Chapter 1 - Where marketing communication began: the development of advertising in Australia and New Zealand. The main goals of this chapter are: To define advertising looking at its importance and its function, to trace the history of advertising in Australia and New Zealand, to explore the changing advertising environment,...
Trang 2Learning objectives
1 To define advertising—looking at its importance
and its function.
2 To trace the history of advertising in Australia and
New Zealand.
3 To explore the changing advertising environment.
4 To introduce marketing communication concepts
—such as consumer empowerment and
engagement, the push–pull marketplace and
interactive advertising, digital and social media—
that will be fundamental to the rest of the book.
Trang 3Future of advertising
News channels
Definition
History
Empowered Consumers
Trang 4What is advertising?
Traditional definition
Advertising is any paid form of non-personal communication about
an organisation, product, service or idea by an identified sponsor
Traditional definition
Advertising is any paid form of non-personal communication about
an organisation, product, service or idea by an identified sponsor
Traditional definition
Advertising is any paid form of non-personal communication about
an organisation, product, service or idea by an identified sponsor
Traditional definition
Advertising is any paid form of non-personal communication about
an organisation, product, service or idea by an identified sponsor
Paid: The space or time for
an advertising message must
be purchased.
Paid: The space or time for
an advertising message must
Advertising is any paid form of non-personal communication about
an organisation, product, service or idea by an identified sponsor
Traditional definition
Advertising is any paid form of non-personal communication about
an organisation, product, service or idea by an identified sponsor
Trang 5The best job in the world
The best job in the world campaign, but how much
advertising did it use?
Trang 6A new definition of advertising
New, improved definition
Advertising is a paid, mediated form of communication
from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
New, improved definition
Advertising is a paid, mediated form of communication
from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
Traditional definition
Advertising is any paid form of non-personal
communication about an organisation, product,
service or idea by an identified sponsor
Traditional definition
Advertising is any paid form of non-personal
communication about an organisation, product,
service or idea by an identified sponsor
Trang 7Importance of advertising
Trang 8Importance of advertising
Trang 9Advertising has many functions
The nature and
Trang 10Brand awareness
Building brand awareness is especially important for
new products
Trang 11Brand image
Even established brands need to build and maintain
brand image.
Trang 12History of advertising
Trang 13Function and structure
Advertising agency
Advertising agency
Trang 15Full range of marketing, communication and promotion services
General communications
Trang 17Great Australian ads
Trang 18Future of advertising
News channels
Definition
History
Empowered consumers
Trang 19Advertising timeline (Australia)
1946
National industry association
(AANA)
1821
First magazine
1911
Media commissions introduced
1912
First industry association (Melbourne)
1923
Commercial radio
1956
Commercial TV
Trang 201st television broadcast
1821
First magazine
1927
Advertisers Association of NZ
1931
11 accredited agencies in operation
1989
Te Mangai Paho
(Maori Broadcasting) established
Trang 23Advertising today—Australia (cont.)
Trang 25Advertising today—NZ (cont.)
Trang 26Breakdown of advertising
expenditure (Australia)
Trang 27Media expenditure in New
Zealand: 2007
($million)
2009 ($million)
Trang 28Future of Advertising
News Channels
Definition
History
Empowered Consumers
Trang 29The changing advertising
Trang 30Consumer empowerment and
the push-pull marketplace
• Insert figure 1.7
• Push pull marketplace
Trang 31Digital media and interactive
advertising
Trang 32Interactive advertising
Trang 33David Schumann, Andy Artis & Rachel Rivera, ‘The future
of interactive advertising through an IMC lens’, Journal of
Interactive Advertising, vol 1, no 2, 2001
Trang 34Social media
inviting them to create content around a product?
Marketers define brand
meanings and values
Marketers define brand
meanings and values
Consumers define brand meanings and values
Consumers define brand meanings and values
Traditional view Contemporary view
Trang 35Social media
Trang 36New rules of engagement
Trang 37Future of Advertising
News Channels
Definition
History
Empowered Consumers
Trang 38The future of advertising
Harsh economic environment leading to advertising
budget cuts
Mass media advertising is dying
Rise of new communications technologies
Fragmentation of media and markets
Search for big ‘consumer insight’
From great executions to strong strategy
Trang 39Summary and conclusions
Advertising in Australia and New Zealand has a long
heritage with its roots dating back to the 1800s.
Advertising has evolved from a push by marketers to
reach audiences to a more complex and interactive
approach.
Consumer empowerment has led to an emphasis on
shared dialog rather than pushed messages.
Definitions of advertising have changed to accommodate new technologies and interactivity
The advertising industry has also adapted to current
changes.
Advertising continues to be the best way to reach large
audiences