Introduction to advertising history and roles what is advertising?

INTRODUCTION TO ADVERTISING HISTORY AND ROLES

WHAT IS ADVERTISING?

ADVERTISING IS:

• Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience.

ADVERTISING IS:

• structured and composed nonpersonal communication of information,
• usually paid for and usually persuasive in nature,
• about products (goods, services, and ideas)
• by identified sponsors through various media

ADVERTISING CAMPAIGNS

• a series of coordinated advertisements
• single advertisement placed in multiple media
• several different advertisements with a similar look, feel, and message

THE EVOLUTION OF ADVERTISING

• Age of
• Print

• Industrial
• Revolution &
• Consumer Society

• Age of
• Science

• Rise of
• Agencies

• Advertising
• Declines

• Reintroducing
• Consumers to
• Marketing

• Creative
• Era

• Accountability
• Era

• 1441- 1850

• 1850’s-1900

• 1900-1950’s

• World War I-World War II

• 1950’s

• 1960’s-1970’s

• 1970’s- 1990’s

• 1920’s

HISTORICAL ROLES OF ADVERTISING

• The Pre-industrial Age (up to start of 19th century)

HISTORICAL ROLES OF ADVERTISING

• The Industrializing Age (Mid 1700’s Europe / 1800’s in U.S. To WW1)

• Mass production / Need for mass consumption
• Cost people less to buy products than to make them
• Manufacturers were concerned with production

HISTORICAL ROLES OF ADVERTISING

• The Industrial Age (1900’s to 1970s)
• Luxury goods developed
• Manufacturers changed from a production orientation to a sales orientation

HISTORICAL ROLES OF ADVERTISING

• The Post Industrial Age (Starting 1980)
• Age of social responsibility / Quality of life issues
• Lifestyle advertising

HISTORICAL ROLES OF ADVERTISING

• The Global Interactive Age (Last 15 years)
• Growth in world markets

HISTORICAL ROLES OF ADVERTISING

• The Pre-industrial Age (up to start of 19th century)
• The Industrializing Age (To WW1)
• The Industrial Age (1900’s to 1970s)
• The Post Industrial Age (Starting 1980)
• The Global Interactive Age

ROLES OF ADVERTISING

• Marketing Role

• Communication Role

• Economic Role

• Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.

• Societal Role

• Advertising is a form of mass communication.

• Improves standard of living and the economy by generating material consumption.

• Informs us about new and improved products, teaches us how to use these innovations, etc.

TYPES OF ADVERTISING

• Interactive
• Advertising

• Public Service
• Advertising

• Institutional
• Advertising

• Business-to-
• Business
• Advertising

• Brand
• Advertising

• Retail or Local
• Advertising

• Political
• Advertising

• Direct-Response
• Advertising

• Directory
• Advertising

CLASSIFICATIONS OF ADVERTISING

• By Target Audience

• By Geographic Area

• By
• Medium

• By
• Purpose

• Consumer
• Business

• • Local (retail)
• • Regional
• • National
• • International

• Print
• Broadcast
• (electronic)
• – Radio
• – TV
• Out-of-Home
• Direct-Mail

• • Product
• • Nonproduct
• • Commercial
• • Noncommercial
• • Action
• • Awareness

FUNCTIONS OF ADVERTISING

• Provide Product &
• Brand Information

• Provide Incentives
• To Take Action

• Provide Reminders and
• Reinforcement

• Advertising
• Performs 3 Basic
• Functions