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This page was updated on 10/06/03 09:09 AM
The Evolution of Advertising
Fundamental influences that have changed advertising (please be sure you get this from your textbook).
(When studying the major eras, please do not memorize dates, but understand how ads were characterized during the particular time period and how they looked. Once you understand that,
all other things will fall into place).
My plan for this lecture is to teach this lecture on advertising history through the use of examples, this means I will show examples of the ads from various periods so you do not have to
write down this information. You should find that all of this is in your textbook and for that reason, I find that the best way to help you with the eras and be able to distinguish them is to show examples.
The Main Eras
- The preindustrial age
- The industrialization age
(The eras presented in your text that are associated with this broad era are:
- Barnum
- Depression
- 1920s
- WWII
- The Creative Revolution
- *in your textbook* Conservative era, etc.
- The current era = global interactive era
The Preindustrial Age:
The earliest forms of advertising:
- __________________________
- __________________________
- __________________________
- __________________________
Gutenberg's movable type
*I plan to show examples of ads during the preindustrialization era... (try to visualize the ads so that you can recognize the era in which the ads most represent)
- Handbills to anounce availability of products and/or services
- Early forms were newsbooks
The Industrialization Age
- "Fast Communications"
- Advertising was used as ________________________
- Start of __________________________ __________________________.
- Volney B. Palmer
- Nationwide railroad system.
- No formal regulation of advertising (1800-1875)
- In 1906, Congress required manufacturers to list active ingredients on labels
- Ads were bold, __________________________ __________________________
- Examples shown in lecture:
- __________________________
- __________________________
- __________________________
- __________________________
The Creative Revolution
- Lots of Changes in How Advertising was executed (i.e., Ogilvy and other creatives explode on the scene.)
- De-marketing appeared
- "Pro-social behaviors"
- European and Asian advertising begin to develop
- Recession hits- ads have to be even better, contain more vivid imagery, etc.
- Creative boutiques make an appearance
The Global Interactive Age
- Credit cards
- 1-800 numbers
- Demographics and cultural norms
- Audience fragmentation
- New technology
- Interactive Communication
- Niche Marketing
- IMC growth
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