Advertising
Download
1 / 23

Advertising - PowerPoint PPT Presentation


  • 505 Views
  • Uploaded on

3000 B.C. - ancient Babylon, shop owners hung signs. U.S: early 1800s -- first ad agencies ... Sell soap on soap operas. Slogans. No More Tears (Johnson & Johnson) ...

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Advertising' - Kelvin_Ajay


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Advertising l.jpg

Advertising

and Commercial Culture


Our increasingly sponsored lives l.jpg
Our increasingly sponsored lives

  • David Foster Wallace’s Infinite Jest

  • College football bowl games:


Our increasingly sponsored lives3 l.jpg
Our increasingly sponsored lives

  • David Foster Wallace’s Infinite Jest

  • College football bowl games:

    • Nokia Sugar Bowl

    • Tostitos Fiesta Bowl

    • Fed Ex Orange Bowl

    • Chick-fil-A Peach Bowl



Our increasingly sponsored lives5 l.jpg
Our increasingly sponsored lives

  • Sports facilities:

    • Coors Field (Denver)

    • United Center (Chicago)

    • Fleet Center (Boston)

    • Bank One Ballpark (Arizona)

    • McLeod Arena


Our increasingly sponsored lives6 l.jpg
Our increasingly sponsored lives

Where have you seen ads lately?


Slide7 l.jpg

TV: 1 hour prime time TV

  • 1988: 10:17 ads

  • 1998: 15:40 ads

  • 2004: 16:27

  • 2005: 17:00

  • 2007:


Advertising history l.jpg
Advertising History

  • 3000 B.C. - ancient Babylon, shop owners hung signs

  • U.S: early 1800s -- first ad agencies were space brokers. Bought newspaper space and resold it.

  • 1875: N.W. Ayer, first modern ad agency, Philadelphia.


Advertising history9 l.jpg
Advertising History

  • Late 1800s -- department stores and patent medicines as major advertisers.

  • Advertising invented “problems” that needed to be solved by products

    • E.g., Odor Oh No

    • AXE soap


Slide10 l.jpg


Slide11 l.jpg

  • Slogans

    • No More Tears (Johnson & Johnson)

    • Nobody Doesn’t Like Sara Lee (Sara Lee)

    • Nothin' says lovin' like somethin' from the oven (Pillsbury)

    • Once you pop, you can't stop! (Pringles)

    • M'm, M'm, Good! (Campbell's)

    • Quality is Job 1. (Ford)

    • Snap! Crackle! Pop! (Kellogg's Rice Krispies)

    • See the USA in your Chevrolet. (Chevrolet)


Advertising today l.jpg
Advertising Today

  • Influence of visual design:

    • 1960s-70s -- European design

    • 1980s --


Advertising today13 l.jpg
Advertising Today

  • Influence of visual design:

    • 1960s-70s -- European design

    • 1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising

    • 1990s --


Advertising today14 l.jpg
Advertising Today

  • Influence of visual design:

    • 1960s-70s -- European design

    • 1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising

    • 1990s -- the Internet

      • Google

      • Yahoo!

      • MSN


Advertising today15 l.jpg
Advertising Today

Agencies

  • Mega Agencies --

    • Omnicom: $6.7 billion (21.5 %)

    • WPP Group: $4.54 billion (14.6%)

    • Interpublic: $3.65 billion (11.7 %)

    • Publicis: $2.76 billion (8.9%)

    • GOOGle: $16.6 billion


Advertising today16 l.jpg
Advertising Today

Agencies

  • Boutique Agencies -- like Wieden & Kennedy, Digital Kitchen, Peterson Milla Hooks


Advertising today17 l.jpg
Advertising Today

  • The Structure of Agencies

    • Market Research - VALS (SRI Business Consulting)

    • Creative Development

    • Media Selection

    • Account and Client Management


Persuasive techniques l.jpg
Persuasive Techniques

  • Famous person testimonial

  • Plain folks

  • Snob appeal

  • Bandwagon effect

  • Hidden fear

  • Irritation

  • Unique selling proposition


Persuasive techniques19 l.jpg
Persuasive Techniques

  • Association Principle -- associate product with a positive cultural image or value

  • Disassociation Corrolary

  • Liberation Marketing - product takes the language of rebellion, nonconformity


Persuasive techniques20 l.jpg
Persuasive Techniques

  • Myth Analysis

    (Claude Levi-Strauss)

    • Narrative -- tells us a story

    • Binary Opposition - conflict

    • Resolution


Critical issues in advertising l.jpg
Critical Issues in Advertising

1) Children and advertising

  • Influence $500 billion in spending each year

  • Advertising in Schools

    • Channel One


Critical issues in advertising22 l.jpg
Critical Issues in Advertising

2) Health and Advertising

  • Eating Disorders

  • Tobacco

  • Alcohol

  • Prescription Drugs

    • Not advertised until 1997

    • $4.7 billion in 2005

    • FDA enforcement of misleading claims on the decline


Critical issues in advertising23 l.jpg
Critical Issues in Advertising

Advertising and Democracy

Broadcasters earned from political ads:

1996 -$400 million

2000 -$665 million

2004 -$1.6 billion

2008: $2.5 billion

Campaign ads are about 10% of total revenue in those years. How does this affect broadcasters’ support for campaign finance reform?


ad