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Advertising Entry Level Jobs

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.[1]: 465  Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual.[1]: 661, 672  Advertising is communicated through various mass media,[2] including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement (advert or ad for short).

Commercial advertisements often seek to generate increased consumption of their products or services through “branding”, which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.

Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, “Madison Avenue” advertising.[3][4]

Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion.[5] Advertising’s projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio.[6] Internationally, the largest (“Big Five”) advertising agency groups are Dentsu, Interpublic, Omnicom, Publicis, and WPP.[7]

In Latin, advertere means “to turn towards”.[8]

Contents
1 History
1.1 19th century
1.2 20th century
1.2.1 Radio from the 1920s
1.2.2 Commercial television in the 1950s
1.2.3 Cable television from the 1980s
1.2.4 Internet from the 1990s
2 Classification
2.1 Traditional media
2.2 New media approaches
2.3 Rise in new media
2.4 Niche marketing
2.5 Crowdsourcing
2.6 Globalization
2.7 Foreign public messaging
2.8 Diversification
2.9 New technology
2.10 Education
3 Purposes
3.1 Sales promotions and brand loyalty
4 Criticisms
5 Regulation
6 Theory
6.1 Hierarchy-of-effects models
6.2 Marketing mix
6.3 Research
6.4 Semiotics
7 Gender effects on comprehension
8 Alternatives
9 See also
9.1 Influential thinkers in advertising theory and practice
10 “Fathers” of advertising
11 References
12 Further reading
12.1 History
13 External links
History
Main article: History of advertising

Bronze plate for printing an advertisement for the Liu family needle shop at Jinan, Song dynasty China. It is the world’s earliest identified printed advertising medium.

Edo period LEL flyer from 1806 for a traditional medicine called Kinseitan
Egyptians used papyrus to make sales messages and wall posters.[9] Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.[10]

In ancient China, the earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell confectionery. Advertisement usually takes in the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with “Jinan Liu’s Fine Needle Shop” and “We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time” written above and below[11] is considered the world’s earliest identified printed advertising medium.[12]

In Europe, as the towns and cities of the Middle Ages began to grow, and the general population was unable to read, instead of signs that read “cobbler”, “miller”, “tailor”, or “blacksmith”, images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts. The first compilation of such advertisements was gathered in “Les Crieries de Paris”, a thirteenth-century poem by Guillaume de la Villeneuve.[13]

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. However, false advertising and so-called “quack” advertisements became a problem, which ushered in the regulation of advertising content.

19th century

Poster for Pears soap created under Thomas J. Barratt’s leadership, 1900. Victoria and Albert Museum, London
Thomas J. Barratt of London has been called “the father of modern advertising”.[14][15][16] Working for the Pears soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, “Good morning. Have you used Pears’ soap?” was famous in its day and into the 20th century.[17][18] In 1882, Barratt recruited English actress and socialite Lillie Langtry to become the poster-girl for Pears, making her the first celebrity to endorse a commercial product.[19][20]

A Coca-Cola advertisement from the 1890s
Becoming the company’s brand manager in 1865, listed as the first of its kind by the Guinness Book of Records, Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product’s availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that “tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste.”[15]

Advertising for Huntley & Palmers wafers c. 1890
Enhanced advertising revenues was one effect of the Industrial Revolution in Britain.[21] Thanks to the revolution and the consumers it created, by the mid-19th century biscuits and chocolate became products for the masses, and British biscuit manufacturers were among the first to introduce branding to distinguish grocery products.[22][23] One the world’s first global brands, Huntley & Palmers biscuits were sold in 172 countries in 1900, and their global reach was reflected in their advertisements.[22]

George William Joy’s depiction of the interior of a late 19th century omnibus conspicuously shows the advertisements placed overhead
In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed when the first full-service advertising agency of N.W. Ayer & Son was founded in 1869 in Philadelphia. Ayer & Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. [24] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers.[24]