The History of Advertising

1
The History of Advertising

• Advertising Media
• Unit 2 The Advertising Industry

2
Life Before Advertising

• There is evidence of advertisements dating back
  to Babylonian times
• Exchange of goods predates advertising
• Scattered and small populations of
  self-sufficient households eliminate the need to
  advertise
• Able to maintain themselves without outside
  assistance

3
Factors Leading to Advertising

• Population increases
• Growth of towns and cities
• Specialization
• Barter
• Putting a price on items
• Supply, demand and competition
• New technology enabled distribution of
  information to many people (mass media)

4
Early Advertisements

• In 1704 the Boston News Letter contained paid
  advertisements for items such as real estate and
  rewards for stolen merchandise
• Slave owners would advertise runaway slaves
• Early advertisements had no illustrations
• Ben Franklins publications sold advertisements

5
Industrial Revolution

• Mass merchandising
• Interchangeable parts
• Producers need to create a market for their
  massed produced products
• Advertising became essential for business success

6
National Markets

• Technological developments in communication
  (telegraph) and transportation (railroads)
  connected people and markets across the country
• By 1850, newspaper circulation reached 1 million
  copies per day
• The first advertising agent, Volney Palmer,
  started his operation in Philadelphia

7
Advertising in the 1900s

• Advertisements become more visual
• Illustrations are included
• Some ads from the 1920s are now considered works
  of art
• Radio became the dominant advertising medium
  between the 1930s and the 1950s
• Radio was eventually eclipsed by television

8
Television

• Initially television commercials focused on one
  product
• Advertisers would sponsor specific programs with
  the host often advertising or using the product
  within the program
• Advertising spots soon morphed into the slick,
  polished product we are accustomed to today
• Television commercials have become shorter in
  length

9
Advertising - Today

• Advertising is everywhere
• Traditional forms of media have matured
• Directed towards a passive audience
• It is difficult to be new and innovative
• The Internet is becoming a dominant advertising
  medium
• Spending exceeded 5 billion

10
Advertising - Future

• The definition of advertising will not change
• A paid attempt to convince through mass media
• Changes in the Internet create more opportunities
  to advertise
• Interactive Media means that communication goes
  both ways
• Active over passive connection

11
Advertising Future (contd)

• New media is being developed (WebTV)
• Viral Marketing
• Consumer developed media
• Interaction between television/radio/movies and
  the Internet
• Who knows what else will be developed?

12
Keys to Success

• CAPTURE ATTENTION and
• PIQUE A CONSUMERs INTEREST