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What is advertising? 1.1 History of Advertising What makes a good ad? John Caples – “They laughed when I sat down at the piano, but when I started to play!” Direct response advertising DeBeers – “A diamond is forever” (1948) Volkswagen – “Think small” Richard Sears – Sears Roebuck Catalog What is advertising? Advertising is a paid form of communication intended to inform, persuade, and remind an audience to take some kind of action. Provides a mirror to our social history that reflects values and aspirations of our culture. History of advertising Appeared as inscriptions on Egyptian tombs around 3000BC Greeks engraved theatre advertisements in stone around 500BC Political and commercial messages have been found in ancient Pompeii, Rome, South America, Asia, Africa History of advertising Early to mid 19th century – ads remained pretty consistent Single column, little to no pictures or illustrations Colonial America Ben Franklin – Pennsylvania Gazette(1732) Headlines, illustrations, pictures Industrial Revolution – consumer society P.T. Barnum helped spur the growth of outdoor advertising by using banners for his museum and traveling circus. “Caravans of Giant Coursing Elephants and Camels” History of advertising 20th century – Roaring 20s, Great Depression, World War II, Television, Civil Rights Movement, Vietnam, Feminist Movement Specific, brief, targeted ad campaigns Ads began to reflect social and cultural changes Advertisements became glamorous, visual, and youth-oriented History of advertising Manufacturers began developing brand names Wanamakers, Marshall Fields, Macy’s Advertising dollars spent grew from $200milion in 1880 to $3 billion in 1920 Greater consumer demand for products Consumer society – one that has shifted from self-sufficiency to dependence on the marketplace Your turn Pick a time frame from history and find at least 3 advertisements from that time period. What is advertising? 1.1 History of Advertising 1.2 Influencing the Ads Environmental Impact https://www.youtube.com/watch?v=qhH xFcpBVmM Green Marketing – the use of advertising to support and improve the environment Environmental Disasters 2010 BP Oil Spill https://www.youtube.com/watch?v=hoOfI R4Vk1o Social Responsibility of Advertising 2 goals of advertising: Selling a product Maintaining a high public perception Social Responsibility – the principle that businesses should contribute to the welfare of society https://www.youtube.com/watch?v=AdRST ldsTWg Political Ads in the Digital Age http://www.msnbc.com/hardball/watch/thebest-political-ads-of-the-midterms338810435656 What are some other political ads that you can remember? Were they positive or negative? Do they make you want to vote for that candidate? http://www.usatoday.com/story/life/tv/2015/ 08/31/president-obama-appear-running-wildbear-grylls/71454516/ Trade Associations Industry trade groups, or trade associations, are founded and funded by businesses operating in a specific industry and are responsible for public relations and activities such as advertising, education, political donations, lobbying, and publishing. The main focus of trade associations is collaboration between companies to develop industry standards. Social Media’s Impact https://www.youtube.com/watch?v=yDA 864UskXc What is advertising? 1.1 History of Advertising 1.2 Influencing the Ads 1.3 Careers Superbowl Ads https://www.youtube.com/watch?v=Qoq Wo3SJ73c https://www.youtube.com/watch?v=q3G pXgFwWmk 3 Types of Advertising Product Advertising Product advertising is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product Present at least one product characteristic as a reason for purchasing a product https://www.youtube.com/watch?v=VvRYtIM 6ueU 3 Types of Advertising Brand Advertising Brand advertising is used to build an image based on the set of values held by the company. 3 Types of Advertising Corporate Advertising Corporate advertising intended to enhance a company’s reputation or build good-will. https://www.youtube.com/watch?v=fViOb qGvIjM