Advertising Chapter 1 2 3

Topics: Advertising, Mass media, Advertising agency Pages: 32 (1385 words) Published: April 19, 2015
“advertisement grew naturally out of the social,
economic and commercial developments which
took place at an earlier stage in our history.”
T.T.Nevett (1982)

• Advertising presents a totally controllable
message. Control of space, time and message.
It can be transmitted as many times as the
advertiser wishes.
• Advertising delivers messages to a large
number of people at low cost per contact.
• Advertising is a fast way of contacting so many
people at the same time.

Development of advertisement
• 1.Population expanded rapidly – fewer
workers in agricultural sector because of
improved machinery and more job in
industrial sector with better wages.
• 2. Improved transport system. Movement of
goods more efficient.
• 3. Mass production leading to mass marketing.
• 4.Great expansion in printing.

Advertisement as a business
• The commercial potential of advertising in a
growing number of newspapers and
periodicals was quickly grasped by many of
the prospering business.
• These many advertisers placing advertisement
in a wide range of media waited only for the
third partner to come into being – the
advertising agencies.

Development of advertisement
• Newspaper could and did sometimes survive
without advertisement revenue but
increasingly became dependent on it.
Advertising agencies cannot survive on their
own. The real basis of the rapidly growing
business was the advertiser who financed it

Development of advertisement
By mid of last century, there were some obvious
change in the advertisement columns –
growing division between manufacturing and
retailing. Retailing division grew using
newspaper as the media.
The developments taking place over the
centuries but with increasing pace, have
produced a complex and highly sophisticated

Criticism on advertisement
• It is a waste of money that would better spent
in price reduction or product improvement.
• It encourages people to spend money, they
can ill afford.
• It frequently appeals to the less attractive
emotions such as envy.
• The sheer weight of advertising forces people
to buy things they do not need.

The positive of advertisement
• Customers have the power to choose.
• Customers have more spending power.
Industry offer a wide variety based on
customer taste and affordibility.
• Advertisement only creates an interest. If the
product purchased is not good, they will not
buy the second time.
• It is cheap and spreads the product
information rapidly.

What advertisement does?
• Advertising…attempts to inform and
persuades a large number of people with a
single communication.
Kenneth .a Longman (1971)

• Advertising delivers controlled messages to
many people, simultaneously and at a low cost
per message. Advertising comes in so many
forms and carries out so many different tasks
that the common factor may not be obvious.

Categories of advertising
 personal
 local ‘classified’
 manufacturer’s consumer
 retailer
 industrial (B to B)
 corporate
 government

• Advertising in one form or another has been
around since the beginning of civilization.
• Advertisement started to develop as the
industrial revolution took place.
• During this period there emerged three
parties in advertisement viz: advertisers,
media and agencies. Their category is more
evident at the present times.

• The advertisement scene gets increasingly
complex as electronic media developed and
advertisement was used for a wide range of
• While some argue that advertisement is
wasteful economically and socially
undesirable which is not agreed by all as it
depends ultimately on judgments of how
people think of it.

What advertising is?

Advertising comes in so many forms and carries
out so many different tasks that the common
factors may not be obvious. They are however
very simple.

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