Introduction to AdvertisingHistory and Roles

What is Advertising?

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 AdvertisingThe 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 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 Global Interactive Age (Last 15 years)

Growth in world markets

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

• Print

• 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