Advertising Chapter 1 2 3
“advertisement grew naturally out of the social, economic and commercial developments which took place at an earlier stage in our history.”
T.T.Nevett (1982)
Advertisement
• Advertising presents a totally controllable message. Control of space, time and message.
It can be transmitted as many times as the advertiser wishes.
• Advertising delivers messages to a large number of people at low cost per contact.
• Advertising is a fast way of contacting so many people at the same time.
Development of advertisement
• 1.Population expanded rapidly – fewer workers in agricultural sector because of improved machinery and more job in industrial sector with better wages.
• 2. Improved transport system. Movement of goods more efficient.
• 3. Mass production leading to mass marketing.
• 4.Great expansion in printing.
Advertisement as a business
• The commercial potential of advertising in a growing number of newspapers and periodicals was quickly grasped by many of the prospering business.
• These many advertisers placing advertisement in a wide range of media waited only for the third partner to come into being – the advertising agencies.
Development of advertisement
• Newspaper could and did sometimes survive without advertisement revenue but increasingly became dependent on it.
Advertising agencies cannot survive on their own. The real basis of the rapidly growing business was the advertiser who financed it all. Development of advertisement
By mid of last century, there were some obvious change in the advertisement columns – growing division between manufacturing and retailing. Retailing division grew using newspaper as the media.
The developments taking place over the centuries but with increasing pace, have produced a complex and highly sophisticated business. Criticism on advertisement
• It is a waste of money that would better spent in price reduction or product improvement.
• It encourages people to spend money, they can ill afford.
• It frequently appeals to
T.T.Nevett (1982)
Advertisement
• Advertising presents a totally controllable message. Control of space, time and message.
It can be transmitted as many times as the advertiser wishes.
• Advertising delivers messages to a large number of people at low cost per contact.
• Advertising is a fast way of contacting so many people at the same time.
Development of advertisement
• 1.Population expanded rapidly – fewer workers in agricultural sector because of improved machinery and more job in industrial sector with better wages.
• 2. Improved transport system. Movement of goods more efficient.
• 3. Mass production leading to mass marketing.
• 4.Great expansion in printing.
Advertisement as a business
• The commercial potential of advertising in a growing number of newspapers and periodicals was quickly grasped by many of the prospering business.
• These many advertisers placing advertisement in a wide range of media waited only for the third partner to come into being – the advertising agencies.
Development of advertisement
• Newspaper could and did sometimes survive without advertisement revenue but increasingly became dependent on it.
Advertising agencies cannot survive on their own. The real basis of the rapidly growing business was the advertiser who financed it all. Development of advertisement
By mid of last century, there were some obvious change in the advertisement columns – growing division between manufacturing and retailing. Retailing division grew using newspaper as the media.
The developments taking place over the centuries but with increasing pace, have produced a complex and highly sophisticated business. Criticism on advertisement
• It is a waste of money that would better spent in price reduction or product improvement.
• It encourages people to spend money, they can ill afford.
• It frequently appeals to