The History Of Advertising

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Advertising has grown ever since the 1920s, new media like the radio, television and internet communicate the message in such a way that was not even thought of eighty years ago. There are a few obvious changes in the way of advertising but certain things remain unchanged, like the relation between the advertiser, agency and the medium. The most striking difference between the advertising then and now is that, before there used to be no target audience, advertisements used to be made for the mass of undifferentiated people. Now there is a particular target audience that is set for particular brands and products and it should be communicated to them properly.

John Philip Jones in his book ‘how advertising works’ tells us that back in 1967 there were some assumptions about advertising. Some of them being that advertising makes a person convert from the brand they like to the brand that has been advertising well. This clearly shows that advertising is the message conveyed to the audience which makes them believe that the brand advertised is the best. He also mentions that there has been a lot of changes over the past years, main ones being that the people have now become more exposed to advertising mediums, for example short TV commercials started gaining a lot of popularities also thicker magazines with a lot of ads has started being read by people.

Marshall McLuhan has distinguished a medium from being hot or cold based on the participation from the masses and the extent of the message being communicated to them. Advertising is both a hot medium as well as cold, there are some methods of advertising that require a lot of participation by the audience and there are a some that require very less like TV is a cool medium where as, o...

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...ike the TV did between the 1960s and 1990s. It is said that place based market will gain a lot of importance as a form of direct response, which means making potential customers in airports, flights etc. also interactive kiosks will be installed in different venues like the ATMs. Event marketing will also continue to grow as the need for one on one response will increase. Sponsorship of public places will increase as there will a wide market readily available, and public relations will increase. TV which is the most popular is likely to go through a reinvention and will fade a little because cable and satellite will gain popularity. Also it will be difficult for newspapers to survive unless there is a new strategy to attract the audience. Change is all around us. It never stops thus there are bound to be a lot of changes in the future of advertising.

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