Advertising in our economic Society

Age of advertising
1441-1850

Age of
Print

World War IWorld War II

Advertisi
ng
Declines

1850s-1900

1900-1950s

Age of
Science

Industrial
Revolution and
consumer

1950s

1920s

Rise of
Agencies

1960s
1970s

Reintroducin
g consumer
to marketing

Creative
Era

1970s
1990s
Accountabil
ity Era

Advertising Social change and Economic Growth

The Industrializing Age (Mid 1700s Europe/ 1800s in U.S. To WW1)

Mass production/ Need for mass consumption

Cost people less to buy products than to make them
Manufacture were concerned with production

The Industrial Age (1900s to 1970s)

Luxury Goods developed

Manufacturers change from a production orientation to a sales orientation

The Post Industrial Age (Starting 1980)

Age of social responsibility/ quality of life issues

Lifestyle advertising

The Global Interactive Age (last 15 Years)

Grows in world markets

Origin of Advertising

Advertising by word of mouth is probably the earliest form of advertising

because, oral skills were developed well before reading and writing did.

The origin of advertising as a public announcement is traceable to the town crier

and the village drummer. These used their lungs to shout out their own or others
messages.

The messages could relate to government announcement or even to sales of

goods on market days. Then there were signs on shops or drinking houses to
indicate the name of the shop owner or of the shop

Definition and Role of advertising

What is Advertising?
The Action of Calling Something to the Attention of Public.

Advertising is the delivery of the most persuasive product message at the right time, in
the right place, to the right person, at the lowest possible cost
Paid form of non-personal communication about an organization, product, service or
idea from an identified sponsor, using mass media to persuade or influence an
audience.

Roles of Advertising
Marketing Role
Marketing is the process a business uses to satisfy consumer needs and wants
through goods and services
Communication role
Advertising is a form of mass communication

Economic Role
Improves standard of living and the economy by generating material
consumption
Societal Role
Informs us about new and improved products, teaches us how to use innovation,
etc.

Role of advertising in Brand promotion

Information and persuasion

Introduction of new brand or brand extensions
Building and maintaining brand loyalty among consumers
Creating an image and meaning for a brand

How does advertising work

Awareness

Comprehension

Conviction

Action

Advertising principle and concept

Principle of effective advertising
GRAB PEOPLE
Ad can be able to grab someone who glances for just a second. Force people to
take a second glance instead of simply moving on
Be clever and Creative
Attract people and represent the brand in a positive way. A clever ad represents a
clever company
Speak loudly
The louder you talk, the more people hear
Dont make them think (too much)
You need to get the message across in a clever way, but it shouldnt make
people think too much. A person should know what the ad is saying as soon as they
look at it.
Be Informative
Every advertisement must convey a message. Ads visually represent a message.
Stand out and Be Memorable
Your ad should be unique, memorable and completely different than anyone else.
Be original.
Give off a feeling
Someone should be able to tell the companys tone by looking at an ad.
Show Not Tell
Try using a more visual way of representing a concept instead of text.
Use Humor: Use a Metaphor
Humor is a useful technique for attracting people to an ad. Metaphor can be a
great way to add humor

Concept

Inform people about products and services

To make brand names familiar to the public
To give the company a personality which sets it apart from the others.
To remind customer about their brands at the right time and right place
To tell the public about improvements in products
To help their sales force to be more effective
To reinforce customer confidence in his/her purchase

Advertising Distinguished from other publicity, public relation

propaganda and personal selling
ADVERTISING:
Advertising is the business of selling goods & services & ideas by inducing
people to want them or it is a paid form of publicity. Public Relation is not advertising.
The advertising media are newspaper, radio, television, film, mails, internet, websites,
outdoor publicity, etc.
PUBLICITY:
Public relations and publicity are not two different branches but are the two
aspects of the same things. While their boundaries may well overlap but yet differs in
the technique of their approach. Public relation deals with individual publicity with the
people in a mass while dissemination of information to the people in the mass is distinct
from individual publicity. It has been defined as "The art of dealing with the people in the
masses. Its chief function is to gain public attention for clients. It is also a process of
making something known. We can also say that it is an unpaid form of advertising.
PROPAGANDA:
Public relation is not propaganda. The definition given by Gobbles is "It is a
deliberate & guided campaign to induce people for the acceptance of given idea. No
regard is given to the public opinion in propaganda and it always seeks to serve its own
selfish end." It is the end that matters in propaganda and not the means. In propaganda
false information and sinister motives often enter. The propaganda technique, include

deliberate lies, double talk, omission of facts, distortion of facts, exaggeration,

prejudiced appeals, etc
Public Relations
Public Relations is responsibility and function of management, which. Analyses
Public interest and determines public attitudes. Identifies and interprets policies and
programs of an organization; and Executes a program of action to merit acceptance and
goodwill".

Personal Selling
The form of Promotion that uses Planned, Personalized communication in order
to influence purchase decision and to ensure satisfaction