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- 1. Introduction to Advertising History and Roles Presented by: Prof. Leslie Ann U. Gamundoy
- 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. Age of Print Industrial Revolution & Consumer Society Age of Science Rise of Agencies Advertising Declines Reintroducing Consumers to Marketing Creative Era Accountability Era 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
- 7. Historical Roles of Advertising The Pre-industrial Age (up to start of 19th 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 19th century) The Industrializing Age (To WW1) The Industrial Age (1900’s to 1970s) The Post Industrial Age (Starting 1980) The Global Interactive Age
- 13. 13 7 People Who Changed the History of Advertising Johannes Gutenberg: the printing press Benjamin Franklin: magazine and design Phineas Taylor Barnum: fake news F. Wayland Ayer: the ad agency Helen Lansdowne Resor: the first ad using sex appeal William Bernbach: the original mad man David Ogilvy: the father of modern advertising
- 14. 14 Nature and Scope of Advertising •Advertising is never free, it is always paid. •Basis of payment are time and space. Time is the basis of payment for broadcast advertising, and space is the basis for print advertising. • Per column centimeter is the unit of measurement for advertisement in print media particularly those for magazine. • Per agate line is the unit of measurement for advertisements also in print media, but classified in newspaper. • As a marketing function, it is openly persuasive and convincing in order to sell or secure favorable consideration.
- 15. 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.
- 16. Interactive Advertising Public Service Advertising Institutional Advertising Business-to- Business Advertising Brand Advertising Retail or Local Advertising Political Advertising Direct-Response Advertising Directory Advertising Types of Advertising
- 17. 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
- 18. Provide Product & Brand Information Provide Incentives To Take Action Provide Reminders and Reinforcement Advertising Performs 3 Basic Functions Functions of Advertising
- 19. Interactive Advertising Integrated Marketing Communication Consumer Power, Relationship Marketing and Customization Globalization Niche Marketing Current Advertising Issues
- 20. 20
- 21. 21 Stages in the Advertising Cycle • Introductory Stage. It is used in launching publicity a product or services which is entirely new or unknown to the market. First objective is to develop consumer awareness for an entirely new product; Second, is to advertise an established product innovation. • Competitive Stage. Seeks to urge the consumers to prefer the advertisers product or service over other competing brands. In this stage, the advertiser emphasizes a selling point unique to the product or service presented. • Retentive Stage. Attempts to develop or establish consumer loyalty by keeping the buying public reminded of the name or brand of the item. This is suitable for products who have gained sufficient market share, but aims to hold on their consumer loyal group by periodically repeating.
- 22. 22 The Advertising Triangle Advertisement Advertisers Advertising Agency Advertising Media
- 23. 23 Advertiser. It is called the client, an account or sponsor. This can be anyone from among the sources of advertisement, under the topic – classification of advertising according to the source of origin. Advertising agency. It is an independent service organization whose function is to provide advertising, merchandising, and other promotional activities related to selling of the client’s products, services or ideas. Advertising media. It include the mass media of communication in broadcast, print, outdoor, transit, field and movie.
- 24. 24 The Advertising Department- A Client This department is a dependent service organization, a functional division within the client or advertiser’s company. The advertising department is part of the structure of the client company, and should not be confused with an advertising agency
- 25. 25 The Advertising Agency This is an independent service organization operating outside of the control of the advertiser or client. • The Account Management Department. It is headed by Account Executive. This is the department where the advertiser or client, or representative of the client’s advertising department, communicates their requirements to the agency, for an advertising product. • Research Department. It is responsible for gathering information under cases where data given by the client may be insufficient, to start the project. • Copy Department. Prepares the text or words of the advertisement. This may include the story board for television commercial, or the script for radio, and the layout for print.
- 26. 26 Art Department. Translates the words into pictures. The department is responsible for preparing the visual presentation of the advertisement. Pictures shall be created the illustration of the advertisement. Media Department. Prepares the detailed media schedule, the list of media selected for the delivery of the advertising message. The department may consist of two – the space buying section – for print media; and the time buying section – for broadcast media. Production Department. It is responsible for handling the mechanical requirements of the advertisement including preparing several copies of the mastertape, blue print for distribution to media, typefacing, color reproduction Traffic Department. Sees to it that the advertisements are shown or published according to schedule.
- 27. 27 The Advertising Theme The central buying incentive featured in an advertising message is the frame of reference, serving as stimulus to an expected response from the audience. This stimulus called advertising appeal. The ideas created using a defined advertising appeal must be directly related to the product benefits desires by the consumers, thus sales point must be developed. To communicate these sales points capitalizing on features, advantages and benefits, the advertisement may target any of these attention-getting factors: involuntary and voluntary. Involuntary attention-getting factors holds that mental processes are directed toward something else, and not focused on looking, listening or watching advertisement. Voluntary attention-getting factor can be beneficial to the advertiser since the mental processes of the consumer is really intended towards checking, looking or reading an advertisement.