Advertising Any PAID form of NONPERSONAL presentation of ideas, goods, or services
Historical Milestones in Advertising Advertising goes back to the very beginnings of recorded history. Archaeologists working in the countries around the Mediterranean Sea have dug up signs announcing various events and offers. The Romans painted walls to announce gladiator fights, and the Phoenicians painted pictures promoting their wares on large rocks along parade routes. A Pompeii wall painting praised a politician and asked for the people's votes. During the Golden Age in Greece, town criers announced the sale of slaves, cattle, and other goods. Another early advertising form was the mark that trades-people placed on their goods, such as pottery. As the person's reputation spread by word of mouth, buyers began to look for his or her special mark, just as trademarks and brand names are used today.
The turning point in the history of advertising came in the year 1450, with the invention of the printing press. Advertisers no longer had to produce extra copies of a sign by hand. In 1622, advertising was given a big boost with the launching of the first English newspaper, The Weekly Newes. Joseph Addison, the publisher, gave this advice to copy writers; “The great art in writing advertising is the finding out the proper method to catch the reader, without which a good thing may pass unobserved, or be lost among commissions of bankrupts." The September 14, 1710, issue of the Tatler contained ads for razor strops, patent medicine, and other consumer products. Advertising had its greatest growth in the United States. Ben Franklin has been called the father of American advertising because his Gazette, first published in 1729, had the largest circulation and advertising volume of any paper in colonial America.
Advertisements held in higher regard--Prestige/Credibility
Long lead time.
Lack of penetration
Magazine Advertisements Can be expensive but reaches a lot of people.
How Important is Advertising to Magazines? The chart below shows the top five magazines and the percentage of their revenues generated by advertising, subscriptions and newsstand sales. Source: Http://www.adage.com (1999 figures)