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At the end of this chapter, students should be able to:

u Define advertising and explain its key components.

u Discuss the roles and functions of advertising within society and business.
u Explain the history line of the Advertising era.
u Analyze the changes affecting the advertising industry.


›
 

. History of Advertising : Evolution of Advertising
.. Six stages of advertising evolutions

.2 Introduction to advertising and early forms

.2. Definition of Advertising
.2.2 Early forms of Advertising

.3 Effect of urban growth

.3. Effects to the growth of economy

.4 Advertising and the modern growth

.4. Mass impact of advertising in modern era

 
›

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There are many ways to look at advertising ± as a business, a creative communication process, a social
phenomenon and a fundamental ingredient of the free-enterprise system. This chapter will define the meaning
of advertising, examines the most important dimensions of the field, considers how changing economics has
influenced the evolution of the profession and outlines advertising in the modern world.

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[ou will learn the six stages of evolution in advertising, how advertising plays as an economic tool and
advertising¶s overall impact on the society in which it operates. These perspectives will help you
understand why the practice of advertising has changed over the years and how it may change even more
in the years to come.

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. Age of Print (44-
: Stages to deliver information, classified ads format and the primary medium
is the newspaper.

William Caxton - One of the first English printed advertisements was a handbill printed by Caxton in 477
and reading: "Pyes * * * of Salisbury * * * good and chepe * * * if it please any man spirituel or temporel to
bye." ....The ad offered printed "Pyes," or clerical rules, telling how the clergy at Salisbury dealt with the
changing date of Easter.

2. Industrial Revolution and Emergence of Consumer Society (
- : Purpose of advertising was to
device an effective, efficient communication as the technological development. (Age of Science.

For example, the Quaker Oats advertisement shown above was produced in the  s, the purity and
"the easy to cook" nature of the product was emphasized.

3. Modern Advertising Era (4-4: Organizations specializing in modern professional ads
developed. Automobile racing pioneer Barney Oldfield, for example, becomes the first celebrity to endorse
Pepsi when he appears in newspaper ads describing Pepsi: "A bully drink«refreshing, invigorating, a fine
bracer before a race." The theme "Delicious and Healthful" appears and will be used intermittently over the
next two decades.

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4. Age of Agencies(2¶s: The rise of agencies. Advertising agency is an independent organization of
creative people and business people who specialize in developing and preparing marketing and
advertising plans, advertisements and other promotional tools. In 23, John Orr [oung and Raymond
Rubicam established a small advertising agency in New [ork. [oung & Rubicam agency created many of
radios most popular programs such as Jack Benny for Jello, "Burns and Allen" "Kate Smith Hour"
"Sherlock Homes" and other shows. [&R hired George Gallup to do surveys of the listening audience
(Hebert, 4.

. Creative Era (
-: Arise of the high competition stage, creative stage emphasize on new
creative practices. In 47 JWT produces the first network television program "The Kraft Television
Theater." During the 
s, TV advertising grew from $4 million to $2 million. At first, shows were
sponsored and produced by a single sponsor such as the "Texaco Star Theatre" with Milton Berle (CC.

. Accountability Era (7-: The era where the industry grow rapidly and focus on ads that can
produce sales based on research and measurement.


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An overview of the early forms and defines advertising in contemporary terms

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Advertising is paid, non-personal communication from an identified sponsor using mass media to
persuade or influence an audience.

Let¶s take this definition apart and analyze its components. First, advertising is a type of


 . It is actually a very structured form of applied communication, employing both verbal
and non verbal elements that are composed to fill specific space and time formats determined by the
sponsor. Second, advertising is typically directed to groups of people rather than to individuals. It is
therefore  
 , or mass, communication. These people could be consumers who buy products
like Strepsil¶s for their personal use. Or they might be business people who would buy large quantities
of Strepsil¶s for resale in their stores.

Most advertising is  

by sponsor. Coca-Cola, Munchy¶s and Petronas, for example, pay
the newspaper, or radio, or TV station to carry the ads you read, see and hear. Of course, most
advertising is intended to be 
 ± to win converts to a products, service or idea. An ad
   a sponsor. This seems obvious as the sponsor wants to be recognized, or why to pay
advertize?

Finally, advertising
  us through a channel of communication referred to as

. An
advertising medium is any paid means used to present ad to its target audience. Thus, we have radio
advertising, television advertising, newspaper advertising, internet advertising and so on.

Kuala Lumpur Metropolitan University College Faculty of Media Studies

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In short, defining modern advertising is by
Basic Components :

i. A paid form of communication

ii. Message paid with sponsor identified
iii. Persuade/Influence the consumer with strategic communication driven by objective ( effective ads
iv. Reaches a large audience of potential consumers
v. Message conveyed through many different kinds of mass media.

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i. Early form ads were signs such as the inn sign, the red-and white striped barber¶s pole.
ii. Babylonian merchants were hiring barkers to shout out goods and prices at passersby in 3 B.C.
iii. The Romans wrote announcements on city walls.
iv. Europe in 
th century, Siquis-pinup wants ads for all sorts of products and services. Trades
people promote themselves.
v. Egyptians used papyrus to make sales messages and wall posters.

Edo Period advertising flyer from   A print advertisement for the 3 issue of the
for a traditional medicine called Kinseitan Encyclopaedia Britannia

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Advertising give impacts to the growth of economy.:

i. The funding of dynamic economy activity, especially the role of advertising in the media financing.
ii. Competition between supplier and distributors on their products stimulate creative ads in many
perspective ways.
iii. Household consumption: Advertising concentrate on the high-value added product and the high-growth.
iv. Innovation in industries innovates the advertising in high pressure.


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Mass production requires mass consumption which turn requires advertising to mass market through
mass media.

a New Advertising: Advertising is expending as technology makes it possible to be more personal and
interactive.
a Integrated Marketing Communication (IMC: Expanding the scope of advertising by involving it more
closely in a mix marketing tools.
a Globalization: Demands those international advertisers consider whether their messages should be
standardized.


.
a There are six stages of advertising evolutions: Age of Print, Industrial Revolution and Emergence of
Consumer Society, Modern Advertising Era, Age of Agencies, Creative Era and Accountability Era.
a Printing was the first major technology to affect advertising, cable TV and Internet are the most
recent.
a As a tool of marketing communications, advertising is the structured and composed, non personal
communication of information. It is usually paid for and commonly persuasive about products,
services or ideas, by identified sponsors through various media.
a In ancient times when most people could not read or write, there was little need for advertising.
Marketers used symbols on signs to advertise their products.
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a As world expanded, urban populations soared, and manufacturing and communication technologies
developed, as did advertising.

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George E. Belch, Michael A. Belch, 27  



 ,  
 
 

 

  , 7th International Edition, McGraw-Hill Higher Education.

Wells, Moriarty & Burnett 2,  

  
 , 7th edition, Pearson Prentice Hall
Education, New Jersey.

William F. Arens, 2,  



 
, Tenth International Edition, McGraw-Hill Higher Education.

Kuala Lumpur Metropolitan University College Faculty of Media Studies

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