1. Introduction to Advertising History and Roles

2. What is Advertising?

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

4. 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

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

6. The Evolution of Advertising
1850’s-1900 ’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

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

8. 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

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

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

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

12. 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

13. 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.

14. 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

15. 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

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

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