exam 1 chapter 1-5 notes

exam 1 chapter 1-5 notes - Chapter 1 Introduction to...

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Unformatted text preview: Chapter 1 Introduction to Advertising WHAT IS ADVERT ISING? A complex form of communication that operates with objectives and strategies leading to various types of impact on consumer thoughts, feelings, and actions Advertising is a type of marketing communication : all the communication techniques marketers use to reach their customers and deliver their messages. • Includes: PR, sales promotion, direct marketing, events and sponsorships, packaging, personal selling Advertising is about creating a message and sending it to someone in the hope that he or she will react a certain way (message delivered in most cases by media) Evolution of the Definition of Advertising Identification • Advertising in the form of a sign goes back thousands of years • Earliest forms of ads were simple images on walls and stores that have been found in ancient Babylonia, Egypt, Greece and Rome • Considered effective communication if it merely identified a place of business and the type of goods available • Purpose was to identify manufacturers and stores I nformation • Johannes Gutenberg: invented the moveable type in 1455: mechanized printing and made it possible to create multiple copies with ease and speed • Resulted in the development of the mass communication media that advertising uses to reach a widespread mass audience • Word advertisement first appeared around 1655, and by 1660 publishers used the word as a heading in newspapers for commercial information • In appearance, these ads resembled handbills or what we call today classified ads • Announced land for sale, runaways (slaves and servants), transportation, goods for sale form local merchants Promotion • Technological and social change speeded up in the late 1700s with the Industrial Revolution • Manufacturers could produce more than their local marketers could consume, and they had access to trains and national roads to move their products around the country • People needed to know about these goods, so new communication media came along, such as magazines and catalogs • P.T. Barnum and manufacturers of patent medicines were among the advertising pioneers who made dramatic changes in the field by moving it from information to HYPE • Barnum was full of promotional ideas that generated great amounts of publicity Sales • As advertising people became more professional, they became more concerned about the science of advertising – about making ads that worked and defining the standards of effective advertising • “salesmanship in print driven by a reason why” • Became the model for stating a claim and explaining the support behind it Defining the Modern Practice of Advertising Modern definition of advertising: • Advertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience) and provide information about products (goods, services, and ideas) Five basic factors:...
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exam 1 chapter 1-5 notes - Chapter 1 Introduction to...

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