ADPR 3100- Test 1 notes - CHAPTER 1 Advertising has two...

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CHAPTER 1 Advertising has two components that must be used to be efficient o 1.)Centralized Exchange - a system of trade and marketing through specialized intermediaries rather than direct exchange of goods between buyers and sellers o 2.) An economy in which supply surpassed demand. Other Factors (within the 50 years after the Civil War) o Beginning of the fulfillment of democratic ideals o Advertising prospered as the Industrial Revolution swept the nation (latter 19 th century) National Brands provided the impetus for a sophisticated advertising and marketing structure based on product differentiation and consumer loyalty to individual brands Quaker Oats is generally considered to be the first national marketer…. Kodak camera ad showed a sophisticated approach to advertising including testimonials from happy customers Two elements were missing from early 20 th century advertising o 1.)An ethical framework for creating promotional messages o 2.)Valid and reliable research to measure advertising effects o Greater consumer protection (initially started on regulation of patent medicines, medicine provided no benefit to consumer, many were harmful) o Advertising commentators demanded that both advertising research and the message that resulted from it be curtailed or greatly limited CLAUDE HOPKINS conducted direct mail and coupon-response research in the 1920s to gather info about effective advertising messages Beginnings o Babylonian clay tablet dating to 3000 bc o Greeks=town criers … soon became earliest medium in Europe o Romans … signs in stone or terra-cotta …outdoor advertising survived their decline… later art in European inns o Pompeiians … telling a story thru painted walls o Hoarding - first printed outdoor signs … the forerunner of modern outdoor advertising 4 broad periods of history o Premarketing Era - from prehistoric times to the 18 th century. During this time buyers and sellers communicated in very primitive ways (tablets, town criers, tavern signs) o Mass Communication Era - 1700s to the early decades of the last century, advertisers were able to reach large segments of the population through the mass media (newspapers, radios. .) o Research Era - in recent years, advertisers increasingly have been able to identify narrowly defined audience segments through sophisticated research methods (messages specifically prepared for specific groups/inds) o Interactive Era - Communication will increasingly be controlled by consumers who will determine when and where they can be reached with promotional messages Space Brokers - buying bulk space from newspapers and reselling small space allotments to advertisers. 1
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This note was uploaded on 09/21/2011 for the course ADPR 3100 taught by Professor Reichart during the Spring '07 term at University of Georgia Athens.

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ADPR 3100- Test 1 notes - CHAPTER 1 Advertising has two...

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