Intro to AdvertisingSM 103

Week 1

AdvertisingWhat is ADVERTISING?

Advertising is…What is ADVERTISING?

Advertising is…What is ADVERTISING?

“… the NON-PERSONAL communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Bovee, C.L., (1992), “Contemporary Advertising”, McGraw Hill Publishers, New York)

Advertising is… ‘…the action of calling something to the attention of the public especially by paid announcements’

- Merriam Webster definition.

Advertising So what is ADVERTISING to you?

Advertising So what is ADVERTISING to you?

Advertising should be about:

- The MESSAGE- The MATERIAL- The MEDIUM/MODE

Defining Advertising The MESSAGE:

What does it say?

What is the conveyed/communicated meaning?

Defining Advertising The MATERIAL:

What is the displayed item/service?

Defining Advertising The MEDIUM:

How is it portrayed?

Where and how do you get it?

Advertising is… Construct of advertising:

Having the CORRECT/RIGHT MESSAGEShowing the CORRECT/RIGHT MATERIALUsing the CORRECT/RIGHT MEDIUM

Advertising is… Construct of advertising:

“Advertising is the COMMUNICATION of ideas”

“Advertising MOTIVATES consumers to purchase”

“Advertising is the origination and/or the communication of ideas about products in order to motivate the consumers towards PURCHASE”

David Bernstein, Creative Advertising

History of Advertising:Timeline:

http://www.nonlineagency.com/multimedia/the_history_of_advertising/

History of AdvertisingBC era:

Basic tools for writing, communication- Cuneiform, hieroglyphs

History of Advertising

History of Advertising

Evolution of Advertising

Better technology – new advertising medium

But it all starts from the need to COMMUNICATE.

Signs & symbols Paper Printing Visual enhancements

Technology ‘boom’ = Telephone, TV, Radio, Internet

CURRENT ERA = focusing more on content development,themes, style, culture etc.

Evolution of AdvertisingThe world’s first paid ads:

- Radio

- Television

- Print ad

- Internet ad

Evolution of AdvertisingRadio:

First paid-for-commercial: Hawthorne Court Apartments in Jackson Heights, New York. The company bought 10 minutes for $50

Evolution of AdvertisingThe world’s first TV ad:

Bulova Company

Evolution of AdvertisingThe world’s first TV ad:

http://youtu.be/8JenAyMmZ68

Evolution of AdvertisingThe world’s first print ad:

Not really the first, but Pear Soaps’ ads wereamong the first print ads.

Evolution of AdvertisingThe world’s first Internet ad:

Banner ad:

Wired.com (then known as HotWired)

Evolution of AdvertisingEach ad contained a MESSAGE, a MATERIAL

and went through a MEDIUM.

Each ad also had the same qualities of COMMUNICATING the idea to MOTIVATEconsumers to PURCHASE/CONSUME.

Evolution of Advertising

http://youtu.be/TwQLm_A5qJM

Current Radio Ad (Jingle):

Evolution of Advertising

Current Print Ads

Evolution of Advertising

Brand extensions – another form of advertising

Advertising Functions

Advertising fulfills four basic functions in society:

serves as a MARKETING function -- helps companies sell products or services

advertising is EDUCATIONAL-- people learn about new or improved products or services

advertising plays an ECONOMIC role -- encourages new competition and lower prices

it performs a SOCIAL function -- helps increase productivity and raises the standard of living

Types and perspectives of advertising Brand – selling the ‘brand’ power (Mac, LV, Levi’s)

Retail/Local Advertising – Jack’s Fish & Chip’s in Uxbridge, West London.

Direct-response Advertising – Smart Shop [CALL NOW!]

Business-to-business Advertising – specific type of product or service only catering to their business.

Institutional Advertising – Sell uplifting message

Non-profit Advertising – Red Cross, etc.

Public Service Advertising – don’t drink and drive, etc.

Exercise In groups:

What are you wearing now and why are you wearing the brand? How did you come to be exposed to the advertisements of these brands? Discuss.