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Advertising

Advertising. Origins? Print advertising in 18 th Century America Ben Franklin & “white space” Classified versus display advertising. Ad agencies. Volney Palmer N.W. Ayer Full Service versus “boutiques” 15% commission on media Mark-up on services. Advertising “eras”.

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Advertising

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  1. Advertising • Origins? • Print advertising in 18th Century America • Ben Franklin & “white space” • Classified versus display advertising

  2. Ad agencies • Volney Palmer • N.W. Ayer • Full Service versus “boutiques” • 15% commission on media • Mark-up on services

  3. Advertising “eras” • Product attributes • Unique selling proposition • Image advertising • Lifestyle advertising • Positioning “How does the product fit into the marketplace, in the consumer’s mind?”

  4. Broadcast advertising • WEAF (AT&T) and the first radio ad • “Toll” broadcasting • The first infomercial? • Sponsorships versus participations

  5. Changes in buying Self service supermarkets changed the way products were promoted. Package recognition replaced brand name recognition.

  6. Values and Lifestyles Surveys (VALS) http://www.sric-bi.com

  7. Advertising appeals • Logical appeals – based on logic and rational thinking • Emotional appeals – everything else!

  8. Emotional appeals • Sex appeal • Sensory appeals • Curiosity appeal • Hero Worship • Ego Appeal • Convenience • ETC.

  9. Subliminal advertising

  10. Subliminal (cont.)

  11. Subliminal (cont.)

  12. Product placement

  13. Advertising regulation • FTC • FDA • FCC • Children’s advertising • Tobacco • Political advertising • Deceptive versus Unfair advertising

  14. Advertising proliferation Where has advertising not expanded?

  15. International Intercultural • Globalization • Localization • “Glocalization”

  16. International Intercultural What’s in this jar?

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

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