chapter 1 background of today’s advertising 1-2 advertising what is advertising? where do we find...
TRANSCRIPT
![Page 1: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/1.jpg)
Chapter 1
Background of Today’s Advertising
![Page 2: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/2.jpg)
1-2
ADVERTISING
What is advertising?
Where do we find Advertising?
Can we ever get away from advertising?
Is advertising to controlling in our lives?
![Page 3: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/3.jpg)
1-3
A DEFINITION OF ADVERTISING
It is a paid for by the sponsor rather than run at the discretion of the medium
It is nonpersonal.
It identifies the sponsor of the message.
![Page 4: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/4.jpg)
1-4
A DEFINITION OF ADVERTISING
It is persuasive.
It is carried by mass media.
![Page 5: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/5.jpg)
1-5
A DEFINITION OF ADVERTISING
Advertising: a planned communication activity in which messages in mass media are used to persuade audiences to adopt goods, services, or ideas. Advertising is distinguished from other promotional activities in that it is paid for by an identified sponsor, nonpersonal, carried by mass media, and designed to be persuasive.
![Page 6: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/6.jpg)
1-6
Advertising is:
A communication toolTwo requirements:
Centralized exchange Economy where supply surpasses demand
![Page 7: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/7.jpg)
1-7
Factors Creating a FoundationBeginning of the fulfillment of a
democratic idealIndustrial Revolution
Mass productionNeed for skilled workers
Introduction of the railroadNational branding
![Page 8: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/8.jpg)
1-8
In the Beginning
Advertising has a 5000-year recorded history
The last 100 years in US history have been most influential
Contributors from the beginning:BabyloniansGreeksRoman merchants
![Page 9: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/9.jpg)
1-9
Four Broad Periods of Study
Pre-marketing EraMass Communication EraResearch EraInteractive Era
![Page 10: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/10.jpg)
1-10
Move to Creativity
Increased output created a competitive environment
Emphasis on creative advertisingAdvertising seen as a “science”Idea of planned obsolescence
![Page 11: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/11.jpg)
1-11
Print Media
SiquisNewspapers – historically been the
primary advertising mediumImportant people
Johann GutenbergBenjamin HarrisBenjamin Day
![Page 12: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/12.jpg)
1-12
Print Media (continued)
Magazines – slow but steady growth
Saturday Evening PostLadies’ Home JournalTime
![Page 13: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/13.jpg)
1-13
By 1920, high color advertising was commonplace.
![Page 14: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/14.jpg)
1-14
The Advertising Agency
ForerunnersVolney PalmerGeorge RowellJ. Walter ThompsonN.W. Ayer and Sons
American Association of Advertising Agencies
![Page 15: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/15.jpg)
1-15
Legislation
Pure Food and Drug Act (1906)Federal Trade Commission Act (1914)Federal Food, Drug and Cosmetic Act
(1938)Wheeler Lea Act (1938)
![Page 16: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/16.jpg)
1-16
Advertising and WWI
Marked the first time advertising was used as a social instrumentAgencies tried to
Arouse patriotismSell government bondsEncourage conservatismPromote war-related activities
![Page 17: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/17.jpg)
1-17
Patriotism was a common advertising theme during WWI.
![Page 18: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/18.jpg)
1-18
1920’s
Mini-depression to crashProducts appearing on the market
Passenger carsElectric refrigeratorsWashing machinesElectric shaversRadios
![Page 19: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/19.jpg)
1-19
Cadillac
![Page 20: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/20.jpg)
1-20
Coca-Cola
![Page 21: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/21.jpg)
1-21
Introduction of Radio
Invented by Guglielmo MarconiUsed mainly by maritime operators
in the beginningKDKA – first commercial station
![Page 22: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/22.jpg)
1-22
Modern Era of Radio
Presidential ElectionsSporting eventsLocal entertainmentNBC CBS
![Page 23: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/23.jpg)
1-23
The Great Depression of the 1930’s
Rapid growth was slowed by Depression
Causes of the DepressionExcess industrial capacityHeavy consumer debtDeclining price levels
Consumer spending was discouragedWWII turned this trend aroundWhat is happening today? 2015 (fuel)
![Page 24: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/24.jpg)
1-24
Advertising During WWII
Similar to WWIMost advertising was created to
encourage Americans to cooperate in the war effort
War Advertising Council
![Page 25: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/25.jpg)
1-25
Exhibit 1.8Advertising messages were sponsored by the government.
![Page 26: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/26.jpg)
1-26
Exhibit 1.9War Council reminds Americans not to disclose war secrets.
![Page 27: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/27.jpg)
1-27
Growth Period from 1950-1973
Trend Percentage of growth
Population of U.S. 38%
Disposable income 327%
New housing starts 47%
Energy consumption 121%
College enrollments 136%
Car registrations 151%
Telephones in use 221%
Retail sales 250%
Frozen food production 655%
Airline passenger 963%
Homes with dishwashers 1043%
Homes with air conditioning 3662%
![Page 28: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/28.jpg)
1-28
Advertising in the Fragmented 80’s
Major developmentsNew technologyAudience fragmentationConsolidationCredit
![Page 29: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/29.jpg)
1-29
Service Economy and the 21st CenturyService providers are the trendWal-MartU.S. Bureau of Labor Statistics --
2010, service employment will outpace manufacturing by a 5-1 marginWhat is the problem with this?
Trust factor challenged in first decade of 21st century
Permission Marketing
![Page 30: Chapter 1 Background of Today’s Advertising 1-2 ADVERTISING What is advertising? Where do we find Advertising? Can we ever get away from advertising?](https://reader036.vdocuments.us/reader036/viewer/2022062301/56649f135503460f94c2708a/html5/thumbnails/30.jpg)
1-30
Summary
History of advertising can only be studied within the context of the social and economic development of a country.
Fundamental changesDevelopment of e-commerceReaching consumers on a more personal basisAudiences are taking greater control of
communication channels.Field is fast and ever-changing.