Introduction to Advertising History and Roles

1. Introduction to Advertising History and Roles

INTRODUCTION TO
ADVERTISING
HISTORY AND ROLES

2. What is Advertising?

WHAT IS
ADVERTISING?

3. Advertising is:

ADVERTISING IS:
Paid, Nonpersonal Communication From
An Identified Sponsor Using Mass
Media to Persuade or Influence an
Audience.

4. Advertising is:

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

5. Advertising Campaigns

ADVERTISING
CAMPAIGNS
a series of coordinated advertisements
single advertisement placed in multiple media
several different advertisements with a similar look, feel, and
message

6. The Evolution of Advertising

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

7. Historical Roles of Advertising

HISTORICAL ROLES OF
ADVERTISING
The Pre-industrial Age (up to start of 19th century)

8. Historical Roles of Advertising

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

9. Historical Roles of Advertising

HISTORICAL ROLES OF
ADVERTISING
The Industrial Age (1900’s to 1970s)
Luxury goods developed
Manufacturers changed from a production orientation to a sales
orientation

10. Historical Roles of Advertising

HISTORICAL ROLES OF
ADVERTISING
The Post Industrial Age (Starting 1980)
Age of social responsibility / Quality of life issues
Lifestyle advertising

11. Historical Roles of Advertising

HISTORICAL ROLES OF
ADVERTISING
The Global Interactive Age (Last 15 years)
Growth in world markets

12. Historical Roles of Advertising

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

13. Roles of Advertising

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.

14. Types of Advertising

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

15. Classifications of 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

16. Functions of Advertising

FUNCTIONS OF
ADVERTISING
Provide Product &
Brand Information
Provide Incentives
To Take Action
Provide
Reminders and
Reinforcement
Advertising
Performs 3 Basic
Functions