Advertising makes the consumer aware of a product or service creates the desire to purchase the product or service and results in consumer action Why do you think creativity is an important factor in advertising ID: 781721
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BellWork
How does advertising influence shopping habits?Advertising makes the consumer aware of a product or service, creates the desire to purchase the product or service, and results in consumer action. Why do you think creativity is an important factor in advertising?In today’s high-tech society, advertisers must find creative ways t o grab and hold consumers’ attention.
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Slide2What Is Advertising?
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Slide3What Is Advertising?
1.1 History of Advertising1.2 Influences on Advertising
1.3 The Advertising Industry and Careers
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History of AdvertisingObjectivesExplain how advertising has changed to meet the needs of changing times.Describe inventions that have impacted advertising.Termsadvertising
infomercial
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Slide5The Changing Times in Advertising
First signs of advertisingAdvertising in the early centuriesAdvertising in the 20th and 21st centuriesAdvertising trends in American historyEarly advertising trendsMass production
Changes in the advertising industry
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Slide6Question
What is consumer society and how does it affect advertising?A consumer society is one that has shifted from self-sufficiency to dependence on the marketplace. As a result, advertising expands.CHAPTER 1
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Slide7Inventions Impacting Advertising
Printing pressRadioTelevision and cable televisionInternetCHAPTER 1
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Slide8Question
How has the internet changed advertising?The web provides wide exposure for products and services.CHAPTER 1
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Influences on AdvertisingObjectivesDescribe environmental influences on advertising.Describe social and political influences on advertising.Describe consumer influences on advertising.Terms
green marketingindustry trade groupsconsumer
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Slide10Environmental Influences
The environmental impact of print advertisingAdvertising when environmental disaster strikesCHAPTER 1
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Slide11Question
How can companies use advertising as a public relations tool?Companies can explain their commitment to the environment and to resolving an environmental disaster.CHAPTER 1
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Slide12Social and Political Influences
Social and ethical responsibilityPolitical advertisingInfluence of industry trade groupsCHAPTER 1
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Slide13Question
How do industry trade groups influence advertising?Industry trade groups run advertising campaigns that put their product or service in a favorable light or that influence public opinion regarding policies that affect their industry.CHAPTER 1
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Slide14Consumer Influences
Analyzing consumer motivationGetting the message to consumersCHAPTER 1
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Slide15Question
Why do today’s consumers have more power over advertising?Through the use of blogs, e-mails, text messaging, and DVRs, consumers can control the advertisements they receive.CHAPTER 1
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The Advertising Industryand CareersObjectivesExplain how the advertising industry works.Describe the participants (careers) in the advertising industry.
Termsproduct advertisingbrand
brand advertising
corporate advertising
advertising agency
advertiser
boutique advertising agency
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Slide17How the Advertising Industry Works
Types of advertisingProduct advertisingBrand advertisingCorporate advertisingThe advertising agency
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Slide18Question
Why would a company decide to hire an advertising agency instead of creating its own advertisements?Advertising agencies have the specialized capability to develop and carry out the company’s advertising plan.CHAPTER 1
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Slide19Participants in the Advertising Industry
Advertising agency services and careersMedia services and careersSupport organizations and careersCHAPTER 1
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Slide20Question
Why might an advertising agency outsource certain tasks?An advertisement agency outsources tasks in areas where others may have greater experience and expertise.CHAPTER 1
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Slide21Assignment #1
Working with a partner, design a timeline for the history of advertising. Include pictures (yes you will have to draw them and that is okay if you are not an artist) of major inventions and people who had an influence on advertising over the years. Be sure to include captions for the images.CHAPTER 1
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Slide22Assignment #2
The U.S. government has increasingly concerned about the obesity problem. Companies that produce sodas have taken a direct hit as one of the causes for obesity. Your team has been hired by a major soda manufacturer to develop and advertising campaign that emphasizes the company’s commitment to the health of consumers. Prepare a PowerPoint presentation to describe your advertising campaign for the soda manufacturer.
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Slide23Assignment #3
Not all advertising involves the promotion of products and services. Some corporations use advertising to enhance their image, promote a philosophy, or support a cause. Select a high-profile corporation that you think could benefit from corporate advertising. Develop an ad and present it to the class, using visual aids. (You will be working in pairs)CHAPTER 1
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