Download Wells, Burnett, Moriarty

The Evolution of
Advertising
• Historical roots
• Age of print
• Industrial revolution and emergence of
consumer society
• Radio
• Television
• Outlet/Audience Fragmentation
1
Types of Advertising
CONSUMER
• Brand
advertising
• Retail/local
advertising
• Advocacy
advertising
• End product
advertising
• Direct-response
advertising
B to B
•
•
•
•
Trade
Industrial
Corporate
Professional
2
Current Advertising
Issues
•
•
•
•
Interactive advertising
Globalization
Niche marketing
Integrated marketing communications
(IMC)
• Consumer Power
3
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)
4
ADVERTISING STRATEGY
DURING PRODUCT LIFE
CYCLE
PRODUCT LIFE CYCLE
Pioneering stage
inform
Competitive stage
persuade
Retentive
remind, retain
TYPE OF ADVERTISING
Pioneeering
(inform)
Competitive
(persuade)
Retentive (remind)