Module 1 - Timelines

Question 1

What was advertising like in beginning of the 20th centry

Answer 1

1. Rational
2. Straightforward
3. Purpose of the campaign is to: Grab the attention of the consumer, evoke interest through what the product/service does, heighten consumers desire for the product/service and lastly, incite the consumer to purchase

Question 2

How can I apply AIDA when analysing an adverts ability to drive immediate sales ?

Answer 2

Attention: What in the advert captures attention e.g. bold font, colour, visuals
Interest: What are the features of the product/service that will interest consumers
Desire: What main feature stands out to the consumer the most, what is going to generate that desire. This may also include the advert being seen on multiple platforms
Action: Including details on the advert for consumers to make the next step, what is gonna convert them fully

Question 3

What was advertising like pre WW2 era ?

Answer 3

1. The purpose of advertising in this era was to grab attention and increase scalability.
2. This means attracting future consumers by raising awareness on a product/service even though they may not be in the position to purchase right now
3. Ads to be noticed by visuals > copy

Question 4

What was advertising like in the 1940s-50s ?

Answer 4

1. Lead by motivational research
2. Based on the establishment of USPs: Making a brand unique
3. depth interviews, projective techniques, thematic apperception tests, and a range of qualitative and quantitative research methods to form highly descriptive adverts: Case studies

Question 5

What was advertising like in the 1950s-60s ?

Answer 5

1. This era was home to the creative revolution
2. Copywriter works alongside creative team rather than ahead of
3. Visuals prioritised over copy
4. Soft-sell on ads, humour is showcased rather than repetitive messaging

Question 6

What was advertising like in the 1980s ?

Answer 6

1. The digital revolution, where digital tech boomed
2. The year of opportunity: telephones exposed consumers to emails, news and chat forums
3. Desktop computers ability to store content chip

Question 7

What was advertising like in the 2000s ?

Answer 7

1. The world as a social network
2. Attention span of consumers currently: 7 seconds, decreasing
3. Rise of content creators: 1/4 consider themself
4. Easier to target specific audience demographic
5. Endless opportunity
6. 4G and 5G networks being the most disruptive