The Evolution of Advertising Chapter 3

Ch 3: Evolution 2 Influences on the Evolution of Advertising Rise of capitalism Industrial Revolution Manufacturers pursuit of distribution channel power Rise of modern mass media

Ch 3: Evolution 3 Historical Advertising Developments Preindustrialization Era (pre-1800) –Informal “newsbook” appendages appear –Early ads resembled today’s classifieds The Era of Industrialization ( ) –“Dailies” grow in popularity –Railroads spread the word

The Industrial Revolution was a key factor in creating a setting for the growth of advertising

Ch 3: Evolution 5 Historical Advertising Developments P.T. Barnum Era ( ) –The “consumer culture” dawns –Advertising becomes an industry The 1920s ( ) –Advertising finds fame and glamour –Ads play on social anxieties –Segmentation begins by social class

During the 1920s, ads would often play on social anxieties as a way to attract and hold the attention of a target audience.

Ch 3: Evolution 7 Historical Advertising Developments The Depression Era ( ) –Big Business is vilified –Radio emerges as a new medium WWII and the Fifties ( ) –Products linked with patriotism –Fascination with “science” –Nuclear family standard

Ads from the 1950s reflected consumers’ fascination with scientific discoveries

Ch 3: Evolution 9 Historical Advertising Developments The Creative Revolution ( ) –Creatives gain control –Advertising emerges as a cultural icon The 1970s ( ) –Women and minorities adopt new roles –Hedonistic values –Regulation and oversight take hold

Ch 3: Evolution 10 Historical Advertising Developments The Designer Era ( ) –“Conservative consumption” –Rapid-paced MTV editing –Late night infomercial is born The Second Nineties ( ) –The challenge and promise of interactive media arrives –Problems with new media applications disappoint many advertisers

During the 1990s, New Media offered the promise of new and different communications options—but advertisers experienced a wide range of problems using new media

Ch 3: Evolution 12 Present and Future The 00s (2001 – present) –Interactive/wireless/broadband revolution Reinventing the advertising process? –Growth in interactive media –E-advertising –Permission based vs. spam

Ch 3: Evolution 13 The Value of an Evolutionary Perspective The Evolution of advertising –Efficient methods of production made advertising an essential tool for demand stimulation in a free enterprise economic system –Urbanization, transportation and communications allowed the use of advertising to grow The Evolution of Integrated Brand Promotion –Integrated marketing communications is focusing more on brand development creating IBP –More and more money is being allocated to promotional tools other than advertising