Folklore
Chapter 12: Advertising
Definition of advertising Advertising has been defined by the American Marketing Association (AMA) as ‘’any paid form of non-personal presentations and promotion of ideas, goods, and services by an identified sponsor. Robert Zacher defines advertising ‘’as a means of communicating information pertaining to products, services, or ideas by other than direct personal contact and in an openly paid basis with the intent to sell or otherwise obtain favorable consideration’’.
The origin of Advertising The origin of advertising is lost in the midst of antiquity. Chroniclers have pointed out that the first advertisement appeared in Thebes in the form of poster on a sheet of papyrus which announced a reward for the return of a run-away siave.
Advertising signs Undoubtedly, the most common advertisements were found in Babylon, Athens, Egypt, and Rome where symbols were used to tell about a particular shop or product.
Town cries and Barkers There is another form of advertising which needs to be considered. The growth of advertising industry from the one voice sales presentation to the itinerant peddler or huckster talking about the important features of his wares is a part of a long history of step-by-step communication and advertising.
First printed advertising According to Norman H. Strouse, the first printed advertisement appeared in England about 1477 when William Caxton wrote a splendid piece of copy to sell his little prayer books. His first printed advertisement was design to multiply his selling message so that it might be posted broadly in public places. Examination of such advertisement showed that the message was forthright and persuasive.
The advertising concept There are two concepts espoused in the world of advertising. They are the AIDA and ACCA concepts.
The aida concept. The essence of advertising is contained in the word AIDA which
Definition of advertising Advertising has been defined by the American Marketing Association (AMA) as ‘’any paid form of non-personal presentations and promotion of ideas, goods, and services by an identified sponsor. Robert Zacher defines advertising ‘’as a means of communicating information pertaining to products, services, or ideas by other than direct personal contact and in an openly paid basis with the intent to sell or otherwise obtain favorable consideration’’.
The origin of Advertising The origin of advertising is lost in the midst of antiquity. Chroniclers have pointed out that the first advertisement appeared in Thebes in the form of poster on a sheet of papyrus which announced a reward for the return of a run-away siave.
Advertising signs Undoubtedly, the most common advertisements were found in Babylon, Athens, Egypt, and Rome where symbols were used to tell about a particular shop or product.
Town cries and Barkers There is another form of advertising which needs to be considered. The growth of advertising industry from the one voice sales presentation to the itinerant peddler or huckster talking about the important features of his wares is a part of a long history of step-by-step communication and advertising.
First printed advertising According to Norman H. Strouse, the first printed advertisement appeared in England about 1477 when William Caxton wrote a splendid piece of copy to sell his little prayer books. His first printed advertisement was design to multiply his selling message so that it might be posted broadly in public places. Examination of such advertisement showed that the message was forthright and persuasive.
The advertising concept There are two concepts espoused in the world of advertising. They are the AIDA and ACCA concepts.
The aida concept. The essence of advertising is contained in the word AIDA which