Hypercommercialism, The Media and Oligopolistic Markets

7/26/2019 Hypercommercialism, The Media and Oligopolistic Markets

1/22

Consumers are like roaches. You sprayConsumers are like roaches. You spray

them and spray them and they becomethem and spray them and they become

immune after a while. The only answer is toimmune after a while. The only answer is tospray them some more.spray them some more.

-David Lubars !enior "d-David Lubars !enior "d

#$ecutive %mnicom &roup#$ecutive %mnicom &roup

GUESS WHAT???


2/22

The 'urnin( )uestionThe 'urnin( )uestion

*ow many different*ow many different

cans of +aid docans of +aid do

advertisers have,advertisers have,


3/22

HYPER-COMMERCIALISMHYPER-COMMERCIALISM

The Progression (and Annoyance) ofAdvertising


4/22

hats not newhats not new

"dvertisin( has spilled into our television"dvertisin( has spilled into our television

pro(rams with /0 and 12 second spots in totalpro(rams with /0 and 12 second spots in total

takin( 13 to 14 minutes per hour oftakin( 13 to 14 minutes per hour of

pro(rammin(pro(rammin("ds also appear in our newspapers ma(a5ines"ds also appear in our newspapers ma(a5ines

on our radio stations and in other forms of mediaon our radio stations and in other forms of media

"dvertisin( in stadiums and other public venues"dvertisin( in stadiums and other public venues

e have become immune to this.e have become immune to this.


5/22

hathat ISISnewnew

"dvertisin( durin( T6 pro(rams di(itally"dvertisin( durin( T6 pro(rams di(itally

imprinted such that only the home viewerimprinted such that only the home viewer

can see itcan see it

7nternet pop-up ads includin( those that7nternet pop-up ads includin( those that

now avoid pop-up blockersnow avoid pop-up blockers

Commerciali5ed companies makin( dealsCommerciali5ed companies makin( deals

with advertisers which benefit both thewith advertisers which benefit both the

company and advertisercompany and advertiser


6/22

hathat ISISnewnew

8roducts written into pro(rammin(8roducts written into pro(rammin(

8roduct sponsored events books etc.8roduct sponsored events books etc.

9 The :okia !u(ar 'owlThe :okia !u(ar 'owl9 The %reo Cookie Countin( 'ookThe %reo Cookie Countin( 'ook

"n alarmin( e$ample to me; :"!C"+"n alarmin( e$ample to me; :"!C"+9 The (ood ol boy network has fallen


7/22

" closer look at :"!C"+" closer look at :"!C"+

=ounded in 1>3? by 'ill =rance !r. its=ounded in 1>3? by 'ill =rance !r. its

primary series the !trictly !tock Divisionprimary series the !trictly !tock Division

be(an on the dirt tracks in Charlotte :C inbe(an on the dirt tracks in Charlotte :C in

1>3>. The famed Daytona 7nternational1>3>. The famed Daytona 7nternational!peedway opened in 1>2>!peedway opened in 1>2>

+.@. +eynolds Tobacco and =rance struck+.@. +eynolds Tobacco and =rance struck

a deal that created :"!C"+s instona deal that created :"!C"+s instonCup !eries in 1>41Cup !eries in 1>41


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That was thenA this is :%


9/22

The eb !iteThe eb !ite

www.nascar.comwww.nascar.com

To the (ood ol boysTo the (ood ol boys

Time arnerTime arner

advertisers andadvertisers andbroadcast (iants mustbroadcast (iants must

be the devil.be the devil.
http://www.nascar.com/http://www.nascar.com/http://www.nascar.com/


10/22

This 7s %ur =utureThis 7s %ur =uture

e cannot escape advertiserse cannot escape advertisers

'usinesses are Boinin( with them for more profit'usinesses are Boinin( with them for more profit

Theyre in our books our stadiums on our busesTheyre in our books our stadiums on our buses

in public bathroom stalls hospital roomsA wein public bathroom stalls hospital roomsA weare trapped there is no way outAare trapped there is no way outA

"""""""""""*******


11/22

"nd 7f That asnt 'ad #nou(hA"nd 7f That asnt 'ad #nou(hA


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#D7" *#%:Y ":D#D7" *#%:Y ":D%L7&%8%L7!T7C "+#T!%L7&%8%L7!T7C "+#T!

!o =ew %wn !o uch


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TermsTerms

Vertical IntegrationVertical Integration n ; absorption into a sin(le firm of several firmsn ; absorption into a sin(le firm of several firms

involved in all aspects of a productEs manufactureinvolved in all aspects of a productEs manufacturefrom raw materials to distributionfrom raw materials to distribution

SynergySynergy n; The interaction of two or more a(ents or forcesn; The interaction of two or more a(ents or forcesso that their combined effect is (reater than theso that their combined effect is (reater than thesum of their individual effects.sum of their individual effects.

Cooperative interaction amon( (roups especiallyCooperative interaction amon( (roups especiallyamon( the acFuired subsidiaries or mer(ed partsamon( the acFuired subsidiaries or mer(ed partsof a corporation that creates an enhancedof a corporation that creates an enhancedcombined effect.combined effect.


14/22

TermsTerms

CongloerateCongloerate

n; " corporation made up of a number ofn; " corporation made up of a number of

different companies that operate indifferent companies that operate in

diversified fields.diversified fields.

=irst and second tier media firms do these=irst and second tier media firms do these

three thin(sthree thin(s WELLWELL..


15/22

T*# '7& !#6#:T*# '7& !#6#:

These are the first tier firms;These are the first tier firms;Time arnerTime arner6iacom6iacom

:ews Corporation:ews Corporation!ony!ony&eneral #lectric&eneral #lectric

'ertelsmann'ertelsmannDisneyDisney


16/22

Co$ #nterprisesCo$ #nterprises

Co$ is considered a second-tier media firmCo$ is considered a second-tier media firm

8rofits ran(e from G/-G10 billion annually8rofits ran(e from G/-G10 billion annually

They ownThey own :ewspapers:ewspapers

T6 !tations and Channels H8artiallyIT6 !tations and Channels H8artiallyI

%ther H"utoTrader.comI%ther H"utoTrader.comI www.co$enterprises.comwww.co$enterprises.com
http://www.coxenterprises.com/http://www.coxenterprises.com/http://www.coxenterprises.com/


17/22

hat these con(lomerates dohat these con(lomerates do

"cFuire any and every thin( that furthers"cFuire any and every thin( that furtherstheir efforts to control media outletstheir efforts to control media outlets

ork with each other to keep third-tier andork with each other to keep third-tier and

independent firms out J:L#!! they canindependent firms out J:L#!! they can(et a slice of the pie Hthey are the(et a slice of the pie Hthey are the(atekeepersI(atekeepersI

eep ideas staleK remain non-pro(ressiveeep ideas staleK remain non-pro(ressiveHthey (ive the people what they want butHthey (ive the people what they want butthen (ive too much of itIthen (ive too much of itI


18/22

hy is this happenin(,,,hy is this happenin(,,,


19/22

hy is this happenin(,,,hy is this happenin(,,,

Teleolo(ical TheoryTeleolo(ical Theory The means Bustify the ends.The means Bustify the ends.

#(oism#(oism

the individual self is the motivatin( moralthe individual self is the motivatin( moralforce and the end of moral actionforce and the end of moral action

hat ever happened to deontolo(icalhat ever happened to deontolo(icaltheory,,,theory,,,

action will be (uided by a set of moralaction will be (uided by a set of moralprinciples or rulesprinciples or rules


20/22

hat can be done,hat can be done,

&overnmental +e(ulation,&overnmental +e(ulation,

"dvertisers claim they are protected by"dvertisers claim they are protected by

the =irst "mendmentthe =irst "mendment

Laws a(ainst oli(opoly,Laws a(ainst oli(opoly,

ConsumersConsumers

e have power but too many peoplee have power but too many peopledont caredont care


21/22

!7T# T% +##'#+


22/22

T*# #:DT*# #:D

Hypercommercialism, The Media and Oligopolistic Markets

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Transcript of Hypercommercialism, The Media and Oligopolistic Markets