ADV studyguide - Characteristics of effective...

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Characteristics of effective adverting-strategy, creativity, execution, and advertising must be goal directed Advertising-is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. Johannes Gutenberg-1440s inventor of the printing press in Germany which is the most important element in advertising history Volney Palmer-1841 became first newspaper/advertising agent in America Francis Ayer-founder of ad agency N.W. Ayer & Son in Philadelphia and he initiates first for commission ad contract 1876 first market survey for ad 1879 and first on staff creative services 1890/92 Leo Burnett-built and ad agency in the 40/50s and changed the way advertising was planned/created ( PG 14 ) WWI impact on advertising industry-numerous ads regarding the war, photography was introduced, after the war modern advertising emerged Advertisings economic role ( PG 8, 28 )-accounts for 2.2% of GDP which is highest per capita spending in the world (876.59), level of ad spending is directly proportional to standard of living, similar to break shot in billiards, economic effects are added value of products, prices( PG 29 ), competition ( PG 30 ), consumer demand, consumer choice, business cycle and abundance principle-more goods/services than consumed; complete information (informed alternatives) and self interest (compete for business) ( PG 31 ) Ethics-moral and value standards that act as behavioral guidelines for a societies citizens (generally not written down) Social criticisms of advertising – puffery (exaggeration of product, cant be proven true/false, can be misleading), offensive ( PG 36 ) (will the ad offend anyone), subliminal (a dirty message within the message/brainwashing) and the rest ( PG 32 ) U.S. Constitution and advertising-first amendment (freedom of expression) speech vs. commercial speech (speech that promotes a commercial transaction) Supreme Court cases ( PG 40 )– what impact did they have, Valentine v. Christensen (1942)-, Virginia State Board of Pharmacy v. Virginia Citizens Council (1976)-ads have protection under first amendment as commercial speech
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This note was uploaded on 03/19/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

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ADV studyguide - Characteristics of effective...

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