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The Evolution of Promoting and Advertising Brands

The Evolution of Promoting and Advertising Brands. Chapter 3 with Duane Weaver. Outline. Rise of Capitalism Manufacturer’s pursuit of power Evolution of Advertising in the USA The ’00s: More Hip Ads and More Technology (2001 – present) DISCUSSION – seminar questions. Rise of Capitalism.

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The Evolution of Promoting and Advertising Brands

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  1. The Evolution ofPromoting and Advertising Brands Chapter 3 with Duane Weaver

  2. Outline • Rise of Capitalism • Manufacturer’s pursuit of power • Evolution of Advertising in the USA • The ’00s: More Hip Ads and More Technology (2001 – present) • DISCUSSION – seminar questions

  3. Rise of Capitalism • Industrial Revolution • …basic force behind the rapid increase in mass-production goods that required stimulation of demand • “principle of limited liability” • gained acceptance and resulted in large amounts of capital to fund the Industrial Revolution • What was the impact on advertising as a result of the Industrial Revolution?

  4. Manufacturer’s pursuit of power • Manufacturer’s attempt to gain power over the distribution channel by building brand demand. • Takes consumer’s focus away from Retailer and Wholesaler • Mass Media – telegraph enabled rapid communication, spawned global interest and fostered a sense of community– this “free communication” is supported by advertising.

  5. Evolution of Advertising in the USA (1 of 2) • Pre-1800 • Print media (news books, newsletters, then gazettes) • 1800-1875 • Circulation of dailies (newspapers) 1M/day • Circulation increased by railroad expansion • 1875-1918 • Consumer culture breeds advertising as urbanization takes hold (self-reliance no longer plausible) • The 1920’s • “roaring twenties” – advertising was the work of the young, smart and sophisticated • High standard of living after WW1 and plague • A product for a cure for almost everything • Ads became more visual than past • 1929-1941 Depression • Advertising seen as villainous as millions starve • Bye-bye pretty, hello ugly harsh-reality, attention-grabbing ads • Radio takes hold as medium

  6. Evolution of Advertising in the USA (2 of 2) • 1941-1960 (WWII + the 50s) • Start of the babyboomer generation and women join the workforce • Fear of motivation advertising research and “subliminal ads” • 1960-1972 (Peace, Love and Creative Revolution) • Advertising slow to keep pace with the cultural revolution • “creative directors” gain more control of copy and ads • 1973-1980 • Slowing economy…ads go back to hard sell • Regulators: ACT, FTC, NARB • 1980-1992 • Designer era with disposable income double parents after WWII • Greed was good, more stuff was good • 1993-2000 • Prediction of Interactive media enabling audit of more accountable advertising

  7. The ’00s: More Hip Ads and More Technology (2001 – present) • Ads seen as ads…self-aware • Dot.bomb – websites totally dependent on online ads for revenue (However, stock value was in potential ad revenue not real product revenue) • E-business selling real product online • Increase in web advertising– Why now?? What has changed? • Branded Entertainment (and product placement)– Why does this work??

  8. Discussion Questions: • Why is advertising an essential feature of capitalistic economic systems? • What forces do you think will continue to affect the evolution of advertising?

  9. Social, Ethical and Regulatory Aspects Of Advertising Chapter 4 with Duane Weaver

  10. OUTLINE • Social Aspects • Ethical Aspects • Regulatory Aspects • Industry Self-Regulation • Discussion

  11. Social Aspects • Get together in your teams and discuss the following. Be prepared to provide a a brief summary of your discussion to the class. • What are the positive impacts to society? Why? • What are the negative impacts to society? Why?

  12. Ethical Aspects • ETHICS = moral standards and principles against which behavoior is judged. • Truth and deception (what issues?) • Advertising to children (is it okay?) • Is it okay to advertise alcohol, tobacco, gambling, prostitution, etc…?

  13. Regulatory Aspects • Areas: • Deception and Unfairness • How do you regulate? Can you? • Competition • Cooperative, comparative, monopoly • Advertising to children • Industry and consumer groups vs. regulators like FTC (USA), CRTC (Canada)

  14. Industry Self-Regulation • E.g.: NARB (National Advertising Review Board) affiliated with BBB (Better Business Bureau). • Internet • Consumers

  15. Discussion • Should Advertising be regulated? • Can it be effectively managed and who should be responsible for the social and ethical management of advertising?

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