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Ad history

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Transcript

  • 1. Introduction to Advertising History 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. The Evolution of Advertising 1441- 1850 1850’s-1900 1900-1950’s World War I-World War II 1950’s 1960’s-1970’s 1970’s- 1990’s 1920’s Age of Print Industrial Revolution & Consumer Society Age of Science Rise of Agencies Advertising Declines Reintroducing Consumers to Marketing Creative Era Accountability Era
  • 7. Historical Roles of Advertising
    • The Pre-industrial Age (up to start of 19 th 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 sales orientation
  • 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 19 th century)
    • The Industrializing Age (To WW1)
    • The Industrial Age (1900’s to 1970s)
    • The Post Industrial Age (Starting 1980)
    • The Global Interactive Age
  • 13. Roles of Advertising Marketing Role Communication Role Economic Role
    • Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.
    Societal Role
    • Advertising is a form of mass communication.
    • 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 Public Service Advertising Institutional Advertising Business-to- Business Advertising Brand Advertising Retail or Local Advertising Political Advertising Direct-Response Advertising Directory Advertising
  • 15. Classifications of Advertising By Target Audience By Geographic Area By Medium By Purpose
    • Consumer
    • Business
    • Local (retail) • Regional • National • International
    • Print
    • Broadcast
    • (electronic)
    • – Radio
    • – TV
    • Out-of-Home
    • Direct-Mail
    • Product • Nonproduct • Commercial • Noncommercial • Action • Awareness
  • 16. Functions of Advertising Provide Product & Brand Information Provide Incentives To Take Action Provide Reminders and Reinforcement Advertising Performs 3 Basic Functions
  • 17. Current Advertising Issues Interactive Advertising Integrated Marketing Communication Consumer Power, Relationship Marketing and Customization Globalization Niche Marketing