M1_Advertising Principles & Practices Reviewer.pdf

Advertising Principles & Practices: Module 1 History of Advertising: -Pay-per-click & keyword-based Ads by Yahoo. -Entrepreneur (Latin) = “advertere”, meaning “turn towards”. -First written ad was Papyrus (3000B.C) Mobile Advertising...

Advertising Principles & Practices: Module 1 History of Advertising: -Pay-per-click & keyword-based Ads by Yahoo. -Entrepreneur (Latin) = “advertere”, meaning “turn towards”. -First written ad was Papyrus (3000B.C) Mobile Advertising (2008-Present) in Egypt. -First Mobile Ad (Early 2000); Ads are via short message service (SMS). What is Communication? -Facebook: Ad market with 2.2 billion users (2008) Communication is the sending and receiving of information; requires a -Social Media Marketing sender and receiver of information. Marketing vs Advertising The Beginning (1700s to 1900) Marketing is the process of -First Newspaper Advertisement (1704) identifying customer needs and how to in United States. meet those needs. -Billboards (1800s) Advertising is the exercise of promoting its products or services -Direct Advertising: directly reaching through paid channels. out to potential customers; expensive option. Advertising is a part of Marketing -Indirect Advertising: promoting a product or service in a subtle way; 6 Common Types of Marketing: more affordable, preferred by many. Example: Posters and Signs in a Shop 1. Digital 2. Social Media -Sears first direct mail campaign (1892) 3. Global 4. Relationship 5. Brand The Beginning (1900s to 2000) 6. Product -Radio Advertising (1922) -First Television Commercial by Bulova 6 Common Types of Advertising: Watch (1941) 1. Traditional -Brands started introducing characters 2. Retail (1950s); Example: Kellogg’s Tony the 3. Online Tiger 4. Mobile 5. Outdoor 6. Pay-Per-Click (PPC) Online Advertising (2000-Present) -First Online Display Ad (1994); advertisers created banner ad to drive customers to website landing pages. 1 Advertising Principles & Practices: Module 1 Paid vs Owned vs Earned Media: -Paid: Company paying a publisher; Examples: Billboards, Broadcast -Owned: Company using its own channels; Examples: Website, Brochures -Earned: External communications about a company from a third-party factors; Examples: Online Review, Newspaper 2