History of advertising
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Advertising has existed in various forms for thousands of years. Early forms included stenciled brick advertisements from Babylon, town criers in medieval times, and painted signs in ancient Rome and Egypt. The printing press was a major development, allowing mass production of flyers and posters. In the 19th century, the growth of newspapers, railroads, and telegraph networks facilitated nationwide advertising. The development of radio in the 1920s and television in the 1950s further expanded advertising's reach into consumers' lives. Advertising has become more scientific over time through audience research and testing to evaluate effectiveness.
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History of advertising
- 2. ORIGIN OF ADVERTISING Ruins of ancient Rome and Pompeii An outdoor advertisement excavated in Rome offers property for rent and one found painted on a wall calls the attention of travellers to a tavern situated in another town Papyrus sheets were used in Thebes in Egypt for announcing the reward for return of runaway slaves The first advertisement was somewhat in the form of stenciled inscriptions, which were found on earthen bricks which carried the name of the king who built it prepared by the Babylonians about three thousand years before Christ
- 3. ORIGIN OF ADVERTISING In medieval times a simple but effective form of advertising was very popular Merchants employed the so called "town criers" who shouted the praises of the merchants' wares and the arrival of trade-ships Printed advertising played no big role until the invention of the printing press by Johannes Gutenberg in 1445 These flyers often contained characteristic symbols of the guild members and the tradesmen and were also used as a poster on walls. This form of advertisement lasted for a very long time.
- 4. In the 1880s The telegraph network and a network of rail - roads, had also crisscrossed the continent. This allowed a nation-wide distribution and nation- wide advertising. This state necessitated the growth of advertising agencies and dictated their activities. The most widely advertised consumer products at that time had been the patent medicines.
- 5. Six stages of Advertising history Pre-printing period, prior to the Fifteenth century. Early printing period from the Fifteenth century to about 1840. Period of expansion, from 1840 to 1900. Period of consolidation from 1900 to 1925. Period of scientific development, from 1925 to 1945 Period of business and social integration from 1945 to the present.
- 6. Pre- Printing Period The 'Town crier' was the first means of supplementing sign advertising during the Pre-printing period
- 7. Early Printing Period The invention of the printing press and the revival of learning meant much to business. It had led to the production of advertisements in large quantities for wide distribution. The first printed English advertisement was a 8 'handbill' or 'poster' announcement written by William Caxton in 1472
- 8. Early advertisements in Kerala
- 9. Early advertisements Early newspaper advertisements were announcements of a pure informative nature . Beverages, Cosmetics and patent Medicines had a prominent place among the advertisements appeared in media. The first offering of coffee was made in a newspaper advertisement in 1652, followed by an offering of chocolate in 1657 and of tea in 1658
- 10. Early advertisements However, in 1712, England levied a tax on newspapers and advertising. Retarded the growth of newspapers as well as the advertisements in newspapers Tax on each advertisement, regardless of size, amounted to 84 cents at its peak. In England the taxes on both newspapers and advertisements were abolished in 1853.
- 11. Period of Expansion The sixty years between 1840 and’1900, had a vital influence on the business of advertising, were witnessed in the United States. Advertisements during that period were mostly trade advertisements in nature, announcing the arrival of shipments of Coffee, Tea, Silk cloth, etc. Advertisements at that time were also designed specially for dealers in consumer goods as well as grocery or dry goods . Advertisements were mostly handled by printers and publishers of newspapers , who used to sell advertisement space to procure necessary finances for their survival and growth
- 12. Period of Expansion In 7893 more than half of over a hundred firms spending more than fifty thousand dollars annually on advertising were patent medicine manufacturers Some of the first brands were of the firms like Ivory, Colgate, Wrigley and Coca Cola, etc.. Previously household products of daily use like milk, sugar, soap, rice and candles had been sold in the neighbourhood shops in bulk packages
- 13. Period of Consolidation The Associated Advertising clubs of America helped in launching a campaign to promote truthful and ethical advertising Printers Ink. Statute, published in 1911, was a model that indicated the types of activities that were considered ethical, unethical and questionable. The establishment of the Audit Bureau of Circulations in 1914 was another move for less untruth in the field. This Bureau sewed to validate the circulation statements made by publishers. This was a measure for self preservation but it sewed to consolidate the gains made in the heyday of publication and advertising growth
- 14. Period of Consolidation Period of 25 years from 1900 to 1925 1n 1911 a crusade against the ranker types of untruthfulness in advertising was launched in the united states". Printers Ink. Inc., the Curtis Publishing Fight to reduce or eliminate the use of gross exaggeration, false testimonials and other forms of misleading and untruthful advertising1'. It was also during this period that trust - busting, expose and reform programs became popular. It is not surprising that advertising was caught up in this clean up movement.
- 15. Semi-professional character to the advertising business Advertising Federation of America. American Association of Advertising Agencies, Association of National Advertisers, Audit Bureau of Circulations, Direct Mail Advertising Association. Out door Advertising Association and various publishers associations were formed or became active as a result of these changes. They have had some influence in solidifying the business and in raising the ethics some what above the levels of previous periods. Later they started to understand the needs of the customers and then make the advertisement
- 16. World war I A tool of social engineering with advertisements being used to mobilize public opinion in favour of the war. The support of social scientists and psychologists to the U.S advertising industry in 1920's contributed towards marking this industry more dynamic and imaginative. Product appeals were emphasized less and greater prominence had been laid on appeals such as fear, hope, emotions, insecurity, attachments, desires, etc
- 17. Invent of Radio The advent of Radio in 1920 marked a remarkable development in the advertising world With it's drama and immediacy, radio could convey their messages directly to the consumers who would not need to purchase a publication or even need to be literates. By the mid 1920bs, advertisers' sponsored programmes on Radio were a common feature in the U S . only to be joined by T.V.
- 18. Period of Scientific Development This period saw the application of the scientific methods to resolve the problems of advertising. Knowledge was systematized to a much greater degree than before; and facts were observed, recorded and classified through the application of various scientific devices. A few "radical" advertising men were bold as to suggest that advertising be subjected to tests to prove or disprove its ability to work the wonders claimed for it.
- 19. Period of Scientific Development With the test of the effectiveness of advertising, was used as a selling tool. Emphasis was given on consumer research with a view to make advertisements more meaningful and ethical. Quality of advertisements improved with Audience Research Institute formed by A.C. Nielson and George Gallup. They evaluated the advertisements on psychological basis. Serious attention was given for testing the sales effectiveness of advertising strategy , media and copy.
- 20. Period of Business and Social Integration The post war years were characterized by prosperity in advertising. In the 1950s came television which developed fast to the advertising-media .popularity of T.V gave mass communication and recreation had contributed in the momentum of advertising business. Many companies of American started to host and sponsor T.V programmes. These advertisers could demonstrate with the emotions the use of their products and services and present well- known figures to praise such products and services.