advertising history
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part 1
An Introduction to Advertising
chapter one
Advertising Yesterday, Today, and Tomorrow
Objectives
To define advertising and review its evolution. You will learn what advertising is and what it is not; the role advertising plays in business and our economy; how advertising evolved into what it is today; and the impact that advertising has on society.
After studying this chapter, you will be able to:
* Define advertising and distinguish it from other forms of marketing communications.
* Explain the role advertising plays in business and marketing.
* Explain the importance of advertising in a free market economy.
* Discuss how advertising evolved with the history of commerce.
* Explore the impact of advertising on society.
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Page 3
The Beatles, Twiggy, and Queen
Elizabeth were all fans of the Mini Cooper in
could make our marketing dollars count by pre-
the swinging sixties. Well-publicized purchases by
relations, gear, and other brand experiences,”
celebrities—backed by groundbreaking design—
said Martin.3
senting creative that went beyond ads, to public
helped the original Mini motor through 40 years
CP+B delivered with a quirky but integrated
of production that put more than 5 million units
teaser campaign in fall 2001.4 Print, film, outdoor,
on the streets. British Motor Corporation’s icon
and Internet ads along with guerilla marketing
was largely absent from the United States after
stunts fueled a word-of-mouth fire among the
1967 because of changed emissions standards,
targeted group of consumers: opinion leaders.
but the original had (and still has) a huge follow-
Demographics for Mini are not really relevant . . .
ing worldwide. In a poll of automobile experts
but you can find a mindset” common to the peo-
and industry journalists, the Mini ranked as the
12/16/07
4:47 PM
Page 2
part 1
An Introduction to Advertising
chapter one
Advertising Yesterday, Today, and Tomorrow
Objectives
To define advertising and review its evolution. You will learn what advertising is and what it is not; the role advertising plays in business and our economy; how advertising evolved into what it is today; and the impact that advertising has on society.
After studying this chapter, you will be able to:
* Define advertising and distinguish it from other forms of marketing communications.
* Explain the role advertising plays in business and marketing.
* Explain the importance of advertising in a free market economy.
* Discuss how advertising evolved with the history of commerce.
* Explore the impact of advertising on society.
are80970_ch01_002-023.qxd
12/16/07
4:47 PM
Page 3
The Beatles, Twiggy, and Queen
Elizabeth were all fans of the Mini Cooper in
could make our marketing dollars count by pre-
the swinging sixties. Well-publicized purchases by
relations, gear, and other brand experiences,”
celebrities—backed by groundbreaking design—
said Martin.3
senting creative that went beyond ads, to public
helped the original Mini motor through 40 years
CP+B delivered with a quirky but integrated
of production that put more than 5 million units
teaser campaign in fall 2001.4 Print, film, outdoor,
on the streets. British Motor Corporation’s icon
and Internet ads along with guerilla marketing
was largely absent from the United States after
stunts fueled a word-of-mouth fire among the
1967 because of changed emissions standards,
targeted group of consumers: opinion leaders.
but the original had (and still has) a huge follow-
Demographics for Mini are not really relevant . . .
ing worldwide. In a poll of automobile experts
but you can find a mindset” common to the peo-
and industry journalists, the Mini ranked as the