2. Unit Two The Evolution of Advertising The Evolution of Advertising Presented by Faguang Qiao

3. Warming-ups The classification of advertising Criteria By Target Audience By Geography By Medium By Purpose formConsumerBusiness  Trade  Professional  Agriculture Local (retail) RegionalNationalInternationalPrint  Newspaper  Magazine Broadcast (electronic)  Radio  TV Out-of-homeDirect-mailInteractive Product and Nonproduct Commercial and Noncommercial Action and Awareness

4. tages of Ads Evolution Four Stages of Ads Evolution Pre-reading discussion: Pre-reading discussion: Why is advertising developed so rapidly in modern society? Explain how deeply are you influenced by ads in everyday life. Why is advertising developed so rapidly in modern society? Explain how deeply are you influenced by ads in everyday life.

5. Ancient period Origin: Babylonia, Greece and Egypt. Origin: Babylonia, Greece and Egypt. Properties: Inscriptions on tablets, wall, and papyrus. Properties: Inscriptions on tablets, wall, and papyrus. Samples: super link from “for super link” doc. Samples: super link from “for super link” doc...\for super-links\images-1.jpg..\for super-links\images-1.jpg..\for super-links\images-1.jpg..\for super-links\images-1.jpg..\for super-links\images-2.jpg..\for super-links\images-2.jpg..\for super-links\images-2.jpg..\for super-links\images-2.jpg..\for super-links\images-3.jpg..\for super-links\images-3.jpg..\for super-links\images-3.jpg..\for super-links\images-3.jpg..\for super-links\images-4.jpg..\for super-links\images-4.jpg..\for super-links\images-4.jpg..\for super-links\images-4.jpg..\for super-links\images-5.jpg..\for super-links\images-5.jpg..\for super-links\images-5.jpg..\for super-links\images-5.jpg..\for super-links\images-6.jpg..\for super-links\images-6.jpg..\for super-links\images-6.jpg..\for super-links\images-6.jpg

6. Age of print Origin: Johannes Gutenberg in 1440. Origin: Johannes Gutenberg in 1440. Properties: moveable, mass communication, no longer restricted by time. Properties: moveable, mass communication, no longer restricted by time. Media: poster, handbills, classified ads in newspapers. Media: poster, handbills, classified ads in newspapers. Samples: Hyper-link Samples: Hyper-link..\for super-links\images-7.jpg..\for super-links\images-7.jpg..\for super-links\images-7.jpg..\for super-links\images-7.jpg..\for super-links\images-8.jpg..\for super-links\images-8.jpg..\for super-links\images-8.jpg..\for super-links\images-8.jpg..\for super-links\images-9.jpg..\for super-links\images-9.jpg..\for super-links\images-9.jpg..\for super-links\images-9.jpg..\for super-links\images-10.jpg..\for super-links\images-10.jpg..\for super-links\images-10.jpg..\for super-links\images-10.jpg..\for super-links\images-11.jpg..\for super-links\images-11.jpg..\for super-links\images-11.jpg..\for super-links\images-11.jpg..\for super-links\images-12.jpg..\for super-links\images-12.jpg..\for super-links\images-12.jpg..\for super-links\images-12.jpg..\for super-links\images-13.jpg..\for super-links\images-13.jpg..\for super-links\images-13.jpg..\for super-links\images-13.jpg..\for super-links\images-14.jpg..\for super-links\images-14.jpg..\for super-links\images-14.jpg..\for super-links\images-14.jpg

7. The formative years Origin: U.S. mid-1800 Origin: U.S. mid-1800 Properties: in relation to social and technological developments evoked by Industrial Revolution; emergencies of agency, copywriting Properties: in relation to social and technological developments evoked by Industrial Revolution; emergencies of agency, copywriting

8. Modern ads. Origin: By the beginning of twenty century. Origin: By the beginning of twenty century. Properties: soft-sell ads, hard-sell ads ( There is no such thing as 'soft sell' and 'hard sell.' There is only 'smart sell' and 'stupid sell — Charles Browder. ‘) Properties: soft-sell ads, hard-sell ads ( There is no such thing as 'soft sell' and 'hard sell.' There is only 'smart sell' and 'stupid sell — Charles Browder. ‘)  Soft-sell ads:subtle, casual, or friendly sales message  hard-sell ads:direct, forceful, and overt sales message Media: radio, TV, Internet Media: radio, TV, Internet..\for super-links\images-16.jpg..\for super-links\images-16.jpg..\for super-links\images-16.jpg..\for super-links\images-16.jpg..\for super-links\images-17.jpg..\for super-links\images-17.jpg..\for super-links\images-17.jpg..\for super-links\images-17.jpg

9. Online Advertising/Ads on Internet/CyberadsAdvantages: Cost Effective and Enduring Marketing Strategies Cost Effective and Enduring Marketing Strategies Market Penetration Market Penetration Low Cost, Instant Communication Low Cost, Instant Communication Content is Timeless Content is Timeless Real Time Statistics For Measuring Success of Promotion Campaign Real Time Statistics For Measuring Success of Promotion Campaign Time Saving Time Saving In comparison to traditional ads, what are advantages and disadvantages of online ads?

10. Disadvantages: Difficulty in Attracting Customers Difficulty in Attracting Customers Difficulty in Evaluating Legitimacy of Transaction Difficulty in Evaluating Legitimacy of Transaction Salespersons and Customers are Isolated Salespersons and Customers are Isolated http://ezinearticles.com/?Internet-Promotion---Advantages-and- Disadvantages&id=53561http://ezinearticles.com/?Internet-Promotion---Advantages-and- Disadvantages&id=53561 ( Retrieve: 14/09/2009)

11. Group Activities   Compared to traditional ads, what are the advantages and disadvantages of Internet ads? What value-added service do you find from the website www.holiday-inn.com ?www.holiday-inn.com What new services are provided by the website www.holiday-inn.com ? www.holiday-inn.com How does the site strengthen Holiday Inn’s image? Increase profitability? Facilitate sales?

12. Home work:  Study how Haier build up her image through advertising.