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Terms in this set (19)
The Rise of Advertising
-JHM disagrees with OG and says ancients did advertise with signs and commercial messages on clay tablets and town criers
4 Major Factors of Advertising
1. The Rise of Capitalism
2. The
Industrial Revolution
3. Advertisers, Retailers, and Consumers
4. The Rise of Modern Mass Media
The Rise of Capitalism
-western world turned to capitalism as foundation of economic systems and laid the foundation for adv to become a prominent part of stimulating demand in the business environment
The Industrial Revolution
-took
western societies away from household self-sufficiency to dependency on marketplace as a way of life
-rapid increase in mas production of goods required stimulation of demand and adv helped
-modernity gave rise to both urbanism and adv
Advertisers, Retailers, and Consumers
-manufacturers persuit of power in the channel of distribution
-if a manu, can stimulate sizeable demand for a brand than they can
get power in the distribution channel and force wholesalers and retailer to sell their brand b/c consumers will demand it
-branding
Branding
-manufacturers have developed brand names so that customers could focus their attention on a clearly identified item, can be critical to pursuit of power
The Rise of Modern Mass Media
-telegraph
allowed communication with people far away
-national magazines made national adv possible and then national brands
-mass media supported adv, media vehicles sell audiences to make money
Web 2.0
-phase 2 of the e-ad revolution has been more successful at figuring out how to make money in the new environment
Rise of the internet...
put
consumers in charge,
-they hold more power than ever and can now really cocreate brands with homemade adv they make
Consumer-Generated Content (CGC)
-consumers reactions (part. young people) are fused with agency "professional" creativity to make ads that are one step from homemade or in some cases completely homemade
-turned the industry upside down
3 Aspects of Technology that will Foster Advertising
1. Interactive
2. Wireless
3. Broadband
E-Commerce
another form of e-advertising and promo in which companies selling to business customers rely on the internet to send messages and close sales Web advertising growth will be fostered 3 tech aspects
Example of E-Commerce
-P&G havily invests in this sending messages and reaching target customers
-developed and maintained many web sites for the company's approx 300 brands to serve and interact with customer and launched relationship building sites
-consumers come willingly to advertiser
Doing it Right Box: Apple
-High school teacher created homemade ad for apple's mini iPod
and it attracted fans and marketers
-marketers realized the way to increase audience fragmentation was to put audience in control
Branded Entertainment
-blending of adv and IBP with entertainment, primarily film, music, and TV programming
-subset is prod. placement
-brand is not just a bit, but the star of the program
-BMW is leader in this technique
Product Placement
-subset of branded entertainment
-the significant placement of brands within films or TV programs
Advantages of Branded Entertainment
-not running into consumer's well-trained resistance mechanisms to ads
-not having to go through ll the ad regulations
-gets more 1st amendment protection than ordinary ads
Madison & Vine
-the merger of adv with music, film, TV, and other telecom arenas (liek cell phones)
-a nod to NY's =Madison Avenue the trad home of adv industry and famous Hollywood intersection of Hollywood and Vine
Value of an Evolutionary Perspective
-adv will not change from being a paid attempt to persuade
-tech is changing many things, but net TV is still
attractive
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finance
Indicate the financial statement on which each of the following items appears: income statement, statement of retained earnings, or balance sheet. d. Salaries Expense
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algebra
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