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Advertising Past and Present

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Research a print advertisement from before 1970 for a product/service that is still in existence today; and then locate a current advertisement for the same product/service. Based on the readings and your research on the two advertisements, analyze how the target market for the product/service has changed.

Over the years advertising has changed dramatically. Using your examples, describe how and why these changes have occurred. Be sure to include any ethical, cultural, social, or regulatory influences. Attach a sample of your selected ads.

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The solution attaches a 1300-word investigation in Microsoft Word that looks at how the target market of Pepsi and how their advertisements have adapted with references included.

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Running Head: CHANGES IN THE ADVERTISEMENT STRATEGY

Changes in the Advertisement Strategy: Part and Present
 
Introduction
In present scenario, advertising plays a significant role in the promotion of the products and services of any company. In order to advertise a product or service, company uses the variety of tools and technique to establish a good and appropriate strategy according to the target market (Erickson, 2003). Due to the advancement of the technology and changes in the living standard of the people, their preference has been changed. This has eventually changed the mind of the marketing researchers and presently the companies are using the different blueprints of adverting in print as well as electronic advertising (Luxton, 2005).
Recently, strategy of Print advertisement has become the more innovative and strong source in comparison to the 1970. This paper will explain the differences between the print advertisements used by PespiCo before 1970 and presently and how the target market of the company has changed according to the ethical, cultural, social, or regulatory influences.
Changes in the Target Market on the Basis of Advertisement

Figure 1: Print Ad of PepsiCo in 1968 (The Museum of Beverage Container and Advertising, 2010)

Figure 2: Print Ad of PepsiCo in 1970 (Magazine Add, 2010)
Success of an advertisement is mainly dependent upon the target market for which the advertisement has created. According to the print advertisement of PepsiCo before 1970 (See figure 1 and 2), customers were not so rationalized and aware about the taste of the product. According to the given print advertisement, company has focused on the particular group of youths and sportsman. Figure 1 shows focus of the company is women groups and figure 2 shows that the company's focus on children who play sports.
After this globalization has changed the perception of the society and raised their way of living and behavior. Presently, the consumer concentrates brand recognition and gives preference to the taste and quality of the product. Figure 3 shows the print ad of PepsiCo in 2009, which clearly demonstrate that the product gives a cool feeling to the consumers with a new taste (Waqar, 2009). Figure 4 represent that quality of the product and throwback cold drinks are preferred by the ...

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