Origin and Developments of an Advertisements

Origin and Developments of an Advertisements

Introduction

             Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or series. Advertising messages are usually paid for by sponsors and viewed via various mass media such as newspapers, magazines, television commercial, radio advertisement, outdoor ad or direct mail or new media such websites and texts messages.

Origin

The origins of advertising lie thousands of years in the past. One of the first known methods of advertising was an outdoor display, usually an eye catching sign painted on the wall of a building. Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travelers to a tavern situated in another town.

               In Latin, advertere means "to turn toward”. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media ;including mass media such as newspaper, magazines, television advertisement, radioadvertisement, outdoor advertising or directmail;Or new media such as blogs, websites or text messages.

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.

History of Advertisement

              Egyptians used papyrus to make sales messages and wall posters. Commercial messages and politicalcampaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and foundadvertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting forcommercial advertising is another manifestation of an ancient advertising form, which is present to thisday in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced backto Indian rock art paintings that date back to 4000 BC.

In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press;And medicines, which were increasingly sought after as disease ravaged Europe .However, false advertising and so called "quack" advertisements, became a problem, which ushered in the regulation of advertising content.

 19th century advertisement history Thomas J. Barratt from London has been called "the father of modern advertising.” Working for the Pears Soap Company, Barratt created an effective advertising campaign forthe company products, which involved the use of targeted slogans, images and phrases. One of his slogans, “Goodmorning. Have you used Pears' soap?" was famous in its day and into the 20th centuryUnder Barratt's guidance, Pears Soap became the world's first legally registered brand.

The success of an advertisement campaign is largely determined by the knowledge and skill of the people preparing it. The advertiser who is concerned with the marketing situation and proficient in the art of communication are more likely to produce effectively advertising.

Development of advertising in India:

       Advertising in India has created an incredible awareness among the people in the past decade growing in to big industry. It has grown along with the press and today it has found its way into the other two media Radio and Television.

                  The Advertising Agencies Association of India (AAAI) was established in 1945, training an authority to represent the interests and problems of advertising profession. At the time of independence, advertising business was expanding. It grew technically also with the introduction of multicolor printing, and improved printing machines. Commercial art also grew as a profession which boosted the advertising business.

              In 1951, the Indian Society of Advertisers was formed and in May 1958, the society of Advertising practitioners was formed. During pre independence era, Indian advertisements were mostly about clothes, travelling, eating and entrainments places, India, hotels, for wheelers, tea, gramophones and tailoring shops for Britishers in India and the princely families.

Definition of Advertising

(1)American marketing association has defined advertising as any paid form of non- personal presentation of ideas, goods, and services by an indentified sponsor.

(2) According to Webster, “advertising is to give public notice or to announce Publicity.”

(3) According to gardner, “advertising is the means of mass selling that has grown up parallel with and has been made necessary to mass production.”

Role of Advertisements

Education

School children become addict to watch the advertisement. So majority of their study time is occupied for entertainment programme rather than extra circular activities like sports and games. Advertisement informs the public about their need and influences the living standard according to pattern and customs. It brings the people to the scientific way of living than the traditional system. It straightens the parent’s child relationship in the family where parents are wheat straightens the parent’s child relationship in the family where parents are employed.

Behavior

It changes the attitude and behavior of the day to day life. It influences the people towards bad habits by seeing the advertisement. It tempts the low income group towards luxury life. It creates the image of personality and prestige.

Advertising ; socio – economic influence

Advertising is a buyer’s guide for both consumer and industrial purchasers, providing the former with use of new merchandise and special prices and the latter with information about the material, equipment and technology.

1)Advertising reduces distribution cost by simplifying the taste of personal selling or by replacing it entirely.

2) Advertising encourages competition and also fosters product quality through clear brand identification and producer or distributors accountability.

3) Advertising adds value of the product by adding to time, place and possession utility.

4) Advertising publicizes the material and cultural incentives of a democratic productive effort by both management and labor.

5) Advertising enable both printed and broadcast communication to maintain independently from government, political parties or other special interest group.

6) Advertising stimulates thought and action on national and local social problem.

Standard of living life and advertisement

The standard of living in society is bound to be higher one which is capable of making available more and more goods and services so that an average man enjoys these goods and service as they are brought within his easy reach.

The standard of living community depends on two basic factor, namely the ability to produce more and more goods and services at least cost and of better quality on hand and purchasing power of the consumer on the other improved standard of living does not mean printing of more notes and minting of more coins, but increasing the quality, improving the quality and reducing the costs of products and services. That is these benefit should reach the common man with lower purchasing power.

Cultural changes

The cultural function of advertising is to understand reflect and accept the value structure of society well before it vanishes. Advertising within the limits set by culture is to create new expectations for the consumers.

Market condition and role of advertisement.

The current day business situations warrant a forceful entry in new markets. In such newly explored market, advertising does the spade work and creates a fertile ground for the sponsor to sow the seeds of prosperity.

Advertising imprints the image of the product range and the producer on its exiting reputation. The sponsor can get increased share in the new market by this creative strategy of advertising which culminates into enjoyment of leadership in the new market.

Place of psychology in advertisement

 The words like motive, desire, response, impulse, conscious, sub – conscious attitudes are all technical term in the field of psychology. Psychology plays a vital role in advertising. Continuous pursue for the secrets of mass psychology is as the endless story of sindubath.

Objective of advertising.

The main objective of advertising is to influence human behavior. If too is to be accomplished, the advertiser must understand some of the basic factors that shape human behavior. The advertiser has to understand the essential psychological forces that, guide human behavior in general. Interest, drive, urge, goal, desire and motivation are some of the psychological forces needs are the most basic of these forces.