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

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

4. 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?”

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

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

7. Values and Lifestyles Surveys (VALS)

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

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

10. Subliminal advertising

11. Subliminal (cont.)

12. Subliminal (cont.)

13. Product placement

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

15. Advertising proliferation
Where has advertising not expanded?

16. International Intercultural
Globalization
Localization
“Glocalization”

17. International Intercultural
What’s in the can?

18. International Intercultural
What’s in this jar?

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