Advertising and Integrated Brand PromotionPart 1: The Rise of Capitalism

But First...

Let’s check your brand awareness...

With your neighbors, see if you can list the top 5 companies who spent the most money on advertising.

We’ll share lists and compare in a moment (5 minutes)

The Top Five

5. Geico (921 Million)

4. McDonald’s (957 Million)

3. Chevrolet (958 Million)

2. Verizon (1.43 Billion)

1. AT&T (1.59 Billion)

TOP 25 MOST ADVERTISED

BRANDS

INCLUDES ALL FORMS OF

MEDIA

DATA BASED ON 2012

BUT...

...IT’S EXPECTED TO

RISE.

Relatively New

The rise of advertising can be attributed to 4 key components:

The rise of capitalism

The Industrial Revolution

Manufactures hand in distribution

The rise of mass media

Capitalism

Capitalism: an economic system in which trade, industry, and the means of production are controlled by private owners with the means to make profit.

Industrial RevolutionThe “perfect storm” of circumstances that lead to one of the most prosperous time in our country’s history:

Wars (Revolutionary, 1812, Civil)

Mass Production

Household Sufficiency vs. Marketplace dependency

Population Growth and Growth of Cities

Pursuit of PowerManufacturers force the hand of wholesalers and retailers by creating demand stimulation.

Here’s how it’s done:

JOE CONSUMER

Step 1:

First you would manufacture your product, and sell it to businesses. They pay you, you deliver. In this example, we’ll say Coke.

MANUFACTURER

RETAILER

Step 2:Meanwhile, the company pay tons of money to create awareness

MAYBE I’LL

HAVE A COKE

Step 3:Of your own free will and with no influence, you decide ALL OF A SUDDEN, “I feel like a Coke.” And then you guy buy one. And it is delicious.

AND, the store then realizes that there is no other way to sell that product again and make money, if it doesn’t buy it from the original manufacturer.

And thus...Branding was born!

Manufactures developed “brand names” so that the consumer could focus their attention on a clearly identified item.

Some of the first brands:

1882 1886 1891 1892

Mass Media

In 1884 the telegraph was created and caused a communication revolution!

Magazine industry exploded as print media became less expensive, and targeted middle to lower class.

The birth of National Brands and thus National Ads

Modern Advertising

Started post Civil War (1875-1918)

Ushered in the concept of Consumer Culture, or a way of life centered on consumption.

The most successful?

Medicines

Step Right Up

Traveling Road Show

The Result?Lots of Copy!

Big Brother Steps In

The over abundance of medicines and cure-all’s being patented caused Congress to intervene

Pure Food and Drug Act: Requires manufacturers to list the active ingredients of their products on their labels.

Copy Needed!

I would like you to create copy for a fictitious product that you create, composed in the style of a 1900’s advertisement.

A remedy or miracle product, or cure-all work best.

Use lots of hyperbole

Outlandish promises & Over exaggerated claims!

Style (Border, size, fonts, company info, pictures)

Examples