ADV 205 1st Edition Lecture 2 Outline of Last Lecture I Basics of advertising II History III The road to modern advertising Outline of Current Lecture I Post war advertising influences II Postindustrial Advertising III Advertising today IV Social impact on advertising Current Lecture Postwar Advertising Influences Rosser reeves USP product differentiation o 1960 s Reeves techniques began to fail ike for pres don t need to just hammer the same info o Consumer became more savvy and started to tune out repeated information 1960 William Bernbach used positioning feelings and emotions Introduces the creative team approach of combining a copywriter with an art director Leo Burnett 1955 inherent drama Marlboro man introduced o Used language and imagery by using honesty and humor to draw people in Created the jolly green giant David Ogilvy imagery and story appeal British approach o Wanted to show himself in ads to make them seem more honest and sincere o Always wanted to hit every ad out of the park Postindustrial advertising accountability 1970 s money wasn t just handed out for advertising budgets anymore Results Sales promotions Budgets slashed De marketing Factors 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 Aging of traditional products with a corresponding growth in competition Growing affluence sophistication of the consuming public Competition intensified by lowering trade barriers and growing international trade to sales promotion 1990 Back to average in 1995 2001 money budget crash till 2005 Advertising Today Social media and technology are big parts of advertising Integrated Marketing communications Relationship marketing Consistency Integrated throughout Advertising and social responsibility Ethical issues o Advocate o Accurate o Acquire o Is being ethical a problem Marketers encounter constant tension between Competitive drive and develop the most effective attention grabbing messages possible The fear of crossing the line beyond what is legal ethical and socially acceptable Ethics moral and value standards that act as behavioral guidelines for society s citizens Unlike laws and regulations ethical codes are generally not written down Negatives Drives up cost Sets unrealistic expectations Sells inferior products Makes it hard for the little guys Sells unhealthy dangerous products Bigger you are more powerful your company can be to control others Creates visual pollution Is done in bad taste uses sex and violence Pushes one country s culture onto another Positive effects Value of products satisfies psychic and symbolic wants and needs Prices Competition Consumer demand Consumer choice educates Business cycle Advertising has Social Responsibility for example the Ad council their ads included Social service prevention Think before you speak HS drop out prevention Aids prevention Seat belt use Drunk driving prevention American red cross Forest fire prevention Social impact on advertising Deception Subliminal advertising Value system Proliferation of advertising Use of stereotypes o Women o Racial and ethnic o Senior citizens o Gay and lesbian consumers Offensive o Ads can either play it safe and boring or o Be attention grabbing controversial and maybe offensive Controversial issues in advertising Taste and advertising o Product categories and taste o Current Issues Puffery making something look better and bigger than it is legal but there is controversy of whether it should stay legal o Ex papa john s better ingredients better pizza how are their ingredients and pizza better o Should puffery be permitted