Class

: 11
rt is i ng Date n
:2 d
Ad ve Sep.,
2020

Mark
eting
M inor
 in it ion
Def
• The word advertising comes form the latin word
"advertere” meaning to turn the minds of towards".

• According to American Marketing Association

“Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services by an identified sponsor".
 E S O F
AT U R G :
FE T IS IN
ADV E R
• 1. Communication :.
• 2. Information
• 3. Persuasion :
• 4. Profit Maximisation :
• 5. Non-Personal Presentation
• 6. Identified Sponsor :
• 7. Consumer Choice :
• 8. Art, Science and Profession :
• 9. Element of Marking Mix :
• 10. Element of Creativity :
 JE CT I VES OF
OB :
D V ER TISING
A

• 1. To introduce a new product by creating interest for it among the prospective

customers.

• 2. To support personal selling programme. Advertising maybe used to open

customers' doors for salesman.

• 3. To reach people inaccessible to salesman.

• 4. To enter a new market or attract a new group of customers.

• 5. To promote competition in the market and to increase the sales as seen in the
fierce competition between Coke and Pepsi.

• 6. To enhance the goodwill of the enterprise by promising better quality products

and services.

• 7. To improve dealer relations. Advertising supports the dealers in selling the

product. Dealers are attracted towards a product which is advertised effectively.

• 8. To warn the public against imitation of an enterprise's products.

 R TI C IPANTS
PA
ACTIVE ISING:
D VE R T
IN A

1. Advertiser
2. Target audience :
3. Advertising Agencies
4. Advertising Production People (Artists) :
5. Target Audience (Readers, Listeners, Viewers and Present and Future Buyers) :
6. Mass Media :
(i) Print Media : They consist of newspapers, magazines, journals, handbills, etc.
(ii) Electronic Media : They consist of radio, television motion pictures, video, multi-
media and the internet.
(iii) Outdoor Media : They consist off posters, hoarding, handbills, stickers air balloons,
neon sing bill boards, local cinema houses, and transit media.
(iv) Direct Mail : It consist of brochures, leaflets, pamphlets, letters and return cards
addressed to consumers.
7. Government Authorities :
8. Advertising Production Firms:
 e M ' s o f
F iv g
e r t i s i n
Adv
 History of
Advertising
 Early Advertising

• Exotic new goods to Europe from Far East

and India (eg tea and spices).

 r is e o f
The
adv e r t i s i n g

• Industrial revolution
– Assembly line mass production
– Transport
– Mass migration
– Urbanisation
– Nuclear families
– Disposable income
– Women in workforce
– Rise of the middle class
 r is e o f
The
adv e r t i s i n g
• The rise of capitalism
• Improvement in distribution channels
– Pull sale
– Push sale
– Branding
• Mass media
– Rise in literacy
– Telegraph
– penny press
– Magazines
 7 2 Thefirst
1 4 poster
ad in
English is
placed
on
church
doors in
London
 7 7 William Caxton

1 4 One of the first English printed

advertisements was a handbill printed in
England, which read:

"Pyes * * * of Salisbury * * *
good and chepe * * * if
it please any man
spirituel or temporel to
bye."

....The ad offered printed

"Pyes," or clerical rules,
telling how the clergy at
Salisbury dealt with the
changing date of Easter.
 0 One of the
6 5 early
1 newspaper
ads in
England
appears,
offering a
reward for 12
stolen
horses.
 16 0 0
• 1622 First English newspaper
advertisement in the Weekly News,
edited by Nicholas Bourne and
Thomas Archer.
• 1666- The word "advertisement" used
by the London Gazette.
• 1690 Publick Occurrences published
in Boston
 0 4 "notices of houses, lands, ships, vessels, or
merchandise to be sold or let, or servants run

1 7 away, or goods stole or lost" would be

inserted at rates ranging from twelve-pence to
five shillings.”
First
newspaper
ad in US
Seeking a
buyer for an
Oyster Bay,
Long Island,
estate.
Boston News Letter
 2 9 The Pennsylvania
Gazette by
1 7 Benjamin
Franklin

The new design

Headlines,
illustrations,
advertisements
next to
editorial
material.
 3 2 Virginia Gazette (Parks)

1 7

Williamsburg, October 22, 1736.

RAN away, about the middle of August last, from Roy's Warehouse, in
Caroline County, Two new Negro men, of a middle Stature; one of them of a
yellow Complexion, with a Scar on the Top of his Head. The other a black
Fellow; and they took with them several Linen Cloths, and Cotton Frocks,
without Sleeves, which they had when I bought them. Whoever takes up the
said Slaves and brings them to the above-mentioned Warehouse, shall have
Two Pistoles Reward, besides what the Law directs, paid by

eyton Smith.
 174 2
Benjamin
Franklin's
General
Magazine
prints the
first
American
magazine ads.
 17 6 0

Newspaper
advertisement,
April 26, 1760, for
the sale of slaves
at Ashley Ferry,
near Charlestown,
South Carolina.
 17 8 9 - 1 8 0 0

• Most of ad copy was for

land, slaves, and
transportation
• A little of ad copy was local
• 16 column format - no
design
 0 -
8 0 The Industrial
1 revolution starts
in North America .
 0 -
8 0 The beginning of Mass
1 production .
 18 3 0

• Editor-Benjamin
Day
• 1st “Penny
press" in New
York.
• 1837 -
Circulation of
30,000.
• Truly a mass
medium
 Advertising agencies
• 1 8 4 1 Volney Pa l m e r
opens first advertising
agency in
Philadelphia.
• 1 8 6 8 - F. W. A y e r
opens N.W. Ayer & Son
(named after his
father)
• His clients included
Singer Sewing
Machines, Pond’s
 JWT

• 1 8 7 7 - James Walter Thompson buys

C a r l to n & S m i t h from William J.
Carlton.
• 1 8 9 9 - J . Walter T h o m ps o n Co. is the
first agency to open an office in the U.K.
• Printing technology allows
visually appealing ads
• Magazines provide vehicle for mass
national advertising
• Advertising agencies grow in importance
 ’ s
9 0 Patent medicines
1 8 • 50% of all
advertisements
were for
patent
medicines
– Brown's Iron
Bitters,
– Lydia Pinkham's
Vegetable
Compound etc.
 ’ s
9 0 Patent medicines
1 8
• Non
standardised
• Made wrong
claims
• Credibility of
advertising
suffered.
 8 6 Coca cola
1 8
• A Briggs Chandler
registers Coca-Cola as
a trademark.
• In 1 8 8 6 Coca-Cola
was advertised as "The
Ideal Brain Tonic"
• By 1 9 0 4 celebrities
and models were used
to promote the
product
 9 3
1 8 Printer's Ink

George P. Ro we l l
of Boston founds
Printer's Ink, a
magazine that
serves as the "little
schoolmaster in
the art of
advertising."
 9 9 ANA
1 8
T h e A s s o c i ati o n
of A m e r i c a n
A d ve r ti s e rs ,
predecessor to
the Association of
National
Advertisers, is
formed.
The
brandin
g boom
 1 8 6 5 – 1 914

Major Happenings
• Women enter the labor force in substantial
numbers
• The appearance of BRANDING:
• 1866 Borden’s Eagle Brand
• 1869 Campbell’s Soup
• 1873 Levi Strauss
• 1879 Ivory Soap
• 1903 Coca Cola
Brands
 1912

(Kodak)
1923 1927
 0 2
1 9
The Unilever
hires J. Walter
Thompson
co (JWT) to
advertise
Lifebuoy soap
.
 1 1
1 9
The
concept of
sex
appeal
used by
JWT
 m a g e s i n
Sex ual i
r t i s i n g
adve
• 1850s patent medicine ads
• 1880 fully clothed women
• 1889 even ankles were taboo
• 1913 ads were often “doctored”
• 1915 silk hose become accessible
• 1925 respectable standards were falling
• 1936 first female nudity
 u s in es s
Other b

• Large department
stores like Macy’s
in New York,
pioneered new
advertising styles.
 o rm s
Ref
• 1 9 0 4 - Ladies' Home Journal in runs
articles on advertising and patent medicine
fraud.

• 1 9 0 6 - Pure Food and Drug Act passed.

• 1914 - Federal Trade Commission
(FTC) "unfair methods of doing business
are hereby declared illegal."
 1 7 A m e r i c a n As s o ci ati o n of A d v e r ti s i n g

1 9 A ge n c i e s ( A A A A ) helps with the war effort

during WWI.

World War I Ads - "Uncle Sam" poster by James Montgomery Flagg

 2 0
1 9

Growthin
19 2 0
total
advertising
1880 volume in
U nited
$200 million States $3 billion
 2 0 Division between public and private workspace

1 9 The public is
masculine space .

The private is “feminine”

space or the home.
 2 0
1 9

Carefully constructed “snapshots” of social life with the

products. The social setting and the product brand blur together.
The Dawn
of radio
Radio Era

• 1920- 1st federally licensed

commercial radio station
KDKA.
• 1922-1st radio
advertisement about real
 2 3
1 9

Eveready hour the first

sponsored radio show by
Eveready battery.
 2 6 Radio Era

1 9 NBC established the

1st radio network with
six stations.
• Some popular radio
advertising jingles
– "J-E-L-L-O"; "Sound off- for
Chesterfield!";
– Gillette's "Look Sharp -- be
sharp!" ;
– Lucky Strike's "Be Happy,
Go Lucky"
 Radio Era
• Many sponsored programs
– "Amos 'n'
Andy" for
Pepsodent
– "The Story of Mary Marlin"
for Kleenex.

• Young & Rubicam

agency created many of
radio's most popular
programs such as:
– Jack Benny for Jello,
– "Burns and Allen"
– "Kate Smith Hour"
– "Sherlock Homes" etc.
 3 0
1 9 The
national
newspaper
for
advertising
AdAge
launches
inChicago.
 3 0
9
1 WGN-
AM
Chicago
creates the
first
daytime
radio soap
opera
 3 4
9 -
9 2
1
The great
depression
due to
stock market
crash.
Cuts in
ad
 3 8
1 9 N.W. Ayer & sons
helps DeBeers
dominate the market
with its “A diamond
is forever” slogan.
War and Television
 4 1 Dawn of New Era
6 -
9 3
1

With 7,500 TV sets in New York City

NBC begins telecasting July 1.
 1
9 4
1
The first TV
commercial for
Bulova clocks reaches
4000 TV sets.
 4 5 World war II
9 -
9 3
1
• The War Advertising
Council –In 1942,
Rosie
the
Riveter
Penn Railroad ad

More
women
encouraged
to join the
workforce,
during the
war.
America’s
involvement
inWorld
War II was a
way tolink
their
products
with
patriotism.
 4 7 Television takes off
1 9
• JWT produces
the 1st network
TV program
"The
Kraft
Television
Theatre.“
"
T
h
 5 0
1 9

19 5 0
Growthin
Television
1941
advertising
$40 million $128 million
The age of creativity
 5 0
1 9

David Ogilvy
appeal to luxury
and class status in
ads for Rolls
Royce.
 5 0
1 9
Rosser Reeves
(Ted Bates
Agency)- used the
hard sell and USP
(Unique Selling
Proposition) to
sell
M&Ms
Anacin.
 5 0 Doyle Dane Bernbach's ads
"Think Small" and "Lemon"

1 9 for VW.
 5 0
9
1 Leo Burnett helped to
introduce
– the Marlboro Man
(1954),
– The Jolly Green
Giant (1935),
– the Pillsbury
Doughboy,
– Charlie the
Tuna,
– Morris the
Cat,
The Marlboro Man
The Jolly Green Giant
 Tony the Tiger
Charlie the Tuna

Morris the Cat

The Pillsbury Doughboy

 5 6
1 9
Clairol
• Does she...or doesn't she?"
• by
• Shirley Polykoff of
• Foote, Cone & Belding
 1960–1990

• design revolution and the birth

of
graphic art profession
• “Boutique” advertising agencies
• Decline of the era of the
American magazine
• Birth of strategic
and
target marketing
 6 7
1 9
Woman Power
• Mary Wells
establishes the first
woman owned major
advertising agency-
Wells, Rich,
Greene
 6 3
1 9 Pepsi “created”
ageneration
and traded on the
discovery of the
vast youth
market.

Started the cola

wars.
 7 1
0 -
9 7 • More than 300
1
universities offer PR
courses
• Cigarette advertising
banned from TV
• Report to theSurgeon
General on impact of
TV violence
 7 0
1 9
Thomas Burrell
createdads
that portrayed
African
Americans
with
“positive
realism.”
 f
7 4 i
1 9 l
l
i
n
g
"

b
y

M
c
Beginning of IMC
 8 5
0 -
9 8
1 • Cable grows as segmented ad
medium
• CD-ROM invented
• 1981 IBM manufactures its
first PC
• 1985 Consumer spending on media
exceeds advertising expenditures
 8 1
9 Absolut Vodka
1 The Abs
 8 8 Nike, "Just do it" campaign by

1 9 Wieden & Kennedy begins.

 8 8
6 - Agency mergers
9 8
1•
Mergers
reshape
advertising
agencies.
• Omnicom
Group, Saatchi
& Saatchi,
WPP.
Era of
Internet
 The internet has five

9 3 million users around the

1 9 world.
Internet advertising
begins
 5 Search engines Alta
9 9 vista and Yahoo
1 launch.
 9 8
1 9
Seth Godin
introduces the
concept of
“permission

marketing”.
 9 8 The biggest problem with mass-
market advertising is that it

1 9 fights for people’s attention by

interrupting them.

There's too much going on in our

lives for us to enjoy being
interrupted anymore.

[Marketeres] have to turn attention

into permission, permission into
learning, and learning into trust.
 9 8
1 9 Search engines Google
& MSN Launch.
 Ads start to

0 0 invade

2 0 mobile
phones.
 0 +
0 0
2
• Consumer
generated
content (CGC)
• E- business
• Social media
• Product
placement
• Unique
 5 You tube and
0 0 Google Analytics
2 Launch
 0 5
2 0

Facebook
launches
for college
students
only.
 0 7 Apple releases first
2 0 i phone.
 0 7 You tube launches

2 0 video overlays.
Facebook launches
social ads.
P&G’s communal Beinggirl Web site is a good example of
online brand community building with global reach
 1 4 Internet has 3000
2 0
million users.
Future trends
Native advertising - ads that look like
editorial content, gains prominence in online
media publication.

All content —including advertising -

becomes less copy heavy and more
dependant on visuals.

More and more real time interaction with

online consumers and audiences
The changing
Coca-cola
advertisements
1880

1886

1904
 1905

1920 1907
 1935

1939

1929
1951 1955
1960 - 1961
1961 - 1964
1964 - 1969
1970
 1986

1982

Catch the Wave (Coca-Cola)

Coke Is It
 1987

1988

You Can't Beat the Feeling

When Coca-Cola Is a Part of Your

Life, You Can't Beat the Feeling
1993 1999