Advtg Lecture 3 4 1
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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, 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 14411850
1850’s1900
19001950’s
1920’s
Age of Print
Industrial Revolution & Consumer Society
Age of Science
Rise of Agencies
World War IWorld War II Advertising Declines
1950’s Reintroducing Consumers to Marketing
1960’s1970’s Creative Era
1970’s1990’s Accountability Era
Historical Roles of Advertising
The Pre-industrial Age (up to start of 19
th
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 Growth
in world markets
(Last 15 years)
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
Societal Role
•Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.
•Advertising is a form of mass communication. •Two main views about advertising, either the market power model or the economics of information theory. •Informs us about new and improved products, teaches us how to use these innovations, etc.
Types of Advertising Interactive Advertising
Brand Advertising
Public Service Advertising
Retail or Local Advertising
Institutional Advertising Business-toBusiness Advertising
Political Advertising
Direct-Response Advertising
Directory Advertising
Classifications of Advertising By Target Audience • Consumer
By Geographic Area • Local (retail)
• Business
By Medium • Print
By Purpose • Product • Nonproduct
• Broadcast • Regional • National • Internationa l
• Commercial
(electronic) • – Radio Noncommercial – TV • Out-ofHome • Direct-Mail
• Action • Awareness
Functions of Advertising Provide Product & Brand Information
Provide Incentives To Take Action
Provide Reminders and Reinforcement
Advertising Performs 3 Basic Functions
Five Players of Advertising The Advertiser is the individual or organization that usually initiates the advertising process. The Advertising Agency plans and implements part or all of the advertising efforts.
May use an outside agency, or their own advertising department or in-house agency.
The Media are the channels of communication that carry the messages from the advertiser to the audience, i.e. television, magazines, radio, etc.
Five Players of Advertising The Vendors are a group of service organizations that assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc. The Target Audience may be the purchaser or the consumer of the product, or both. May need to design different ads for each group.
Critical to know as much about these target audiences as possible.
Current Advertising Issues Interactive Advertising Integrated Marketing Communication Globalization Niche Marketing Consumer Power, Relationship Marketing and Customization
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 14411850
1850’s1900
19001950’s
1920’s
Age of Print
Industrial Revolution & Consumer Society
Age of Science
Rise of Agencies
World War IWorld War II Advertising Declines
1950’s Reintroducing Consumers to Marketing
1960’s1970’s Creative Era
1970’s1990’s Accountability Era
Historical Roles of Advertising
The Pre-industrial Age (up to start of 19
th
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 Growth
in world markets
(Last 15 years)
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
Societal Role
•Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.
•Advertising is a form of mass communication. •Two main views about advertising, either the market power model or the economics of information theory. •Informs us about new and improved products, teaches us how to use these innovations, etc.
Types of Advertising Interactive Advertising
Brand Advertising
Public Service Advertising
Retail or Local Advertising
Institutional Advertising Business-toBusiness Advertising
Political Advertising
Direct-Response Advertising
Directory Advertising
Classifications of Advertising By Target Audience • Consumer
By Geographic Area • Local (retail)
• Business
By Medium • Print
By Purpose • Product • Nonproduct
• Broadcast • Regional • National • Internationa l
• Commercial
(electronic) • – Radio Noncommercial – TV • Out-ofHome • Direct-Mail
• Action • Awareness
Functions of Advertising Provide Product & Brand Information
Provide Incentives To Take Action
Provide Reminders and Reinforcement
Advertising Performs 3 Basic Functions
Five Players of Advertising The Advertiser is the individual or organization that usually initiates the advertising process. The Advertising Agency plans and implements part or all of the advertising efforts.
May use an outside agency, or their own advertising department or in-house agency.
The Media are the channels of communication that carry the messages from the advertiser to the audience, i.e. television, magazines, radio, etc.
Five Players of Advertising The Vendors are a group of service organizations that assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc. The Target Audience may be the purchaser or the consumer of the product, or both. May need to design different ads for each group.
Critical to know as much about these target audiences as possible.
Current Advertising Issues Interactive Advertising Integrated Marketing Communication Globalization Niche Marketing Consumer Power, Relationship Marketing and Customization
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