| Advertising is one of the many marketing | | | | |
| tools that are used to attract attention of | | | | - John Wanamaker, father of modern |
| prospective customers to a business or its | | | | advertising. |
| products or services. The more effective an | | | | |
| advertising campaign, more the customers it | | | | Advertising certainly has a lot of impact on |
| draws, and with greater frequency. | | | | what we buy, or do not buy. There is a lot of |
| Advertising is part of the overall marketing | | | | debate going on, for and against the impact |
| strategy of a business, which includes public | | | | of advertising, but one thing is clear, it |
| relations, promotional programs, signage, | | | | does affect our buying trends, for good or |
| incentives, newsletters, and word of mouth, | | | | for worse. |
| among other strategies. The aim of a | | | | |
| marketing strategy is to use advertising, | | | | Today, with the advent of the Internet and |
| along with these other tools, for maximum | | | | its impact on our everyday lives, it has |
| impact. | | | | provided new advertising opportunities. As |
| | | | part of the marketing strategies on the |
| History of Advertising | | | | Internet, Popup, Flash, banner, advergaming - |
| | | | the practice of using games, particularly |
| If you think that advertising is a modern | | | | computer games, to advertise or promote a |
| phenomenon, think again. The earliest forms | | | | product or an organization - and email |
| of advertising, of course, would have been | | | | advertisements, among others, abound. |
| through word of mouth. Advertising - for | | | | Unfortunately, email advertising has taken |
| sales, and lost-and-found - was commonly | | | | the form of spam. |
| created on papyrus in ancient Egypt, Greece | | | | |
| and Rome. Commercial advertising, through | | | | Another significant trend brought about by |
| wall or rock paintings that goes back to 4000 | | | | the Internet, and which seems to be the |
| BC, has been found in many parts of India, | | | | future of advertising, is niche, or targeted, |
| Africa, and South America. Commercial and | | | | ads. Niche, or targeted, advertisements allow |
| political advertising displays have been | | | | advertisers and businesses with an increasing |
| recovered from the ruins of the ancient | | | | ability to reach narrow, or targeted, |
| Pompeii, a Roman city destroyed by the | | | | audiences. In the old days of advertising, |
| volcano -Mount Vesuvius - in 79 AD. | | | | the trend was to find ways to deliver your |
| | | | advertisement, efficiently, to as large a |
| With the development of printing technology | | | | mass of audience as possible. Today, however, |
| in the 15th and 16th centuries, handbills | | | | the trend has changed. |
| were used as a form of advertising. By the | | | | |
| 17th century, newspaper advertisements made | | | | Using tracking, customer profiles, and the |
| their way in England, which were mainly for | | | | such, niche content is brought by advertisers |
| printed books, and medicines. By the 19th | | | | to smaller, but better defined, audiences. |
| century, classified advertisements became | | | | These ads are more releveant to the smaller |
| popular in the United States for promoting a | | | | audiences, and hence more effective. Video on |
| variety of goods. This century also brought | | | | demand ads target specific groups. These ads |
| in the first advertising agency in | | | | can be watched by the audiences from their |
| Philadelphia, in 1843. From just being | | | | homes, who choose to watch only those ads |
| brokers for ad space in newspapers, the | | | | they actually want to watch. |
| advertising agencies graduated to writing ad | | | | |
| contents by the 20th century. | | | | Whatever form your advertising takes, it |
| | | | should do the following: |
| First with TV, followed by Cable TV, and now | | | | |
| with the development of Internet, the very | | | | - Remind customers and potential customers of |
| face of advertising has changed. | | | | the benefits of your products or services. |
| | | | |
| Impact Of Advertising | | | | - Establish and maintain your distinct |
| | | | identity, and brand. |
| "Half the money I spend on advertising is | | | | |
| wasted; the trouble is, I don't know which | | | | - Build sales to boost your bottom line. |
| half." | | | | |