Advertising  Origins?  Print advertising in 18 th Century America  Ben Franklin & “white space”  Classified versus display advertising

Ad agencies  Volney Palmer  N.W. Ayer  Full Service versus “boutiques”  15% commission on media  Mark-up on services

Advertising “eras”  Product attributes  Unique selling proposition  Image advertising  Lifestyle advertising  Positioning “How does the product fit into the marketplace, in the consumer’s mind?”

Broadcast advertising  WEAF (AT&T) and the first radio ad  “Toll” broadcasting  The first infomercial?  Sponsorships versus participations

Changes in buying Self service supermarkets changed the way products were promoted. Package recognition replaced brand name recognition.

Values and Lifestyles Surveys (VALS)

Advertising appeals  Logical appeals – based on logic and rational thinking  Emotional appeals – everything else!

Emotional appeals  Sex appeal  Sensory appeals  Curiosity appeal  Hero Worship  Ego Appeal  Convenience  ETC.

Subliminal advertising

Subliminal (cont.)

Product placement

Advertising regulation  FTC  FDA  FCC  Children’s advertising  Tobacco  Political advertising  Deceptive versus Unfair advertising

Advertising proliferation Where has advertising not expanded?

International Intercultural  Globalization  Localization  “Glocalization”

International Intercultural What’s in this jar?

International Intercultural  Nova = “no go”  Pinto = “small genitals”  Puffs = “homosexuals”  Mist Stick = “manure stick”  Got Milk = “are you lactating?”