Advertising features assignment

However, in receiving a message, consumers do not always interpret the message as the advertiser intended. Successful advertising sales results in satisfied customers and revenue growth for the company. Definition i. Advertising is a paid form and hence is commercial in nature. Publicity is not paid for by the sponsor. Advertising is a paid form of publicity. Thus any sponsored communication designed to influence buyer behavior is advertising. Ii. Advertising is non-personal. Whatever the form of advertisement (visual, spoken or written), it is directed at a mass audience and not directly at the individual as in personal selling. Ii. Advertisements are identified with their sponsoring authority, which is not always the case with publicity. ORIGIN AND GROWTH OF ADVERTISING The history of advertising dates back to the early days of human civilization. The evolution or growth of advertising can be briefly stated as follows: 1 . Early Forms of Advertising: Three forms of advertising existed during the pre-printing period, i. E. Before 1 5th century. The three forms are as follows: a) Trade Marks: In olden days, artisans used to inscribe on their goods such as pots, wooden tools, etc. , certain marks such a stars, moon, tiger, etc.

Such marks came to be regarded as trade marks. The trademark was treated as a form of advertising because the reputation of a particular trademark spread by word of mouth. The buyer used to look for such marks before buying the product or tools at the village fairs or such other places. B) Town Criers: prior to 1 5th century, shopkeepers and other sellers appointed town criers to popularize their stores and products. The town crier ore colony cloths and played a musical instrument such as drum or a flute and attracted the attention Of the people at the village fairs, bazaars etc. He town crier used to offer samples and praise the shop and the product soled by the shops. Town crier were treated as a form of advertising as they attracted the attention of the people and also induced or persuaded the people to buy the products popularized by them. C) Sign Boards: Signs or signboards have been in use for over 5000 years. In those days, sellers used to paint signs on the rocks or boards about their goods. People were attracted by those Signs and purchased the product popularized by the signs or signboards. For e. G. , a sign of cow was used for dairy products, row Of ham for butches shop etc. . Birth of Printing Press: In 1438, Johan Gutenberg invented the crude form of printing press. This made possible the printed advertisements in the following forms: a) Hand Mills: In 1477, William Cotton from London brought out the first ever-printed advertisement in the form of a hand mill. The advertisement was for a religious book. B) Newspaper Advertisement: The Gutenberg invention made possible the printing of a newspaper. The first newspaper came into existence in Germany around 1520, and the first newspaper ad was published in about 1525 in Germany for a book.