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Advertising Brief History of Advertising Originally untruthful Brands developed for packaged bottles/ canned goods/etc.  one of the most important developments in the history of advertising Standardized products (predictability) Provided a clear identity for the products WWII

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Brief history of advertising l.jpg
Brief History of Advertising

  • Originally untruthful

  • Brands developed for packaged bottles/ canned goods/etc. one of the most important developments in the history of advertising

    • Standardized products (predictability)

    • Provided a clear identity for the products


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WWII

  • “War Advertising Council” – promoted gov’t efforts

    • War Bonds Campaign: largest/most successful single-item campaign to date

    • Became the “Ad Council” –effecting positive social change

    • http://www.adcouncil.org/default.aspx?id=141


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After WWII

  • TV expanded as an advertising medium

    • Could demonstrate products

  • People had more leisure time, more money, and houses to fill


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Advertising Regulated

  • 1914: FTC

    • Monitors & regulates advertising


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What does advertising seek to do?

  • Give new information

  • Reinforce a current practice

    • Brand Loyalty

  • Change a predisposition

    • Most difficult


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2 basic advertising strategies

  • Psychodynamic Strategy

    • Assumes that our personal orientations and behaviors are based on individual psychological factors (emotional or rational)

    • Uses reason or emotion/desires/needs as appeals

    • Arouse some sort of feeling/emotional state

    • “Learn – Feel – Do” strategy


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2nd basic advertising strategy

  • Socio-cultural strategy

    • Assumes that our beliefs and behaviors are shaped by the context of social rules and the shared cultural expectations of those around us

    • Culture dictates action (pressure to conform)

      • Norms

      • Ranking

      • Social controls

  • “Conform-or-be-punished” strategy


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Types of advertising

  • Hard Sell / Soft Sell

    • Hard Sell: Brief / Straightforward / Rational / High Pressure

    • Soft Sell: Emotional / Creative / Entertaining


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Where advertising occurs (not exhaustive)

  • Internet

    • Website only gets paid when you click the ad

  • Spam

    • Canspam Law (2003)

  • Viral Advertising

    • Chat rooms / Message Boards

  • Database Marketing

    • Relationships between consumers - brands


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Where advertising occurs, cont.

  • Relationship Marketing

    • Personalized

    • Grocery store (!)


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