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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit 2. The Evolution of Advertising,What Makes an Ad Great,The Primitive Age,Humans lived in small, isolated groups and focused on basic psychological and safety needs, bartering among themselves.,bartering,I. The Preindustrial Age,(recoded historybeginning of 19th century),1.,Population growth made the marketplace more complex.,carved signs,Signs,printing press,There are four very influential inventions that have shaped the media and thus the advertising industry - the printing press, radio, television and the Internet.,The printing press made the wide dissemination of information with words on paper possible, mainly advertisements in newspapers and magazines. Selling material had to be created and advertising agencies were born.,2. Chinese invented paper.,Europe had its first paper mill in 1275. Johannes Guttenberg invented the printing press in the 1440s.,3. The creation of a new advertising media: (printed posters, handbills, and newspapers),A handbill in 1472,Illustrations in ads by Benjamin Franklin,the father of advertising art,II. The Industrializing Age (1750s 1920s),Manufacturers gained the ability to mass produce goods with uniform quality, and mass production required mass consumption.,Breakthroughs in bulk transportation.,Innovative manufacturers use mass-media as a way to stimulate demand for their products.,1841, Volney B. Palmer, the first agent in Philadelphia, contracted with newspapers to receive discounts on newspaper space.,N.W. Ayer & Son, of Philadelphia, became to first agency to offer the services of planning, creating, and executing complete campaigns for advertisers.,Birth of Mass Consumption,In1890,The invention of photography in 1839 showed products, places, and people as they really were.,The telegraph, telephone, typewriter, phonograph, and later, motion pictures, all let people communicate as never before.,Public schooling led to a 90 percent literacy rate.,III. The Industrial Age (1900s,1970s),Manufacturers shifted focus from production orientation to sales orientation that promoted brand.,Benefits of Chewing,Scientific Advertising,Written by the legendary copywriter Claude Hopkins, published in 1923.,He proclaimed: Advertising has reached the status of a science, it is based on fixed principles.,Radio produced in 1920.,For the first time, advertising could,be heard, not just seen.,1929, The Great Depression and advertising expenditure collapsed.,Daniel Starch, A.C. Nielsen and George Gallup founded research companies to study consumer attitudes and behavior.,Product Differentiation,The first television program was broadcast in 1941,and television grew rapidly after the end of WWII.,The golden era of advertising in the 40s and 50s was marked by a consumer society.,A Silver Ghost Rolls-Royce, 1907,Advertising Strategies,1. Product differentiation.,Each brand sought to sell the public on its own special qualities, to portray their brands as different from and better than the competition by offering consumers quality, variety, and convienience.,Rosser Reeves (Ted Bates Agency) extended the Lasser and Hopkins reason why to the Unique Selling Proposition (USP).,2. Market Segmentation,In the beginning, all products talked about,Quality,Variety, and,Convenience,All things to all people,Market Segmentation,Cadillac,Volkswagen,Marketers search for unique groups of people whose needs could be addressed through more specialized products.,(Shift from Product Feature to Brand Image and Personality),3. Positioning,Volkswagen,Positioning strategy proved to be an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumers priority list.,Thus, it became a more effective way to use product differentiation and market segmentation.,Positioning Strategy/Brand Separation,7-Up,The “Uncola,Positioning Strategy/Brand Separation,Avis,“We Try Harder,IV. The Post-Industrial Age (1980s 2000),Demarketing arrived in the 1980s as people became aware of the sensitive environment in which we live.,The end of the Cold War led to a series of megamergers to seek new untapped markets.,Increased product competition put the emphasis on consumer service.,Branding,became important again.,Brand Promise,Luxury,Performance,Safety,Freedom,V. The Global Interactive Age,Advertising expenditures grew rapidly due to an improved economy and a desire for business expansion.,Computer technology gave advertisers new media for reaching potential customers.,Advertising has become a major factor in improving the standard of living around the world,.,Television, Radio and Paper Advertising (Newspapers and Magazines),The traditional forms of advertising that existed before the Internet was released to the public in 1994 have lost their weight in todays virtually connected world. Broadcasting a message to everyone in the world was nearly impossible not too long ago. Global exposure was only available for things like the Olympics or some news item that caught on in the press.,The Power of the Internet,Now, anyone with an idea can release it on the Internet for free and it has the potential to be read by everyone in the world that has an Internet connection. Blogging systems, websites and other publishing methods are available to anyone with something to say at a cost of nothing to near nothing.,The problem now is that there is so much information available that getting your message noticed is difficult at best and near impossible at worst.,Economics:Functions and Effects of Advertising,Communicate Product Features and Availability,Increase Product Use,Build Value, Brand Preference, & Loyalty,Reduce Overall Sales Cost,Induce Customers to Try Products & Suggest Reuse,Stimulate Product Distribution,Identify & Differentiate Products (Branding),Advantages of Advertising,It allows the consumer to discover and analyze products.,Provides economic support for the media.,Improves products through competition.,Advertising is a regulated industry.,Exercises,A. True or false,1. During the positioning era of advertising, product features were considered more important than consumers perceptions.,2. The advertising industry had already won a great level of respect and esteem in the early twentieth century.,3. Advertising was greatly changed with the development of radio and television after the Great Depression.,B. Multiple choice,1. What is advertised in the first ad in English,A. A prayer book,B. A political candidate,C. A plow,D. Fruit,2. The formative stage of advertising began with the _.,A. invention of the railroad,B. invention of the printing press,C. signing of the Magna Carta,D. Industrial Revolution,
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