Transcript File - RHS Morning Show

Advertising and
Integrated Brand
Promotion
Part 1: The Rise of Capitalism
But First...
Let’s check your brand awareness...
With your neighbors, see if you can list the top 5
companies who spent the most money on
advertising.
We’ll share lists and compare in a moment (5
minutes)
The Top Five
5. Geico (921 Million)
4. McDonald’s (957 Million)
3. Chevrolet (958 Million)
2. Verizon (1.43 Billion)
1. AT&T (1.59 Billion)
TOP 25 MOST
ADVERTISED
BRANDS
INCLUDES ALL
FORMS OF
MEDIA
DATA BASED
ON 2012 BUT...
...IT’S
EXPECTED TO
RISE.
Relatively New
The rise of advertising can be attributed to 4 key
components:
The rise of capitalism
The Industrial Revolution
Manufactures hand in distribution
The rise of mass media
Capitalism
Capitalism: an economic system in which trade,
industry, and the means of production are
controlled by private owners with the means to
make profit.
Industrial Revolution
The “perfect storm” of circumstances that lead to one of
the most prosperous time in our country’s history:
Wars (Revolutionary, 1812, Civil)
Mass Production
Household Sufficiency vs. Marketplace dependency
Population Growth and Growth of Cities
Pursuit of Power
Manufacturers force the hand of wholesalers and
retailers by creating demand stimulation.
Here’s how it’s done:
JOE CONSUMER
Step 1:
MANUFACTUR
ER
RETAILER
First you would manufacture your product, and sell
it to businesses. They pay you, you deliver. In this
example, we’ll say Coke.
Step 2:
Meanwhile, the
company pay tons of
money to create
awareness
MAYBE
I’LL HAVE
A COKE
Step 3:
Of your own free will and with no influence, you decide ALL OF A
SUDDEN, “I feel like a Coke.” And then you guy buy one. And it
is delicious.
AND, the store then realizes that there is no other way to sell that
product again and make money, if it doesn’t buy it from the
original manufacturer.
And thus...
Branding was born!
Manufactures developed “brand names” so that the
consumer could focus their attention on a clearly
identified item.
Some of the first brands:
1882
1886
1891
1892
Mass Media
In 1884 the telegraph was created and caused a
communication revolution!
Magazine industry exploded as print media
became less expensive, and targeted middle to
lower class.
The birth of National Brands and thus National Ads
Modern Advertising
Started post Civil War (1875-1918)
Ushered in the concept of Consumer Culture, or a
way of life centered on consumption.
The most successful?
Medicines
Step Right Up
Traveling Road Show
The Result?
Lots of Copy!
Big Brother Steps In
The over abundance of medicines and cure-all’s
being patented caused Congress to intervene
Pure Food and Drug Act: Requires
manufacturers to list the active ingredients of
their products on their labels.
Copy Needed!
I would like you to create copy for a fictitious product that
you create, composed in the style of a 1900’s
advertisement.
A remedy or miracle product, or cure-all work best.
Use lots of hyperbole
Outlandish promises & Over exaggerated claims!
Style (Border, size, fonts, company info, pictures)
Examples