Unit 2 The Evolution of Advertising 经典广告学英语教材合集.ppt

Unit 2. The Evolution of AdvertisingWhat Makes an Ad Great ; The Primitive Age;I. The Preindustrial Age (recoded history—beginning of 19th century);Signs;printing press;;II. The Industrializing Age (1750s – 1920s) ;Innovative manufacturers use mass-media as a way to stimulate demand for their products. 1841, Volney B. Palmer, the first agent in Philadelphia, contracted with newspapers to receive discounts on newspaper space. N.W. Ayer Son, of Philadelphia, became to first agency to offer the services of planning, creating, and executing complete campaigns for advertisers. Birth of Mass Consumption ;The invention of photography in 1839 showed products, places, and people as they really were. The telegraph, telephone, typewriter, phonograph, and later, motion pictures, all let people communicate as never before. Public schooling led to a 90 percent literacy rate.;III. The Industrial Age (1900s—1970s);Benefits of Chewing ;Scientific Advertising;;Radio produced in 1920. For the first time, advertising could be heard, not just seen. 1929, The Great Depression and advertising expenditure collapsed. Daniel Starch, A.C. Nielsen and George Gallup founded research companies to study consumer attitudes and behavior. Product Differentiation ;The first television program was broadcast in 1941, and television grew rapidly after the end of WWII. The golden era of advertising in the 40s and 50s was marked by a consumer society. ;Advertising Strategies;2. Market Segmentation;Market Segmentation;3. Positioning;Positioning Strategy/Brand Separation;Positioning Strategy/Brand Separation;IV. The Post-Industrial Age (1980s— 2000);Brand Promise;V. The Global Interactive Age ;Television, Radio and Paper Advertising (Newspapers and Magazines);The Power of the Internet;Economics:Functions and Effects of Advertising;Advantages of Advertising;Exercises ;B. Multiple choice;