Advertising Origins? Print advertising in 18 th Century America Ben Franklin & “white...

AdvertisingAdvertising

Origins?Origins? Print advertising in 18Print advertising in 18thth Century America Century America Ben Franklin & “white space”Ben Franklin & “white space” Classified versus display advertisingClassified versus display advertising

Ad agenciesAd agencies

Volney PalmerVolney Palmer N.W. AyerN.W. Ayer Full Service versus “boutiques”Full Service versus “boutiques” 15% commission on 15% commission on mediamedia Mark-up on servicesMark-up on services

Advertising “eras”Advertising “eras”

Product attributesProduct attributes Unique selling propositionUnique selling proposition Image advertisingImage advertising Lifestyle advertisingLifestyle advertising PositioningPositioning

““How does the product fit into the How does the product fit into the marketplace, marketplace, in the consumer’s mind?”in the consumer’s mind?”

Broadcast advertisingBroadcast advertising

WEAF (AT&T) and the first radio adWEAF (AT&T) and the first radio ad ““Toll” broadcastingToll” broadcasting The first infomercial?The first infomercial? Sponsorships versus participations Sponsorships versus participations

Changes in buyingChanges in buying

Self service supermarkets changed the Self service supermarkets changed the way products were promoted.way products were promoted.

Package recognition replaced brand name Package recognition replaced brand name recognition.recognition.

Values and Lifestyles Values and Lifestyles Surveys (VALS)Surveys (VALS)

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Advertising appealsAdvertising appeals

Logical appeals – based on logic and Logical appeals – based on logic and rational thinkingrational thinking

Emotional appeals – everything else!Emotional appeals – everything else!

Emotional appealsEmotional appeals

Sex appealSex appeal Sensory appealsSensory appeals Curiosity appealCuriosity appeal Hero WorshipHero Worship Ego AppealEgo Appeal ConvenienceConvenience ETC.ETC.

Subliminal advertisingSubliminal advertising

Subliminal (cont.)Subliminal (cont.)

Subliminal (cont.)Subliminal (cont.)

Product placementProduct placement

Advertising regulationAdvertising regulation

FTCFTC FDAFDA FCCFCC Children’s advertisingChildren’s advertising TobaccoTobacco Political advertisingPolitical advertising Deceptive versus Unfair advertisingDeceptive versus Unfair advertising

Advertising proliferationAdvertising proliferation

Where has advertising Where has advertising notnot expanded?expanded?

International International InterculturalIntercultural

GlobalizationGlobalization LocalizationLocalization ““Glocalization”Glocalization”

International International InterculturalIntercultural

What’s in this jar?What’s in this jar?

International International InterculturalIntercultural

Nova = “no go”Nova = “no go” Pinto = “small genitals”Pinto = “small genitals” Puffs = “homosexuals”Puffs = “homosexuals” Mist Stick = “manure stick”Mist Stick = “manure stick” Got Milk = “are you lactating?”Got Milk = “are you lactating?”