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Unformatted text preview: 5/4/11 1 Chapter 15 Advertising History of Advertising Chapter # 15 • Until 1840s – advertising – direct negotiation • Volner Palmer – first ad agency • 15 - 25% commission charged by an advertising agent Industrial Revolution Chapter # 15 • Creation of brands • Changes in the functions of an ad agency • Reason-why and image ads • 1914 Audit Bureau of Circulation – verified circulation. 1920s Chapter # 15 Radio Advertising •Birth of the audience rating business •New advertising strategies for the new medium •Advertising clients owned programs Chiquita Bananas (1940s) 5/4/11 2 1940s TV Advertising •Dramatic shift of ad revenue, from radio to TV •Advertisers bought half hour blocks of time from TV or sponsored entire shows. Dinah Shore Chapter # 15 Flintstones 1960s Networks decide to develop own programs – changes: •Ads through entire flow of programs •Time on TV expensive •Length of commercial decreased. Chapter # 15 Modern Advertising Industry Chapter # 15 Modern Advertising Industry Trends •Shift toward global presence •Agency holding companies 1. Ad agencies 2. Specialty agencies 3. Direct-marketing firms 4. Research companies 5. Public relations agencies •Big Agencies (Omnicom, Interpublic, WPP, Dentsu and Havas) Chapter # 15 5/4/11 2 1940s TV Advertising •Dramatic shift of ad revenue, from radio to TV •Advertisers bought half hour blocks of time from TV or sponsored entire shows....
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- Spring '11
- Advertising, Modern Advertising Industry