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Advertising. Origins? Print advertising in 18 th Century America Ben Franklin & “white space” Classified versus display advertising. Ad agencies. Volney Palmer N.W. Ayer Full Service versus “boutiques” 15% commission on media Mark-up on services. Advertising “eras”.

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Presentation Transcript
Advertising
Advertising

  • Origins?

  • Print advertising in 18th Century America

  • Ben Franklin & “white space”

  • Classified versus display advertising


Ad agencies
Ad agencies

  • Volney Palmer

  • N.W. Ayer

  • Full Service versus “boutiques”

  • 15% commission on media

  • Mark-up on services


Advertising eras
Advertising “eras”

  • Product attributes

  • Unique selling proposition

  • Image advertising

  • Lifestyle advertising

  • Positioning

    “How does the product fit into the marketplace, in the consumer’s mind?”


Broadcast advertising
Broadcast advertising

  • WEAF (AT&T) and the first radio ad

  • “Toll” broadcasting

  • The first infomercial?

  • Sponsorships versus participations


Changes in buying
Changes in buying

Self service supermarkets changed the way products were promoted.

Package recognition replaced brand name recognition.


Values and lifestyles surveys vals
Values and Lifestyles Surveys (VALS)

http://www.sric-bi.com


Advertising appeals
Advertising appeals

  • Logical appeals – based on logic and rational thinking

  • Emotional appeals – everything else!


Emotional appeals
Emotional appeals

  • Sex appeal

  • Sensory appeals

  • Curiosity appeal

  • Hero Worship

  • Ego Appeal

  • Convenience

  • ETC.






Advertising regulation
Advertising regulation

  • FTC

  • FDA

  • FCC

  • Children’s advertising

  • Tobacco

  • Political advertising

  • Deceptive versus Unfair advertising


Advertising proliferation
Advertising proliferation

Where has advertising not expanded?


International intercultural
International Intercultural

  • Globalization

  • Localization

  • “Glocalization”


International intercultural1
International Intercultural

What’s in the can?


International intercultural2
International Intercultural

What’s in this jar?


International intercultural3
International Intercultural

  • Nova = “no go”

  • Pinto = “small genitals”

  • Puffs = “homosexuals”

  • Mist Stick = “manure stick”

  • Got Milk = “are you lactating?”


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