Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
MySpace. We weren’t early enough on Facebook.…Suddenly there is this herd mentality and people are doing it because they feel like if they are not there, they are missing out.” [8] A word of caution: in a business like advertising that prides itself on cultural currency, there is always a temptation to choose interactive solutions solely because you can. Sometimes, however, the best answer to a marketing problem is as low-tech and simple as the vivid yellow LIVESTRONG bands on your friends’ wrists. But before we talk about where we’re going, let’s talk about where we’ve been. It’s time to take a step back and first learn a bit about where advertising came from and how many organizations still do it today. Some Quick Background and History Advertising has been with us since the days of ancient Greece, when announcements were etched on stone tablets or shouted by town criers. While Pizza Hut painted its logo on a Russian rocket and delivered a pizza to the Mir Space Station, in reality many of the ad formats we see today haven’t fundamentally changed in hundreds of years. [9] Advertising in the United States began before we were even a nation. Colonial Americans saw ads on posters and in newspapers—the first newspaper ad was for real estate and appeared in 1704. For a comprehensive timeline covering the history of advertising, check outhttp://adage.com/century/timeline/index.html. The true rise of modern advertising, however, coincided with the Industrial Revolution for three reasons: Technologies enabled mass production of consumer goods, which meant that companies could grow to a larger size and make many more products efficiently. Next, they needed to find ways to sell these goods. Railroads linked the nation and provided a way to get newspapers and mass-produced products into towns across America. Quaker Oats—the first mass-marketed breakfast food—was introduced in 1878. Ivory Soap followed in 1879, and in 1888 Eastman began advertising the first hand-held Kodak cameras. The same technologies that enabled mass production accelerated the growth of mass media. The invention of the rotary press in 1859 and the process of making paper from wood pulp developed in Saylor URL: http://www.saylor.org/books Saylor.org 29
1866 enabled mass production of newspapers, which in turn provided the medium to distribute ads to more people. Early examples of mass media include the New York Times, which published its first issue in 1851 (it was then called the New-York Daily Times). The New York Tribune doubled its advertising between October 1849 and October 1850. The magazines Harper’s Bazaar and Vanity Fair debuted in 1867 and 1868, respectively. By 1870, 5,091 newspapers were in circulation in the United States. Capitalism also fueled advertising as it created a growing middle class that could afford to buy an array of consumer products. Soon the proliferation of mass-distributed consumer goods sparked the rise of the advertising profession. As competing manufacturers grew and more products were available on the market, the need to distinguish one’s products from the rest of the pack created a need for professional advertising agents, and advertising grew from an emerging to a legitimate profession. In 1890, the J. Walter Thompson Company (the oldest continuously operating advertising agency in the United States) had billings totaling over $1 million (in those days, a million was still a lot of money!). Types of Advertising/Promotion Today, the realm of advertising has expanded vastly beyond newspapers—way beyond. Consider Target’s recent ads that entertained passersby at New York’s Grand Central Station. The retailer showcased its designer apparel in a spooky fashion show that repeated every ten minutes; it used holograms (twodimensional moving images that give the illusion of having three dimensions) to project images of garments (sans models) prancing down a surreal runway. [10] Yes, we’ve come a long way from stone etchings. In addition to holograms, take a look at all the media channels available to advertisers today. Print Advertising Print advertising includes national, regional, and local newspapers, as well as magazines, which, like newspapers, can be geographical or subject based. For example, Dog Fancy reaches dog lovers across the nation. Direct Mail Direct mail is advertising sent directly to people’s homes through postcards, brochures, letters, and catalogs. Sponsored e-mails are a new form of “direct mail.” Specialty Print Media Saylor URL: http://www.saylor.org/books Saylor.org 30
- Page 2 and 3: This text was adapted by The Saylor
- Page 4 and 5: 1.1 Why Launch!? LEARNING OBJECTIVE
- Page 6 and 7: 1.2 Meet Our Agency Partner: SS+K L
- Page 8 and 9: This perspective is a consumer-cent
- Page 10 and 11: Follow the e-mail trail. Dr. Duke C
- Page 12 and 13: As you can see, it takes a village
- Page 14 and 15: 1.3 The Pitch: Win the Account LEAR
- Page 16 and 17: Initial strategic thinking. Before
- Page 18 and 19: Figure 1.9 The Pitch Process How do
- Page 20 and 21: 1.4 Let’s Meet the Potential Clie
- Page 22 and 23: 1.5 Exercises TIE IT ALL TOGETHER N
- Page 24 and 25: message to them. What do you percei
- Page 26 and 27: LEARNING OBJECTIVES After studying
- Page 28 and 29: eally are trying to fake you out. F
- Page 32 and 33: Specialty print media include bookl
- Page 34 and 35: Ad-Supported Content Ad agencies ar
- Page 36 and 37: [5] “Traditional Radio’s Digita
- Page 38 and 39: the promotional activities that int
- Page 40 and 41: increasingly thin layer of audience
- Page 42 and 43: Figure 2.8 A sales promotion is a t
- Page 44 and 45: 2.3 Advertising Industry Structure
- Page 46 and 47: Figure 2.10 Matrix Organization in
- Page 48 and 49: P&G reacted to this problem when it
- Page 50 and 51: Media buyers and media planners eva
- Page 52 and 53: Within a company, the jobs of the a
- Page 54 and 55: [1] Suzanne Vranica, “Ad Houses W
- Page 56 and 57: drumsticks and simulated drumhead p
- Page 58 and 59: Figure 3.1 Build a Foundation Chapt
- Page 60 and 61: 3.1 Economic Effects of Advertising
- Page 62 and 63: Broadcast radio and TV rely exclusi
- Page 64 and 65: 3.2 The Good: Advertising Enhances
- Page 66 and 67: washing with soap, that remain kill
- Page 68 and 69: share, so they tend to be more stri
- Page 70 and 71: now one of the primary attributes s
- Page 72 and 73: [8] Mister Snitch!, “Top Ten Reje
- Page 74 and 75: here is subjective—your image of
- Page 76 and 77: “If you let me play sports, I wil
- Page 78 and 79: Categories can be made quite specif
MySpace. We weren’t early enough on Facebook.…Suddenly there is this herd mentality <strong>and</strong> people<br />
are do<strong>in</strong>g it because they feel like if they are not there, they are miss<strong>in</strong>g out.” [8]<br />
A word of caution: <strong>in</strong> a bus<strong>in</strong>ess like advertis<strong>in</strong>g that prides itself on cultural currency, there is<br />
always a temptation to choose <strong>in</strong>teractive solutions solely because you can. Sometimes, however, the<br />
best answer to a market<strong>in</strong>g problem is as low-tech <strong>and</strong> simple as the vivid yellow<br />
LIVESTRONG b<strong>and</strong>s on your friends’ wrists. But before we talk about where we’re go<strong>in</strong>g, let’s talk<br />
about where we’ve been.<br />
It’s time to take a step back <strong>and</strong> first learn a bit about where advertis<strong>in</strong>g came from <strong>and</strong> how many<br />
organizations still do it today.<br />
Some Quick Background <strong>and</strong> History<br />
<strong>Advertis<strong>in</strong>g</strong> has been with us s<strong>in</strong>ce the days of ancient Greece, when announcements were etched on stone<br />
tablets or shouted by town criers. While Pizza Hut pa<strong>in</strong>ted its logo on a Russian rocket <strong>and</strong> delivered a<br />
pizza to the Mir Space Station, <strong>in</strong> reality many of the ad formats we see today haven’t fundamentally<br />
changed <strong>in</strong> hundreds of years. [9]<br />
<strong>Advertis<strong>in</strong>g</strong> <strong>in</strong> the United States began before we were even a nation. Colonial Americans saw ads on<br />
posters <strong>and</strong> <strong>in</strong> newspapers—the first newspaper ad was for real estate <strong>and</strong> appeared <strong>in</strong> 1704. For a<br />
comprehensive timel<strong>in</strong>e cover<strong>in</strong>g the history of advertis<strong>in</strong>g, check<br />
outhttp://adage.com/century/timel<strong>in</strong>e/<strong>in</strong>dex.html. The true rise of modern advertis<strong>in</strong>g, however,<br />
co<strong>in</strong>cided with the Industrial Revolution for three reasons:<br />
<br />
Technologies enabled mass production of consumer goods, which meant that companies could grow<br />
to a larger size <strong>and</strong> make many more products efficiently. Next, they needed to f<strong>in</strong>d ways to sell these<br />
goods.<br />
<br />
Railroads l<strong>in</strong>ked the nation <strong>and</strong> provided a way to get newspapers <strong>and</strong> mass-produced products <strong>in</strong>to<br />
towns across America. Quaker Oats—the first mass-marketed breakfast food—was <strong>in</strong>troduced <strong>in</strong> 1878.<br />
Ivory Soap followed <strong>in</strong> 1879, <strong>and</strong> <strong>in</strong> 1888 Eastman began advertis<strong>in</strong>g the first h<strong>and</strong>-held Kodak<br />
cameras.<br />
<br />
The same technologies that enabled mass production accelerated the growth of mass media. The<br />
<strong>in</strong>vention of the rotary press <strong>in</strong> 1859 <strong>and</strong> the process of mak<strong>in</strong>g paper from wood pulp developed <strong>in</strong><br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
29
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