advertising

isa chen
Mind Map by isa chen, updated more than 1 year ago
isa chen
Created by isa chen over 5 years ago
29
1

Description

a general framework of advertising

Resource summary

advertising
1 definition
1.1 a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support
2 history
2.1 In ancient times
2.1.1 Ancient Egypt, Pompeii, ancient Greece and ancient Rome, Africa, South America, ancient China, etc.: sales messages or political campaign were displayed on papyrus, wall posters, rock painting, calligraphic signboards, inked papers, copper painting, etc.
2.1.2 In 18th century:
2.1.2.1 In England: appeared in newspaper In America: in the form of salesmanship (face-to-face demonstration to the crowd)
2.1.2.2 In 19th century:
2.1.2.2.1 In America: the birth of modern agency (media department, creative department)
2.1.2.2.2 In 20th century:
2.1.2.2.2.1 Radio became an advertising medium
2.1.2.2.2.2 After WWⅡ:
2.1.2.2.2.2.1 TV became a commercial medium
2.1.2.2.2.2.2 Now:
2.1.2.2.2.2.2.1 The Internet and beyond; consumers are much more involved, reacting.
3 making
3.1 account management
3.2 creative
3.2.1 positioning
3.2.1.1 for
3.2.1.2 who
3.2.1.3 product
3.2.1.4 because
3.2.2 copywriting
3.2.2.1 message
3.2.2.2 concept
3.2.2.3 creative idea
3.2.2.4 tagline
3.3 research
3.4 media
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