Transcript advertising history

ADVERTISING
History, Approaches, & Claims
Ms.LeBouthillier
History
• 1400’s – small communities/farms
• One to one interactions; everyone knew everyone
• Town crier/strolling minstrel important for message to get
out
• Developments which aided advertising
• Printing press in 1600’s
• Industrial Revolution - Growth lead to more products being sold
• Leads to creation of larger towns and cities
• Competition and need to attract buyers
History cont.
• Posters became effective (used by churches and
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government)
Division of labour
Literacy increased
1800’s wages increased, so did purchasing power
New media was developed so did advertising
8 Stages of Advertising
• Information
• Attention
• Repetition
• Association
• Product Benefit
• Motivation
• Entertainment Approach
• Behaviour Approach
Information
• Prior to the nineteenth century, the most popular approach
to advertising was “information”. Advertisements were
informative. They consisted of prices and
announcements, signs on walls and calls of the town crier.
Consumers, during this period, purchased what they
needed and there was very little competition.
Attention
• Early into the nineteenth century, products produced
needed public attention in order to be sold. It was
important for manufacturers to draw attention to their
products. Print advertisement took on a new style. Various
headline fonts were used. Border and white space were
applied. Later in the nineteenth, century larger size fonts
and graphic designs were used.
Repetition
• Agate rule- all announcements had to be the same agate
type. In order to get around this rule, the repetition
approach was created. If the type couldn’t be larger, then
it was repeated.
• In the 1930’s, radio would use catchy phrases and jingles
that were repeated over and over. Repetition is still used
today.
• When it says Libby’s, Libby’s Libby’s on the label, label,
label, you will like it, like it, like it on your table, table,
table.
Association
• As the nineteenth century neared its end, advertisers
began to develop new approaches to advertising; one of
these being association.
• Famous actors/actresses and people were included in the
advertisements. Subsequently, consumers would
associate the product with famous people.
• This approach has expanded over the years
and products are now associated with many
elements sex, luxury, etc.)
Product Benefit
• Products were becoming more complex
• Advertisers had to explain the product and how
consumers would benefit from it.
• This product benefit had to be one that no other brand
would offer.
Motivation
• Motivational research 1930’s
• Purchases made not on need but because of often hidden
psychological needs (unconscious)
• Advertisers used research of Sigmund Freud
• Purchases made to feel powerful, socially accepted or
loved
• ‘Image is everything”
Entertainment Approach
• Mid 20th century
• Cute, funny and neat commercials were effective
• Up till now advertising was informative and now it was
switching to entertainment value
• Super Bowl Sunday are good examples of this stage of
advertising.
Behaviour Approach
• Creating ads that would seemingly satisfy a consumer
need
• 1990’s advertisers were analyzing buying patterns in a
more methodical manner and presenting product images
that consumers were buying into
• E.g. Teeth whitening for people who are concerned with
whiter teeth