UNIT 1
MEANING AND DEFINATION
Advertising is a form of communication that aims to promote or sell a product, service, idea, or brand
by creating awareness and interest among a target audience. It is a marketing strategy used by
businesses, organizations, or individuals to persuade potential customers to take a specific action, such
as making a purchase, supporting a cause, or adopting a particular behavior.
HISTORY OF ADVERTISING
The history of advertising is extensive and has evolved significantly over the centuries. Here is a brief
overview of key milestones in the history of advertising:
1. Ancient Times:The earliest forms of advertising can be traced back to ancient civilizations. In
ancient Egypt, for example, papyrus was used to create posters and announcements. Ancient Greeks
and Romans also used public announcements and signs to promote goods and services.
2. Print Revolution (15th-17th centuries):The invention of the printing press in the 15th century by
Johannes Gutenberg marked a significant development in advertising. Printed materials, such as posters
and handbills, began to be used to promote products and events.
3. 18th Century:The growth of newspapers in the 18th century provided a platform for advertising.
Advertisements appeared in newspapers, often in the form of simple announcements. Classified ads
also became popular.
4. 19th Century: The Industrial Revolution brought about mass production and an increase in
consumer goods. This led to the rise of advertising agencies and the development of more sophisticated
advertising techniques. The first advertising agency, N.W. Ayer & Son, was founded in the United
States in 1869.
5. Early 20th Century: The advent of radio in the early 20th century introduced a new medium for
advertising. Companies began sponsoring radio programs, and radio commercials became a common
form of advertising.
6. Golden Age of Advertising (1950s-1960s): The post-World War II period saw a boom in
consumerism, and advertising played a central role in promoting products and shaping consumer
culture. Television became a dominant advertising medium during this time.
7. Late 20th Century:The rise of the internet in the late 20th century and the early 21st century
brought about a revolution in advertising. Digital advertising, including banner ads, email marketing,
and search engine advertising, became prominent.
8. 21st Century: Advertising has continued to evolve with the growth of online platforms and social
media. Targeted advertising, influencer marketing, and interactive ads are some of the modern trends.
Mobile advertising has also become increasingly important as more people use smartphones.
Throughout its history, advertising has adapted to technological advancements and
changes in consumer behavior. The field continues to evolve, with new technologies and platforms
influencing the way brands communicate with their target audiences.
SEVEN GUIDLINE TO EVALUATE AN ADVERTISING :
1. Clarity of message
2. Relevance to target audience
3. Creativity and originality
4. Call to action (CTA)
5. Consistency with brand identity
6. Emotional impact
7. Measurable impact & ROI
IMPORTANCE AND OBJECTIVE OF ADVERTISING
1. Product and Brand Awareness:
-2. Market Expansion
3. Competitive Advantage:
- 4. Revenue Generation
5. Influence Consumer Behavior:
- Advertisements have the power to influence consumer behavior by creating desire and influencing
purchasing decisions. Well-crafted ads can shape perceptions and preferences.
6. Economic Impact:
- Advertising contributes significantly to the economy by fueling business activities, supporting jobs
in the advertising industry, and fostering overall economic growth.
7. Information Dissemination:
- Beyond promoting products, advertising serves as a means of disseminating information.
Consumers can learn about new trends, innovations, and options available in the market through
advertising.
8. Brand Loyalty and Trust:
- Consistent and positive advertising helps build brand loyalty and trust. When consumers repeatedly
see and have positive experiences with a brand through advertising, they are more likely to develop
trust and loyalty.
9. Educational Role:
- Advertisements often educate consumers about the features, benefits, and uses of products.
Educational advertising is particularly important for complex or innovative products where consumer
understanding is crucial.
