1. 1 Historical roots Age of print Industrial revolution and emergence of consumer society Radio Television Outlet/Audience Fragmentation The Evolution of Advertising

2. 2 Types of Advertising CONSUMER B to B Brand advertising Retail/local advertising Advocacy advertising End product advertising Direct-response advertising Trade Industrial Corporate Professional

3. 3 Interactive advertising Globalization Niche marketing Integrated marketing communications (IMC) Consumer Power Current Advertising Issues

4. 4 Why Advertise? Establish image (“position”) Change image (“re-position” Generate sales (help only - remember marketing mix) Send messages to public (PSA or corporate) Inform, Persuade, Remind customers about products (product life cycle)

5. ADVERTISING STRATEGY DURING PRODUCT LIFE CYCLE Pioneering stage inform Competitive stage persuade Retentive remind, retain Pioneeering (inform) Competitive (persuade) Retentive (remind) PRODUCT LIFE CYCLE TYPE OF ADVERTISING