Advertising an Introduction Lecture

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Introduction lecture to advertising

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Advertising an Introduction Lecture

  1. 1. Advertising John Green e
  2. 4. Source:http://www.flickr.com/photos/dumell/30312652/
  3. 6. Advertising ?
  4. 7. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
  5. 8. Source:Emarketer July 2010 Billion € 450 spent on advertising in 2010 http://gizmodo.com/gadgets/gadgets/3m-security-glass-ad-170504.php
  6. 9. Source: http://blog.nielsen.com/nielsenwire/global/global-ad-spending-shows-signs-of-growth/
  7. 12. 25,600 television advertisements seen by children ages 2-11 in 2004 Children's Exposure to TV Advertising in 1977 and 2004 Information for the Obesity Debate http://www.ftc.gov/os/2007/06/cabecolor.pdf
  8. 13. Source :The Hanley Centre/Nielsen Stats
  9. 14. The evolution of Advertising Industrial Economy (1860-1960) Information Economy (1960-20??) Historical
  10. 15. The evolution of Advertising Source: http://adage.com/century/timeline/index.html
  11. 16. The evolution of Advertising Industrial Economy (1860-1960) Information Economy (1960-20??) Historical Pre-marketing era Mass communication era Mass Research era Interactive era 1700 – early decades of 20th century 1920’s on – segmentation through sophisticated research Increasing movement to interaction with consumer
  12. 17. Egyptians used papyrus to make sales messages and wall posters Growing towns in Middle Ages, blacksmith etc would use signs as people were unable to read Historical Pre-marketing era
  13. 18. Assist sales in acheiving high production targets Newspapers first appear in 1830’s followed by national magazines 1920’s & launch of radio movment to mass communinication Industrial Economy (1860-1960) Production Orientated Mass communication era
  14. 19. Ethical Advertising & patent protection increase
  15. 20. Siquis handwritten notes in 6th & 7th Century or notices by clergy seeking positions siquis =”if anyone” 1665 Oxford Gazette first English newspaper 1830’s Richard Roe’s roatry press the New York Sun ushers in the penny press 1740-1800’s magazines Development of Print Media
  16. 21. Why did the Advertising Industry begin?
  17. 22. Increasing importance of brands & differentiation Efficient distribution Growing middle class
  18. 23. Advertising called on to support the war effort 1917 recruiment poster
  19. 24. Industrial Economy (1920-1930) Sales Orientated Mass production Increased competition means advertisers beginning to differentiate their brands Produce, sell & advertise using ’hard sell’ techniques & then a movement toward research Mass Research era
  20. 25. Television
  21. 26. Sales success depends on adding value & forming customer relationships The passive advertising one way model moves towar interactive Information Economy (1960-20??) Marketing Orientated Interactive era
  22. 27. The rise of the internet & broadband plus e-mail Bloggers & new media provide increased interactivity Facebook, YouTube etc see new advertising creativity Information Economy Marketing Orientated Interactive era
  23. 28. Information Economy
  24. 29. Information Economy http://www.youtube.com/watch?v=EHlN21ebeak Interactive era
  25. 30. Interactive era
  26. 31. Interactive era “ Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback,” via Facebook “ We only want what’s best for the brand and our customers. So instead of crowdsourcing, we’re bringing back the Blue Box tonight.” Gap Reverts to Original Logo After Social Media Backlash Source: Mashable http://mashable.com/2010/10/11/gap-logo/
  27. 32. Source:Pic:nutoronto:Stat:Marketing Profs “ of "Fashion Forward" consumers are Millennials and are most influenced by new media channels when making their buying decisions.” 75% Millennials (AKA Gen Y, those now roughly age 18-33)
  28. 33. Material Kleppner’s advertising Procedure, 18th Edition, Lane, King, Reichert, 2010 Pearson Selling Today creating customer value, 11th edition, Manning, Reece, Ahearne, 2010 Pearson Hall Selling & Sales Management, 8th edition, Jobber, Lancaster, 2009 Prentice Hall Experience in previous positions Selling Power www.sellingpower.com Entrepreneur www.entrepreneur.com Various other website Images Google images Photostock Slideshare Flickr Source of Material
  29. 34. www. about.me/johngreene Contact
  30. 35. Advertising John Green e

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