Advertising is…What is ADVERTISING?“… the NON-PERSONAL communication ofinformation usually paid for and usually persuasivein nature about products, services or ideas byidentified sponsors through the various media”(Bovee, C.L., (1992), “Contemporary Advertising”,McGraw Hill Publishers, New York)
Advertising is…‘…the action of calling something to the attentionof the public especially by paid announcements’- Merriam Webster definition.
AdvertisingSo what is ADVERTISING to you?Advertising should be about:- The MESSAGE- The MATERIAL- The MEDIUM/MODE
Defining AdvertisingThe MESSAGE:What does it say?What is the conveyed/communicated meaning?
Defining AdvertisingThe MATERIAL:What is the displayed item/service?
Defining AdvertisingThe MEDIUM:How is it portrayed?Where and how do you get it?
Advertising is…Construct of advertising:Having the CORRECT/RIGHT MESSAGEShowing the CORRECT/RIGHT MATERIALUsing the CORRECT/RIGHT MEDIUM
Advertising is…Construct of advertising:“Advertising is the COMMUNICATION of ideas”“Advertising MOTIVATES consumers to purchase”“Advertising is the origination and/or thecommunication of ideas about products inorder to motivate the consumers towardsPURCHASE”David Bernstein, Creative Advertising
History of Advertising:Timeline:http://www.nonlineagency.com/multimedia/the_history_of_advertisin
History of AdvertisingBC era:Basic tools for writing, communication- Cuneiform, hieroglyphs
Evolution of AdvertisingBetter technology – new advertising mediumBut it all starts from the need to COMMUNICATE.Signs & symbols Paper Printing Visual enhancements Technology ‘boom’ = Telephone, TV, Radio, Internet CURRENT ERA = focusing more on content development,themes, style, culture etc.
Evolution of AdvertisingThe world’s first paid ads:- Radio- Television- Print ad- Internet ad
Evolution of AdvertisingRadio:First paid-for-commercial: Hawthorne CourtApartments in Jackson Heights, New York. Thecompany bought 10 minutes for $50
Evolution of AdvertisingThe world’s first TV ad:Bulova Company
Evolution of AdvertisingThe world’s first TV ad:http://youtu.be/8JenAyMmZ68
Evolution of AdvertisingThe world’s first print ad:Not really the first, but Pear Soaps’ ads wereamong the first print ads.
Evolution of AdvertisingThe world’s first Internet ad:Banner ad:Wired.com (then known as HotWired)
Evolution of AdvertisingEach ad contained a MESSAGE, a MATERIALand went through a MEDIUM.Each ad also had the same qualities ofCOMMUNICATING the idea to MOTIVATEconsumers to PURCHASE/CONSUME.
Evolution of Advertisinghttp://youtu.be/TwQLm_A5qJMCurrent Radio Ad (Jingle):
Evolution of AdvertisingBrand extensions – another form of advertising
Advertising FunctionsAdvertising fulfills four basic functions in society:serves as a MARKETING function -- helpscompanies sell products or servicesadvertising is EDUCATIONAL-- people learn aboutnew or improved products or servicesadvertising plays an ECONOMIC role --encourages new competition and lower pricesit performs a SOCIAL function -- helps increaseproductivity and raises the standard of living
Types and perspectives ofadvertising Brand – selling the ‘brand’ power (Mac, LV, Levi’s) Retail/Local Advertising – Jack’s Fish & Chip’s inUxbridge, West London. Direct-response Advertising – Smart Shop [CALL NOW!] Business-to-business Advertising – specific type ofproduct or service only catering to their business. Institutional Advertising – Sell uplifting message Non-profit Advertising – Red Cross, etc. Public Service Advertising – don’t drink and drive, etc.
ExerciseIn groups:What are you wearing now and why are youwearing the brand? How did you come to beexposed to the advertisements of these brands?Discuss.