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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, - PowerPoint PPT Presentation
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Advertising is:
Paid, Nonpersonal Communication From An Identified Sponsor Using
Mass Media to Persuade or Influence an Audience.
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
Age ofPrint
IndustrialRevolution &
Consumer Society
Age of Science
Rise of Agencies
Advertising Declines
Reintroducing Consumers to
Marketing
CreativeEra
AccountabilityEra
The Evolution of Advertising1441- 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 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 AdvertisingThe 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 AdvertisingThe 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 RoleMarketing Role
Communication RoleCommunication Role
Economic RoleEconomic Role
•Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.
Societal RoleSocietal 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.
InteractiveAdvertising
InteractiveAdvertising
Public ServiceAdvertising
Public ServiceAdvertising
InstitutionalAdvertising
InstitutionalAdvertising
Business-to-Business
Advertising
Business-to-Business
Advertising
Brand Advertising
Brand Advertising
Retail or LocalAdvertising
Retail or LocalAdvertising
PoliticalAdvertising
PoliticalAdvertising
Direct-ResponseAdvertising
Direct-ResponseAdvertising
DirectoryAdvertising
DirectoryAdvertising
Types of Advertising
Classifications of AdvertisingBy Target Audience
By Geographic
Area
By Medium
By Purpose
• Consumer
• Business
• Local (retail)
• Regional
• National
• International
• Broadcast
(electronic) – Radio – TV
• Out-of-Home
• Direct-Mail
• Product
• Nonproduct
• Commercial
• Noncommercial
• Action
• Awareness
Provide Product &Brand Information
Provide Product &Brand Information
Provide IncentivesTo Take Action
Provide IncentivesTo Take Action
Provide Reminders andReinforcement
Provide Reminders andReinforcement
Advertising Performs 3 Basic
Functions
Advertising Performs 3 Basic
Functions
Functions of Advertising
Interactive AdvertisingInteractive Advertising
Integrated Marketing CommunicationIntegrated Marketing Communication
Consumer Power, Relationship Marketing and Customization
Consumer Power, Relationship Marketing and Customization
GlobalizationGlobalization
Niche MarketingNiche Marketing
Current Advertising Issues