Advertising and Integrated Brand Promotion

1. Advertising and Integrated Brand Promotion • Part 1: The Rise of Capitalism

2. But First... • Let’s check your brand awareness... • With your neighbors, see if you can list the top 5 companies who spent the most money on advertising. • We’ll share lists and compare in a moment (5 minutes)

3. The Top Five • 5. Geico (921 Million) • 4. McDonald’s (957 Million) • 3. Chevrolet (958 Million) • 2. Verizon (1.43 Billion) • 1. AT&T (1.59 Billion)

4. TOP 25 MOST ADVERTISED BRANDS INCLUDES ALL FORMS OF MEDIA DATA BASED ON 2012 BUT... ...IT’S EXPECTED TO RISE.

5. Relatively New • The rise of advertising can be attributed to 4 key components: • The rise of capitalism • The Industrial Revolution • Manufactures hand in distribution • The rise of mass media

6. Capitalism • Capitalism: an economic system in which trade, industry, and the means of production are controlled by private owners with the means to make profit.

7. Industrial Revolution • The “perfect storm” of circumstances that lead to one of the most prosperous time in our country’s history: • Wars (Revolutionary, 1812, Civil) • Mass Production • Household Sufficiency vs. Marketplace dependency • Population Growth and Growth of Cities

8. Pursuit of Power • Manufacturers force the hand of wholesalers and retailers by creating demand stimulation. • Here’s how it’s done: JOE CONSUMER

9. Step 1: • First you would manufacture your product, and sell it to businesses. They pay you, you deliver. In this example, we’ll say Coke. RETAILER MANUFACTURER

10. Step 2: • Meanwhile, the company pay tons of money to create awareness MAYBE I’LL HAVE A COKE

11. Step 3: • Of your own free will and with no influence, you decide ALL OF A SUDDEN, “I feel like a Coke.” And then you guy buy one. And it is delicious. • AND, the store then realizes that there is no other way to sell that product again and make money, if it doesn’t buy it from the original manufacturer.

12. And thus... • Branding was born! • Manufactures developed “brand names” so that the consumer could focus their attention on a clearly identified item. • Some of the first brands: 1882 1886 1891 1892

13. Mass Media • In 1884 the telegraph was created and caused a communication revolution! • Magazine industry exploded as print media became less expensive, and targeted middle to lower class. • The birth of National Brands and thus National Ads

14. Modern Advertising • Started post Civil War (1875-1918) • Ushered in the concept of Consumer Culture, or a way of life centered on consumption. • The most successful? • Medicines

15. Step Right Up

16. Traveling Road Show

17. The Result? • Lots of Copy!

18. Big Brother Steps In • The over abundance of medicines and cure-all’s being patented caused Congress to intervene • Pure Food and Drug Act: Requires manufacturers to list the active ingredients of their products on their labels.

19. Copy Needed! • I would like you to create copy for a fictitious product that you create, composed in the style of a 1900’s advertisement. • A remedy or miracle product, or cure-all work best. • Use lots of hyperbole • Outlandish promises & Over exaggerated claims! • Style (Border, size, fonts, company info, pictures)

20. Examples