Chapter 3 The History of Advertising & Brand Promotion

Report
3
Advertising
History: The
Evolution of
Advertising
Brands
Objectives
1.
2.
3.
4.
Advertising’s Role in Capitalism
Role in Manufacturing & Retailing
Know Era’s & Association with Culture
Identify Evolutionary Forces
The Value of an Evolutionary
Perspective
•
The Evolution of advertising
–
–
•
Efficient methods of production made advertising an essential
tool for demand stimulation in a free enterprise economic
system
Urbanization, transportation & communications allowed
advertising to grow
The Evolution of Integrated Brand Promotion
–
–
More on brand development creating an IBP approach
More & more money is being allocated to promotional tools
other than advertising
Influences on the Evolution of
Advertising
• Rise of capitalism
– Competition for resources
• Industrial Revolution
– Mass production of goods
• Manufacturers pursuit of distribution
channel power
– Branding emerges
• Rise of modern mass media
– Democratization of goods
The Evolution of Advertising in the
United States
• Pre-industrialization Era (pre-1800)
– Handbills & “newsbooks” appear
– Early ads resembled today’s classifieds
Testimonial in 1868
Towards Industrialization
• The Era of Industrialization
(1800-1875)
– “Dailies” grow in popularity
– Railroads spread the word
– Advertising was considered an
embarrassment by some
1871: Insurance Ad
The
P.T. Barnum Era
• P.T. Barnum Era (18751918)
– The “consumer
culture” dawns
– Advertising becomes
an industry
Advertising’s Glamorous 20s
• The 1920s (1918-1929)
– Advertising finds fame & glamour
– Ads play on social anxieties
– Segmentation begins by social class
Retro Ad Girls
The Evolution of Advertising
• The Depression Era (19291941)
– Big Business is vilified—
advertising turns to harsh,
anxiety creating ads
– Radio emerges as a new
medium
Advertising in the 40-60’s
• WWII & the Fifties (1941-1960)
– Products linked with patriotism
– Fascination with “science”
– Subliminal advertising scare hits
– Cigarette advertising
1949 Maidenform Ad
1949 RJ Reynolds Ad
1950’s Camel Ad
Ads from the
1950s
reflected
consumers’
fascination
with
scientific
discoveries
The
60s
• Peace, Love & the
Creative Revolution
(1960-1972)
– Creatives gain
control
– Advertising emerges
as a cultural icon
1966 Rebel
Advertising in the 70s
• The 1970s (1973-1980)
– Women & minorities adopt new roles
– Hedonistic values
– Microsoft began
– Regulation & oversight take hold—FTC & NARB
become active, yet cigarette advertising still in
play
Advertising in the 70s
– Women & minorities adopt new roles
•
80’s Advertising
• The Designer Era (1980-1992)
– Conservative politics rule
– Rapid-paced MTV editing becomes ad style
– Late night infomercial is born
The Evolution of Advertising in the
United States
• The Second Nineties (1993-2000)
– The challenge & promise of interactive media
arrives
– Problems with new media applications disappoint
many advertisers
Problems with M-Advertising
(does it tie you down?)
Present & Future
• The 00s: More Hip Ads & More Technology
(2001 – present)
– Ads become more self-aware & selfreferential
– Sex appeals; Humor appeals; Scare appeals
– Advertainment
– Interactive/wireless/broadband
revolution=technology in advertising
– On-line ads soar
Sex Appeals & Humor Appeals
Scare Appeals
Advertainment
~The blending of
advertising with
entertainment
programming
~Brand
“placement” key
here
~Some films &
shows are
considered hour
long promotions
Delta’s Advertainment Attempts
Better than This Attempt?
Technology & Advertising
1. On-line ads multi BILLION $ industry
2. E-tail multi TRILLION $ industry
3. New technologies—RSS, Mobile, text,
interactive, wireless, blogging, search
engine optimization—facilitate
personalized advertising & promotion
4. Wi-fi expands how & when to reach
consumers
Major Security/Privacy Issues
A Perfect Toolbar
Review/?s
1.
2.
3.
4.
Advertising’s Role in Capitalism
Role in Manufacturing & Retailing
Know Era’s & Association with Culture
Identify Evolutionary Forces

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