Advertising - PowerPoint PPT Presentation

albert
advertising l.
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Advertising

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  1. Advertising

  2. 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

  3. 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

  4. After WWII • TV expanded as an advertising medium • Could demonstrate products • People had more leisure time, more money, and houses to fill

  5. Advertising Regulated • 1914: FTC • Monitors & regulates advertising

  6. What does advertising seek to do? • Give new information • Reinforce a current practice • Brand Loyalty • Change a predisposition • Most difficult

  7. 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

  8. 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

  9. Types of advertising • Hard Sell / Soft Sell • Hard Sell: Brief / Straightforward / Rational / High Pressure • Soft Sell: Emotional / Creative / Entertaining

  10. 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

  11. Where advertising occurs, cont. • Relationship Marketing • Personalized • Grocery store (!)