ADV 205 1st Edition Lecture 1 Outline of Current Lecture I Basics of advertising II History III The road to modern advertising Current Lecture Basics of Advertising Advertising a usually paid form of communication buy TV time buy radio time Structured Identified sponsor Tries to persuade or influence Converted through a variety of media Types of advertising Brand Retail local Political Directory Direct response Business to business Institutional Public service Interactive internet smart phones social media Advertising plays many roles Marketing role Communication role objectives are to communicate something to customer Economic role higher standards of living higher advertising expenditures Societal role advertising makes you want to buy the product Effects and functions of advertising as a marketing tool Identifies and differentiates products Communicates information Stimulate distribution Increase product use These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Builds value brand preference and brand loyalty The mandate for effectiveness Advertising is in a bind Advertisers expect specific results that lead to sales Advertisements must be effective What makes advertising effective Characteristics of effective ads o Strategy o Creativity o Execution o Advertising must be goal directed History Age of print Johannes Gutenberg 1441 invented printing press 1472 Handbills and 1650 newspaper ad 1729 Ben Franklin ran Pennsylvania Gazette in Philadelphia had a section called new advertisements 1839 photography mass production starting to pick up 1894 Telegraph 1840 s magazines Volney Palmer 1843 first advertising representative started first service worked for the media not the client Sold spaces for papers Civil war sparked growth of print advertising to raise money for soldiers Mass consumption sparked because women weren t home to make bread and clothes Dawning of responsibility Advertising starts to become more regulated and people start to question current advertisements Patent medicine The jungle Consumer movement 1892 Ladies home journal bans patent medicine advertising 1900 there were an estimated 350 000 people selling unhealthy things through advertising 1906 FDA 1914 FTC trade and commerce The Road to Modern Advertising World war 1 o Outdoor donated 1 5 million in space to cause agencies offered their services away from companies and towards government for war After WWI products focus on production Consumer packaged good increase Heavy national brand advertising Radio 1920 s Age of science o Claude Hopkins advertising was a science need to evaluate and research consumers to understand what they want and need o Scientific advertising 1923 1950 1980 o 1929 Following crash of stock market advertising money plummets Product differentiation TV 1941 WWII