1、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
2、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,Th
3、e Evolution of Advertising,1441- 1850,1850s-1900,1900-1950s,World War I-World War II,1950s,1960s-1970s,1970s- 1990s,1920s,Historical Roles of Advertising,The Pre-industrial Age (up to start of 19th century),Historical Roles of Advertising,The Industrializing Age (Mid 1700s Europe / 1800s in U.S. To
4、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 (1900s to 1970s) Luxury goods developed Manufacturers changed from a production orientation to a sales o
5、rientation,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 (Last 15 years) Growth in world markets,Historical Roles of Advertising,The Pre-in
6、dustrial Age (up to start of 19th century) The Industrializing Age (To WW1) The Industrial Age (1900s to 1970s) The Post Industrial Age (Starting 1980) The Global Interactive Age,Roles of Advertising,Marketing Role,Communication Role,Economic Role,Marketing is the process a business uses to satisfy
7、consumer needs and wants through goods and services.,Societal Role,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.,Interactive Advert
8、ising,Public Service Advertising,Institutional Advertising,Business-to- Business Advertising,Brand Advertising,Retail or Local Advertising,Political Advertising,Direct-Response Advertising,Directory Advertising,Types of Advertising,Classifications of Advertising,By Target Audience,By Geographic Area
9、,By Medium,By Purpose,Consumer Business, Local (retail) Regional National International,Print Broadcast(electronic) Radio TV Out-of-Home Direct-Mail, Product Nonproduct Commercial Noncommercial Action Awareness,Provide Product & Brand Information,Provide Incentives To Take Action,Provide Reminders and Reinforcement,Advertising Performs 3 Basic Functions,Functions of Advertising,Current Advertising Issues,
