The History of The History of AdvertisingAdvertising

Unit 1Unit 1

Ad BuzzAd Buzz

- Branding (logo) didn’t become Branding (logo) didn’t become common until the late 1800scommon until the late 1800s

- Products where sold generically Products where sold generically (without a brand)(without a brand)

The Four P’sThe Four P’s

1. Product 1. Product -- the item that is being sold-- the item that is being sold

2. Price2. Price-- the cost of the product-- the cost of the product

3. Place3. Place-- the distribution of the product-- the distribution of the product

4. Promotion4. Promotion-- the advertising of the product-- the advertising of the product

The Ad BusinessThe Ad Business

- Early ads were very simpleEarly ads were very simple- Tombstone adsTombstone ads

- Few words and were rectangleFew words and were rectangle- Told consumers that a product existedTold consumers that a product existed- ““Please try Jones’s Biscuits”Please try Jones’s Biscuits”

Classic Ads

Advertising EvolvesAdvertising Evolves

-In the 1920’s, commercial radio became -In the 1920’s, commercial radio became available as a new advertising medium, available as a new advertising medium, and television followed twenty years later.and television followed twenty years later.

-It was not until the 1990’s that the next -It was not until the 1990’s that the next important advertising medium arose-the important advertising medium arose-the Internet.Internet.

-One thing has not changed-advertisers still -One thing has not changed-advertisers still try to make us think we need or want try to make us think we need or want whatever it is they are trying to sell us.whatever it is they are trying to sell us.

PufferyPuffery

- Making a claim that sounds good but Making a claim that sounds good but cannot really be evaluated.cannot really be evaluated.- ““the hottest buy in America”the hottest buy in America”- Comparative adjectives (ending in –er, Comparative adjectives (ending in –er,

such as better, faster, stronger)such as better, faster, stronger)- Superlative words (ending in –est, best, Superlative words (ending in –est, best,

smartest, cleanest)smartest, cleanest)

U.S. Government and AdvertisingU.S. Government and Advertising

- In 2000, the U.S. government was In 2000, the U.S. government was the eighteenth-largest advertiser in the eighteenth-largest advertiser in the country, just behind McDonald’s.the country, just behind McDonald’s.

- That year the U.S. government spent That year the U.S. government spent a total of $1,246,300,000 on a total of $1,246,300,000 on advertising, including over $500 advertising, including over $500 million on TV and radio ads.million on TV and radio ads.

Brand LoyaltyBrand Loyalty

- Brand loyalty means that a lot of - Brand loyalty means that a lot of people who use a product have a people who use a product have a favorite brand and may go to a little favorite brand and may go to a little extra trouble to find it.extra trouble to find it.

Consumer InvolvementConsumer Involvement

-Consumer involvement is a marketing -Consumer involvement is a marketing concept that examines how much time concept that examines how much time people think about a product before they people think about a product before they purchase.purchase.-Cars have high consumer involvement.-Cars have high consumer involvement.

-Consumers research in magazines -Consumers research in magazines and Internet.and Internet.-Low consumer involvement is associated -Low consumer involvement is associated with impulse or routine purchases.with impulse or routine purchases.

-Low consumer involvement -Low consumer involvement purchases are often influenced by point-of-purchases are often influenced by point-of-purchase advertising.purchase advertising.

Prescription Drugs and AdvertisingPrescription Drugs and Advertising

There are two basic forms of medical There are two basic forms of medical drugs.drugs.

- Prescription drugs- Prescription drugs

-Over-the-Counter-Over-the-Counter

The federal government requires that The federal government requires that a person has the advise of a doctor a person has the advise of a doctor before buying prescription drugs.before buying prescription drugs.

Prescription Drugs and AdvertisingPrescription Drugs and Advertising

-Push Marketing- when drug companies rely -Push Marketing- when drug companies rely on salespeople who call on doctors who on salespeople who call on doctors who prescribe drugs. (Doctors office)prescribe drugs. (Doctors office)

-In 1997 the Food and Drug Administration -In 1997 the Food and Drug Administration (FDA) changed its rule and said that (FDA) changed its rule and said that prescription drugs could be advertised on prescription drugs could be advertised on TV, as long as the advertisers told of ways TV, as long as the advertisers told of ways that people could get more information that people could get more information about those drugs.about those drugs.

-Pull Marketing- aimed at the patient rather -Pull Marketing- aimed at the patient rather than the doctor.than the doctor.