1. Chapter 3
The Evolution of Promoting
and Advertising Brands
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© 2009 South-Western, a part of Cengage Learning

2. The Rise of Advertising
 Rise of capitalism
– Competition for resources, stimulating demand
 Industrial Revolution
– Mass production of goods needs demand stimulation
 Advertisers, Retailers, Consumers
– Branding emerges to control channel
 Rise of modern mass media
– Democratization of goods
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3. The Evolution of Advertising in
the United States
 Pre-industrialization Era (pre-1800)
– Handbills and “newsbooks” appear
– Early ads resembled today’s classifieds
 The Era of Industrialization (1800-1875)
– “Dailies” grow in popularity
– Railroads spread the word
– Advertising was considered an embarrassment by
some
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4. Ad in Context Example
The Industrial
Revolution was a key
factor in creating a
setting for the growth
of advertising—Why?
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5. The Evolution of Advertising in
the United States
 P.T. Barnum Era (1875-1918)
– The “consumer culture” dawns
– Advertising becomes an industry
 The 1920s (1918-1929)
– Advertising finds fame and glamour
– Ads play on social anxieties
– Segmentation begins by social class
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6. The Evolution of Advertising in
the United States
 The Depression Era (1929-1941)
– Depression was brutal on families
– Big Business is vilified
– Advertising turns to harsh, anxiety creating ads
– Radio emerges as a new medium
 WWII and the Fifties (1941-1960)
– Products linked with patriotism
– Fascination with “science”
– Subliminal advertising scare hits
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7. Ad in Context Example
During the 1930s, ads
would often play on
social anxieties as a
way to attract and hold
the attention of a
target audience.
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8. Ad in Context Example
Ads from the 1950s
reflected consumers’
fascination with
scientific discoveries
(do you see any subliminal
messages here? ) (Clue=there are none)
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9. The Evolution of Advertising in
the United States
 Peace, Love and the Creative Revolution
(1960-1972)
– Creatives gain control
– Advertising emerges as an icon of a culture
fascinated with consumption
 The 1970s (1973-1980)
– Women and minorities adopt new roles
– Hedonistic values
– Regulation and oversight take hold—FTC and NARB
become active
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10. The Evolution of Advertising in
the United States
 The Designer Era (1980-1992)
– Conservative politics rule
– Rapid-paced MTV editing becomes ad style
– Late night infomercial is born
 The E-Revolution Begins (1993-2000)
– Stage I of the Web revolution—with mixed results
– Problems with new media applications disappoint many advertisers
– Advertisers believed digital media would “revolutionize”
measurement—it didn’t
– “Centers” of advertising power move West
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11. Ad in Context Example
During the 1990s,
New Media offered
the promise of new
and different
communications
options—but
advertisers
experienced a wide
range of problems
using new media PPT 3-11 11

12. The Evolution of Advertising in
the United States
 Consumer Empowerment and Branded
Entertainment (2000-present)
– Phase II of the e-ad-evolution (Web 2.0) has been much more
successful than Phase I in the late 1990s
– Consumer control emerges in this era
– Consumers begin “co-creating” ads defined as consumer
generated content (CGC)
– Though less visible, business-to-business promotion on the Web
is enormous and referred to as E-business
– On- line shopping makes a major comeback
– Ad spending continues to grow online due to further growth in
interactive, wireless, and broadband technologies
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13. The Evolution of Advertising in
the United States
Branded Entertainment
 The blending of advertising
and integrated brand
promotion with
entertainment programming
 Brand “placement” key
tactic here
 Some films and television
programs are considered
hour long promotions
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14. 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 an IBP approach
– More and more money is being allocated to promotional
tools other than advertising
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