12. Definition of advertising
Any paid form of non personal presentation and
promotion of ideas, goods and services through
mass media such as newspapers, magazines,
television or radio by an identified sponsor.
Philip Kotler
An advertisement is a paid-for communication
intended to inform and influence one or more
people.
Jeremy Bullmore,
Chairman ofJ. Walter Thompson
13. Therefore advertising is…
• A message from vendor/manufacturer to
consumer
• Non personal
• Information to influence consumer’s choice
• Aimed at a known audience
• Paid for
• Used by both commercial and nonprofit
organisations.
• Aims to sell
14. Reasons for advertising
• announce a new product or service
• announce a modification (price change, special offer, new
packaging, change of address);
• challenge the opposition;
• maintain sales;
• remind people to buy the product again;
• educate;
• retrieve lost sales;
• recruit staff;
• satisfy the retailer (i.e. the shopkeeper who is stocking the
product)
• catch new customers entering the market (new car owners,
newly-weds, pregnant women, newly-retired, etc.).
15. Objectives
• To inform
• To remind
• To persuade
• To create awareness
• To reassure customers
• To counter advertising by
competitors
• To support the sales force
• To promote ideas! attitudes! causes
16. Objectives
• To increase market share
• To differentiate from rivals
• To encourage trial
• To build brand loyalty
• To encourage brand switching
• To change attitudes
• To support activities in the distribution
chain
• To build confidence in the organisation
17. AIDA
Advertising should help in:
➢A - Awareness increase
➢I - Interest creating
➢D - Desire development
➢A - Action, encourage to buy.
Advertising seeks to move potential buyers
through these stages
18. Advertising and the product life cycle
Product life
cycle
Advertising AIDA Objectives
Introduction Informative
Attention
Interest
Increase in
sales
Growth
Maturity
Persuasive
Desire
Action
Increase
Market sahre
Saturation
Decline
Reminder All four
Corporate
Image
20. Types of advertisements
• persuasive
• informative
• educational
• corporate
• retail
• cooperative
• trade and technical
• financial
• classified
• recruitment
• government
21. 5 Ms of advertising
• Mission - objectives.
• Money - to pay for the campaign.
• Message - to be delivered.
• Media - choice of advertising media.
• Measure - measuring the impact.
24. The rise of advertising
• Industrial revolution
– Assembly line mass production
– Transport
– Mass migration
– Urbanisation
– Nuclear families
– Disposable income
– Women in workforce
– Rise of the middle class
25. The rise of advertising
• The rise of capitalism
• Improvement in distribution channels
– Pull sale
– Push sale
– Branding
• Mass media
– Rise in literacy
– Telegraph
– penny press
– Magazines
27. William Caxton
"Pyes * * * of Salisbury * * *
good and chepe * * * if it
please any man spirituel
or temporel to bye."
....The ad offered printed
"Pyes," or clerical rules,
telling how the clergy at
Salisbury dealt with the
changing date of Easter.
One of the first English printed
advertisements was a handbill printed in
England, which read:
1477
28. 1650 One of the
early
newspaper
ads in
England
appears,
offering a
reward for 12
stolen
horses.
29. • 1622 First English newspaper
advertisement in the Weekly News,
edited by Nicholas Bourne and
Thomas Archer.
• 1666- The word "advertisement" used
by the London Gazette.
• 1690 Publick Occurrences published
in Boston
1600
30. "notices of houses, lands, ships, vessels, or
merchandise to be sold or let, or servants run
away, or goods stole or lost" would be
inserted at rates ranging from twelve-pence to
five shillings.”
Boston News Letter
1704
First
newspaper
ad in US
Seeking a
buyer for an
Oyster Bay,
Long Island,
estate.
32. Virginia Gazette (Parks)
Williamsburg, October 22, 1736.
RAN away, about the middle of August last, from Roy's Warehouse, in
Caroline County, Two new Negro men, of a middle Stature; one of them of a
yellow Complexion, with a Scar on the Top of his Head. The other a black
Fellow; and they took with them several Linen Cloths, and Cotton Frocks,
without Sleeves, which they had when I bought them. Whoever takes up the
said Slaves and brings them to the above-mentioned Warehouse, shall have
Two Pistoles Reward, besides what the Law directs, paid by
Peyton Smith.
1732
38. • Editor-Benjamin
Day
• 1st “Penny
press" in New
York.
• 1837 - Circulation
of 30,000.
• Truly a mass
medium
1830
39. • 1841 Volney Palmer
opens first advertising
agency in Philadelphia.
• 1868 - F. W. Ayer
opens N.W. Ayer & Son
(named after his father)
• His clients included
Singer Sewing
Machines, Pond’s
Beauty Cream etc.
Advertising agencies
40. JWT
• 1877 - James Walter Thompson buys
Carlton & Smith from William J. Carlton.
• 1899 - J. Walter Thompson Co. is the
first agency to open an office in the U.K.
41. • Printing technology allows
visually appealing ads
• Magazines provide vehicle for
mass national advertising
• Advertising agencies grow in
importance
42. Patent medicines
1890’s
• 50% of all
advertisements
were for patent
medicines
– Brown's Iron
Bitters,
– Lydia Pinkham's
Vegetable
Compound etc.
44. Coca cola
• A Briggs Chandler
registers Coca-Cola as
a trademark.
• In 1886 Coca-Cola
was advertised as "The
Ideal Brain Tonic"
• By 1904 celebrities
and models were used
to promote the product
1886
45. Printer's Ink
1893
George P. Rowell
of Boston founds
Printer's Ink, a
magazine that
serves as the "little
schoolmaster in
the art of
advertising."
48. Major Happenings
• Women enter the labor force in substantial
numbers
• The appearance of BRANDING:
• 1866 Borden’s Eagle Brand
• 1869 Campbell’s Soup
• 1873 Levi Strauss
• 1879 Ivory Soap
• 1903 Coca Cola
1865–1914
53. Sexual images in advertising
• 1850s patent medicine ads
• 1880 fully clothed women
• 1889 even ankles were taboo
• 1913 ads were often “doctored”
• 1915 silk hose become accessible
• 1925 respectable standards were falling
• 1936 first female nudity
54. Other business
• Large department
stores like Macy’s
in New York,
pioneered new
advertising styles.
55. Reforms
• 1904 - Ladies' Home Journal in runs
articles on advertising and patent medicine
fraud.
• 1906- Pure Food and Drug Act passed.
• 1914- Federal Trade Commission (FTC)
"unfair methods of doing business are
hereby declared illegal."
56. American Association of Advertising
Agencies (AAAA) helps with the war effort
during WWI.1917
World War I Ads - "Uncle Sam" poster by James Montgomery Flagg
63. Radio Era
• Some popular radio
advertising jingles
– "J-E-L-L-O"; "Sound off- for
Chesterfield!";
– Gillette's "Look Sharp -- be
sharp!" ;
– Lucky Strike's "Be Happy,
Go Lucky"
1926
NBC established the
1st radio network with
six stations.
64. Radio Era
• Young & Rubicam
agency created many of
radio's most popular
programs such as:
– Jack Benny for Jello,
– "Burns and Allen"
– "Kate Smith Hour"
– "Sherlock Homes" etc.
• Many sponsored programs
– "Amos 'n' Andy" for
Pepsodent
– "The Story of Mary Marlin"
for Kleenex.
81. – the Marlboro Man
(1954),
– The Jolly Green
Giant (1935),
– the Pillsbury
Doughboy,
– Charlie the Tuna,
– Morris the Cat,
– Tony the Tiger.
Leo Burnett helped to introduce
1950
86. • design revolution and the birth of
graphic art profession
• “Boutique” advertising agencies
• Decline of the era of the American
magazine
• Birth of strategic and target
marketing
1960–1990
87. Woman Power
• Mary Wells
establishes the first
woman owned major
advertising agency-
Wells, Rich,
Greene
1967
89. • More than 300 universities
offer PR courses
• Cigarette advertising
banned from TV
• Report to the Surgeon
General on impact of TV
violence
1970-71
93. • Cable grows as segmented ad
medium
• CD-ROM invented
• 1981 IBM manufactures its first PC
• 1985 Consumer spending on media
exceeds advertising expenditures
1980-85
102. 1998 The biggest problem with mass-
market advertising is that it fights for
people’s attention by interrupting
them.
There's too much going on in our
lives for us to enjoy being interrupted
anymore.
[Marketeres] have to turn attention
into permission, permission into
learning, and learning into trust.
113. Native advertising - ads that look like
editorial content, gains prominence in online
media publication.
All content —including advertising -
becomes less copy heavy and more
dependant on visuals.
More and more real time interaction with
online consumers and audiences
