There are three premises for the emergence of the advertising phenomenon: Human beings have the need to exchange information. ; Human beings have the need for surplus commodity exchange; they have the material means to produce advertising means and forms. In short, advertising is the most reasonable way of communication with information dissemination and search costs. Therefore, in areas with relatively developed ancient civilizations, there was a primitive advertising phenomenon
Theme 1 The emergence and development of the advertising phenomenon
Advertising in ancient Babylon: Writing began to appear (cuneiform) between 3000 and 2000 BC. Main advertising forms: hawking and simple text advertising
Advertising in ancient Egypt Reasons: commercial activities are more developed , the forms of communication are more diverse. The earliest advertising material: In 1000 BC, an advertising leaflet was distributed in Tebe, the capital of ancient Egypt. It was made of reed fiber and the content was to find escaped slaves. The earliest advertising in the form of hawking: 700-176 BC.
The earliest advertising material
(1550-1080 BC) The slave Shem escaped from the weaving shop owner Habu. Frank and kind citizens, please help follow the notice. Bring it back. He was 5 feet 2 inches tall, with a red face and brown eyes. Those who informed him of his whereabouts were given a gold ring. Those who brought him back to the store were originally given a gold ring.
Advertising in ancient Greece and Rome Signboards in the golden age of ancient Western countries (Pompeii) Advertising trademarks and font sizes: the evolution of stamps Evolution of physical advertising
Advertising in ancient China Chinese scholars believe that as early as AD In the Wuding period of the Shang Dynasty in 1200 BC, there were already recruitment advertisements. Later, advertisements for alcohol prohibition and horse trading appeared. During the Qingli period of the Song Dynasty (1041-1048), the world's earliest advertising printed object appeared - the advertising copper plate of Jinan Liu's Acupuncture Shop during the Northern Song Dynasty. It is now preserved in the China History Museum and is engraved with the title "Jinan Liu's Kung Fu Needle Shop" , in the middle is a pattern of a white rabbit pounding medicine, with the words "recognize the white rabbit in front of the door as a reminder" on the left and right of the pattern, and below is engraved advertising text explaining the quality and sales method of the product: "Buy high-quality steel bars, make kung fu fine needles" "If you don't steal work, the people will use it. If you are exploited, please forgive me."
Advertising in the Middle Ages Oral advertising developed in the Middle Ages: In 1411, King Louis VII of France approved the industry monopoly of a 12-person oral advertising group in Berry Province. French King Augusta also issued a decree in 1258 to protect the rights and interests of peddlers and stipulate their remuneration.
Summary Due to the underdeveloped economy, advertising activities are relatively simple, mainly disseminating information and soliciting. Due to the limitations of communication means, the form of advertising activities is relatively simple. From hawking to text advertising. The independence of advertising in society has been confirmed.
Theme 2 The bud and birth of modern advertising
Changes in media The German Gutenberg (1400--1468) invented printing in 1445. Logo communication activities have entered the printing era. 1472, the first printed advertisement. Newsletters from the 13th century and handwritten newspapers from the 15th and 16th centuries contain a large amount of business and traffic information and are the prototype of newspaper advertising.
First Print Advertisement If any person, whether clerical or lay, would like to obtain a liturgical book suitable for Sainsbury's Cathedral, in the same typeface as used in this advertisement , please move to the vicinity of Westminster to buy, the price is low, the sales office has a shield-shaped logo, and there is a red strip running from top to bottom for identification. In 1609, Germany published STRASSBVRY, the world's first regularly printed newspaper. In 1622, British Thomas Archer founded the "Weekly News" and published book advertisements in the newspaper. This is considered by scholars to be the earliest newspaper advertisement in the world. It is still controversial when and where the world's earliest newspaper advertising appeared. Some believe that the earliest newspaper advertisement was a book publishing advertisement published in the British "Courier" in 1625.
Some believe it is the "Horse Reward Notice" published in the "Parliamentary Proceedings" by the British "News Weekly" in 1650. This is considered to be the first real newspaper advertisement in the world. In 1666, the "London News" officially opened an advertising column in the newspaper. This was the first newspaper advertising column.
The prototype of an advertising company. In 1610, the earliest advertising agency appeared in the UK. James I let Founded by two knights in 1612, French J. Renard founded Gaugdel's advertising agency
Advertising On January 15, 1645, The Weekly Account magazine opened an advertising column for the first time and used it for the first time. Advertising instead of Warning
Advertising Management In 1712, Britain began to tax newspapers and newspaper advertising.
The reasons for the emergence of modern advertising: The establishment of the market economic system, developed transportation, the expansion of the market, the isolation of producers and consumers, the increase in labor costs, the emergence and development of mass communication, the maturity of professional advertising agencies
< p>The founders of modern advertising Volney Palmer George P Rowell F Wayland Ayer About the world's first advertising company The company is controversial, some say it was founded in London in 1800 by the Englishman James White, others think it was founded by Volney Palmer. Some scholars believe that the founding date was 1841, while others believe it was 1842. According to the clear statement in Advertising Age, it was 1843. Volney in the United States. In 1843, Palmer advertised in Philadelphia for his father's newspaper, The Miller. A commission of 25% is charged. Later, Palmer's business scope gradually expanded. He began to wholesale advertising space from various newspapers at low prices, and then retailed it to advertisers, earning commissions from it. Palmer also called himself a "newspaper advertising agent," the original advertising agency in the United States and around the world. Palmer specializes in selling advertising space for various newspapers, but is not responsible for the graphic design and copywriting of newspaper advertisements. In 1865, George. Rowell also opened an advertising agency in Boston. He reserved advertising space from hundreds of newspapers, and then sold the advertising space to different advertisers and set his own advertising prices. This formed a so-called "exclusive agency" with a monopoly nature. In 1867, George. Lowell moved to New York; in 1870, he compiled the first newspaper index in the history of world advertising, "Lowell's Guide to American Newspapers." The advertising industry magazine Printer's Ink produced a set of regulations that became known as the "Printing Ink Regulations." In 1945, the statute was revised and established as an advertising law in 27 states, and was partially adopted by 17 other states.In 1869, the American Al and Sons Advertising Co., Ltd. was established in Philadelphia. It was originally a company that sold layouts. Later, as the business developed further, they began to provide clients with services in layout design, copywriting, and even media strategy.
This company already has the basic characteristics of a modern advertising agency. The business focus began to shift from simply selling newspaper pages to serving customers. This transformation from promotion to service has been welcomed by advertisers and promoted the development of advertising companies.
As a result, "Al & Sons" became the first modern advertising company in the United States and even the world with the nature of advertising planning and operation. While other agencies have always kept advertising prices strictly confidential, and clients never know the basic publishing and distribution prices, Al & Sons Advertising Company first established an open and transparent agency commission system, which combines the agency fees returned by the media or paid by advertisers. The commission was fixed at 15%, which had a huge impact on the industry and laid the foundation for subsequent advertising agency fee standards.
At the same time, Al & Sons Advertising Company also signed open advertising service contracts with advertisers, further clarifying the close relationship between advertising companies and enterprises, providing advertisers with a transparent trading environment, and better serving enterprises. At the same time, it also further improves its competitive advantage. As media competition becomes increasingly fierce and the market continues to mature, Al & Sons Advertising Company has gradually transformed from an agency that helps media sell space to providing advertisers with a variety of services including advertising design, copywriting, media selection, etc. The role of a comprehensive agency that meets the diverse needs of advertisers has created a new era of professional advertising services. American historian Ralph Hower pointed out in the book "The History of Advertising": "Ayer and Sons promoted itself to further develop into a pioneer in the field of advertising. From that time on, the advertising agency has fully confirmed The ability to plan and implement their own advertising." Throughout the 19th century, it was commonplace for advertising agencies to serve competing clients offering similar products, but around 1900, when the National Biscuit Company learned that Eyre & Sons had When accepting an advertisement from a biscuit company that competed fiercely with itself, National Biscuit Company, as the largest advertiser of Al & Sons Advertising Company at the time, filed a strong protest to Al & Sons Advertising Company on the grounds of conflict of interest. In order to resolve conflicts, safeguard the interests of major clients, and seek better development for itself, Al & Sons Advertising Company decided to quickly adopt the following principle: an advertising agency should not deal with competing clients, and took the lead in putting this into practice. Within 10 years, this principle had been widely accepted and became an industry norm in the American advertising industry. It also became a basic feature of the later European and American advertising agency systems. The advertising agency system is a structural relationship between enterprises, media and advertising companies. This relationship is the result of a three-party game. And this game process is still continuing today.
The advertising agency system is the foundation for the development of the modern advertising industry. The advertising agency system is the result of the game between advertisers, advertising companies, and advertising media. In advertising activities, there is a clear division of labor between advertisers, advertising companies and advertising media. Advertisers entrust advertising companies to implement advertising communication plans, and advertising media undertake advertising business through advertising companies. Advertising companies occupy an intermediate position, providing services to advertisers and advertising media in both directions. The three parties have a reasonable division of labor, each performing their own duties, cooperating with each other, and developing together.
Characteristics of the European and American model advertising agency system: Neutral and professional comprehensive services of advertising companies, charging 15% media agency fee, exclusive clients for each industry
Summary: Advertising has become popular The business model of phenomenon advertising established that advertising has gradually become an industry
Understanding of advertising The earliest word advertising in English comes from the Bible. In 1450, Gutenberg invented printing, and Britain began to print Bibles. In 1655, British publishers quoted the word "Advertising" in the Bible as a sign. In 1660, it was used as a general term for commercial promotion. Before 1890, the definition of advertising in Western society was generally:
1. Advertisement is news about goods or services.