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advertising

advertising

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Published by: bhavyu4ever on Mar 15, 2011
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ADVERTISING

History of advertising  

Babylonian clay tablet of 3000 B. C. bearing inscription for an ointment dealer, and a shoemaker. Papyri found in the ruins of Thebes show announcements offering rewards for the return of runaway slaves. 

a. b. c.

Traditional forms Trade marks Signs Town cries

The evolution of advertising
1.     

Age of print 14411441-Johannes Gutenberg creates moveable type Mid-1400sMid-1400s-printed hand bills 14721472-first ad in English ´ Pyes of Salisburyµ 14771477-The first known printed ad in English by William Caxton of London The first ad in any language, to be printed on a circulated sheet appeared in German news pamphlets in about 1525 

    



1600s ² news papers emerge 16221622-First ad in London's Weekly Relations News 16551655- First use of the term ´Advertisingµ The first ad in America appeared in 1704 in the Boston Newsletter By the middle of the 17th century, weekly newspapers called ¶Mercuries· started to appear in England 1841Volney Palmer becomes first ad sales agent 18501850-George P Rowell becomes first ad space wholesaler

2. Industrial revolution and emergence of consumer society  1850s-First branded items such as Baker·s Chocolate 1850sappear in stores  1864-J. Walter Thompson forms JWT agency, first 1864account executive  1872-First Ward·s illustrated mail-order catalog 1872mail 1879-P & G introduces Ivory soap 1879 1880s-John Powers pioneers copywriting, focuses on 1880snews  1888-George Eastman creates first Kodak camera 1888-  

1890s1890s- Earnest Elmo Calkins and Ralph Holder develop image copy 1890s1890s- Lord and Thomas agency forms

3. Modern era of advertising  1904-1940s Albert Lasker pioneers ¶Reason Why· copy 1904 1905- John E. Kennedy describes advertising as 1905´salesmanship in printµ  1905-1930s- Claude Hopkins develops scientific mail1905-1930smailorder copy testing  1906- Pure food and drug Act 1906 1908- Beginning of celebrity endorsements- Pepsi uses 1908endorsementsad famed racecar driver Barney Oldfield  1912- truth in advertising movement 1912-

4. Age of agencies  1917- American association of advertising 1917agencies formed  1918- Stanley and Helen Resor develop account 1918services, brand names, and status appeals  1930s- Radio advertising surpasses magazines as 1930sleading advertising medium  

  

19321932- John Caples applies scientific methods to mailmail-order copy and headlines 19401940- Clyde Bedell develops ´selling stratagemsµ 1950s TV becomes important advertising medium 1950s Rosser Reeves develops ´ unique selling propositionsµ 1960sLeo Burnett creates brand icons and inherent drama

5. Creative era  1960s David Ogilvy develops research based image advertising and story telling  1960s- Bill Bernbach focuses on the art of 1960spersuasion

6. Accountability era  1980s-1990s-Mergers and acquisitions, 1980s-1990sglobalization  1990s-2000s-IMC, niche marketing, growth of 1990s-2000sinteractive technology, relationship marketing, mass customization  2001- Advertising takes on new responsibilities 2001-

Modern advertising 
  

Began in mid 19th century Volney B Palmer was the first advertising agent who established an office in Philadelphia. In late 1880s John E Power Emerged as a great copywriter. Walter Thompson is known as the inventor of modern advertising agency

Definition of advertising  

´Advertising is any paid form of non-personal nonpresentation and promotion of ideas, goods and services by an identified sponsorµ.-AMA sponsorµ.´The dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiserµ.advertiserµ.Manendra Mohan  

´Advertising is controlled, identifiable information and persuasion by means of mass communications media.µmedia.µJohn S Wright, Willis L Winter and Sherilyn K Zeigler ´Advertising is a message paid for by an identified sponsor and delivered through some medium of mass communication. Adverising is persuasive communication. It is not neutral; it is not unbiased; it says; ¶I am going to sell you a product or an idea.· µ-J µThomas Russell and W Roland Lane 

      

Any paid form Non personal presentation and promotion Ideas, goods and services An identified sponsor Controlled Mass communications media Persuasion It is not neutral, it is not unbiased

Roles of advertising 
  

Marketing Communication Economic societal

Functions of advertising 
     

Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences

Objectives of advertising 
      

Sales as objective Communication Prompt direct action Encourage customer to ask for information Giving message of need and its satisfaction Products success stories to reinforce product brand loyalty The benefit story Attitude change

Purpose of advertising 
       

launch of a new product modifications in products change in price new packaging Promotional plans Distributors and retailers address Educating the customers for proper use of the product To retrieve lost sales Reminder ads and for maintaining sales 

  

  

  

To recruit staff To appoint distributors To invite technical staff of industrial customer to ask for literature Competitive comparative advertising To assist retail sales To help salesperson get a foot in the door of industrial customers To attract investors through special ad campaigns To export or go international To announce financial results of the firm To sell direct

Advertising and marketing mix 
  

Advertising and product Advertising and place Advertising and promotion Advertising and price

Types of advertising
1.Based on target  Consumer advertising  Industrial advertising  Trade advertising  Professional advertising  Institutional advertising 

a. b. c. d.

NonNon-product advertising Public service advertising Service Financial personal

2. Type of impact required by ad  Demand advertising a. Primary b. Selective  Action a. Direct action ad b. Indirect action ad

3. Based on geographical area  National advertising  Local advertising  Global advertising

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