Académique Documents
Professionnel Documents
Culture Documents
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Public criers, Pictorial signs in Ancient Egypt, also Greek
& Roman merchants
Handbills ± in the late 1400s, similar to to-day¶s wanted
ads.
Trade Marks
Johaan Gutenberg invented movable type and the
printing press in Germany in mid-1400¶s leading to large
scale production of printing material-printed shopbills &
posters.
Industrial Revolution opened many businesses &
factories who turned to advertising
Rapid Growth
Electronic Media ± in early 20th Century Radio - 1922,
TV ± 1941 in US
Today a over communicated society.
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Advertising
Agency
Government
ADVERTISER Media
Competition Research
Suppliers
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' %-./ -
a. Does it expand markets ? Not necessarily in saturated, mature
economies.
Mostly, it works to position brands within a market. For developing
economies like ours, not always true.
b. In relation to price, it adds premiums through branding, at the same time,
tries to keep prices down through competition.
0"-!
!!
a. Good Advertising elicits immediate response1but it also builds for the
future. It is a continuing investment in the brand, unalike say, promotion.
b. Long & Short terms effects of advertising should be seen as a part of
the same continuum.
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a. Purchase is not the immediate response
b. Two ways in which consumers can be classified:
Passive ± moved in sequence of communication hierarchy
Active ± Selective perception, make choices based on ³Liking´ ±
interest & relevance
How Advertisers & Agency Planners Think it
Works?
A study among Advertising, Marketing and
Research professionals in which they were
asked to agree or disagree with a wide
range of statements about ³How
Advertising Works´. Response factors
were analysed and respondents clustered
on the main factors.
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%
1. |3
' % Sales is the only indicator of
campaign effectiveness.
2. |3 ' % Advertising works and can be
measured through a linear sequence from awareness to
understanding to choice.
3. |3 - ' % The purpose of Advertising is to
build a relationship with consumers by talking to them
intelligently and entertainingly.
4.|3
' % Advertising differentiates the product,
makes it stand out.
5 |3 4--( ' % Advertising is entirely functional.
A non-model, responses mostly provided by small
advertisers & non-users of agencies.
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3 -(%
Influence on -
1. Consumer Demand 2. Competition
3. Pricing 4. Media
5. Barrier to entry
(%
1. Contrasting views on influence on Vulnerable
sections of society such as ± Children, Poor.
2. Deception through words.
3. Manipulate & exploit audience by creating fears and
artificial demands.
4. Creating stereotypes.
5. Can be offensive or in bad taste.
6. Influences living standards.
7. Media ± may present impartial views.
&(
- Obligations to society.
- Social responsibility Vs. profitability.
%
- Advertising of harmful products.
- Comparative Advertising.
- Deceptive or misleading advertising.
- Making unrealistic claims.
- Industry self ± regulation ± ASCI
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