1. Intro to Advertising
SM 103
Week 1

2. Advertising
What is ADVERTISING?

3. Advertising is…
What is ADVERTISING?

4. Advertising is…
What is ADVERTISING?
“… the NON-PERSONAL communication of
information usually paid for and usually persuasive
in nature about products, services or ideas by
identified sponsors through the various media”
(Bovee, C.L., (1992), “Contemporary Advertising”,
McGraw Hill Publishers, New York)

5. Advertising is…
‘…the action of calling something to the attention
of the public especially by paid announcements’
- Merriam Webster definition.

6. Advertising
So what is ADVERTISING to you?

7. Advertising
So what is ADVERTISING to you?
Advertising should be about:
- The MESSAGE
- The MATERIAL
- The MEDIUM/MODE

8. Defining Advertising
The MESSAGE:
What does it say?
What is the conveyed/communicated meaning?

9. Defining Advertising
The MATERIAL:
What is the displayed item/service?

10. Defining Advertising
The MEDIUM:
How is it portrayed?
Where and how do you get it?

11. Advertising is…
Construct of advertising:
Having the CORRECT/RIGHT MESSAGE
Showing the CORRECT/RIGHT MATERIAL
Using the CORRECT/RIGHT MEDIUM

12. Advertising is…
Construct of advertising:
“Advertising is the COMMUNICATION of ideas”
“Advertising MOTIVATES consumers to purchase”
“Advertising is the origination and/or the
communication of ideas about products in
order to motivate the consumers towards
PURCHASE”
David Bernstein, Creative Advertising

13. History of Advertising:
Timeline:
http://www.nonlineagency.com/multimedia/the_history_of_advertisin

14. History of Advertising
BC era:
Basic tools for writing, communication
- Cuneiform, hieroglyphs

15. History of Advertising

16. History of Advertising

17. Evolution of Advertising
Better technology – new advertising medium
But it all starts from the need to COMMUNICATE.
Signs & symbols  Paper  Printing  Visual enhancements
 Technology ‘boom’ = Telephone, TV, Radio, Internet
 CURRENT ERA = focusing more on content development,
themes, style, culture etc.

18. Evolution of Advertising
The world’s first paid ads:
- Radio
- Television
- Print ad
- Internet ad

19. Evolution of Advertising
Radio:
First paid-for-commercial: Hawthorne Court
Apartments in Jackson Heights, New York. The
company bought 10 minutes for $50

20. Evolution of Advertising
The world’s first TV ad:
Bulova Company

21. Evolution of Advertising
The world’s first TV ad:
http://youtu.be/8JenAyMmZ68

22. Evolution of Advertising
The world’s first print ad:
Not really the first, but Pear Soaps’ ads were
among the first print ads.

23. Evolution of Advertising
The world’s first Internet ad:
Banner ad:
Wired.com (then known as HotWired)

24. Evolution of Advertising
Each ad contained a MESSAGE, a MATERIAL
and went through a MEDIUM.
Each ad also had the same qualities of
COMMUNICATING the idea to MOTIVATE
consumers to PURCHASE/CONSUME.

25. Evolution of Advertising
http://youtu.be/TwQLm_A5qJM
Current Radio Ad (Jingle):

26. Evolution of Advertising
Current Print Ads

27. Evolution of Advertising

Brand extensions – another form of advertising

28. Advertising Functions
Advertising fulfills four basic functions in society:
serves as a MARKETING function -- helps
companies sell products or services
advertising is EDUCATIONAL-- people learn about
new or improved products or services
advertising plays an ECONOMIC role --
encourages new competition and lower prices
it performs a SOCIAL function -- helps increase
productivity and raises the standard of living

29. Types and perspectives of
advertising
 Brand – selling the ‘brand’ power (Mac, LV, Levi’s)
 Retail/Local Advertising – Jack’s Fish & Chip’s in
Uxbridge, West London.
 Direct-response Advertising – Smart Shop [CALL NOW!]
 Business-to-business Advertising – specific type of
product or service only catering to their business.
 Institutional Advertising – Sell uplifting message
 Non-profit Advertising – Red Cross, etc.
 Public Service Advertising – don’t drink and drive, etc.

30. Exercise
In groups:
What are you wearing now and why are you
wearing the brand? How did you come to be
exposed to the advertisements of these brands?
Discuss.