The Evolution of Televisio n Advertising 1940 1950

The Evolution of Televisio n Advertising

1940 -1950: The Beginning • Bulova Watch Company: 1 st July 1941 at 2: 29 PM • How to apply advertising on television? Adaptation • New idea: Sponsorchip of a whole program Kraft Television Theater, Colgate Comedy Hour, Texaco Star Theater, Coke Time

1940 -1950: The Beginning • NBC executive Sylvester L. « Pat » Weaver « Magazine Concept »

1960: Political Advertising �Eisenhower VS Stevenson (1952)

1960: Political Advertising �Advertising & Politics Small Revolution �Advantages: �Under the direct control of the candidate and his/her campaign �Reach wider audience then other standard forms of electoral communication �Seen by all voters, not only party’s supporters �Voters learn more from political spots then they do from television news or television debates

1960: Political Advertising �Critics: �Lowers the level of political discourse �Television gives priority to drama & visual imagery concentration on candidate images instead of policy issues �Rises negative campaigns USA: Federal Communications Commission

1970 -1980: Violence, Sex & Children �New concept: SEX �Conservatives and feminists strongly opposed « Obscene » �First condom commercial: 1991, USA

1970 -1980: Violence, Sex & Children

1970 -1980: Violence, Sex & Children �CHILDREN easy reachable target �First toy commercial: Mr Potato Head, 1952

1970 -1980: Violence, Sex & Children �VIOLENCE: more likely able to do violent actions themselves ASA & JEP

1980 -1990: Infomercial

1980 -1990: Infomercial �Long-format television commercials (+ 5 min) �Also known as paid programming or teleshopping �Started in the USA (overnight) �Also chosen as alternative to the former practice of sign-off

1980 -1990: Infomercial �Advertisements of typically 28 min 30 �Now sometimes used to refer to a presentation in an attempt to persuade to a point of view �www. infomercial-hell. com/blog

Now: Entertainment

Now: Entertainment �New online strategy of Procter & Gamble �Crescent Heights = Show intended to reach young viewers �Tide logo

Now: Entertainment �Contextually-based & subtle, mixed in with forms of entertainment �P&G’s web initiative follows those of other brands and companies

Future television advertising: viral video will move from art to science �Online video consumption still rises Viral viewings = Sign Viral video becoming sophisticated �You. Tube enhanced its video analytics offer & companies provide comprehensive viral monitoring services across multiple video platforms

Future television advertising: viral video will move from art to science �Information that will bring more scientific approach to viral campaign planning �Investment in viral seeding strategies �Millward Brown’s Link pre-test

Future television advertising: viral video will move from art to science

Future television advertising: viral video will move from art to science

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