advertising

• Advertising


  A paid form of communication intended to inform, persuade, and remind an audience to take some kind of action
• History of Advertising

  • Advertising has been used to promote trade (the sale of goods and services) for centuries
  • Advertisements appeared as inscriptions on Egyptian tombs around 3000 b.c.
  • The Greeks engraved theater advertisements in stone around 500 B.C.
  • Colonial Americans used public message boards in town squares where merchants could advertise the sale of their services and goods
  • Circus mogul P. T. Barnum helped spur the growth of outdoor advertising
• Advertising in the 20th and 21st Centuries

  • Americans lived through the Roaring Twenties, the Great Depression, and World War II
  • Social revolutions occurred in the 1960s and 1970s
  • The nation struggled with the civil rights movement in the 1960s and the feminist movement in the 1970s
  • Advertising became more visual- and youth-oriented
  • Advertising entered the electronic age
• Early Advertising Trends

  • Newspapers were commonly used for advertising
  • Typical newspaper ads were no wider than a single column, and illustrations and special typefaces were generally not used
• Mass Production


  • New mass production techniques in the 1880s used assembly lines to create standardized products in large quantities
  • Manufacturers began developing brand names to help consumers clearly identify their products
• Changes in the Advertising Industry

  • Advertising agencies were founded in the late 19th century and became a key component in the advertising process
  • They grew out of the need to sell branded products that were being mass produced
  • Advertising helped consumers identify the differences between the branded products
• Inventions Impacting Advertising

  • Printing Press
  • Radio
  • Television and Cable Television
  • Internet
• Environmental Influences


  • Increased environmental awareness
  • Businesses are taking notice and making changes to their products and services to help protect the environment
  • The use of advertising to support and improve the environment is known as green marketing
  • Print advertising affects the environment through the carbon dioxide emitted into the atmosphere as a result of the production and distribution of print media
  • Companies associated with environmental disasters are faced with major public relations nightmares
• Social and Political Influences

  • Advertising is highly influenced by social and political issues
  • Two goals of advertising include selling a product and maintaining a high public perception of the company or product
  • Social responsibility is the principle that businesses should contribute to the welfare of society
  • While advertising is important for political campaigns, there is no clear agreement on the effects of political advertising on electoral outcomes
  • Exposure to advertisements does influence public perceptions of the candidates
• Influence of Industry Trade Groups

  • Industry trade groups are founded and funded by businesses operating in a specific industry and are responsible for public relations activities such as advertising, education, political donations, lobbying, and publishing
  • Industry trade groups produce advertisements to promote the views of an entire industry
  • Advertisements also are used to improve the industry's image
• Consumer Influences

  • The consumer is the end user of a product or service
  • The overall consumer market consists of all buyers of goods and services for personal or family use
  • Consumer behavior describes how and why people make purchase decisions
  • To effectively sell a product or service, marketers need to determine the major needs being satisfied by a good or service purchased by consumers
  • Two principal ways to evaluate the motivation behind consumer purchases are by direction (what they want) and intensity (how much they want it)
  • Historically, advertisers used mass media television, radio, magazines, and newspapers as a one-way channel of communication to consumers
  • Consumers are in control of the disbursement of product information when they use blogs, which are websites frequented by individuals with common interests
• Types of Advertising

  • Product Advertising
  • Brand Advertising
  • Corporate Advertising
• Product Advertising


  Uses rational arguments to communicate why consumers need a specific product by highlighting the benefits associated with the use of that product
• Brand


  The combination of unique qualities of a company, product, or product line
• Corporate Advertising


  Intended to enhance a company's reputation or build goodwill
• The Advertising Agency

  • Many companies obtain the outside services of an advertising agency to develop advertising strategies
  • The advertising agency is a marketing business that plans, creates, and manages the advertising for other businesses (clients)
  • Advertising agencies are also assigned with the tasks of building campaigns to increase sales of the company's products, to reaffirm the brand image, to attract new customers, and to retain current customers
• Participants in the Advertising Industry

  • Account Executives
  • Account Planner
  • Focus Groups
  • Media Planner
  • Art Director
  • Copywriter
  • Creative Director
  • Producer
• Media Services and Careers

  • Executive media directors
  • Group media directors
  • Executive media buying director
  • Media buying directors
• Support Organizations and Careers

  • Brand specialists