Advertising

Advertising

1. Origins

   • IN PRINT
     • commercial advertising
       • took off with
         • merchants
           • employed criers
             • to shout out
               • what they had for sale
         • shopkeepers
     • William Caxton
       • 15th C England
         • introduced
           • printing press
             • printed word exploited
               • a means
                 • to spread info
                   • posters
                   • handbills
                   • flyers
     • 1472
       • 1st printed ad in English
         • prayer book
           • newspapers
             • opportunity to traders
               • 1st ad in newspaper
                 • 1652
     • using ads to persuade
       • product of
         • industrial age
           • manufacturers
             • began to sell
               • huge volume of goods
     • 1869 - USA
       • 1st advertising agency
         • money spent on advertising
           • from $50m to $500m per year
           • 1870-1900
   • NAMES & SLOGANS
     • value of
       • catchy slogan
         • ex. 1895 Schlitz beer
       • a good name
         • various fashions
           • ex. use of suffic -ex "Klenex" (1920s)
       • concepts of today's advertising
         • developed gradually
           • soft sell
           • images
           • graphics
     • advertisers recognised
   • RADIO & TV
     • radio
       • new opportunities
         • for advertisers
           • 1st radio commercial
             • broadcast in 1922
       • became
         • the most important medium
           • until 1950
             • overtaken by TV
               • radio advertising techniques
                 • carried over into TV
                   • especially sponsorship
                     • Ex. soap operas
     • markets
       • growing
       • more competitives
       • 10,000 advertising agencies
         • USA
           • search for new ideas
           • talking bus stops
           • ads on the internet

2. New trends

   • THE NEXT GENERATION
     • advertising agencies
       • under increasing preassure
         • to guarantee results
           • by meassuring
             • promotional campaigns
       • more power
     • consumers
       • increasingly
         • encouraged to consume
   • NEW TECHNOLOGY
     • talking ads in bus stops
     • screens in supermarkets
     • internet
       • virtual ads
       • home shopping
     • interactive TV
       • interactive advertising service
   • TARGET GROUPS
     • contradictory trend
       • gaining ground
     • to focus more specifically
       • on smaller groups
         • defined by
           • ethnic origins
           • sexual preferences
           • purchasing habits
       • consumers' buying patterns
         • tracked by their credit cards
           • shows
             • individual product preferences
               • direct advertising
               • niche marketing
   • GLOBALISATION
     • worldwide trend
       • freeing of international trade
       • strengthening of supranational companies
         • brands & campaigns
           • have to create
             • a global platform
               • for their products