Download Comparative Advertising - History and Development of Advertising | ADV 315 and more Study notes Banking Law and Practice in PDF only on Docsity! 11/19/10 History and Development of Advertising Lecture Notes In the News Sarah Palin and Jersey Shore’s “The Situation” for the Candie’s situation About safe sex and getting yourself into a “situation” Great example of advertising using celebrities Recap… Positioning -comparative advertising 1980s -advertising response (economic boom, prosperous situation for advertisers) -focusing on branding and image ultraconsumer -yuppies, no kids, have money and want to spend it absolut -taking a global perspective Super Bowl Ads -Viewers=90 million -Cost=3 million for 30 seconds a lot of companies would advertise more than once -Apple’s 1984 first ad that made a Superbowl a go-to destination for advertisers based on George Orwell’s 1984 novel: “1984 won’t be like 1984” encouraged them to buy smaller computers that cared about the individuals advertised selves as a scrappy upstart, underdog “stick it to the man”—fight the conformity of IBM! Today, have almost become the dominant computer Considered to be the best superbowl ad of all time, stands the test of time -laid the groundwork for other advertisers to advertise in Superbowl -same Superbowl had ads for Atari and radioshack -Beer -advertises heavily in the Superbowl -Anheiser Bush paid to be the only advertiser in the Superbowl in ‘89 -Bush introduced the bud bowl, little beer bottles playing football -Integrated marketing campaign -user generated content, incl. social networking -cultural response people talk about them the next day, USA today ranks them, people asks which are the best -but are they effective? -a lot of critics say for the money they spend, it’s not worth it, no positive net impact 1980’s Advertising’s response 1. focusing on branding image 2. global brands and global advertising Global Push -Reasons: -growth of multinational companies and brands -improved living standards -communication and transportation innovations -coming out of 1970’s economic crisis and expansion of foreign imports -Sony, Panasonic, Honda, Toyota, BMW, Mercedes -US manufacturers expanding overseas due to 70’s economic crisis -7-11, FAO Schwartz, A&P 1980s -“Decade of the Deal” -companies merge and get larger to manage global accounts -buy for the brand names and images which are invaluable, not companies -Kohlberg Kravis Roberts and Co bought RJR Nabisco for $25 billion (what started it) -Philip Morris bought General Foods for 5.7 billion and Kraft for 11.5 billion -perceived value of name, or brand -of the 100 biggest advertisers in 1980, a third no longer existed as independent companies Advertising Mergers-followed same trend of other businesses Decade of the deal -end of the decade -number of multinational agencies dropped from 12 to 8
