ADVERTISEMENT MANAGEMENT

HISTORY OF ADVERTISING

MIDHUN BT MBA B batch F B S Angamaly

Purpose of Advertising The ultimate purpose of all commercial advertising is to persuade people to buy. To be effective good ads must have:

The ability to get our attention. Hundreds of ads are seen/heard each day. the consumer's attention.

Therefore, an effective ad must stand out from the competition and grab

The ability to sustain our attention.

consumer learn something about the product. An effective ad involves the reader in the details of the ad and carries the reader's attention through the ad.

It is important that the potential

The ability to transmit the message. Clarity is important if the consumer is to understand the message given the limited ad space available. The ability to convince the potential consumers to accept the message of accept the product, the brand, and to buy

the ad and the ad brand. Thus, the ability of the ad to persuade you to

History of Advertising

The following outline will provide a brief history of advertising trends. Before 1900, ads were mostly informational. They described products and appealed to consumers logic and judgement. The text (ad copy) was the selling feature of the ad.

During the 1920's (after W.W.I), advertising started putting more emphasis on emotion and image. The ads emphasized the life of the consumer more than the merits of the product.

With the growing industrial economy, markets for the goods being

produced need to be produced. To create this consumer group, advertising began to promote a sense of anxiety, fear, and inadequacy among the population. Advertisers realized the power in appealing to people on a subconscious level based on image and non-rational thought

Advertising can divided into three historic periods: the premarketing era, the mass communication era, and the research era. The premarketing era covers prehistory to the mid-eighteenth century and was characterized by primitive interaction between buyers and sellers. Media, such as existed, were limited both in reach and effectiveness. The premarketing era ended as the printing press was introduced. The mass communication era lasted from the 1700s to the early part of the twentieth century. During this time, advertisers were able to reach large groups of their market through print media, and later, through broadcast media. The research era began in the mid-twentieth century and continues today. It is characterized by improved techniques for identifying and reaching narrow targets of the general population. Messages can be prepared and targeted to each group. With the expansion of advertising that began in the early part of this century, the federal government entered the market and passed the Pure Food and Drug Act in 1906, which was the first attempt at regulating advertising. The Federal Trade Commission Act created the Federal Trade Commission (FTC), which seeks to prevent fraudulent, misleading or deceptive advertising in interstate commerce. As the nation grew and its transportation capabilities also grew, interstate commerce and advertising became more of a problem Any commercial business would agree that advertising is among their most personnel to construct effective advertisements for one or more forms of media.

important operations. Companies hire marketing, public relations and design However, advertising can be expensive and most companies cannot afford to lose trends. In fact, advertising has a rich past that dates back earlier than most people might assume.

such a great investment. Knowledge of how to advertise comes from history and

Ancient Advertising The earliest advertising ever found was recovered from the ruins of Pompeii, a

city that was buried by lava in the year 79 AD. Archaeologists suggest it was hung on the side of a building. It is assumed that advertising existed long before this, possibly centuries. By the time it first showed up in recorded history it had Advertisement first appears in recorded history in the year 1477. In that year, printed advert.

already appeared as painted murals as well as outdoor displays of wares. William Caxton promoted his book The Pyes of Salisbury with Britains first Development of Modern Advertising Advertising in North America predates the United States. In fact, it has existed on the continent at least as long as it has been colonized by settlers. Even when the lands that are now the United States were mostly Native Americans and a few

small settlements there were notice boards in villages, actors got into character and paraded the streets promoting upcoming performances, and wine vendors handed out free samples. Newspapers did not appear in America for centuries and when they did the ads were scarce and rarely included accompanying

illustrations. It wasnt until Benjamin Franklins publishing of Poor Richards

Almanac and The Philadelphia Gazette that advertising truly became an art form.
He used wood carvings to stamp pictures into these publications. Even the acres and a mule to any who would make the move.

government used these methods to promote westward expansion offering forty

All throughout the Nineteenth Century, the importance of brand names grew. People no longer went to the store to buy soap, but rather Ivory Soap, Pears Soap or another similar brand based on its price or quality. One way companies worked to establish their brand was through imagery. Consumers remembered Uneeda Biscuit from its ad depicting a child in a raincoat carrying a large box. In

addition to imagery, companies also used slogans. While they had likely existed

prior, advertising slogans didnt become the norm until the 1890s. Some early adopters included Kodak (You Press the Button, We Do the Rest), Hornbys Oatmeal (Eat H-O), Ivory Soap (99 and 44/100% Pure) and Royal Baking

Powder (Absolutely Pure). Advertisers experimented with these slogans, incorporating rhyme and whatever else made them more memorable. Today we still use both imagery and slogans. Even consumers who dont use their services McDonalds. recognize the Geico Gecko and associate the phrase Im Lovin It with

Origin of Demographics in Advertising Until the mid-Twentieth Century, advertisements were designed by men and aimed at women. Most women did not work for a living; they were homemakers and were therefore entrusted to do the shopping for the family. The only major exception to this rule was the purchase of a family home or car, which was

generally made by the man. During the 1950s, once society was less strict about gender roles, advertisers began exploring how to market to different demographics.

Electrical Technology & Advertising To this day, radio remains one of the most innovative and revolutionary first time, ads were being spoken to people, not read by them. Advertisers quickly learned they could incorporate jingles that would stick in consumers minds.

inventions of all time. With it, came new methods of mass-advertisement. For the

Companies even funded programs just to have their names read on air. Radio was the most prominent way to advertise through the 1910s and 20s and though it in the 1940s. It was during this decade that televisions began appearing in the would remain prominent for decades to follow, its spot as the forefront was lost average American home. Television combined the best of both print and radio

advertisement: consumers saw imagery and they could hear the jingles. Though television remains an important medium for advertisers, it also lost its position in the forefront. Throughout the 1990s, computers began appearing in the average and more accessible drew in larger and larger audiences. Soon, consumers were

household more and more. Constant developments to make the internet faster surfing the web for hours a day, replacing the time they would otherwise spend their potential customers and even sold products online to best accommodate. Great People In Advertising Bill Bernbach - The Greatest Influencer Neil French - Copywriting Legend David Ogilvy - The Father Of Advertising There are several names in the industry that are synonymous with advertising. David Ogilvy is perhaps the most famous, and respected, of those names. Often referred to as "The Father of Advertising" he left behind him a legacy of astounding work, powerful agencies and several books that have become must reads for anyone who even thinks about getting into the ad business

watching TV. Advertisers adapted, designing different types of ads to reach out to