Download The History of Advertising

The History of Advertising
Advertising & Media
Unit 2 – The Advertising Industry
Life Before Advertising
 There is evidence of advertisements dating
back to Babylonian times
 Exchange of goods predates advertising
 Scattered and small populations of selfsufficient households eliminate the need to
advertise
 Able to maintain themselves without outside
assistance
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)
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 Franklin’s publications sold
advertisements
Industrial Revolution
• Mass merchandising
• Interchangeable parts
• Producers need to create a market for their
massed produced products
• Advertising became essential for business
success
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
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
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
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
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
Advertising – Future (cont’d)
•
•
•
•
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?
Keys to Success
CAPTURE ATTENTION
and
PIQUE A CONSUMER’s
INTEREST