advertising
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Advertising. Origins? Print advertising in 18 th Century America Ben Franklin & “white space” Classified versus display advertising. Ad agencies. Volney Palmer N.W. Ayer Full Service versus “boutiques” 15% commission on media Mark-up on services. Advertising “eras”. - PowerPoint PPT PresentationTRANSCRIPT
AdvertisingAdvertising
Origins?Origins? Print advertising in 18Print advertising in 18thth Century America Century America Ben Franklin & “white space”Ben Franklin & “white space” Classified versus display advertisingClassified versus display advertising
Ad agenciesAd agencies
Volney PalmerVolney Palmer N.W. AyerN.W. Ayer Full Service versus “boutiques”Full Service versus “boutiques” 15% commission on 15% commission on mediamedia Mark-up on servicesMark-up on services
Advertising “eras”Advertising “eras”
Product attributesProduct attributes Unique selling propositionUnique selling proposition Image advertisingImage advertising Lifestyle advertisingLifestyle advertising PositioningPositioning
““How does the product fit into the How does the product fit into the marketplace, marketplace, in the consumer’s mind?”in the consumer’s mind?”
Broadcast advertisingBroadcast advertising
WEAF (AT&T) and the first radio adWEAF (AT&T) and the first radio ad ““Toll” broadcastingToll” broadcasting The first infomercial?The first infomercial? Sponsorships versus participations Sponsorships versus participations
Changes in buyingChanges in buying
Self service supermarkets changed the Self service supermarkets changed the way products were promoted.way products were promoted.
Package recognition replaced brand name Package recognition replaced brand name recognition.recognition.
Advertising appealsAdvertising appeals
Logical appeals – based on logic and Logical appeals – based on logic and rational thinkingrational thinking
Emotional appeals – everything else!Emotional appeals – everything else!
Emotional appealsEmotional appeals
Sex appealSex appeal Sensory appealsSensory appeals Curiosity appealCuriosity appeal Hero WorshipHero Worship Ego AppealEgo Appeal ConvenienceConvenience ETC.ETC.
Advertising regulationAdvertising regulation
FTCFTC FDAFDA FCCFCC Children’s advertisingChildren’s advertising TobaccoTobacco Political advertisingPolitical advertising Deceptive versus Unfair advertisingDeceptive versus Unfair advertising
Advertising proliferationAdvertising proliferation
Where has advertising Where has advertising notnot expanded?expanded?
International International InterculturalIntercultural
GlobalizationGlobalization LocalizationLocalization ““Glocalization”Glocalization”