Advertising by uWJ1xI

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									Advertising

    Origins?
    Print advertising in 18th 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”

    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

    WEAF (AT&T) and the first radio ad
    “Toll” broadcasting
    The first infomercial?
    Sponsorships versus participations
Changes in buying

 Self service supermarkets changed the
  way products were promoted.

 Package recognition replaced brand name
  recognition.
Values and Lifestyles
Surveys (VALS)


 http://www.sric-bi.com
Advertising appeals

  Logical appeals – based on logic and
   rational thinking

  Emotional appeals – everything else!
Emotional appeals

    Sex appeal
    Sensory appeals
    Curiosity appeal
    Hero Worship
    Ego Appeal
    Convenience
    ETC.
Subliminal advertising
Subliminal (cont.)
Subliminal (cont.)
Product placement
Advertising regulation

    FTC
    FDA
    FCC
    Children’s advertising
    Tobacco
    Political advertising
    Deceptive versus Unfair advertising
Advertising proliferation

 Where has advertising not
  expanded?
International
Intercultural
  Globalization
  Localization
  “Glocalization”
International
Intercultural
 What’s in the can?
International
Intercultural
 What’s in this jar?
International
Intercultural
    Nova = “no go”
    Pinto = “small genitals”
    Puffs = “homosexuals”
    Mist Stick = “manure stick”
    Got Milk = “are you lactating?”

								
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