ADV 3008 Lecture Notes - Lecture 1: Town Crier, Johannes Gutenberg, Diuma
Document Summary
Core elements that led to the development of advertising = trade and commerce. Factors that shape advertising = mass media, middle class, mass production. 5000 bc: ancient ads, clay tablets, stone drawings. 1. the premarketing era: the period from prehistoric times to the 18th century. During this time, buyers and sellers communicated in primitive [not developed, ancient] ways. Ancient egyptians used a crude form of paper (or papyrus) to promote business exchange (sadly the one ad on record is for the sale of slaves) Mass newspapers (1830s); soon after national magazines emerged. 1920 radio invention (free advertisement to virtually every household in america) Advertisers began to differentiate their brands with specific benefits: the research era: (recent years) advertisers increasingly have been able to identify defined audience segments through research methods (prior to 1920, rarely any research done) Demographics: early research conducted general info (age, gender, location) Psychographics: modern advertising research includes more detailed info about lifestyles, attitudes, and motivation of consumers.
