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Welcome!

Introduction to Advertising

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Dr. Satyendra Singh

Professor, Marketing & International Business

University of Winnipeg, CANADA

sites.google.com/view/drsatsingh

s.singh@uwinnipeg.ca

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Is this ad needed?

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Source: medium.com/@Stewart_Fabrik/holidays-are-coming-the-coca-cola-christmas-branding-story-8f08e2be8def

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Advertising

Since 3000 BC: ad used to indicate availability, later to increase demand

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Premarketing era <1700 🡪 buyer and seller communicate in primitive way

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Mass marketing 1700 − 1900 🡪 advertisers could reach large segment

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Research era 1900 − 2000 🡪 targeted segment through research

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Interactive era > 2000 🡪 user controlled eg blog, youtube…

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1740 – billboard (Hoarding, Poster)

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Source: Library of Congress, USA. https://loc.gov

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1863 – cosmetics and lotion ad

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Source: Library of Congress, USA. https://loc.gov

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1885 – intuitive, no research

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Source: Library of Congress, USA. https://loc.gov

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Source: Library of Congress, USA. https://loc.gov

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Mass communications – outdoor

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Source: Library of Congress, USA. https://loc.gov

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Automobile ownership – Outdoor ad increased

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Source: Library of Congress, USA. https://loc.gov

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Departmental stores

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Source: Library of Congress, USA. https://loc.gov

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Advertising Agencies

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Advertising agency – 1902

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Advertising in war – 1920

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Source: Library of Congress, USA. https://loc.gov

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Misleading claims – 1900s

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Source: Library of Congress, USA. https://loc.gov

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Advertising for services

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Why so much ad now?

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No logo ad – Self Reference Criterion (SRC)

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Why so popular?

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Source: csrbox.org/India_CSR_Project_Gillette-India-Limited-P&G-Shiksha--Build-&-Support-Schools-pan-india_4487

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Photo Credit: ©Robeto Machado Noa/LightRocket via Getty Images

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Advertising has Social Benefits

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Companies use ad to sponsor cause-related activities

Non-profit orgn use ad to raise funds to support activities

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Source: https://www.facebook.com/CasaChiri/photos/a.461525656583/10158991553886584/?type=3&source=57

Source: https://www.thearcticinstitute.org/coca-cola-world-wildlife-fund-arctic-home

 

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Integrated Marketing Communications

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Questions?�s.singh@uwinnipeg.ca

https://sites.google.com/view/drsatsingh

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