The Evolution of Promoting and Advertising Brands Marketing 3344

The Rise of Advertising  Rise of capitalism –Competition for resources, stimulating demand  Industrial Revolution –Mass production of goods needs demand stimulation  Advertisers, Retailers, Consumers –Branding emerges to control channel  Rise of modern mass media –Democratization of goods

The Evolution of Advertising in the United States  Pre-industrialization Era (pre-1800) –Handbills and “newsbooks” appear –Early ads resembled today’s classifieds  The Era of Industrialization ( ) –“Dailies” grow in popularity –Railroads spread the word –Advertising was considered an embarrassment by some

Ad in Context Example The Industrial Revolution was a key factor in creating a setting for the growth of advertising—Why?

The Evolution of Advertising in the United States  P.T. Barnum Era ( ) –The “consumer culture” dawns –Advertising becomes an industry  The 1920s ( ) –Advertising finds fame and glamour –Ads play on social anxieties –Segmentation begins by social class

The Evolution of Advertising in the United States  The Depression Era ( ) –Depression was brutal on families –Big Business is vilified –Advertising turns to harsh, anxiety creating ads –Radio emerges as a new medium  WWII and the Fifties ( ) –Products linked with patriotism –Fascination with “science” –Subliminal advertising scare hits

Ad in Context Example During the 1930s, ads would often play on social anxieties as a way to attract and hold the attention of a target audience.

Ads from the 1950s reflected consumers’ fascination with scientific discoveries (do you see any subliminal messages here? ) (Clue=there are none) Ad in Context Example

The Evolution of Advertising in the United States  Peace, Love and the Creative Revolution ( ) –Creatives gain control –Advertising emerges as an icon of a culture fascinated with consumption  The 1970s ( ) –Women and minorities adopt new roles –Hedonistic values –Regulation and oversight take hold—FTC and NARB become active

The Evolution of Advertising in the United States  The Designer Era ( ) –Conservative politics rule –Rapid-paced MTV editing becomes ad style –Late night infomercial is born  The E-Revolution Begins ( ) –Stage I of the Web revolution—with mixed results –Problems with new media applications disappoint many advertisers –Advertisers believed digital media would “revolutionize” measurement—it didn’t –“Centers” of advertising power move West

Ad in Context Example During the 1990s, New Media offered the promise of new and different communications options—but advertisers experienced a wide range of problems using new media

The Evolution of Advertising in the United States  Consumer Empowerment and Branded Entertainment (2000-present) –Phase II of the e-ad-evolution (Web 2.0) has been much more successful than Phase I in the late 1990s –Consumer control emerges in this era –Consumers begin “co-creating” ads defined as consumer generated content (CGC) –Though less visible, business-to-business promotion on the Web is enormous and referred to as E-business –On- line shopping makes a major comeback –Ad spending continues to grow online due to further growth in interactive, wireless, and broadband technologies

The Evolution of Advertising in the United States Branded Entertainment  The blending of advertising and integrated brand promotion with entertainment programming  Brand “placement” key tactic here  Some films and television programs are considered hour long promotions

The Value of an Evolutionary Perspective  The Evolution of advertising –Efficient methods of production made advertising an essential tool for demand stimulation in a free enterprise economic system –Urbanization, transportation and communications allowed the use of advertising to grow  The Evolution of Integrated Brand Promotion –Integrated marketing communications is focusing more on brand development creating an IBP approach –More and more money is being allocated to promotional tools other than advertising