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

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 ’s ’s World War I- World War II 1950’s1960’s- 1970’s 1970’s- 1990’s 1920’s

Historical Roles of Advertising  The Pre-industrial Age (up to start of 19 th 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 19 th 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. 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.

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

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

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