Advertising Lecture Outlines

Advertising Lecture Outlines - Lecture 1: Advertising...

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Unformatted text preview: Lecture 1: Advertising Environment History and the development of modern advertising 1) Objectives a) Understand historical developments that created the advertising industry b) Why did advertising not emerge until 19 th century? c) Why is advertising more prevalent in the U.S. than anywhere else? 2) Brief history of everything a) Universe: approx 15-20 billion years old b) Earth: approx 5 billion years old c) Life on earth: approx 3.5 billion (or more) d) First mammals: 200 million years ago e) First homo sapiens: 160 thousand f) First civilization: 5500 years ago g) Ad industry: 100 years? 3) Why such a young industry? a) Some evidence of primitive postings in early civilizations b) But this is misleading because an ad industry requires several cultural developments 4) Requirements a) Wealth i) Both a cause and consequence of advertising b) Population (markets) c) Industrialization d) Capitalism e) Free media f) Transportation system 5) Free (ad supported) Media a) Movable typeGutenberg, 1440s b) Radio1920s c) TV1950s d) Cable1980s e) Internet1990s 6) Transportation Systems 7) US Advertising 8) Brief history of US advertising a) 18 th century: Ben Franklin and newspapers b) Late 19 th century i) Patent medicines ii) Usually alcohol, sometimes worse iii) Advertising disreputable iv) Brief history c) Early 20 th century: i) Emergence of two important consumer protections: (1) Laws regulating ads (2) Brands (Coca Cola, Dove, Ivory) d) Tough times i) 1930s: Global depression ii) 1940s: World at war e) 1950s: US superpower i) Economic boom, new consumer affluence f) 1960sThe Golden Age i) Bernbach ii) Ogilvy g) 1970sAmerica faces self-doubts h) 1980s and 1990s i) Return to economic growth ii) Trend toward IMC resulting in industry consolidation i) 1990s to today i) Growth of new advertising technologies (1) Cable Cell phones (2) Satellite DVDs (3) Internet ii) Terrorist attack on 9/11 j) Future i) Changing media economics ii) Splintering audiences iii) Cultural diversity iv) Globalization Lecture 2: Advertising Environment History and the development of modern advertising 9) The criticisms: a) Too much advertising b) Ads confuse consumers c) Advertising is offensive d) Ads perpetuate unwanted stereotypes e) Ads encourage materialism f) Ads lie g) Ads manipulate us h) Cultural imperialism 10) Too much advertising a) 2003 U.S. ad expenditures (billions) i) Np $44.9 ii) Magazines $11.4 iii) Broad TV $41.9 iv) CableTV $18.8 v) Radio $19.1 vi) DirMail $48.3 vii) Internet $5.6 viii) Total $245.6 b) Average nonprogram min. per hour on TV: i) Primetime 1992: 13:26 ii) Primetime 2007: 16:08 iii) Daytime 1992: 18:16 iv) Daytime 2007: 20:57 v) Syndicated (Wheel of Fort) 1992: 16:32 vi) Syndicated (Wheel of Fort) 2007: 22:25 11) Advertising is offensive 12) Ads perpetuate unwanted stereotypes 13) Ads encourage materialism 14) Ads confuse consumers a) Ads confuse consumers?...
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This note was uploaded on 02/13/2011 for the course ADV 3008 taught by Professor Weigold during the Spring '08 term at University of Florida.

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Advertising Lecture Outlines - Lecture 1: Advertising...

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