3 Objectives Advertisings Role in Capitalism Role in Manufacturing amp Retailing Know Eras amp Association with Culture Identify Evolutionary Forces The Value of an Evolutionary Perspective ID: 438790
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Advertising History: The Evolution of Advertising Brands
3Slide2
ObjectivesAdvertising’s Role in CapitalismRole in Manufacturing & Retailing
Know Era’s & Association with CultureIdentify Evolutionary ForcesSlide3
The Value of an Evolutionary Perspective
The Evolution of advertising
Efficient methods of production made advertising an essential tool for demand stimulation in a free enterprise economic system
Urbanization, transportation & communications allowed advertising to grow
The Evolution of Integrated Brand Promotion
More on brand development creating an IBP approach
More & more money is being allocated to promotional tools other than advertisingSlide4
Influences on the Evolution of Advertising
Rise of capitalism
Competition for resources
Industrial Revolution
Mass production of goods
Manufacturers pursuit of distribution channel power
Branding emerges
Rise of modern mass media
Democratization of goodsSlide5
The Evolution of Advertising in the United States
Pre-industrialization Era (pre-1800)
Handbills & “newsbooks” appear
Early ads resembled today’s classifiedsSlide6
Testimonial in 1868Slide7
Towards IndustrializationThe Era of Industrialization (1800-1875)
“Dailies” grow in popularityRailroads spread the wordAdvertising was considered an embarrassment by someSlide8Slide9
1871: Insurance AdSlide10
The
P.T. Barnum Era
P.T. Barnum Era (1875-1918)
The “consumer culture” dawns
Advertising becomes an industrySlide11
Advertising’s Glamorous 20sThe 1920s (1918-1929)Advertising finds fame & glamour
Ads play on social anxietiesSegmentation begins by social classSlide12
Retro Ad GirlsSlide13Slide14
The Evolution of Advertising
The Depression Era (1929-1941)
Big Business is vilified—advertising turns to harsh, anxiety creating ads
Radio emerges as a new mediumSlide15
Advertising in the 40-60’sWWII & the Fifties (1941-1960)Products linked with patriotism
Fascination with “science”Subliminal advertising scare hitsCigarette advertisingSlide16
1949 Maidenform AdSlide17
1949 RJ Reynolds AdSlide18
1950’s Camel AdSlide19
Ads from the 1950s reflected consumers’ fascination with scientific discoveriesSlide20
The
60s
Peace, Love & the Creative Revolution (1960-1972)
Creatives gain control
Advertising emerges as a cultural iconSlide21
1966 RebelSlide22
Advertising in the 70sThe 1970s (1973-1980)Women & minorities adopt new roles
Hedonistic valuesMicrosoft beganRegulation & oversight take hold—FTC & NARB become active, yet cigarette advertising still in playSlide23
Advertising in the 70sWomen & minorities adopt new rolesSlide24
Slide25Slide26
80’s Advertising
The Designer Era (1980-1992)
Conservative politics rule
Rapid-paced MTV editing becomes ad style
Late night infomercial is bornSlide27Slide28Slide29Slide30Slide31
The Evolution of Advertising in the United States
The Second Nineties (1993-2000)
The challenge & promise of interactive media arrives
Problems with new media applications disappoint many advertisersSlide32
Problems with M-Advertising(does it tie you down?)Slide33
Present & Future
The 00s: More Hip Ads & More Technology (2001 – present)
Ads become more self-aware & self-referential
Sex appeals; Humor appeals; Scare appeals
Advertainment
Interactive/wireless/broadband revolution=technology in advertising
On-line ads soarSlide34
Sex Appeals & Humor AppealsSlide35
Scare AppealsSlide36
Advertainment
~The blending of advertising with entertainment programming
~Brand “placement” key here
~Some films & shows are considered hour long promotionsSlide37
Delta’s Advertainment AttemptsSlide38
Better than This Attempt?Slide39
Technology & Advertising
On-line ads multi BILLION $ industry
E-tail multi TRILLION $ industry
New technologies—RSS, Mobile, text, interactive, wireless, blogging, search engine optimization—facilitate personalized advertising & promotion
Wi-fi expands how & when to reach consumersSlide40
Major Security/Privacy IssuesSlide41
A Perfect ToolbarSlide42
Review/?sAdvertising’s Role in CapitalismRole in Manufacturing & Retailing
Know Era’s & Association with CultureIdentify Evolutionary Forces