The History of Advertising

Advertising & MediaAdvertising & MediaUnit 2 – The Advertising IndustryUnit 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 self-

sufficient 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 andPIQUE A CONSUMER’s

INTEREST