1 - Advertising Theory

Creating and Implementing Marketing
Campaigns
Advertising
Theory
LECTURE
• The words that say a picture is worth a thousand
words is evident by the huge popularity of Instagram,
Pinterest, Tiktok, Tumblr and many other visual social
media platforms. The growing area of content makes
considerable use of visual imagery for its attention-
getting appeal on platforms such as these.
LECTURE
The Psychology Behind Good

Advertising
https://www.youtube.com/watch?v=icwWpAHReWg
LECTURE
Visual imagery that is shared on social media can help
advertisers in two ways.
Firstly, it might incorporate the brand and act as a
pseudo-advertisement. For example, the ‘selfie that
broke Twitter’ tweeted by Ellen DeGeneres at the 2013
Oscars 7 was in effect a visual ad for the Samsung
smartphone, even though the phone was not seen in the
selfie.
Secondly, images attract attention, and likes, shares and
views that give access to a wide audience for algorithm-
LECTURE
The history of advertising can be traced to

ancient civilizations. It became a major force in
capitalist economies in the mid-19th century,
based primarily on newspapers and magazines.
In the 20th century, advertising grew rapidly
with new technologies such as direct mail,
LECTURE
In London Thomas J. Barratt was hailed as "the father of modern
advertising". Working for the Pears Soap company, Barratt
created an effective advertising campaign for the company
products, which involved the use of targeted slogans, images
and phrases.
One of his slogans, "Good morning. Have you used Pears'

soap?" was famous in its day and into the 20th century.
One of his slogans, "Good morning.
Have you used Pears' soap?" was
LECTURE
famous in its day and into the 20th
century.
LECTURE - SINCE 1900:
GLOBAL
Advertising in the developing world was dominated by

agencies in the imperial powers, especially from London and
Paris. J. Walter Thompson became the first American agency
to expand internationally with the opening of J. Walter
Thompson London in 1899. It expanded across the globe,
becoming one of the first American agencies in Egypt, South
Africa and Asia.
LECTURE
In 2011, spending on advertising reached $143

billion in the United States and $467 billion
worldwide.
Today, internationally, the largest ("big four")

advertising conglomerates are Interpublic,
Omnicom, Publicis, and WPP.
LECTURE
Advertisement from the
Los Angeles Evening Herald
of March 22, 1913, stressing
the clarity of the view in the
Angeles Mesa, Los Angeles,
tract. Downtown Los Angeles

LECTURE
What was the first advertising broadcast?
The first advert itself was broadcast in the US on

July 1, 1941 over the New York station WNBT –
which is still going as WNBC, 'channel four. ' The
advert was for watchmaker Bulova, and was shown
before a baseball game between the Brooklyn
Dodgers and Philadelphia Phillies
LECTURE
What are the 4 types of

Advertising
•Display Advertising. ...
•Video Advertising. ...
•Mobile Advertising. ...
•Native Advertising.
LECTURE
Native advertising, also called sponsored content, is a

type of advertising that matches the form and function
of the platform upon which it appears.
In many cases it functions like an advertorial, and

manifests as a video, article or editorial.
LECTURE
Benefits of advertising
Build customer awareness of your business and

brand. promote the benefits of your products or
services. communicate information about your business.
increase sales and demand
LECTURE
Role of Advertising
• Marketing Role.
• Communication Role.
• Economic Role.
• Societal Role
LECTURE
7 Types of Advertising for Small Business
•Social Media Advertising. ...

•Pay-Per-Click Advertising. ...
•Mobile Advertising. ...
•Print Advertising. ...
•Broadcast Advertising. ...
•Out-of-Home Advertising. ...
•Direct Mail Advertising.
LECTURE
What are methods of advertising?

Explicitly talking about print, it can be promoted in the
newspaper, journals, magazines, etc. And other media
are internet, press, direct selling, radio, mailers,
sponsorships, and contests. There are several
different ways to promote any product or service.
LECTURE
Word-of-mouth advertising is considered

the most effective form. It has the desired
qualities of strong credibility, high audience
attention levels, and friendly audience
reception.
LECTURE
What does advertising mean?

Definition: Advertising is a means of communication
with the users of a product or service. Advertisements
are messages paid for by those who send them and are
intended to inform or influence people who receive them,
as defined by the Advertising Association of the UK.
LECTURE
Traditional Advertising
Let’s take things back to the pre-internet days. The days when advertising was
carried out via cheesy infomercials on radio, fuzzy old televisions, and
billboards. This was the golden era of advertising, when the whole movement
was considered a huge part of society – almost taking on a cultural status.
The first TV ad popped up on screens in 1941 in America – probably a lot later

than you’d imagine. Before the Brooklyn Dodgers and the Philadelphia Phillies
played each other, viewers saw a brief commercial for Bulova clocks and
watches.
Such a small moment set the precedent for the next seventy years.
LECTURE
Back then, adverts were a staunch part of society. Despite the 50s being
a tense decade for America during the Cold War, TV viewers felt
optimistic and were
beginning to loosen their purse strings as prosperity began to rise.
Characters were built around products to create a semblance of

connection between viewers and brands (though this idea of a consumer
connection didn’t become a priority until later), and famous faces were
brought it to sell everything from washing machines to cigarettes.
Take the Marlboro Man,
for example, who became a
recognizable cultural figure
between the 1960s and
1990s.
The aim was to turn filtered

LECTURE
cigarettes from a feminine
phenomenon to a more
masculine one with the help
of rugged cowboys and a
stream of moody looking
men.
LECTURE
The lines between who “needs” who is more blurred than ever, as
brands focus more on creating a community and getting consumers
on board to help sell their products (which is why companies
value sites like TripAdvisor so much).
Take GoPro, for example, a hugely popular brand that regularly

pumps out user-generated content for its consumers. Instead of
creating ads that simply shout “buy our awesome product”, they let
their customers do the talking.
Or pelicans, in this case:

LECTURE
https://www.youtube.com/watch?v=_YEyzvtMx3s
GoPro: Pelican Learns To Fly

1 - Advertising Theory

Uploaded by

Copyright:

Available Formats

1 - Advertising Theory

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

1 - Advertising Theory

Uploaded by

Copyright:

Available Formats

Creating and Implementing Marketing

The Psychology Behind Good

The history of advertising can be traced to

One of his slogans, "Good morning. Have you used Pears'

Advertising in the developing world was dominated by

In 2011, spending on advertising reached $143

Today, internationally, the largest ("big four")

Advertisement from the

Los Angeles Evening Herald

of March 22, 1913, stressing

the clarity of the view in the

Angeles Mesa, Los Angeles,

tract. Downtown Los Angeles

The first advert itself was broadcast in the US on

What are the 4 types of

Native advertising, also called sponsored content, is a

In many cases it functions like an advertorial, and

Build customer awareness of your business and

•Social Media Advertising. ...

What are methods of advertising?

Word-of-mouth advertising is considered

What does advertising mean?

The first TV ad popped up on screens in 1941 in America – probably a lot later

Characters were built around products to create a semblance of

The aim was to turn filtered

Take GoPro, for example, a hugely popular brand that regularly

Or pelicans, in this case:

GoPro: Pelican Learns To Fly

You might also like