BADM 2030 - Burge Week 4 Winter 2025
Page 1: BADM 2030 - Advertising
Course Overview:
BADM 2030 involves the study of advertising.
Week 4 topic focus.
Page 2: Week 3 Review
Topics Covered:
TV Advertising
Print Advertising Deep Dive
Historical Context and 100 Year Evolution
Types of Advertising
Key Techniques
What Effective Looks Like
Print Ad Best Practices
Pros and Cons of Advertising
Assignment: Individual assignments related to the topics discussed.
Page 3: Print Advertising Significance
Key Year: 1468.
Question Raised: What is the significance of this year in print advertising?
Page 4: Historical Context of Print Advertising
First Known Print Advertisement:
Created by William Caxton promoting the first edition of a new book in 1468.
Page 5: Classifications of Advertising
Main Classifications:
Broadcast: TV, Radio
Print: Newspaper, Magazine, Posters, Mailers
Outdoor Advertising: Billboards, Transit, Place-based
Digital: Social Media
Subclassification:
Commercial/For Profit
Public Service
Page 6: Magazines as a Print Ad Medium
Types of Magazines:
General Interest:
Appeals to a broad audience.
Heavy general advertising, glossy finish.
Special Interest:
Specific audiences and singular themes.
Widely available.
Professional:
Niche audiences and more targeted advertising.
Page 7: Historical Context of Magazines
Evolution:
American magazines gained popularity since the mid-1700s.
The term "magazine" comes from Arabic "makhazin," meaning "storehouse."
Page 8: Advertising in Newspapers
Types of Newspapers:
National: Coverage span entire country.
Regional: Focus on particular areas including national news.
Local: Detailed local news topics.
Tabloid: Emphasis on gossip and scandal.
Broadsheet: Traditional size, serious news.
Page 9: Magazine Advertising Characteristics
Attributes:
Most expensive print platform, allowing for creativity.
Global reach and positive influence over the advertised product/service.
Key Issue: Declining readership and environmental concerns.
Page 10: Newspapers - Historical Context
First Print Advertisement:
A print ad dated back to 1468 by William Caxton for a book.
Page 11: Newspaper Advertising - Factoids
Key Characteristics:
Common form of print advertising.
Cost-effective for reaching broad audiences.
Readership is declining.
Page 12: Advertising Flyers
Features:
Cost-effective, usually weekly inserts in publications.
Emphasizes clear calls to action.
Content focus on copy rather than imagery.
Page 13: Advertising Directories
Characteristics:
Historical commonality, obsolete due to digitization.
Straightforward, factual approach.
Affordable option.
Page 14: Posters in Print Advertising
Definition:
Posters are visual promotional tools used by businesses.
Contains visual design, images, colors, and copy for brand awareness.
Page 15: Mailers in Advertising
Definition and Usage:
Mailers often use mailing lists for direct marketing.
Can refer to any direct communication (postcards, letters).
Page 16: 100 Year Evolution of Print Advertising
Examples from the 1910s:
Coca-Cola and Cadillac as icons of advertisement.
Notable ad elements: appealing to thirst and desires through imagery and messaging.
Page 17: Notable Ads from the 1910s
Examples: Sunkist (1916), Campbell's (1918).
Questions Raised for Discussion: What commentary can be derived from these ads?
Page 18: Ad Examples from the 1920's
Ads: Ivory Soap Flakes, Jordan Motor Car (1923).
Focus on quality, prominence of products through simple messaging.
Page 19: Notable Advertisements from the 1920s
Examples: Bulova (1925), Jordan (1928).
Emphasizing product benefits and unique selling points.
Page 20: Ads from the 1930s
Examples: Ivory, Listerine.
Reflecting societal values and product positioning in advertising.
Page 21: 1930s Advertising Highlights
Notable Ads: Coca-Cola (1937), Listerine (1934).
Inevitably showcasing shifts in consumer behavior and advertising techniques.
Page 22: 1940s Advertising Trends
Characteristics:
Chesterfield emphasizing mildness during wartime.
Use of compelling storytelling to engage consumers.
Page 23: 1940s Advertising Examples
7-Up and Westinghouse
Reflected post-war cultural changes in advertising.
Page 24: Advertising in the 1950s
Key Advertisements: Ohrbach's (1954), Marlboro (1955).
Concepts of fashion and lifestyle integration in branding.
Page 25: Significant Ads from 1957
Billboard Examples: Clairol, Kool-Aid.
Marked the novelty of advertising tone and emotional appeal.
Page 26: 1960s Advertising Landscape
Ads from: Volkswagen and Western Electric.
Highlighted changes in consumer lifestyles and branding.
Page 27: Notable Advertising Moments from the 1960s
Advertisements: Ivory (1969), BMW (1965).
Showed increasingly sophisticated marketing techniques.
Page 28: 1970s Advertising Highlights
Ads Featured: Coca-Cola (1970), Burger King (1976).
Focus on simplicity and brand loyalty.
Page 29: Notable Ads from the 1970s
Advertising examples: Apple (1979), American Airlines (1976).
Further exploration of identity within advertising.
Page 30: 1980s Advertising Evolution
Key Examples: Absolute Vodka (1981), Budweiser (1983).
Demonstrated innovation in advertising style and aesthetics.
Page 31: Prominent Ads from the 1980s
Notable Brands: Chanel (1985), Revlon (1989).
Defined luxury and consumer culture in a vibrant context.
Page 32: 1990s Advertising Trends
Example Ads: Pepsi and Milk Board (1996).
Showcased shifts in brand messaging focusing on lifestyle integration.
Page 33: Noteworthy Ads from the 1990s
Ads: Dior (1998), Absolute Vodka (1999).
Represented bold strategies in appealing to young consumers.
Page 34: 2000s Advertising Landscape
20th-century techniques: Vanilla and humor embodied by Alka-Seltzer (2007).
Emerging ads: LEGO (2006).
Page 35: Advertising from the 2000s
Moments captured: NBA (2008), Pedigree (2008).
The evolution of social responsibility in branding.
Page 36: 2010s Advertising Milestones
Advertising included Volkswagen (2013).
Comprehensive digital engagement tactics.
Page 37: Notable 2010s Ads
Examples include Dairy Farmers of Quebec (2015).
Emphasizing rich, narrative storytelling in branding.
Page 38: Executive Summary of Historical Advertising Evolution
Trends:
Ads have transitioned towards less clutter, bold imagery and creative text.
The evolution is influenced heavily by societal changes and economic factors.
Page 39: 1970s to 2010s Advertising Overview
Characteristics:
Use of imagery, slogans, and clear messaging developed over the decades.
Notable changes placed emphasis on minimalist and effective designs.
Page 40: Keys to Effective Advertising
Attention Grabbing:
Use of bright colors, bold text, and eye-catching images is vital.
Page 41: Maintaining Reader Interest
Holding Interest:
Great advertisements engage the audience long enough to leave an impression.
Page 42: Memorable Advertising
Key to Effectiveness:
Effective ads are easily recallable based on creativity and catchy messaging.
Page 43: Clear Messaging
Simplicity Wins:
Ads must have concise messages for maximum memorability.
Page 44: Avoiding Clutter
Group Attention:
Clear and unconfused layouts enhance reception.
Page 45: Intent Clarity
Purpose of Ads:
Clarity regarding what’s being sold is essential.
Page 46: Brand Recognition
Strong Ties:
Clearly related advertisements boost brand recall.
Page 47: Storytelling through Advertising
Engagement Tactics:
Narratives play a powerful role in connecting consumers to brands.
Page 48: Call to Action
Direct Response:
Ads should clearly instruct the next step for consumers to engage.
Page 49: Measuring Effectiveness
Result-driven:
Advertisements should lead to tangible actions from the audience.
Page 50: Example of Effective Advertising
IKEA BÖRJE:
Simple, direct messaging and pricing strategy.
Page 51: Effective Messaging Example: PEDIGREE
Ad focused on the essence of the brand's connection with dogs.
Page 52: Notable Brand Messaging: ARROW
Clear and simple brand voice.
Page 53: Example: Lazy Glue
Commentary on social behaviors and their representations.
Page 54: Fanta Creative Ad
Engaging narrative inviting consumers to interact with the advertisement.
Page 55: MOMS DEMAND ACTION
Challenging social norms with a thought-provoking message.
Page 56: French Language Marketing
Study of culturally-targeted campaigns for effectiveness.
Page 57: Chupa Chips
Focused on a unique selling proposition—sugar-free.
Page 58: Volkswagen Ads
Tech-focused messaging on modern automotive features.
Page 59: Durex Ad
Focus on key product attributes.
Page 60: Advertising Mechanics
Key Elements:
Headlines, body copy, graphics, subheads. Each component serves a distinct purpose in capturing attention and delivering message.
Page 61: Advantages of Print Advertising
Attention Span:
Higher ad recall rates due to focused reading.
Print readers generally engage with fewer distractions.
Page 62: Cost Effectiveness of Print Advertising
Affordability and Flexibility:
Options for targeting and varying ad sizes increase affordability. Print strategies emphasize demand for direct engagement in a digital age.
Page 63: Disadvantages of Print Advertising
Limitations:
Cannot replicate sound and motion of digital formats. Environmental impacts and lead times are major concerns.
Page 64: Next Week Focus (Week 5)
Outdoor Advertising Deep Dive:
Continued exploration of advertising methods and their effectiveness in modern contexts.