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The Evolution of Promoting
and Advertising Brands
Marketing 3344
The Rise of Advertising
 Rise of capitalism
– Competition for resources, stimulating demand
 Industrial Revolution
– Mass production of goods needs demand stimulation
 Advertisers, Retailers, Consumers
– Branding emerges to control channel
 Rise of modern mass media
– Democratization of goods
The Evolution of Advertising
in the United States
 Pre-industrialization Era (pre-1800)
– Handbills and “newsbooks” appear
– Early ads resembled today’s classifieds
 The Era of Industrialization (1800-1875)
– “Dailies” grow in popularity
– Railroads spread the word
– Advertising was considered an embarrassment
by some
Ad in Context Example
The Industrial
Revolution was a key
factor in creating a
setting for the growth
of advertising—Why?
The Evolution of Advertising
in the United States
 P.T. Barnum Era (1875-1918)
– The “consumer culture” dawns
– Advertising becomes an industry
 The 1920s (1918-1929)
– Advertising finds fame and glamour
– Ads play on social anxieties
– Segmentation begins by social class
The Evolution of Advertising
in the United States
 The Depression Era (1929-1941)
Depression was brutal on families
Big Business is vilified
Advertising turns to harsh, anxiety creating ads
Radio emerges as a new medium
 WWII and the Fifties (1941-1960)
– Products linked with patriotism
– Fascination with “science”
– Subliminal advertising scare hits
Ad in Context Example
During the 1930s, ads
would often play on
social anxieties as a way
to attract and hold the
attention of a target
Ad in Context Example
Ads from the 1950s
reflected consumers’
fascination with scientific
discoveries (do you see
any subliminal messages
here? ) (Clue=there are none)
The Evolution of Advertising
in the United States
 Peace, Love and the Creative Revolution
– Creatives gain control
– Advertising emerges as an icon of a culture
fascinated with consumption
 The 1970s (1973-1980)
– Women and minorities adopt new roles
– Hedonistic values
– Regulation and oversight take hold—FTC and NARB
become active
The Evolution of Advertising
in the United States
 The Designer Era (1980-1992)
– Conservative politics rule
– Rapid-paced MTV editing becomes ad style
– Late night infomercial is born
 The E-Revolution Begins (1993-2000)
– Stage I of the Web revolution—with mixed results
– Problems with new media applications disappoint many
– Advertisers believed digital media would “revolutionize”
measurement—it didn’t
– “Centers” of advertising power move West
Ad in Context Example
During the 1990s, New
Media offered the
promise of new and
advertisers experienced
a wide range of
problems using new
The Evolution of Advertising
in the United States
 Consumer Empowerment and Branded
Entertainment (2000-present)
– Phase II of the e-ad-evolution (Web 2.0) has been much
more successful than Phase I in the late 1990s
– Consumer control emerges in this era
– Consumers begin “co-creating” ads defined as consumer
generated content (CGC)
– Though less visible, business-to-business promotion on the
Web is enormous and referred to as E-business
– On- line shopping makes a major comeback
– Ad spending continues to grow online due to further growth
in interactive, wireless, and broadband technologies
The Evolution of Advertising
in the United States
The blending of
advertising and integrated
brand promotion with
Brand “placement” key
tactic here
Some films and television
programs are considered
hour long promotions
The Value of an Evolutionary
The Evolution of advertising
Efficient methods of production made advertising an
essential tool for demand stimulation in a free
enterprise economic system
Urbanization, transportation and communications
allowed the use of advertising to grow
The Evolution of Integrated Brand Promotion
Integrated marketing communications is focusing more
on brand development creating an IBP approach
More and more money is being allocated to
promotional tools other than advertising