Page 6 - NOTES ADVERTISING PDF_Neat

 Television was introduced after WWII, TV 0 Televisyen diperkenalkan selepas Perang
advertising grew rapidly and became the Dunia II, pengiklanan TV berkembang pesat
largest ad medium in terms of revenues dan menjadi medium pengiklanan terbesar
 Advertising entered its golden era as creative dari segi pendapatan.
revolution of product-features focus in 0 Pengiklanan memasuki era keemasan
advertising sebagai revolusi kreatif bagi ciri-ciri produk
 The giant ad - agencies founders emerged yang memberi tumpuan kepada pengiklanan
such as Leo Burnett, David Ogilvy, and Bill 0 Pengasas agensi terbesar muncul seperti Leo
Burnett, David Ogilvy, dan Bill Bernbach.
Bernbach. 0 Produk-produk tiruan (produk me-too) muncul
 More imitative products (me-too products) di pasaran, syarikat beralih kepada mantra
showed up in the marketplace, companies baru: segmentasi pasaran (pemasar mencari
turned to a new mantra: market sekumpulan orang yang unik keperluannya
segmentation (marketers searched for yang mana dapat ditangani melalui produk
unique group of people whose needs could khusus)
be addressed through specialized products) 0 Pengiklanan beralih tumpuan daripada ciri-ciri
 Advertising shifted the focus from product produk kepada imej jenama atau
features to brand image or personality such keperibadian seperti Cadillac.
as Cadillac 0 Era penyasaran/perletakan telah berlaku
 The positioning era occurred in order to deal untuk menangani produk tiruan.
 Positioning proved effective in separating a 0 Penyasaran/perletakan terbukti berkesan
particular brand form its competitors by dalam memisahkan pembentukkan jenama
associating that brand with particular set of tertentu pesaingnya dengan mengaitkan
needs that ranked high on consumer’s jenama dengan set keperluan tertentu yang
priority list. menduduki tempat yang tinggi dalam senarai
keutamaan pengguna.

IV) Post-industrial Age IV) Zaman Pasca Industri
0 Individu sensitif kepada persekitaran akibat
 People tended to aware of the sensitive kekurangan sumber semula jadi
environment as the shortages of natural
resources became an issue 0 Dengan kemunculan pemasaran, pengeluar-
 The marketing appeared, the producers of pengeluar tenaga menggunakan pengiklanan
bagi memperlahankan permintaan untuk produk
energy use ad to slow the demand of their mereka
products
 Advertising agencies focused on growth, 0 Agensi pengiklanan menumpukan pada
pertumbuhan, pengambilalihan, dan penutupan
acquisitions, and superior executions. yang lebih tinggi.
 Mid-1980s, the ‘me’ generation occurred
such as “L’Oreal. Because I’m worth it.” 0 Pertengahan 1980-an, generasi ‘me’ yang
 Sales promotion was the popular berlaku seperti “L’Oreal. Because I’m worth it.”"
alternatives instead of advertising to build 0 Promosi jualan adalah alternatif yang popular
sales volume for clients as the economy berbanding pengiklanan untuk membina jumlah
jualan untuk pelanggan apabila ekonomi yang
slowed in the U.S. perlahan di Amerika Syarikat
 In mid-1990s, US marketers begun shifting
from sales promotion to advertising to 0 Pada pertengahan 1990-an, para pemasar AS
rebuild value in their brands mula beralih daripada promosi jualan ke
pengiklanan untuk membina semula nilai dalam
 After a mild recession & 911 event jenama mereka.
occurred, technology, evolving lifestyles, 0 Selepas kemelesetan & peristiwa 911 berlaku,
new fear over security,
 The rising cost of reaching consumers had teknologi, gaya hidup, ketakutan baru terhadap
keselamatan,
changed ad business , for example, the
explosion 0 Kos yang meningkat untuk mencapai pengguna
telah mengubah perniagaan pengiklan,
contohnya, letupan

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