1. The History of Advertising
Advertising & Media
Unit 2 – The Advertising Industry

2. 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

3. 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)

4. 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

5. Industrial Revolution
Mass merchandising
Interchangeable parts
Producers need to create a market for their massed produced products
Advertising became essential for business success

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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?

12. CAPTURE ATTENTION and PIQUE A CONSUMER’s INTEREST
Keys to Success
CAPTURE ATTENTION and PIQUE A CONSUMER’s INTEREST