HISTORY OF ADVERTISING Printing Industrial Revolution Influences in the Evolution of Advertising 1. The rise of capitalism 2. The industrial revolution 3. Manufacturers’ pursuit of distribution channel power 4. The rise of mass communication Communications Revolutions Photography- Early 1800’s Communications Devices •Telephone •Typewriter •Phonograph •Movies Advertising Becomes More Responsible Full of Unsubstantiated Claims False & Misleading Advertising Marketing Research •Gallup •Starch Rise of Broadcasting Radio 1920 Television 1941 •Color 1955 •TV 2nd largest medium Early Advertising Icons/Signage Newspapers/Posters Early Advertisers Department Stores Mail-orders Patent medicines Advertising Goes to War Advertising Council War of Social Change - women in work force Part Image Advertising (product shortages)
A few notables in the business... Raymond Rubicam Rosser Reeves David Ogilvy Burnett Leo BILL BERNBACH Ray Rubicam Creative Control of advertising Ethical Behavior First Modern Agency Rosser Reeves David Ogilvy •Came from UK to start agency – Ogilvy & Mather • Wrote books about advertising • Brought about advertising that added an extra value for the brand – IMAGE. David Ogilvy
had world class clients and long-term relationships. He Over time, his agency was the most successful.
The Burnett Secret 1. Agency Team Work 2. Client Partnership 3. Long Term Campaigns 4. Hard Work Leo Burnett “Inherent Drama” Human Personification Imagery Consistent Characters i.e. Pillsbury Doughboy The Burnett Style “Inherent Drama” how do you give personality to a can of refrigerated dough? So, Tuna fish? •
Sorry, Charlie, we just want tuna that tastes good.
Bill Bernach Started as writer for head of World’s Fair Moves to Grey - becomes Copy Chief 1949 - Starts “DDB” - Doyle Dane Bernbach Forces That are Shaping the Ad Industry Growth in interactive media via: 1. –online services and the WWW •www.adsam.com –CD-ROM for kiosk or home use –interactive television services Increased attention to IMC efforts 2.
Continued industry consolidation 3. Joint ventures and co-branding 4.
ADVERTISING Advertising is: Target Audience Consumer
Business to Business –Trade –Industrial –Professional –Agricultural
Trade Professional Industrial Geographic area: local regional national international Purpose of Advertising Product/Service or Nonproduct Commercial or Noncommercial Primary Demand or Selective Demand Direct Action or Indirect Action
Product Non Product Commercial Non Commercial Primary Demand Selective Demand Direct Action Indirect Action Media Print –Newspaper –Magazine Electronic –Radio –Television Media Out-of-Home –Outdoor (posters, bulletins, spectaculars) –Transit (buses, trains, terminals, and stations) Direct Mail Directories (Free Standing Insert) FSI Out-of-Home Media Outdoor (posters, bulletins, spectaculars) Transit (buses, trains, terminals, and stations) Internet –www.braun.com –Other Media –Flyers, Barns, Banners, Trash Cans Advertising should: identify and differentiate the product communicate information about the product, its features, and location of sale induce trial and suggest reuse stimulate distribution of the product Advertising should (cont’d.): increase product usage build brand preference and loyalty lower cost of sales
Identify Product, Features, Differentiate Build Brand Preference
The Marketing Mix The 4 P’s: Product -Features -Research/Development -Packaging -Brand Price -Advertising -Personal Selling -Sales Promotion -Public Relations
Place -Marketing -Markets Covered -Transportation
Promotion -Advertising -Personal Selling -Sales Promotion -Public Relations Integrated Marketing Communications (IMC) Special Events Television Advertising Coupons Coordinated promotional efforts reinforce one another