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7/28/2019 Advt Intro 3

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Definition: an attempt to persuade an audience to

purchase a good or a service dates back to 3000BCamong Babylonians.

Outdoor advertising, usually a painting or sign on thewall of a building.

Medieval times used word of mouth advertising town criers.

Gutenberg printing press in 1450 made massadvertising easier.


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Egyptians used papyrus to make sales messagesand wall posters

Commercial messages and political campaigndisplays have been found in the ruins of Pompei

and ancient Arabia

Lost and found advertising on papyrus wascommon in Ancient Greece and Ancient Rome

Wall or rock painting for commercial advertising ispresent to this day in many parts of Asia, Africaand South America


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Tradition of wall painting can be traced back to Indianrock art paintings (4000 BC).

Out-of-home advertising and billboards are the oldest

forms of advertising.


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As the general population was unable to read, thecobbler, miller, tailor or blacksmith would use animage associated with their trade such as a boot, asuit, a hat, a clock, a diamond, a horse shoe, a

candle or even a bag of flour to advertise theirtrades

Fruits and vegetables were sold in the city squarefrom the backs of carts and wagons and theirproprietors used street callers (town criers) toannounce their presence for the convenience of thecustomers


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As education became an apparent need andreading , as well as printing, developedadvertising expanded to include handbills

In the 17th century advertisements started toappear in weekly newspapers in England

Were used mainly to promote books and

newspapers (increasingly affordable withadvances in the printing presses) andmedicines


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False advertising and so-called quack advertisements

became a problem, which ushered in the regulation ofadvertising content

In June 1836, French newspaper La Presse was the firstto include paid advertising, allowing it to lower its

price, extend its readership and increase profitability The formula was soon copied by all titles


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Early 1900s, there were few career choices for

women in business; however, advertising was oneof the few

As women did most of the purchasing for the

household, advertisers and agencies recognizedthe value of women's insight during the creation ofadvt.s

The 1st American advt. to use sexual sell was

created by a woman for a soap product The advertisement featured a couple with the

message "The skin you love to touch"


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In 1920s, the first radio stations were establishedby radio equipment manufacturers and retailerswho offered programs in order to sell more radiosto consumers

Many non-profit organizations followed suit insetting up their own radio stations, and included:schools, clubs and civic groups

The practice of sponsorship programs waspopularised, individual radio programs weresponsored by a single business in exchange for abrief mention of the business' name at the

beginning and end of the sponsored shows


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Radio station owners soon realised they could earn

more money by selling sponsorship rights in smalltime allocations to multiple businesses

(Rather than selling the sponsorship rights to singlebusinesses per show)

This practice was carried over to television in the late1940s and early 1950s


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In the early 1950s, the DuMont TelevisionNetwork began the modern practice of sellingadvertisement time to multiple sponsors

This eventually became the standard for the

commercial television industry The 1960s saw advertising transform into a

modern approach with use of creativity,

producing unexpected messages that madeadvertisements more tempting to consumers'eyes


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The Volkswagen ad campaign - featuring such

headlines as Think Small and "Lemon" (which wereused to describe the appearance of the car)usheredin the era of modern advertising

Promotion of a "position" or "unique selling

proposition" designed to associate each brand with aspecific idea in the reader or viewer's mind started totake place


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late 1980s and early 1990s saw the introduction of

cable television and particularly MTV

MTV ushered in a new type of advertising: theconsumer tunes inforthe advertising message,

rather than it being a by-productAs cable and satellite television became

increasingly prevalent, specialty channels emerged

Channels entirely devoted to advertising, such asQVC, Home Shopping Network, and ShopTVCanada


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Increasing the products sales

Creating a brand image

New product being introduced Showing theres been a change in the existing product

line


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print advertising

Newspapers, magazines, brochures

Common practice

outdoor advertising

Billboards, kiosks, events

Very popular but must be very catchy broadcast advertising

TV, radio, internet

Very popular, yet radio has become less commonly used


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covert advertising Advertising in movies

Unique-a product is used in a movie or tv show

surrogate advertising Advertising indirectly

prominently seen in cases where advertising a particular product isbanned by law

public service advertising Advertising for social causes

Effective communication medium to convey socially relevantmessages

celebrity advertising Using celebrities for advertising campaigns


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celebrity endorsement [using famous people to showoff their product]

comparison [showing how their product is moreefficient or a better deal than another]

Selling a dream, tagged to lifestyle or sex appeal [theproduct will ensure a better lifestyle or more successwith the opposite sex]


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