EDTEC 440 – MultiMedia Project:
What is Advertising?
Subject Area: Marketing & Advertising
Target Audience Level: Grades 9-12
Leigh-Kathryn Smith
An Introduction
• The main objectives of this lesson/tutorial are:
– To provide supplemental information that is not
included in the textbook
– To incorporate the Advertising Podcast
– To provide 2 quick assessments
Navigation Key
• Each section has it’s own unique navigation button for use within the
section.
• This button will always be the last element to appear on a slide.
• Here are each of the Navigation Buttons:
BA
ITB
AM
AT
AT
~ Click to return to this Before Advertising slide
~ Click to return to this
In The Beginning slide
~ Click to return to this
Advertising Matures slide
~ Click to return to this
Advertising Today slide
~ Click to return to this
Advertising Tomorrow slide
A-MT
~ Click to return to this
Adv-Mktg Tools slide
~ Click to Return to this
Media slide
M
TM
~ Click to Return to this
Target Markets slide
~ Click to return to the
Timeline slide
~ Click to return to this
Types of Advertising slide
ToA
~ This brings user back to main Advertising page (index)
What is Advertising?
• Evolution of Advertising
• Types of Advertising
– Top Slogan - Quiz
• Advertising as a
Marketing Tool
• Advertising Media
– Print
• Video
– Broadcast
– Other
• Target Markets
• Pros & Cons of
Advertising
~ Click on this symbol to return
to this Advertising Home page
Evolution of Advertising
1800s
1900s
~ Click to return to this
Timeline slide
2000s
Evolution of Advertising
1800s
1900s
~ Click to return to this
Timeline slide
2000s
Before Advertising
• Products and services were exchanged long
before Advertising, per say, existed.
• Growing populations and villages set the stage
for the birth and rise of Advertising.
– Early Households
– Early Towns
– Early Commerce
BA
~ Click to return to this
Before Advertising slide
Early Households
• Early households were self-sufficient
• Each house had ample land surrounding it
– Used for raising crops
– Used for raising livestock
• Clothing was designed and made from available materials
– Cloth from yarn
– Leather from cattle
• Homes were built from available materials
– Wood
– Rocks
BA
Early Towns
• People gathered into towns as populations grew for
– Protection
– Commerce
• Towns did not provide for crops or livestock
• Residents not able to remain self-sufficient
• Specialization began in the trades
– Candlemakers
– Tailors
– Food (fruit, bread, meat)
• Residents became interdependent
– Relied on others for things they themselves couldn’t
provide
BA
Early Commerce
• Specialization brought with it bartering
• Candlemaker traded candles for bread from the baker
• Baker traded bread to tailor for clothing
• Bartering became outdated
– As more people specialize, bartering for everything
became too complicated
• i.e.: baker might want glass for his windows, but the
glassmaker didn’t want want bread
• People sold products for something everyone
valued—gold
• A free market economy ruled by supply and
demand was born.5
BA
In The Beginning
• A free market economy is an important factor
in Advertising
• Supply & demand inspires competing
businesses to advertise as a means for
increasing demand for their products
– Before 1800
– Industrial Revolution
– The 1800s
ITB
~ Click to return to this
In The Beginning slide
Before 1800
• Towns became cities
– Created large groups of people that could be targeted by
advertising
– New technology and inventions made it possible to
distribute information to many at one time
– Advertising was born
• In 1704, the Boston News Letter contained paid
advertisements for
–
–
–
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Real estate
The return of lost items
Text only
Illustrations didn’t appear until much later
ITB
The Industrial Revolution
• The Industrial Revolution changed the world in many
ways
– Start – 1750 in England
– Spread slowly until the 1800s
– 1850 mass production made possible
• Interchangeable parts
• Introduction of the perfected sewing machine
– Companies could make large numbers of items
• Needed to stimulate demand for these items
• Stimulation came through Advertising
• Advertising became necessary for growing businesses
ITB
The 1800s
• Additional events caused boom in business and
advertising
– Invention of telegraph – 1844
• Created a way of communicating at greater speeds over long
distances
– Transportation
• Changed forever – Railroad connected east and west coasts-1864
• Opened distant markets for local companies
– Media
• 1850 – newspaper circulation estimated reach – 1 million copies
per day
– Mass Media was ready to deliver advertising to over a
million people a day
• The first Advertising Agent, Volney Palmer, opened his
doors for business in Philadelphia
ITB
Advertising Matures
• Advertising took a more modern look
• Illustrations began to give advertisement the
look we are used to seeing today
– The 1900s
– Radio vs. Television
AM
~ Click to return to this
Advertising Matures slide
The 1900s
• Ads became more visual
• Advertisements from the 1920s were so
beautifully illustrated that they are often
considered works of art today
AM
Radio vs. Television
– Radio
• 1930s – Radio emerges as an effective advertising
medium
• Remained most significant medium for advertising until
television appeared in the 1950s
– Television
•
•
•
•
1960 – about 90% of American homes had TVs
Advertising thrived in the TV arena
Beginning – advertisements focused on the product
1990s – Advertisers learned quickly, and commercials
were now slick and polished
AM
Advertising Today
• Advertisers have learned from experience
– Today’s advertising is fast and slick
• Consumers have learned too
– Today’s consumer is knowledgeable and
sophisticated
• Advertising Today - Overview
• Advertising Media Today
• The Internet Today
AT
~ Click to return to this
Advertising Today slide
Advertising Today – Overview
• Today, advertising is everywhere
–
–
–
–
–
–
–
Magazines you read
Newspapers you read
Radio stations you listen to
Television channels you watch
Sporting events you attend
Signs you see
Internet sites you surf
• It’s impossible to avoid
• Companies spend a large percentage of their income
on advertising
– This can amount to millions or billions of dollars
– Ex.: Procter & Gamble
• Tide laundry detergent
• Crest toothpaste
• Spends $3 billion a year on advertising
AT
Advertising Media Today
• The traditional forms of media used to deliver
advertising have matured
– Directed at a passive audience
– You read, listen, or watch passively
– It is rare to produce an advertisement that is truly
new or innovative
– The various media have reached their limitations
– Print ads are limited by what can be placed on paper
– Radio ads are limited to sounds they can produce
– Television ads are limited to sights and sounds
• Advertising may be able to overcome these
limitations in the future.
AT
The Internet Today
• The Internet was originally created to support the
exchange of information between scientists and
researchers
• Today it informs, educates, entertains, communicates,
and advertises
• Buying & selling on the Internet is clearly established and
growing rapidly
• Most large companies are devoting part of their
advertising budgets to Internet advertising
– Internet advertising is still evolving
– 1998 – Internet advertising revenue was $1.92 billion
– 1999 – Internet advertising revenue was $4.62 billion
AT
Advertising Tomorrow
• The future of Advertising is difficult to predict
• In the 1800s, people would never have been
able to predict that in the 2000s we would sit
around watching a box for entertainment
• The Purpose of Advertising
• The Internet Tomorrow
• Interactive Media
• Future Technologies
AT
~ Click to return to this
Advertising Tomorrow slide
The Purpose of Advertising
• Regardless of what predictions may come in the
future, remember
–
–
–
–
Advertising’s definition won’t change
Advertising must still be paid for
Advertising’s role in business won’t change
Advertising will continue to be a marketing tool that
contributes to a company’s revenue and profits
• Most changes in advertising will be in the
methods used to prepare and deliver the
message
AT
The Internet Tomorrow
• The huge revenues earned in the late 1990s proves that the
Internet is huge force that will continue to be an important part in
advertising
• The Internet will continue to level the playing field between large
and small companies
• Web sites allow consumers to view our products from the comfort
of their family room sofa
• The methods utilized to deliver advertising on the Internet will
change as the Internet evolves
– The scientists and researchers that developed the Internet didn’t
envision how it would be utilized today
– In the same vein, we cannot look into a crystal ball to envision the
Internet of tomorrow
– Commerce and advertising will certainly be a part of the Internet of
Tomorrow
AT
Interactive Media
• The main difference between traditional advertising
and Internet advertising is the possibility for an
exchange
– Between Consumer and Advertiser
– This exchange is interactive
• Communication goes both ways
• The consumer can provide input
• Advertising no longer has to be a passive experience for the
consumer
• This provides opportunities for advertisers
• Today’s Internet advertising doesn’t take advantage of
this feature
– Perhaps it will in the future
AT
Future Technologies
• The Future of advertising might include the
opportunity to target and reach every
consumer that might purchase their products
• Today’s advertising drawing board might hold
a whole new direction ~ and change
everything in ways that we can’t even imagine
• The potential for the future is unlimited
AT
Types of Advertising
• There are several different types of advertisements, which
are meant to influence consumer buying decisions.
• Most ads combine information with entertainment, hoping
to keep your attention long enough to hear the messages,
and remember it when you go shopping
• There are 5 main types of advertising that we will take a
look at here:
–
–
–
–
–
–
Brand Advertising
Informative Advertising
Comparative Advertising
Defensive Advertising
Persuasive Advertising
Top Slogan Choices ~ Quiz
ToA
~ Click to return to this
Types of Advertising slide
Brand Advertising
• Is intended to make you remember a brand
rather than a specific product
• Is especially useful for companies that make
several products, or a family of similar
products
• Has affected your buying decision if you have
ever tried a new variety or flavor just because
an earlier product from the same brand label
ToA
Informative Advertising
• Teaches you about the product’s benefits
• Helpful for product benefits a consumer doesn’t
understand
• Other products or product features become
important selling features after consumers are
educated about the benefits
• Can be very helpful
– Ex.: in 1999 consumers were informed that taking
aspirin could help during the early stages of a heart
attack
– The main purpose was to sell the product
ToA
Comparative Advertising
• Is the method of comparing benefits and
qualities of two or more similar products
• Emphasizes the strengths of the advertised
product, and the weaknesses of other
products
• If the qualities that are emphasized are
important to you, they will influence your
decision
• The product always wins with this type of
advertising
ToA
Defensive Advertising
• This might be the response of the “losing”
product in a Comparative Advertisement
• The “losing” company wants to inform consumers
that the weaknesses sited were exaggerated—or
that, in fact, their product is better than the
“winners” in some way
• These are very similar to Comparative Ads
• Are usually the response to the original
comparison made by the competitor
• Can influence consumer buying decisions if the
features are product qualities that are important
to the consumer
ToA
Persuasive Advertising
• Persuasive Ads don’t:
– Provide information
– Emphasize product features
– Make comparisons
• Persuasive Ads do:
– Show happy people using the product
• The implication with Persuasive Ads is that if you use
the product, you will be
–
–
–
–
Happier
More glamorous
More athletic
And so on ….
ToA
Persuasive Advertising
• These ads influence your decisions because
you want to be more like the person using the
product in the ad
• Since this type of ad doesn’t provide any
information, they rely on emotional appeal
ToA
TopAdvertising
Slogans of the
20thQuiz
Century
Slogan
Study the terms on the left and match each to the correct product/company on the right.
Click the mouse to see the actual match for each slogan.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Diamonds are forever.
The pause that refreshes.
Good to the last drop.
Does she…or doesn’t she?
Where’s the beef?
Let your fingers do the walking.
Just do it!
We try harder.
Breakfast of champions.
When it rains, it pours.
Look ma, no cavities!
Loose lips sink ships.
We bring good things to life.
A.
B.
C.
D.
E.
F.
G.
H.
I.
J.
K.
L.
M.
Maxwell House
Nike
Public Service Announcement
Crest
Clairol
Wendy’s
General Electric
Yellow Pages
Avis
Wheaties
Morton’s Salt
DeBeers
Coca-Cola
ToA
Advertising As A Marketing Tool
• Advertising is a basic business tool that enables
communication between the company and
consumers
• Advertising is an important element of a
company’s Marketing process, which includes:
–
–
–
–
–
Researching
Pricing
Promoting
Selling
Distributing
Advertising As A Marketing Tool - 2
• Advertising relates to four marketing
responsibilities:
1. Design a Marketing Strategy
2. Make the product Stand Out, and Target a market
segment
3. Contribute To Revenue and profit earning
4. Enhance customer’s Brand Loyalty
• Beyond these, it also relates to:
1. Enhancing Customer Satisfaction
2. Life of the Product
A-MT
~ Click to return to this
Adv-Mktg Tools slide
Marketing Strategy
• Is used to promote and distribute a product
• The strategy includes advertisements you see, along
with a long list of things you don’t notice, like:
– Warranties
– Instruction Manuals
• Advertising tells the Target Audience about the value of
the product/service
• Consumers want to see the product’s value before they
spend money on it
• Advertising messages must fit the Marketing Strategy
– i.e.: If you don’t want to advertise “easy to upgrade” if
upgrades are difficult and expensive
A-MT
Stand Out in the Crowd
• To sell their products, advertisers must make
their’s Stand Out in the Crowd (compared to
other similar products on the market)
• The consumer must think of your product as
different … and therefore have a reason to
choose your product over the competition’s
Which Chicken Noodle
Soup would you
rather eat?
OR
A-MT
Target the Consumer
• Who is most likely to buy your product?
– Determining your product’s Target is an important
part of advertising
• A key element of many advertisements is using
people who look like your target consumer
• If consumers can identify with the ad, they can
see themselves buying and using the
product/service
– Commercials on TV are very different for trucks and
cars, which are obviously aimed at two different
groups of consumers
A-MT
Contribute to Revenue
• The purpose of the marketing process is the
generation of revenue
• Advertising plays an important role in revenue
generation by creating sales
A-MT
Brand Loyalty
• Advertising inspires consumers to be loyal to a
specific brand
• This loyalty results from:
– Habit
– Brand images
– Brand names
• Loyal consumers are not sensitive to price
increases ~ continuing to purchase regardless
of price increases
A-MT
Enhance Customer Satisfaction
• Advertisements that attract consumers to buy
a product will reinforce the decision after the
item is bought and used
• This reinforcement raises the customer’s
satisfaction level
A-MT
Life of the Product
• Good advertising generates both revenue and
profits throughout the life of the product
• It also enhances customer satisfaction before
and after the sale
• The better the Marketing Strategy and
advertisements, the longer the Product Life
Cycle
A-MT
Advertising Media
• The money spent on advertising affects the company
paying for the advertising and the consumer receiving
the advertising messages
• How much a company has in its advertising budget
affect which advertising media it will utilize
• Companies typically spend millions each year on
advertising
• Major media classes available utilization include:
– Print
• Print Video
– Broadcast
– Specialty or Other
M
~ Click to Return to this
Media slide
Advertising Media - Print
• Print media include:
–
–
–
–
Newspapers
Magazines
Direct Mail
Outdoor Advertising
• Signs
• Billboards
– Directory
• Yellow pages
• White pages
– Transit
• Uses public transportation to bring advertising messages to consumers
• Print advertising is done in the written form
• Print advertisements are among the oldest and most effective types
of advertising
M
Advertising Media – Print - 2
• Print advertising is done in the written form
• Print advertisements are among the oldest
and most effective types of advertising
• Print advertising is accessible to most
businesses
M
Advertising – Print - Video
M
Advertising Media
- Broadcast
• Broadcast media includes both Radio and Television
• The average person will, over the course of a lifetime of
70-ish years, spend almost
– 10 years watching TV
– 6 years listening to the Radio
• Broadcast media is access for both entertainment and
information gathering
– People are more likely to believe facts presented via
broadcast vs. print
• TV advertisements have an extremely high production
cost, compared to Radio
M
Advertising Media - Broadcast
• Radio
– Can be either local or national
• Syndicated or locally produced programs
– Estimated reach of 96 percent of all
people 12 and over during any given
week
• TV
– Might be the best form of advertising
as it offers both sights and sounds as a
means to motivate consumers to act
– Commercial TV networks can reach
millions of people nationally
M
Advertising Media – Specialty or Other
• Specialty Media are relatively inexpensive, useful items with an
advertiser’s name printed on it. Can include such things as:
–
–
–
–
Key chains
Pens/pencils
Calendars
Memo pads
• Other Media are creative, innovating forms of advertising. Can
include, to name only a few:
– Sports area billboards
– Commercials run in movie theaters home video rentals
– Ads placed on hot air balloons, blimps, skywriting, plane banners (like
at the beach)
– TV infomercials
– Spectacular billboards (rotating & Neon lights)
– Sponsorships
– Internet advertisements
M
Target Markets
• Marketers can either utilize mass marketing or market
segmentation when directing their advertisements
– Mass Marketing – involves using a single marketing plan to
reach all consumers
– Market Segmentation – involves dividing the total market into
smaller groups of people who share specific needs and
characteristics
• Marketing and Advertising executives break down the mass
market into market segments based on the following 3
general methods:
– Geographics
– Demographics
– Psychographics
TM
~ Click to Return to this
Target Markets slide
Target Markets - Geographics
• Refers to the segmentation method based on
where people live
– Local markets
– Regional markets
– National markets
– Global markets
TM
Target Markets - Demographics
• Refers to statistics that describe a population
in terms of personal characteristics, including:
– Age
• 4+ Different segments
– Gender
– Income
– Ethnic background
– Education
TM
Psychographics - Age Segments
• When marketing people study age, they classify
people by generations ~ as each tends to share
certain characteristics
– Whoopies
• people 75+ years old
– Baby Boomers
• people born between 1946-1964
– Generation X
• People born between 1965 – 1980
– Baby Boomlet
• People born between 1980 and present
• Currently reclassification is being done to break this group
into at least 2 groups
TM
Target Markets - Psychographics
• Refers to the study of consumers based on
their lifestyle, and the attitudes and values
that shape it
TM
Advertising – Pros & Cons
• Provides Information
– Pro: Educates consumers
– Con: Is biased
• Raises the standard of living
– Pro: Makes products cheaper
– Con: Only raises the standard of living for some
• Affects your happiness
– Pro: Reflects society’s priorities
– Con: Promotes materialism
• Affects the mass media
– Pro: Supports a variety of mass media
– Con: Affects the information available
Sources - 1
Townsley, M. (2000). Advertising: Business 2000. Mason: South-Western/Thomson Learning (pp. 3-152).
Farese, L., et al. (1997). Marketing Essentials (2nd ed.). Woodland Hills: Glencoe/McGraw-Hill (pp. 16-20, 73-80, 245-279).
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