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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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PowerPoint Slideshow about 'Advertising' - albert


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Presentation Transcript
brief history of 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
slide3
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
after wwii
After WWII
  • TV expanded as an advertising medium
    • Could demonstrate products
  • People had more leisure time, more money, and houses to fill
advertising regulated
Advertising Regulated
  • 1914: FTC
    • Monitors & regulates advertising
what does advertising seek to do
What does advertising seek to do?
  • Give new information
  • Reinforce a current practice
    • Brand Loyalty
  • Change a predisposition
    • Most difficult
2 basic advertising strategies
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
2 nd basic advertising strategy
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
types of advertising
Types of advertising
  • Hard Sell / Soft Sell
    • Hard Sell: Brief / Straightforward / Rational / High Pressure
    • Soft Sell: Emotional / Creative / Entertaining
where advertising occurs not exhaustive
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
where advertising occurs cont
Where advertising occurs, cont.
  • Relationship Marketing
    • Personalized
    • Grocery store (!)
ad