Chapter 3 The Evolution of Promoting and Advertising Brands 2006 Thomson South Western Fundamental Influences on the Evolution of Advertising Rise of capitalism Competition for resources Industrial Revolution Mass production of goods Manufacturers pursuit of distribution channel power Branding emerges Rise of modern mass media Democratization of goods 2006 Thomson South Western Ch 3 Evolution 2 The Evolution of Advertising in the United States Pre industrialization Era pre 1800 Handbills and newsbooks appear Early ads resembled today s classifieds The Era of Industrialization 1800 1875 Dailies grow in popularity Railroads spread the word Advertising was considered an embarrassment by some 2006 Thomson South Western Ch 3 Evolution 3 1 The Industrial Revolution was a key factor in creating a setting for the growth of advertising 2006 Thomson South Western The Evolution of Advertising in the United States P T Barnum Era 1875 1918 The consumer culture dawns Advertising becomes an industry The 1920s 1918 1929 Advertising finds fame and glamour Ads play on social anxieties Segmentation begins by social class 2006 Thomson South Western Ch 3 Evolution 5 The Evolution of Advertising in the United States The Depression Era 1929 1941 Big Business is vilified advertising turns to harsh anxiety creating ads Radio emerges as a new medium WWII and the Fifties 1941 1960 Products linked with patriotism Fascination with science Subliminal advertising scare hits 2006 Thomson South Western Ch 3 Evolution 6 2 During the 1920s ads would often play on social anxieties as a way to attract and hold the attention of a target audience 2006 Thomson South Western Ads from the 1950s reflected consumers fascination with scientific discoveries do you see any subliminal messages here Clue no 2006 Thomson South Western The Evolution of Advertising in the United States Peace Love and the Creative Revolution 1960 1972 Creatives gain control Advertising emerges as a cultural icon The 1970s 1973 1980 Women and minorities adopt new roles Hedonistic values Regulation and oversight take hold FTC and NARB become active 2006 Thomson South Western Ch 3 Evolution 9 3 The Evolution of Advertising in the United States The Designer Era 1980 1992 Conservative politics rule Rapid paced MTV editing becomes ad style Late night infomercial is born The Second Nineties 1993 2000 The challenge and promise of interactive media arrives Problems with new media applications disappoint many advertisers 2006 Thomson South Western Ch 3 Evolution 10 Present and Future The 00s More Hip Ads and More Technology 2001 present Interactive wireless broadband revolution On line ads soar Ads become more self aware and selfreferential 2006 Thomson South Western Ch 3 Evolution 11 Technology and Advertising 1 On line ads surpass 10 billion in 05 2 E business over the Web exceeds 2 5 trillion in 05 3 New technologies interactive wireless broadband facilitate personalized advertising and promotion 4 Wi fi expands how and when to reach consumers 2006 Thomson South Western Ch 3 Evolution 12 4 Advertainment The blending of advertising with entertainment programming Brand placement key here Some films and television programs are considered hour long promotions Ch 3 Evolution 13 2006 Thomson South Western The Value of an Evolutionary Perspective The Evolution of advertising Efficient methods of production made advertising an essential tool for demand stimulation in a free enterprise economic system Urbanization transportation and communications allowed the use of advertising to grow The Evolution of Integrated Brand Promotion 2006 Thomson South Western Integrated marketing communications is focusing more on brand development creating an IBP approach More and more money is being allocated to promotional tools other than advertising Ch 3 Evolution 14 5
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