4. Definition of Advertisement
Advertisement is a “description
or presentation of a product,
idea, or organization, in order to
induce … to buy, support, or
approve of it”
www.investorwords.com
5. History of Advertisement
Known from ancient times:
Ancient Egypt, Greece, Rome
Advertisement in the Modern age
Press since 1840s, La Presse newspaper
Introduction of first advertisement agencies. N. W. Ayer & Son in
1869
6. History of Advertisement
Introduction of advertisement and
sponsoring radio programs since 1920s
Sponsoring television programs in
1950s and 1960
7. History of Advertisement
Modern approach to advertisement
since 1950s and 1960s
Selling advertisement time to multiple sponsors
New level of creativity and product positioning
Creative Revolution by William Bernbach
8. History of Advertisement
Introduction of cable television
MTV
Specialty channels
Shopping channels
9. History of Advertisement
Online advertising since 1990s
Currently, active use of new types of
advertising:
Guerrilla marketing
Product placement
Using social networks
10. Types of advertising
Digital advertising:
Television advertising
Radio advertising
Online advertising
Product placements
11. Types of advertising
Physical advertising:
Press advertising
In-store advertising
Billboard advertising
Celebrity branding
12. Digital advertisement
Television advertising:
Most effective mass-market advertising
format
Most expensive
Super Bowl - up to US$3 million for 30-
second TV spot
Virtual billboards during sporting events
Infomercials - to create an impulse
purchase
16. Physical advertising
Press advertising
Advertising in a printed medium such as a newspaper,
magazine, or trade journal
Narrowly targeted media with local newspapers specialized
journals and magazines
Often described as one of the least annoying
22. Famous advertising campaigns
Coca-Cola
Significant affection to the American culture
One of the most famous brands
Inventing the modern image of Santa Claus
Various sponsorship
23. Current and future trends
Increasing popularity and advertising
opportunities of internet
Use of new technology to protect from
advertisement
Growing importance of the niche market using
and targeted ads
24. Current and future trends
The concept of crowdsourcing has given way
to the trend of user-generated advertisements
Global advertising
Increasing invasion to the public spaces and
criticism