Transcript The History of Ads

The History of
Advertising
Unit 1
Ad Buzz
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Branding (logo) didn’t become
common until the late 1800s
Products where sold generically
(without a brand)
The Four P’s
1. Product
-- the item that is being sold
2. Price
-- the cost of the product
3. Place
-- the distribution of the product
4. Promotion
-- the advertising of the product
The Ad Business
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Early ads were very simple
- Tombstone ads
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Few words and were rectangle
Told consumers that a product existed
“Please try Jones’s Biscuits”
Classic Ads
Advertising Evolves
-In the 1920’s, commercial radio became
available as a new advertising medium,
and television followed twenty years later.
-It was not until the 1990’s that the next
important advertising medium arose-the
Internet.
-One thing has not changed-advertisers still
try to make us think we need or want
whatever it is they are trying to sell us.
Puffery
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Making a claim that sounds good but
cannot really be evaluated.
- “the hottest buy in America”
- Comparative adjectives (ending in –er,
such as better, faster, stronger)
- Superlative words (ending in –est, best,
smartest, cleanest)
U.S. Government and Advertising
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In 2000, the U.S. government was
the eighteenth-largest advertiser in
the country, just behind McDonald’s.
That year the U.S. government spent
a total of $1,246,300,000 on
advertising, including over $500
million on TV and radio ads.
Brand Loyalty
- Brand loyalty means that a lot of
people who use a product have a
favorite brand and may go to a little
extra trouble to find it.
Consumer Involvement
-Consumer involvement is a marketing
concept that examines how much time
people think about a product before they
purchase.
-Cars have high consumer involvement.
-Consumers research in magazines
and Internet.
-Low consumer involvement is associated
with impulse or routine purchases.
-Low consumer involvement purchases
are often influenced by point-of-purchase
advertising.
Prescription Drugs and Advertising
There are two basic forms of medical
drugs.
- Prescription drugs
-Over-the-Counter
The federal government requires that
a person has the advise of a doctor
before buying prescription drugs.
Prescription Drugs and Advertising
-Push Marketing- when drug companies rely
on salespeople who call on doctors who
prescribe drugs. (Doctors office)
-In 1997 the Food and Drug Administration
(FDA) changed its rule and said that
prescription drugs could be advertised on
TV, as long as the advertisers told of ways
that people could get more information
about those drugs.
-Pull Marketing- aimed at the patient rather
than the doctor.