Chapter 3 The Evolution of Advertising Influences on

Chapter 3 The Evolution of Advertising

Influences on the Evolution of Advertising • Rise of capitalism • Industrial Revolution • Manufacturers pursuit of distribution channel power • Rise of modern mass media Ch 3: Evolution 2

Historical Advertising Developments • Preindustrialization Era (pre-1800) – Informal “newsbook” appendages appear – Early ads resembled today’s classifieds • The Era of Industrialization (1800 -1875) – “Dailies” grow in popularity – Railroads spread the word Ch 3: Evolution 3

The Industrial Revolution was a key factor in creating a setting for the growth of advertising

Historical Advertising Developments • P. T. Barnum Era (1875 -1918) – The “consumer culture” dawns – Advertising becomes an industry • The 1920 s (1918 -1929) – Advertising finds fame and glamour – Ads play on social anxieties – Segmentation begins by social class Ch 3: Evolution 5

During the 1920 s, ads would often play on social anxieties as a way to attract and hold the attention of a target audience.

Historical Advertising Developments • The Depression Era (1929 -1941) – Big Business is vilified – Radio emerges as a new medium • WWII and the Fifties (1941 -1960) – Products linked with patriotism – Fascination with “science” – Nuclear family standard Ch 3: Evolution 7

Ads from the 1950 s reflected consumers’ fascination with scientific discoveries

Historical Advertising Developments • The Creative Revolution (1960 -1972) – Creatives gain control – Advertising emerges as a cultural icon • The 1970 s (1973 -1980) – Women and minorities adopt new roles – Hedonistic values – Regulation and oversight take hold Ch 3: Evolution 9

Historical Advertising Developments • The Designer Era (1980 -1992) – “Conservative consumption” – Rapid-paced MTV editing – Late night infomercial is born • The Second Nineties (1993 -2000) – The challenge and promise of interactive media arrives – Problems with new media applications disappoint many advertisers Ch 3: Evolution 10

During the 1990 s, New Media offered the promise of new and different communications options—but advertisers experienced a wide range of problems using new media

Present and Future • The 00 s (2001 – present) – Interactive/wireless/broadband revolution • Reinventing the advertising process? – Growth in interactive media – E-advertising – Permission based e-mail vs. spam Ch 3: Evolution 12

The Value of an Evolutionary Perspective • The Evolution of advertising – – • Efficient methods of production made advertising an essential tool for demand stimulation in a free enterprise economic system Urbanization, transportation and communications allowed the use of advertising to grow The Evolution of Integrated Brand Promotion – – Integrated marketing communications is focusing more on brand development creating IBP More and more money is being allocated to promotional tools other than advertising Ch 3: Evolution 13