Introduction to Advertising History and Roles

1. Introduction to AdvertisingHistory and Roles

2. What is Advertising?

3. Advertising is: Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience.

4. 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

5. Advertising Campaigns • a series of coordinated advertisements • single advertisement placed in multiple media • several different advertisements with a similar look, feel, and message

6. Age of Science Rise of Agencies Age of Print Industrial Revolution & Consumer Society Creative Era Accountability Era Advertising Declines Reintroducing Consumers to Marketing The Evolution of Advertising 1441- 1850 1850’s-1900 1900-1950’s 1920’s World War I-World War II 1950’s 1960’s-1970’s 1970’s- 1990’s

7. Historical Roles of Advertising • The Pre-industrial Age(up to start of 19th century)

8. 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

9. Historical Roles of Advertising • The Industrial Age(1900’s to 1970s) • Luxury goods developed • Manufacturers changed from a production orientation to a salesorientation

10. Historical Roles of Advertising • The Post Industrial Age (Starting 1980) • Age of social responsibility / Quality of life issues • Lifestyle advertising

11. Historical Roles of Advertising • The Global Interactive Age (Last 15 years) • Growth in world markets

12. 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

13. Marketing Role Roles of Advertising Communication Role • Marketing is the process a business uses to satisfy consumer needs and wants through goods and services. Economic Role • Advertising is a form of mass communication. Societal Role • 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.

14. Types of Advertising Interactive Advertising Brand Advertising Public Service Advertising Retail or Local Advertising Institutional Advertising Political Advertising Business-to- Business Advertising Directory Advertising Direct-Response Advertising

15. Classifications of Advertising By Target Audience By Geographic Area By Medium By Purpose • Product • Nonproduct • Commercial • Noncommercial • Action • Awareness • Consumer • Business • Local (retail) • Regional • National • International • Print • Broadcast • (electronic) • – Radio • – TV • Out-of-Home • Direct-Mail

16. Functions of Advertising Provide Product & Brand Information Provide Incentives To Take Action Advertising Performs 3 Basic Functions Provide Reminders and Reinforcement

17. Interactive Advertising Integrated Marketing Communication Globalization Niche Marketing Consumer Power, Relationship Marketing and Customization Current Advertising Issues