important sources of radio entertainment. Most nationally broadcast programs on network radio were created, produced, written, and/or managed by advertising agencies: for example, J. Walter Thompson produced \"Kraft Music Hall\" for Kraft; Benton & Bowles oversaw \"Show Boat\" for Maxwell House Coffee; and Young & Rubicam managed \"Town Hall Tonight\" with comedian Fred Allen for Bristol-Myers. Yet this fact has disappeared from popular memory and receives little attention from media scholars and historians. By repositioning the advertising industry as a central agent in the development of broadcasting, author Cynthia B. Meyers challenges conventional views about the role of advertising in culture, the integration of media industries, and the role of commercialism in broadcasting history. Based largely on archival materials, A Word from Our Sponsor mines agency records from the J. Walter Thompson papers at Duke University, which include staff meeting transcriptions, memos, and account histories; agency records of BBDO, Benton & Bowles, Young & Rubicam, and N. W. Ayer; contemporaneous trade publications; and the voluminous correspondence between NBC and agency executives in the NBC Records at the Wisconsin Historical Society. Mediating between audiences' desire for entertainment and advertisers' desire for sales, admen combined \"showmanship\" with \"salesmanship\" to produce a uniquely American form of commercial culture. In recounting the history of this form, Meyers enriches and corrects our understanding not only of broadcasting history but also of advertising history, business history, and American cultural history from the 1920s to the 1940s.

No detailed description available for \"Brought to You By\".

As information and communication technology advances rapidly, real-time live online broadcasting has emerged as a novel social media platform. In particular, live online broadcasts have gained widespread popularity among audiences. However, this process can cause environmental problems. When audiences imitate live content and perform similar field activities, it can have a negative effect on the environment. In this study, an extended theory of planned behavior (TPB) was used to explore how online live broadcasts relate to environmental damage from the perspective of human behavior. A total of 603 valid responses were collected from a questionnaire survey, and a regression analysis was conducted to verify the hypotheses. The findings showed that the TPB can be applied to account for the formation mechanism of behavioral intention of field activities caused by online live broadcasts. The mediating effect of imitation was verified using the above relationship. These findings are expected to provide a practical reference for the control of online live broadcast content and guidance on public environmental behavior.

In recent years, the rapid rise of short video e-commerce live-streaming has led to new interactive relationships and user consumption patterns, leading to the development of more social and interactive live-streaming methods. To deeply explore the influence path of short video e-commerce live-streaming on users' interactive behavior, this study combines the chain theory of interactive rituals with the stimulus-organism-response theoretical model, and constructs a chain model mediated by perceived value and perceived trust. A total of 451 research questionnaires were collected through live simulation experiments, and structural equation modeling was used for testing. It was found that (1) the interactive ritual elements in short video e-commerce live-streaming have a positive influence on user interaction behavior; (2) perceived value and perceived trust have a positive mediating role between interactive ritual elements and user interaction behavior and play a chain mediating role in the influence of interactive ritual elements on social behaviors; and (3) affective energy positively influences user interactions, and exerts a positive moderating role.

Background Restricting marketing of alcoholic products is purported to be a cost-effective intervention to reduce alcohol consumption. The strength of evidence supporting this claim is contested. This systematic review aimed to assess immediate effects of exposure to alcohol marketing on alcoholic beverage consumption and related cognitions. Methods Electronic searches of nine databases, supplemented with reference list searches and forward citation tracking, were used to identify randomised, experimental studies assessing immediate effects of exposure to alcohol marketing communications on objective alcohol consumption (primary outcome), explicit or implicit alcohol-related cognitions, or selection without purchasing (secondary outcomes). Study limitations were assessed using the Cochrane Risk of Bias tool. Random and fixed effects meta-analyses were conducted to estimate effect sizes. Results Twenty four studies met the eligibility criteria. A meta-analysis integrating seven studies (758 participants, all students) found that viewing alcohol advertisements increased immediate alcohol consumption relative to viewing non-alcohol advertisements (SMD = 0.20, 95 % CI = 0.05, 0.34). A meta-analysis integrating six studies (631 participants, all students) did not find that viewing alcohol portrayals in television programmes or films increased consumption (SMD = 0.16, 95 % CI = −0.05, 0.37). Meta-analyses of secondary outcome data found that exposure to alcohol portrayals increased explicit alcohol-related cognitions, but did not find that exposure to alcohol advertisements influenced explicit or implicit alcohol-related cognitions. Confidence in results is diminished by underpowered analyses and unclear risk of bias. Conclusions Viewing alcohol advertisements (but not alcohol portrayals) may increase immediate alcohol consumption by small amounts, equivalent to between 0.39 and 2.67 alcohol units for males and between 0.25 and 1.69 units for females. The generalizability of this finding beyond students and to other marketing channels remains to be established.

How often do we stop to recognize what pharmaceutical advertisements are telling us? Broadcast Pharmaceutical Advertising in the United States: Prime Time Pill Pushers engages with this question to include how pharmaceutical companies are shaping the meaning of drug interventions for individuals and the ways in which pharmaceutical advertisements frame issues of identity and representation for patients and health care. Such issues highlight how patients are being framed as consumers in these advertisements, which then permits the commodification of health care to be celebrated. Such a celebration has strong ideological implications, including definitions of “the good life,” patient agency, and the role of DTCAs in such depictions. By defining and discussing medicalization, pharmaceuticalization, and commodity fetishism, this book introduces how the term “pharmaceutical fetishism” can act as a means for describing the commodification of brand-name pharmaceutical drugs, which, via advertising and promotional culture, ignores large-scale production and for-profit motives of “big pharma.”

This title was first published in 2003. Presenting information is a vital part of the job of both the medical director and other senior executives in the pharmaceutical industry, and yet the majority receive no training for this.

Since its advent, technology has been developing faster than regulations can keep up. Big technology companies like Facebook, Twitter, and Google thus developed in an environment virtually left up to their own creation. While only 5% of adults used social media in 2005, usership jumped to 50% by 2011. In 2019, that number had jumped to 72%. Despite the massive number of Americans engaging on social media and its prevalence in modern society, the legislature has failed to significantly address the regulatory concerns that have emerged from this digital environment. What has emerged is an ecosystem rooted by user data, fueled through user engagement, and sold out to advertisers for economic gain. Where there were voters to influence, candidates for political office were not far behind. In the 2008 Presidential election contest between Barack Obama and John McCain, the candidates' respective campaigns first waded into online forums to reach voters through email and text message. In the 2012 Presidential election, online campaign efforts became even more sophisticated, with President Obama going to Tumblr to remind young voters of an upcoming Presidential debate.

Gutierrez presents an argument for extending the reasonable access rule to cable programming. Although the reasonable access rule extends to candidate requests for all types, lengths, and classes of programming time, this Note will focus on the rule specifically within the context of political advertising in the form of traditional, short-form commercials, as opposed lo program-length commercials, like infomercials. He provides a brief look at the dynamics of today's television landscape, in order to demonstrate how one might argue that the current regulatory regime makes little sense, and provide an introduction to the political programming scheme as a whole and explain the statutory and regulatory provisions relevant to how the reasonable access rule functions with regards to broadcast.

Increasingly, social marketers are using sexual information in public service announcements and collateral material for a wide range of causes. This study builds on previous research to explain how sexual appeals can affect cognitive processing and persuasion for \"help-self\" social marketing topics. It also goes beyond traditional single-message research designs by testing matched pairs of appeals (sexual/nonsexual) for 13 social marketing topics. The major finding was that sexual appeals were more persuasive overall than matched nonsexual appeals for social marketing topics. Sexual appeals also stimulated more favorable ad execution related thoughts but had a negative effect on cognitive elaboration (e.g., support and counterarguments). Respondents also reported that sexual appeals were more attention getting, likeable, dynamic, and somewhat more apt to increase their interest in the topic than were nonsexual appeals. These findings suggest that persuasion is largely the result of peripheral processing and distraction from somewhat unpleasant messages when receivers are expected to counterargue the message or be resistant to change.