10.

1. 2. 4. 3. 1. 5. 6. 7. 8. 9. 10.

2. 12. 13. 11. 16. 14. 15.

3. Advertising and Consumers

4. A Brief History of Advertising Evidence dates back to 3000 BC Word of Mouth developed into town Criers. Development of the printing press in the 15th century drastically altered advertising.

5. By the late 18th century the first advertising agency opened in London. In 1841 the first agency would open in the US. Mostly doing newspapers adds but were also some of the first firms to do Market Research.

6. Brands and Trade Marking Manufacturers created brands to help consumers trace a quality product back to it’s producer. Example: You could buy oats from 1000 different growers but were they “Quaker Oats”? Trade Marking a brand meant that legally no else could call their oats “Quaker Oats”.

7. Early 20th Century Advertising Based on publicizing your brand. Getting people, billboards, and magazines out to explain your product. And “Be direct”. “The More You tell the More you sell” was a popular phrase referring to a sales pitch. Associated with Door to Door salesman. Other phrases like “White Space is wasted space” meant you should get as much information on an add as possible.

8. Advertising evolves In the 1950’s Ad Man Leo Burnett realized maybe we don’t have to be direct to sell products. Creating the Jolly Green Giant. Pee’s were boring, now they were associated with an awesome giant. Also the name was alliteration making it “catchy” The Green Giant had resonance in markets all over the world and realized there was a psychology to advertising.

9. Other Leo Burnett Brands

10. Targeted Advertising These mascots were chosen not because they had anything to do with the product but because they matched the values of the Target Consumers. Branding was also on locations, or childhood memories, a mother nurturing their child on a cold day with soup.

11. More Advertising tricks are developed Using sense to advertise. Smell - associating smell with your product Ex: Disney Vanilla/Cookies. Sight - hiding subliminal message in images to associate your products with a desired emotion or attitude. Often “sex sells” Sound - Stores play music with subliminal tracks mixed into to increase buying or urge people not to shoplift.

14. Deeper into Audience In the 1920’s we companies began to do polls to see what their consumers wanted. Development of the Gallup Poll. Researches would make sure to separate demographics into 4 categories: “Race, age, sex, wages” By the 1970s Branding and Polling came together to create a new world in advertising based solely on the target consumer and meeting Psychological Needs.

15. The more people see your brands and are connected psychologically through sex and emotions, the more they BUY!

16. Mad Men Pitch Episode - The Carousel

17. Developing Branding Now you will have a chance to brand a product. Imagine this. I am a new bacon company and I come to your ad agency and ask you to come up with a brand and mascot for my product. You will have about 30 mins to come up with a Brand or logo and a mascot. I am the customer so I will also be the judge on who wins. The winner will receive extra credit for this assignment.

18. The Rules You must consider the target audience (what demographics probably buy the most bacon, Race, age, sex, wage.) & You must justify you image and mascot. What psychological needs to they fulfill. These justifications must be written down.

19. 1. What product did data company Acxiom recently release? Why might this be a useful product for a company? 2.Based on the reading do your best to write down what you think the following terms mean... Data miner...Super-Profile...Transparency... Off-line Traits...Brick-and-mortar 3. Do you think these very targeted adds are “too invasive”? Why? 4. Why might the sources Acxiom uses for it’s data be reason for concern? 5. How might Acxiom’s product help business reach their target consumer? Is this good or bad for consumers?