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BRAND TRANSFORMATION
Modern brands: added value, promoting packaged goods. Rise of brand loyalty and pre-demand marketing (catalogs and department stores) THEORIES:
• Mass production required all production to be sold
• Price fluctuations led to fixed prices and pre-demand through
advertising ADVERTISING TECHNIQUES
• Merchant cards, Patent medicines, Lithography (end of 18th century), Eye-catching advertising -
Characteristics:
• Women as main character
• Oriental, floral style
• Inspiration of Japanese woodcuts.
• Curved lines figures, circles, soft colors, background full of
ornaments and flowers, exotic print clothes
• Lack of commercial text
• Artists: Henri de Toulouse-Lautrec, Jules Chéret, Alphonse
Mucha, … -
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Use to attract volunteers (love country, hate enemy) → 13 million volunteers -
- Types of ad: Tourism, sport, automobile, household appliances (arrival of electric light)
- Social incorporation of women → Incorporated in work and consumption. They buy products with more symbolic value
- Development of the ad technique
- Advertising as information
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Influence of: Exoticism, Cubism, Fauvism and Futurism
Artists: Cassandre, Paul Colin, Charles Loupot, Francis Bernard, ...
Characteristics Specific and direct → simpler, plain image
Protagonism of advertised product, Bold geometric, Symmetry and ordu, Rian and vibrant colors, High contrast, Stuvization, Abstraction, Ornamental details, Luxury, Aerodynamic shapes -
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- Use of coupons and samples
- Crafting engaging and attention grabbing headlines
- Understanding the psychological makeup of the target audience
- Being specific and clear
- Telling a complete story
- Using attractive and relevant visuals
- Strategy for each ad.
- Avoid negative commentary about competitors
- Choose a brand name that resonants
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The rise of magazines: At first they refused to carry ad but then they need financial support -
A key feature that distinguishes a product from its competitors in the marketplace. -
Scientific Advertising key techniques
Diamatized selling → storytelling
Preemptive claim → find the unique factor of its product -
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This ad is a revolution for automotive advertising
with its minimalist and honest approach. -
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A milestone in television advertising. -
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- varied, uncategorized mix, heterogeneous social responsibility
- more online and electronic media (less traditional media) creative → sophistication/refinement and guerrilla marketing techniques
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Almost everyone in advertising works for one of 6 different companies, 6 biggest agency groups (advertising giants) control the entire market. -
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→ Connection and bonding of users on different platforms - Omnichannel
→ Automation and Generative AI - Agile content strategy, personalization, creativity
→ Hyper-personalized experiences - deeper connection and brand loyalty
→ Social Media Marketing and E-commerce - (Micro) Influencer, Social Analytics