Evolution of Advertising - Marketing perspective

(Goodyear, 1999)

Stages of Marketing Evolution:

1. Commodity selling - no competition and almost no choice between goods available.
2. Marketing - beginning of brand itself – product with a name on it. This characterizes with the identification and a reassurance of a particular quality or character of good. In this case the advertising is minimal, focusing mostly on the informative side about the existence of the product and slowly convince the consumer that this is what he/she wants
3. Classic Branding - states that brand started to play a major role. Extra segmentation took place to identify the consumer more precisely and connection with the consumer’s life trying to fit in his/her culture and way of living
4. Consumer driven Marketing - Icon and logo
5. Postmodern Marketing - strong stimulus, this stage the most important speed of research

References:

1. Goodyear, M., 1999. The Evolution of Marketing. ESOMAR