Introduction to Advertising History and Roles

What is Advertising?

Advertising is: Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience.

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

Advertising Campaigns a series of coordinated advertisements single advertisement placed in multiple media several different advertisements with a similar look, feel, and message

The Evolution of Advertising 1441- 1850 1850’s-1900 1900-1950’s 1920’s Age of Print Industrial Revolution & Consumer Society Science Rise of Agencies World War I-World War II 1950’s 1960’s-1970’s 1970’s- 1990’s Advertising Declines Reintroducing Consumers to Marketing Creative Era Accountability

Historical Roles of Advertising The Pre-industrial Age (up to start of 19th century)

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

Historical Roles of Advertising The Industrial Age (1900’s to 1970s) Luxury goods developed Manufacturers changed from a production orientation to a sales orientation

Historical Roles of Advertising The Post Industrial Age (Starting 1980) Age of social responsibility / Quality of life issues Lifestyle advertising

Historical Roles of Advertising The Global Interactive Age (Last 15 years) Growth in world markets

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

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. Economic Role Advertising is a form of mass communication. Societal Role 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.

Types of Advertising Interactive Advertising Brand Advertising Public Service Advertising Retail or Local Advertising Institutional Advertising Political Advertising Business-to- Business Advertising Directory Advertising Direct-Response Advertising

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

Functions of Advertising Provide Product & Brand Information Provide Incentives To Take Action Advertising Performs 3 Basic Functions Provide Reminders and Reinforcement

Current Advertising Issues Interactive Advertising Integrated Marketing Communication Consumer Power, Relationship Marketing and Customization Globalization Niche Marketing