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Ad history


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Ad history

  1. 1. Introduction to Advertising History and Roles
  2. 2. What is Advertising?
  3. 3. Advertising is: <ul><li>Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience. </li></ul>
  4. 4. Advertising is: <ul><li>structured and composed nonpersonal communication of information, </li></ul><ul><li>usually paid for and usually persuasive in nature, </li></ul><ul><li>about products (goods, services, and ideas) </li></ul><ul><li>by identified sponsors through various media </li></ul>
  5. 5. Advertising Campaigns <ul><li>a series of coordinated advertisements </li></ul><ul><li>single advertisement placed in multiple media </li></ul><ul><li>several different advertisements with a similar look, feel, and message </li></ul>
  6. 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. 7. Historical Roles of Advertising <ul><li>The Pre-industrial Age (up to start of 19 th century) </li></ul>
  8. 8. Historical Roles of Advertising <ul><li>The Industrializing Age (Mid 1700’s Europe / 1800’s in U.S. To WW1) </li></ul><ul><ul><li>Mass production / Need for mass consumption </li></ul></ul><ul><ul><li>Cost people less to buy products than to make them </li></ul></ul><ul><ul><li>Manufacturers were concerned with production </li></ul></ul>
  9. 9. Historical Roles of Advertising <ul><li>The Industrial Age (1900’s to 1970s) </li></ul><ul><ul><li>Luxury goods developed </li></ul></ul><ul><ul><li>Manufacturers changed from a production orientation to a sales orientation </li></ul></ul>
  10. 10. Historical Roles of Advertising <ul><li>The Post Industrial Age (Starting 1980) </li></ul><ul><ul><li>Age of social responsibility / Quality of life issues </li></ul></ul><ul><ul><li>Lifestyle advertising </li></ul></ul>
  11. 11. Historical Roles of Advertising <ul><li>The Global Interactive Age (Last 15 years) </li></ul><ul><ul><li>Growth in world markets </li></ul></ul>
  12. 12. Historical Roles of Advertising <ul><li>The Pre-industrial Age (up to start of 19 th century) </li></ul><ul><li>The Industrializing Age (To WW1) </li></ul><ul><li>The Industrial Age (1900’s to 1970s) </li></ul><ul><li>The Post Industrial Age (Starting 1980) </li></ul><ul><li>The Global Interactive Age </li></ul>
  13. 13. Roles of Advertising Marketing Role Communication Role Economic Role <ul><li>Marketing is the process a business uses to satisfy consumer needs and wants through goods and services. </li></ul>Societal Role <ul><li>Advertising is a form of mass communication. </li></ul><ul><li>Improves standard of living and the economy by generating material consumption. </li></ul><ul><li>Informs us about new and improved products, teaches us how to use these innovations, etc. </li></ul>
  14. 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. 15. Classifications of Advertising By Target Audience By Geographic Area By Medium By Purpose <ul><li>Consumer </li></ul><ul><li>Business </li></ul>• Local (retail) • Regional • National • International <ul><li>Print </li></ul><ul><li>Broadcast </li></ul><ul><li>(electronic) </li></ul><ul><li>– Radio </li></ul><ul><li>– TV </li></ul><ul><li>Out-of-Home </li></ul><ul><li>Direct-Mail </li></ul>• Product • Nonproduct • Commercial • Noncommercial • Action • Awareness
  16. 16. Functions of Advertising Provide Product & Brand Information Provide Incentives To Take Action Provide Reminders and Reinforcement Advertising Performs 3 Basic Functions
  17. 17. Current Advertising Issues Interactive Advertising Integrated Marketing Communication Consumer Power, Relationship Marketing and Customization Globalization Niche Marketing