Topics: Advertising, Brand, Marketing Pages: 8 (2521 words) Published: July 31, 2013
The Origin of Advertising
The origin of advertising is lost in the midst of antiquity. Chronicles have pointed out that the first advertisement appeared in Thebes in the form of a poster on a sheet of papyrus which announced a reward for the return of a run-away slave. 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 Criers and Barkers. During the Middle Ages in Rome and Athens, a common sight was seeing town criers whose job was to announce the affairs of the state. These criers were similar to the so-called “patawag” in the Philippines that was common during the Spanish regime up to the early years of the American Occupation. 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. 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.”
Advertising is an art, an art of manipulation and persuasiveness that enables an advertiser to market products and services for a profit, or even relay a social cause. The Advertising Concept
The AIDA Concept. The essence of advertising is contained in the word AIDA which means: to attract ATTENTION, to create INTEREST, to stimulate DESIRE, and to induce ACTION. This AIDA concept is associated with every advertising that ultimately leads to action involves the following process which are * Learning or trying to know what the product is;

* Feeling which is sensuous impression toward the product; * Acting or putting forth the decision supported by concrete action. In this concept, it is essential that the customer is able to learn about the product, its properties, and benefits that it can offer. The ACCA Concept. Hand-in-hand with the AIDA concept of advertising is another related concept. It involves interrelated stages in the communication process designed to achieve the goal of persuading consumers to act. These stages are: * Awareness or the extent of consciousness of a prospect of the brand or product; * Comprehension or the degree of comprehension of the prospect of what the product is and what it will do for him; * Conviction or the level of mental disposition or conviction of the prospect to buy the product * Action where the prospect must take action

This concept stresses on the need to do something to make the customers aware of the product. Functional Goals of Advertising



* The informing purpose of advertising is to have people know about the firm’s offerings, what these will do to them, and how these may benefit them. * The persuading purpose is designed to stimulate purchase. Often the firm does not attempt to obtain an immediate response but to create a positive image to influence purchase in the future. There are number of ways of inducing customers to act and bring about the desired result.(1) The advertisement should be appealing to the customers, (2) It should make it easy for the consumer to act, and (3) It should offer inducements to act immediately. * The reminding purpose is to keep the product brand name in the people’s minds. This based on the assumption that the target market has already been persuaded of the merits of the goods or services. * The behavior modification purpose is to convince the buyer to shift his patronage from the competitors’ product to the advertised product. Specific Objectives of Advertising

* Support a personal selling program
* Reach people inaccessible to salesmen
* Improve dealer relation
* Enter a new geographic market or to attract a new group of customers * Introduce new...
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