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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