Chapter 3

The Evolution of Advertising

Influences on the Evolution of Advertising

Rise of capitalism Industrial Revolution Manufacturers pursuit of distribution channel power

Rise of modern mass media

Ch 3: Evolution 2

Historical Advertising Developments

Preindustrialization Era (pre-1800) Informal newsbook appendages appear Early ads resembled todays classifieds The Era of Industrialization (1800-1875) Dailies grow in popularity Railroads spread the word
Ch 3: Evolution 3

The Industrial Revolution was a key factor in creating a setting for the growth of advertising

Historical Advertising Developments

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
Ch 3: Evolution 5

During the 1920s, ads would often play on social anxieties as a way to attract and hold the attention of a target audience.

Historical Advertising Developments

The Depression Era (1929-1941) Big Business is vilified Radio emerges as a new medium WWII and the Fifties (1941-1960) Products linked with patriotism Fascination with science Nuclear family standard

Ch 3: Evolution 7

Ads from the 1950s reflected consumers fascination with scientific discoveries

Historical Advertising Developments

The Creative Revolution (1960-1972) Creatives gain control Advertising emerges as a cultural icon The 1970s (1973-1980) Women and minorities adopt new roles Hedonistic values Regulation and oversight take hold
Ch 3: Evolution 9

Historical Advertising Developments

The Designer Era (1980-1992) Conservative consumption Rapid-paced MTV editing Late night infomercial is born The Second Nineties (1993-2000) The challenge and promise of interactive media arrives Problems with new media applications disappoint many advertisers
Ch 3: Evolution 10

During the 1990s, New Media offered the promise of new and different communications optionsbut advertisers experienced a wide range of problems using new media

Present and Future

The 00s (2001 present) Interactive/wireless/broadband revolution Reinventing the advertising process? Growth in interactive media E-advertising Permission based e-mail vs. spam
Ch 3: Evolution 12

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 IBP More and more money is being allocated to promotional tools other than advertising
Ch 3: Evolution 13