+ All Categories
Home > Documents > © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Date post: 19-Dec-2015
Category:

Documents
View: 226 times
Download: 1 times
Download Report this document
Share this document with a friend
Popular Tags:
impact of advertising
role of advertising
history of advertising
growth of advertising
advertising principles
evolution of advertising
effects of advertising
technology slide
12
© 2004 The McGraw-Hill Companies, Inc. All rights reserved McGraw-Hill/Irwin
Transcript
Page 1: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Page 2: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Chapter2The Evolution of Advertising

Shows how economics has affected the growth of advertising and the evolution of advertising as an economic tool. Examines advertising’s overall impact on society

Insert Nature Conservancy

p. 51HERE

Page 3: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Objectives

Explain the important role of competition in free-

market economics

Discuss the various functions advertising

performs in a free market

Identify important milestones in the history

of advertising

Discuss how the role of advertising has changed

in recent years

Explore the impact of advertising on society yesterday, today, and

tomorrow

Page 4: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Economics: The Growing Need for Advertising

Principles of free-market economics

Self-interest

Complete information

Many buyers & sellers

Absence of externalities

Page 5: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Functions and Effects of Advertising in a Free Economy

Branding

Identify products and their source

Differentiate products from others

Communicate about a product, its features, and

its location of sale

Communicate about a product, its features, and

its location of sale

Induce consumers to try new products & suggest reuse

Induce consumers to try new products & suggest reuse

Page 6: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Functions and Effects of Advertising in a Free Economy

Stimulate distribution

Stimulate distribution

Increase product use

Increase product use

Build value, brand preference, and

loyalty

Build value, brand preference, and

loyalty

Lower the overall cost of sales

Lower the overall cost of sales

Page 7: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Evolution of Advertising as an Economic Tool

Preindustrial age Industrializing age

Page 8: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Evolution of Advertising as an Economic Tool

Industrial age

Consumer package goods

Sales orientation

Product differentiation

Market segmentation

Positioning strategy

Page 9: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Evolution of Advertising as an Economic Tool

Postindustrial age

Demarketing

Megamergers

Marketing warfare

Page 10: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

The Global Interactive Age: Looking at the Twenty-first

CenturyNon-U.S. WW ad

expenditures: $225 billionTechnology

Page 11: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Society and Ethics: The Effects of Advertising

Improving standards of living

Supporting free media

Publicizing issues and causes

Page 12: © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Society and Ethics: The Effects of Advertising

Honesty and ethics

Cynicism and distrust

Puffery, unhealthy products, children


Recommended
McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin.

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin.

Documents

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

Documents

12-1 McGraw-Hill/Irwin

12-1 McGraw-Hill/Irwin

Documents

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Documents

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Documents

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Documents

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Documents

Personal Selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Personal Selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Documents

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Documents

10-1 McGraw-Hill/Irwin

10-1 McGraw-Hill/Irwin

Documents

#14-1 McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights.

#14-1 McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights.

Documents

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Documents

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Documents

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., ...

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., ...

Documents

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All.

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All.

Documents

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Documents

Sales Promotion © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Sales Promotion © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Documents

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All ...

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All ...

Documents