1/9/2012
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LESSON ONE
BACKGROUND OF TODAY’S ADVERTISING
1
A few definitions of advertising
•
Advertising is a promotion (or communication) subset
(or subspecialty) of marketing.
Marketing describes the commercial functions involved in
transferring goods from producer to consumer.
•
Advertising is the least expensive form of selling.
•
Advertising is the process of mass selling.
•
Advertising is a financial investment in a brand or
company.
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Over the years, advertising specialists have
offered a few definitions of their own:
•
salesmanship in print
•
keeping your name before the public
•
truth well told
During our time together this semester we
may encounter other contextualizations of
advertising.
The scope of our course
We will study advertising as a component of the
specialization in marketing that began with the
emergence of branded products in the U.S. after
the Civil War (1861-1865) and continues to the
present.
4
Four broad periods in the history of
advertising
A few remnants of advertising survive from the
I.
Premarketing Era,
beginning in antiquity and
ending with the Industrial Revolution (the
Industrial Revolution began around 1750 and
was complete by 1900).
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Some examples of advertising in the pre-
marketing era
•
From ancient Rome:
There will be a dedication or formal opening of
certain baths.
Those attending are promised the
slaughter of wild beasts, athletic games,
perfume sprinkling, and awnings to keep off the
sun.
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1/9/2012
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7
•
From a London newspaper in 1657:
In Bartholomew Lane, on the backside of the Old
Exchange, the drink called coffee, which is a very
wholesome and physical drink having many excellent
virtues, is to be sold in the morning and at three o’
clock in the afternoon.
It closes the orifices of the
stomach, fortifies the heat within, helpeth digestion,
quickeneth the spirits, maketh the heart lightsum, is
good against eye sores, consumption, headache,
dropsie, gout, scurvy, King’s Evil, and many others.
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