The Evolution of Promoting and Advertising Brands Chapter 3 with Duane Weaver.
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Transcript of The Evolution of Promoting and Advertising Brands Chapter 3 with Duane Weaver.
![Page 1: The Evolution of Promoting and Advertising Brands Chapter 3 with Duane Weaver.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d2c5503460f94a01e05/html5/thumbnails/1.jpg)
The Evolution ofPromoting and Advertising
BrandsChapter 3 with Duane Weaver
![Page 2: The Evolution of Promoting and Advertising Brands Chapter 3 with Duane Weaver.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d2c5503460f94a01e05/html5/thumbnails/2.jpg)
Outline
• Rise of Capitalism• Manufacturer’s pursuit of power
• Evolution of Advertising in the USA• The ’00s: More Hip Ads and More
Technology (2001 – present)• DISCUSSION – seminar questions
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Rise of Capitalism
• Industrial Revolution• …basic force behind the rapid increase in
mass-production goods that required stimulation of demand
• “principle of limited liability”• gained acceptance and resulted in large
amounts of capital to fund the Industrial Revolution
• What was the impact on advertising as a result of the Industrial Revolution?
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Manufacturer’s pursuit of power
• Manufacturer’s attempt to gain power over the distribution channel by building brand demand.
• Takes consumer’s focus away from Retailer and Wholesaler
• Mass Media – telegraph enabled rapid communication, spawned global interest and fostered a sense of community– this “free communication” is supported by advertising.
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Evolution of Advertising in the USA (1 of 2)
• Pre-1800• Print media (news books, newsletters, then gazettes)
• 1800-1875• Circulation of dailies (newspapers) 1M/day• Circulation increased by railroad expansion
• 1875-1918• Consumer culture breeds advertising as urbanization takes
hold (self-reliance no longer plausible)• The 1920’s
• “roaring twenties” – advertising was the work of the young, smart and sophisticated
• High standard of living after WW1 and plague• A product for a cure for almost everything• Ads became more visual than past
• 1929-1941 Depression• Advertising seen as villainous as millions starve• Bye-bye pretty, hello ugly harsh-reality, attention-grabbing ads• Radio takes hold as medium
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Evolution of Advertising in the USA (2 of 2)
• 1941-1960 (WWII + the 50s)• Start of the babyboomer generation and women join the
workforce• Fear of motivation advertising research and “subliminal ads”
• 1960-1972 (Peace, Love and Creative Revolution)• Advertising slow to keep pace with the cultural revolution• “creative directors” gain more control of copy and ads
• 1973-1980• Slowing economy…ads go back to hard sell• Regulators: ACT, FTC, NARB
• 1980-1992• Designer era with disposable income double parents after
WWII• Greed was good, more stuff was good
• 1993-2000• Prediction of Interactive media enabling audit of more
accountable advertising
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The ’00s: More Hip Ads and More Technology (2001 – present)
• Ads seen as ads…self-aware
• Dot.bomb – websites totally dependent on online ads for revenue (However, stock value was in potential ad revenue not real product revenue)
• E-business selling real product online
• Increase in web advertising– Why now?? What has changed?
• Branded Entertainment (and product placement)– Why does this work??
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Discussion Questions:
1. Why is advertising an essential feature of capitalistic economic systems?
2. What forces do you think will continue to affect the evolution of advertising?
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Social, Ethical and Regulatory Aspects Of Advertising
Chapter 4 with Duane Weaver
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OUTLINE
• Social Aspects• Ethical Aspects• Regulatory Aspects• Industry Self-Regulation• Discussion
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Social Aspects
• Get together in your teams and discuss the following. Be prepared to provide a a brief summary of your discussion to the class.
• What are the positive impacts to society? Why?
• What are the negative impacts to society? Why?
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Ethical Aspects
• ETHICS = moral standards and principles against which behavoior is judged.• Truth and deception (what issues?)• Advertising to children (is it okay?)• Is it okay to advertise alcohol, tobacco,
gambling, prostitution, etc…?
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Regulatory Aspects
• Areas:• Deception and Unfairness
• How do you regulate? Can you?
• Competition• Cooperative, comparative, monopoly
• Advertising to children• Industry and consumer groups vs. regulators
like FTC (USA), CRTC (Canada)
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Industry Self-Regulation
• E.g.: NARB (National Advertising Review Board) affiliated with BBB (Better Business Bureau).
• Internet• Consumers
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Discussion
1. Should Advertising be regulated?2. Can it be effectively managed and
who should be responsible for the social and ethical management of advertising?