Presentation about advertisement

Principles of marketing
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Outline of presentation
Definition
History of advertisement
Types of advertisements
Famous advertising campaigns
and companies
Current and future trends

Limitations
Not about:
Detailed description of pros and
cons of each type
Advertising theory
Regulations and criticism
4Ps and Promotion

Definition of Advertisement
Advertisement is a “description
or presentation of a product,
idea, or organization, in order to
induce … to buy, support, or
approve of it”
 www.investorwords.com

History of Advertisement
Known from ancient times:
 Ancient Egypt, Greece, Rome
 Advertisement in the Modern age
 Press since 1840s, La Presse newspaper
 Introduction of first advertisement agencies. N. W. Ayer & Son in
1869

 Introduction of advertisement and
sponsoring radio programs since 1920s
 Sponsoring television programs in
1950s and 1960

 Modern approach to advertisement
since 1950s and 1960s
 Selling advertisement time to multiple sponsors
 New level of creativity and product positioning
 Creative Revolution by William Bernbach

 Introduction of cable television
 MTV
 Specialty channels
 Shopping channels

 Online advertising since 1990s
 Currently, active use of new types of
advertising:
 Guerrilla marketing
 Product placement
 Using social networks

Types of advertising
Digital advertising:
 Television advertising
 Radio advertising
 Online advertising
 Product placements

Types of advertising
Physical advertising:
 Press advertising
 In-store advertising
 Billboard advertising
 Celebrity branding

Digital advertisement
Television advertising:
 Most effective mass-market advertising
format
 Most expensive
 Super Bowl - up to US$3 million for 30-
second TV spot
 Virtual billboards during sporting events
 Infomercials - to create an impulse
purchase

Radio advertisement:
 Airtime is purchased in exchange for
airing the commercials.
 Limitation to only sound is both
advantage and disadvantage

Online advertisement:
 Contextual ads
 Banner ads and in text ads
 Social network advertising,
 E-mail marketing (including e-mail spam)

Product placement
 Product or brand embedded in
entertainment or media.

Physical advertising
Press advertising
 Advertising in a printed medium such as a newspaper,
magazine, or trade journal
 Narrowly targeted media with local newspapers specialized
journals and magazines
 Often described as one of the least annoying

Physical advertising
Billboard advertising
 Displaying advertisements to passing pedestrians and
automobilist.
 Usually located on main roads with a large amount of traffic

Famous advertising campaigns
Famous advertising campaigns
and companies:
Apple
Marlboro Man
Ford
Coca-Cola

Apple
1984
 Introduction of Apple Macintosh personal computer
 Now considered as a masterpiece in advertising
Think Different
Get a Mac

Marlboro Man
 Was used from 1954 to 1999
 Was extremely successful
 Eventually declined

Ford
 The evolution of advertising approaches and promotional
activities

Coca-Cola
 Significant affection to the American culture
 One of the most famous brands
 Inventing the modern image of Santa Claus
 Various sponsorship

Current and future trends
 Increasing popularity and advertising
opportunities of internet
 Use of new technology to protect from
advertisement
 Growing importance of the niche market using
and targeted ads

Current and future trends
 The concept of crowdsourcing has given way
to the trend of user-generated advertisements
 Global advertising
 Increasing invasion to the public spaces and
criticism

Thank you for
your attention!

Presentation about advertisement

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