Advertising as a discrete form is generally agreed to have begun
with newspapers, in the seventeenth century, which included line or classified
advertising. Simple descriptions, plus prices, of products served their purpose
until the late nineteenth century, when technological advances meant that
illustrations could be added to advertising, and color was also an option.
An early advertising success story is
that of Pears Soap. Thomas Barratt married into the famous soap making family
and realized that they needed to be more aggressive about pushing their
products if they were to survive. He launched the series of ads featuring
cherubic children which firmly welded the brand to the values it still holds
today. he took images considered as "fine art" and used them to
connote his brand's quality, purity (i.e. untainted by commercialism) and
simplicity (cherubic children). He is often referred to as the father of modern
advertising.World War I saw some
important advances in advertising as governments on all sides used ads as
propaganda. The British used advertising as propaganda to convince its own
citizens to fight, and also to persuade the Americans to join. No less a
political commentator than Hitler concluded that Germany lost the war because
it lost the propaganda battle: he did not make the same mistake when it was his
turn. One of the other consequences of World War I was the increased
mechanization of industry - and hence increased costs which had to be paid for
somehow: hence the desire to create need
in the consumer which begins to dominate advertising from the 1920s onward.
DEFINITION -
ADVERTISING
Advertising
is
·
paid form
·
a way of
promoting products, services or information
·
a form of
communication (between manufacturer and consumer)
·
a physical
commodity
·
an integral
part of pop culture
·
an important
economic force
·
a part of our
urban landscape
Advertising
is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or
service. Modern advertising developed with the rise of mass production in the
late 19th and early 20th centuries
1.
The non-personal communication of information usually paid for
& usually persuasive in nature, about products (goods & services) or
ideas by identified sponsor through various media. (Arenes 1996)
2.
Any paid form of non-personal communication about an organisation,
product,service, or idea from an identified sponsor. (Blech & Blech 1998)
3.
Paid non-personal communication from an identified sponsor using
mass media to persuade influence an audience. (Wells, Burnett, & Moriaty
1998)
4.
The element of the marketing communication mix that is non
personal paid for an identified sponsor, & disseminated through channels of
mass communication to promote the adoption of goods, services, person or ideas.
(Bearden, Ingram, & Laforge 1998)
5.
An informative or persuasive message carried by a non personal
medium & paid for by an identified sponsor whose organization or product is
identified in some way. (Zikmund & D'amico 1999)
6.
Impersonal; one way communication about a product or organization
that is paid by a marketer. (Lamb, Hair & Mc.Daniel 2000)
7.
Any paid form of non-personal presentation and promotion of
ideas,goods or services by an identified sponsor. (Kotler et al, 2006)