Download History & Roles of Advertising

Introduction to Advertising
History and Roles
What is
Advertising?
Advertising is:
Paid, Nonpersonal Communication
From An Identified Sponsor Using
Mass Media to Persuade or
Influence an Audience.
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

Advertising Campaigns

a series of coordinated advertisements

single advertisement placed in multiple
media

several different advertisements with a
similar look, feel, and message
The Evolution of Advertising
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1850’s1900
19001950’s
1920’s
Age of
Print
Industrial
Revolution &
Consumer Society
Age of
Science
Rise of
Agencies
World War IWorld War II
Advertising
Declines
1950’s
Reintroducing
Consumers to
Marketing
1960’s1970’s
Creative
Era
1970’s1990’s
Accountability
Era
Historical Roles of Advertising

The Pre-industrial Age (up to start of 19th century)
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
Historical Roles of Advertising

The Industrial Age (1900’s to 1970s)
 Luxury
goods developed
 Manufacturers
changed from a production
orientation to a sales orientation
Historical Roles of Advertising

The Post Industrial Age (Starting 1980)
 Age
of social responsibility / Quality of life
issues
 Lifestyle
advertising
Historical Roles of Advertising

The Global Interactive Age
 Growth
in world markets
(Last 15 years)
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
Roles of Advertising
Marketing Role
Communication Role
Economic Role
Societal Role
•Marketing is the process a business
uses to satisfy consumer needs and
wants through goods and services.
•Advertising is a form of mass
communication.
•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.
Types of Advertising
Interactive
Advertising
Brand
Advertising
Public Service
Advertising
Retail or Local
Advertising
Institutional
Advertising
Political
Advertising
Business-toBusiness
Advertising
Direct-Response
Advertising
Directory
Advertising
Classifications of Advertising
By Target
Audience
• Consumer
By Geographic
Area
• Local (retail)
By
Medium
• Print
By
Purpose
• Product
• Nonproduct
• Business
• Regional
• National
• International
• Broadcast
(electronic)
– Radio
– TV
• Out-of-Home
• Direct-Mail
• Commercial
• Noncommercial
• Action
• Awareness
Functions of Advertising
Provide Product &
Brand Information
Provide Incentives
To Take Action
Provide
Reminders and
Reinforcement
Advertising
Performs 3 Basic
Functions
Current Advertising Issues
Interactive Advertising
Integrated Marketing Communication
Globalization
Niche Marketing
Consumer Power, Relationship Marketing
and Customization