Contemporary Advertising

Author: (USA) Al Renshaw
Translator: Ding Junjie et al.
Editor-in-Chief: Liu Jinnan
Publisher:
Publishing Date: 2000-01-01
Features: This Contemporary Advertising (Hardcover Edition) can indeed be considered an outstanding textbook on advertising. The book is in 16K format, 570 pages, hardcover, divided into five parts and 17 chapters, encompassing almost all aspects of advertising, such as "Green Marketing," "Ethical Issues and Law," "Internet Advertising," "Agency," "Marketing Research," and so on! For a discipline like advertising, which combines practicality with artistic appeal, this book integrates traditional knowledge with recent developments and marginal debates, ensuring it stays current! Currently available in the United States as an advertising textbook. Mainstream media are all featured in the book. 1999 Seventh Edition. The elegant, relaxed, and unique design sets it apart from similar books. The spacious layout makes the book colorful and captivating. Each chapter begins with a short story, and every small illustration describes a real scenario in a warm narrative style to explain a fundamental concept in advertising. It is suitable for undergraduate and graduate students, as well as teachers in journalism, advertising, and business administration. Due to its practical and convenient approach, detailed content explanations, and focus on marketing management, many elective courses for liberal arts majors and advertising management courses widely adopt this textbook. The book intersperses outstanding advertising examples, providing a broad perspective for art, graphic design, and industry professionals. Carefully selected cases offer valuable guidance for advertising professionals.
Excerpt: What Is Advertising? The results of the advertising campaign made the directors of the cooperative delighted—the sales of oranges increased by 50%! Thus, they raised the advertising budget to $25,000. In the fall of 1908, they pasted 6 million specially designed labels on all the freight boxes of the cooperative and proudly promoted the new trademark of the cooperative—Sunkist (also translated as "Sunkist"—translator's note)—to the world, and the cooperative gained fame worldwide. Today, Sunkist Growers Inc. is a non-profit cooperative marketing organization with a century of history, composed of and managed by 6,000 orange growers in California and Arizona. Membership is voluntary. Sunkist provides income to its members by selling fresh oranges produced by members and the trademark rights of Sunkist juice-related products. Although Sunkist is not a major national advertiser, it can still be considered an important international advertiser, spending millions of dollars annually on advertising to stimulate demand for the brand and support retailers carrying it. Of course, Fo also benefited greatly from this. Fo also collaborates with Mattel and RJR Nabisco and is one of the oldest and largest advertising agencies in the world. Their relationship with Sunkist is arguably the longest and most successful in advertising history, spanning over 90 years. Their partnership not only aligns with the trends of modern advertising but has also indeed created advertising history.
What Is Advertising? To attract existing and potential customers and maintain contact with them, businesses use various communication tools. Promotional letters, newspaper ads, sponsorships, public relations, telemarketing, brochures, coupons, contests, and more are just a few examples. As consumers, we encounter hundreds of such advertising messages every day, and many simply regard them all as "advertising." In reality, from a strict sense, all these different tools should be collectively referred to as marketing communications tools, with advertising being just one of them. So, what is advertising? In the early 20th century, Albert Lasker, the father of modern advertising, defined advertising as "print-based persuasion driven by cause and effect." He was the owner of the advertising agency, Rosser & Thomas, which represented Sunkist. But this was long before the advent of radio, television, and the internet, when the nature and scope of business and the advertising world were extremely limited. A century later, our planet has undergone tremendous changes, and the nature and demands of business have also evolved, as have the concepts and practices of advertising. Today, the definition of advertising has expanded significantly. For example, journalists may define advertising as a communication process, a public relations process, or a persuasion process; business professionals may view it as a marketing process; economists and sociologists may see it as an economic phenomenon, a social phenomenon, or an ethical phenomenon; and some consumers may simply regard it as junk. All these perspectives deserve our attention, but for now, we adopt the following definition:
Advertising (advertising) is a paid, organized, integrated, persuasive, and non-personal communication activity conducted by identifiable sponsors through various media regarding products (goods, services, and ideas).
Let's break down this definition and analyze its components. First, advertising is a communication activity, a highly organized form of communication, composed of written and non-written elements to fill predetermined spaces and times controlled by sponsors. Second, advertising generally targets groups rather than individuals, making it non-personal or mass communication. These groups may be consumers, such as those shopping for fresh oranges in a store, or business owners who operate these stores and purchase oranges directly from Sunkist for resale. Most advertising is paid for—General Motors (GM), Kmart, Coca-Cola, and your local gym pay newspapers, radio stations, or television stations to publish ads for us to hear, see, or read. However, some sponsors do not pay, such as the American Red Cross, United Way, and the American Cancer Society, which are national organizations that publish public service messages for free. Similarly, a dance announcement posted on a school bulletin board does not require payment, but it is still advertising—a structured, non-personal persuasive communication process. Most advertising aims to persuade—convincing someone to switch to a particular product, service, or idea. Some ads, like legal notices, simply inform rather than persuade, but they still fall under the category of advertising because they meet all other criteria of the definition.
In addition to promoting tangible goods (goods), such as oranges, cereal, and olive oil, advertising also helps promote intangible services (services), such as banks, beauticians, and bicycle repair shops. More and more people use advertising to advocate various ideas (ideas), ranging from economic, political, religious, and social perspectives. In this book, the term product encompasses goods, services, and ideas.
The Advertising Laboratory 1-A provides a list of classic advertising slogans that successfully promoted different products in previous eras.
Advertising must identify its sponsor, which seems obvious. Sponsors clearly want to be identified, otherwise, why would they spend money on advertising? One fundamental difference between advertising and public relations is that many public relations activities (such as promotions) do not explicitly mention the sponsor. We will discuss the differences between advertising and other marketing communications in subsequent chapters.