The document discusses the definition and history of advertising. It defines advertising as nonpersonal, paid communication through media to promote products, services, or ideas. The document then outlines the history of advertising from ancient times through the Industrial Revolution. It describes how advertising evolved from promoting locations and services to mass production leading to a focus on products, sales, and marketing to understand consumer wants and needs.

1. Advertising
BY
MANUPATI PUNITH

2. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media. Bovee/Arens
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3. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.

4. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.

5. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.

6. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.

7. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.

8. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.

9. Advertising is the nonpersonal
communication of information
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media.

10. Advertising is the nonpersonal
communication of information,
usually paid for and usually
persuasive in nature about
products, services or ideas by
identified sponsors through the
various media

11. For the first few thousand years
advertising promoted locations,
services and “want ads”.
Has been around for a long time
We still don’t know what the Lascoux paintings were for

12. Ads where written on a Roman tomb
• Weather permitting, 30 pairs of
gladiators, furnished by A.
Clodius Flaccus, together with
substitutes in case any get killed
too quickly, will fight May 1st,
2nd, and 3rd at the Circus
Maximus. The fights will be
followed by a big wild beast
hunt. The famous gladiator Paris
will fight. Hurrah for Paris!
Hurrah for the generous Flaccus,
who is running for Duumvirate.

13. Industrial Revolution
• Early 19th Century
• Mass production of products
• Led to three stages of marketing:
They are
PRODUCT
SALES
MARKETING

14. Production-oriented
• Demand far outstripped supply
• Could just advertise the
existence of the product and
where to get it
• Whatever was made was sold
• Example: People wanted cars,
so car companies made whatever
they wanted and the cars were
sold before they were built

15. Sales-oriented
• Supply exceeded demand
• Companies tried to convince
consumers to buy their products
rather than their competitors’
• Companies still made whatever
they wanted, counting on their
ability to peddle their products
• Example: supply of cars went
up, so the companies made
whatever they wanted and
convinced people they wanted
that

16. Marketing-oriented
• Supply of products far exceeded
demand
• More choices than any promotion
could overcome
• Resistance to “hard-sell”
• Companies tried to discover
what products consumers wanted
before making them, then
advertise they had it
• Non-American companies (e.g.,
VW) found out what people
wanted, then built cars that had it
(e.g., a gas gauge)

17. Marketing-oriented

18. General comments on ads
• Advertising is limited in time and/or space
• Breaks the rules of grammar and syntax
• Ads contain two elements
• Copy
• illustrations

19. Two basic ways of presenting a sales message
• Intellectually
• Usually about the product’s
function
• Usually copy heavy and line
drawings
• Emotionally
• Usually not about the product’s
function
• Usually copy is light with high
connotative content
• Uses photographs or video

20. •Advertising aims at consumers’
subconscious minds much more than
their conscious minds
•It’s all about getting the consumer to
react on a basic, instinctive level, and
not think at all
•It’s about “act now” on your basic
desires – think only of yourself
•It’s usually selfish and anti-social

21. Psychological Appeals
•Self-preservation
•Sex
•Greed
•Self-esteem
•Personal enjoyment
•Constructiveness
•Destructiveness
•Curiosity
•Imitation
•Altruism

22. Self-preservation
• “Listen to me, I’ll keep
you alive”
• Because humans are so
social, we extend the
appeal to others, like
family, friends, and
social group

23. Sex Appeal
• “Listen to me, I’ll get you laid”
• Gender linked because of
different goals:
• For men it’s sex with ease and no
complications
• In other words, attract more
women that want to have sex with
you
• For women it’s attract more men
from which to choose
• Select the best among the possible
choices, and the greater the
selection, the better the choice

24. Sex Appeal • Male and female animals have
different sexual strategies based
on the cost of sex
• Males are promiscuous because
the cost is very low
• A little time, a little energy, then
move on
• Criteria are simple – she has to be
there, breathing, and impregnable
• Females are picky because the
cost is so high
• Lots of time, lots of energy
• Must select the best possible male,
not the nearest
• Criteria can be complex

25. Greed
• “Listen to me, I’ll make
you rich”
• Human social life
requires having
resources, usually
represented by money
• Instinctively, “greed is
good”

26. Self-esteem
• Requires a social group
• Requires the individual to be
able to make a comparison with
other individuals in the group
• Thus, requires a sense of self as a
separate entity from others

27. Self-esteem
• Again, there’s an instinctive
gender link
• For men, it’s competitive
• Demonstrate he’s the best male
around
• Self-esteem comes from a sense of
superiority
• For women, it’s cooperative
• Make and maintain as many
connections as possible
• Self-esteem comes from a sense of
connection

28. Self-esteem for men
• Demonstration of
superiority
• Buy the product, be the
superior man
• Often shows a “loser”
beating a “winner”
because the loser buys
the product

29. Personal Enjoyment
• “Listen to me, you’ll
have more fun”
• Humans, because of their
intelligence, are often
easily bored by routine
• The ad promotes getting
out of the routine
• In other words, have fun

30. Constructiveness
• “Listen to me, I’ll help you
improve things”
• A desire to build and improve on
whatever you have

31. Destructiveness
• “Listen to me, I’ll tell you how to
destroy things”
• We all have a desire to occasionally
blow things up
• Just watch “The Mythbusters”
• There does seem to be a gender link
– men seem to like it more than
women

32. Curiosity
• “Listen to me, I’ll answer your
questions”
• We all want answers to things –
it’s a survival characteristic
• The problem is raising that
curiosity – if the person doesn’t
care about the answer, it’s a
useless appeal

33. Imitation
• “Listen to me, I’ll make you just
like someone else”
• Requires the person to want to
be like the model
• Almost always linked to one or
the top five appeals

34. Altruism
• “Listen to me, you’ll give of
yourself with no hope or
expectation of return”
• Doesn’t exist as an ideal
• Reciprocal altruism does exist
• I’ll do for you now, you do for
me later
• Linked to top five

35. Tricks of the Trade
• Advertising often uses logical fallacies rather than giving logical
reasons to buy the product advertised.
• You think the ad is saying one thing when it fact it’s saying something
else, or saying nothing at all

36. Buzz Words
• Words that seem to say
something, but what?
• “Crisp”
• “Natural”
• “Organic”

37. Weasel Words • Words tossed into a sentence that
changes the meaning while
leaving an impression that’s
different
• Examples:

38. “Our [canned] corn is as good as fresh cooked corn.”
Libby’s Vegetables
• Note it doesn’t say it’s as good as fresh corn, but as
good as fresh cooked corn.
• Cooked corn has had vitamins and minerals boiled out
in the cooking process.
• And now you have to heat the corn again, which takes
out even more nutrients.
• The weasel is “cooked”

39. “Our dog food contains as much meat
protein as 10 pounds of sirloin steak.
Alpo dog food
• Targets people who love their dogs
• Doesn’t contain sirloin steak, only as much meat
protein as sirloin steak
• That could be any kind of meat – it’s sure not sirloin, and
may not even come from a cow

40. Begging the Question
• The question contains a
statement that has not been and
is never proven, basically saying
that something is simply because
it is.
• Example:
• “Henry Miller’s filthy books
should be banned.”
• Contains the unsupported premise
that the books are filthy.

41. Dangling Comparative
• There appears to be a
comparison, but
compared to what?
• It relies on the consumer
filling in the blank

42. Complaints about advertising
• It perpetuates stereotypes
• Absolutely true
• It has to
• Makes people buy things they don’t need
• Not true
• Advertising can’t make anybody do anything

44. BY
manupati punith
Thanks to Google