The document discusses the history and evolution of advertising from ancient times to present. It defines advertising and outlines key developments such as the introduction of advertising agencies in the 19th century and new mediums like radio and television. The document also covers different types of advertising like TV, radio, print, online and product placement. Emerging trends discussed include the rise of internet advertising and user-generated ads, as well as challenges of legal restrictions and customer indifference.

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First of all, I'll provide you with the definition of advertisement, so that the precise meaning of the topic
of presentation was found, then we'll go to the history of advertisement. Then different types of
advertisements will be discussed, in addition to the current and future trends in this field
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However, it should be noted that the presentation has some limits, because of the time and other
constraints. So, I will not discuss the detailed advantages and disadvantages of each type of
advertisement. Besides, the advertising theory and techniques will not be considered here, since this is a
very big topic and requires the whole presentation to be done on it. The legislation regulation and
criticism of the advertisement by the society is a also a big and complicated issue, as well as the
relationships between the marketing mix and advertisements, so these topics won't be discussed during
this presentation.
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There are at least several definitions of advertisement. One of the most precise was prepared by
inestorword.com, which is "description or presentation of a product, idea, or organization, in order to
induce individuals or other customers to buy, support, or approve of it”.
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Advertising products is a phenomenon, which is known from the ancient times. Both commercial and
political campaigns can be found in Ancient Greece and Rome, out-of-home advertising and billboards
are the oldest forms of advertising, which were known from ancient Egypt, India, Greece and Rome.
With the economic expansion in the Modern Age, the new level of advertisement's development was
reached. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages,
creating the new was of doing media business. The further development was associated with the
introduction of first advertisement agencies since the 19th century
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With the establishment of the first radio stations, the new way for advertising products was found.
During this period the practice of sponsoring programs was popularized which was carried over to
television in the late 1940s and early 1950s
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2. In the early 1950s, the new way of selling advertisement time to multiple sponsors, this is in use till
nowadays
In 1960s, there was a huge leap in advertising industry, when the modern creative approach to
advertising was established.
One of the most prominent creative workers who created so-called "Creative Revolution" was William
Bernbach . He was known for creating revolutionary Volkswagen ads among others, reshaping the
approach to advertising in general.
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In late 1980s and early 1990s cable television and particularly MTV created new concepts of advertising,
such as the consumer tunes in for the advertising message, in addition to the establishment of Specialty
channels and Shopping channels wholly devoted to advertising products.
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During the last 15 years, the importance of online advertising was drastically increased, and the new
types of advertising were actively used, such as Guerrilla marketing, Product placement and Using social
networks
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Generally, there are two types of advertising according to the mean of their distribution; Digital and
physical. Digital include such types as, television advertising, radio advertising, online advertising,
product placements, while physical is delivered via such means as press advertising, in-store advertising,
billboard advertising, celebrity branding. However, it should be noted that the modern advertising
campaign usually uses the range of interrelated types of advertising, from television and radio to press
and celebrity branding.
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The TV commercial is probably the most effective mass-market advertising format, which is reflected by
the high prices for TV advertising. For examples, up to US$3 million are paid for 30-second TV spot
during the Super Bowl game in the United States. Therefore, the television advertisements are usually
high-quality and expensive to produce. However, TV advertising usually includes not only commercials,
but also the Virtual billboards during sporting events, as well as the infomercial long-format television
commercials (combining the words "information" & "commercial"), the main purpose of which are to
create an impulse purchase.
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Radio advertising is a form of advertising via the medium of radio. Therefore, it is considered as the
process when the airtime is purchased from a station or network in exchange for airing the commercials.
While radio has the obvious limitation of being restricted to sound, proponents of radio advertising
often cite this as an advantage.
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3. Online advertising uses the Internet as the methods of promoting products. These also include
contextual ads, banner ads and in text ads, social network advertising, e-mail marketing (including e-
mail spam)
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Product placement is when a product or brand is embedded in entertainment and media. One of the
main examples of using product placement is recent James Bond films, where Omega Watches, Ford,
VAIO, BMW and Aston Martin were featured
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Press advertising is a physical advertising via the printed medium such as a newspaper or magazine.
One of the forms of press advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. In
addition, specialized magazines and journals help advertisers to find its niche audience. Many
researchers and specialists claim this as one of the least annoying.
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Billboards are one of the ancient types of advertising, when large structures located in public places
which display advertisements to passing pedestrians and motorists. Most often, they are located on
main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in
any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping
malls or office buildings, and in stadiums.
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Of course, proper advertising is one of the main contributors to the success of the product and company
in whole. That is why many companies know for their creative and splendid campaigns. This campaigns
and companies include Apple, Marlboro Man, Ford and Coca-Cola.
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During the past two decades, Apple Company has become well known for its advertisements, which are
developed to reflect a plan of marketing their products to creative individuals. For example,, their
famous "1984" Super Bowl commercial, which introduced the Apple Macintosh personal computer is
Now considered as a masterpiece in advertising.
Another campaign, called "Think Different", emphasized the creativity and uniqueness of the Apple
production users, was successful and actively used during 1990s. Even nowadays, Think Different
remains an intrinsic part of Apple's identity, despite of the fact that it is ceased.
The recent "Get a Mac" campaign emphasized the convenience and ease of working and entertaining
with Mac, while comparing with PC.
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The Marlboro Man is a campaign in tobacco advertising campaign for Marlboro cigarettes, which was
used from 1954 to 1999. The Marlboro advertising campaign is considered to be one of the most
brilliant ad campaigns of all time representing, with 300% increase in sales within two initial years and
holding marketing positions despite of growing health concerns.

4. However, the popularity and importance of this campaign later declined, with the increasing pressure
on tobacco advertising for health reasons.
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The advertisement of Ford production is one of the beast examples of the evolution of advertising
industry, with the promotion of Fort T at the beginning, the advertisement of Ford production during
the Golden Age of American car industry in the middle, and advertising of Ford products nowadays.
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Coca-Cola's advertising has significantly affected the American culture, and now Coca-Cole is on of the
most expensive and well-known brand in both US and the World. Coca-Cola often credited with
inventing the modern image of Santa Claus as an old man in a red-and-white suit, because of the series
of advertisements with Santa Claus. Coca-Cola is a well-known sponsor of a wide range of events,
including sport events.
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Recent change in technology and society are also reflected in the advertising industry. For example, with
the rise of new media, including e-newspapers, web-sites, blogs, there is increasing popularity and
advertising opportunities of internet, with more and more money spend in this field. New technology
also allow users protecting themselves from excessive advertising to record shows on digital video
recorders, therefore advertisers create and use different forms of advertisements (such as including the
advertising in the TV show itself or using product placement)
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The new concept of crowd-sourcing has given way to the trend of user-generated advertisements is
becoming widely used nowadays, increasing both responsiveness to the promotional activities and their
interactivity.
Transnational companies becoming more important nowadays, and increasing competition between the
producers compel them to maneuver within domestic, export, international, multi-national, and global
concepts of their development and advertising their products
Nowadays many people are tired of excessive advertisement and invasion to public space, therefore
advertisers have to be creative to overcome the increasing legal restrictions to promotional activities on
the one hand and increasing indifference to the ads from the customers.