Mass Media and Communication
Name – Shital D Italiya
Assignment Paper no – 16 (Mass-Media and communication)
Topic – Origin and development of Advertising
Roll no – 29
Enrollment no – PG13101012
Submitted to – Smt. S.B. Gardy Department of English
M.K.
Bhavnagar University
Bhavnagar
Introduction
The origins of
advertising lie thousands of years in the past. One of the first known methods of advertising was an outdoor display,
usually an eye catching sign painted on the wall of a building. Archaeologists
have uncovered many such signs, notably in the ruins of ancient Rome and
Pompeii. An outdoor advertisement excavated in Rome offers property for rent,
and one found painted on a wall in Pompeii calls the attention of travelers to
a tavern situated in another town.
Every advertiser must know
about the consumer, the product, and the market. He must also examine what
consumer want and why, about the want satisfying qualities inherent in the
product, about who and where his prime prospects are. Such research is useful
in planning advertising strategy, in decline what should be said to whom
through what types of media to
accomplish what objectives.
The success of an
advertisement campaign is largely determined by the knowledge and skill of the
people preparing it. The advertiser who is concerned with the marketing
situation and proficient in the art of communication are more likely to produce
effectively advertising.
Advertising is having
potentiality of creating monopoly conditions which may be sometime detrimental
to consumer interests. Advertising attempts to create maintain and extend
demand for the goods through brand image. Brand image advertising strikes at
the very root of consumer psychology. After creating such an image, it establishes
the exclusive identity for the particular brand and consumer then accepts the
brand as a separate product. The consumer develop brand loyalty, such brand
loyalty confidence or such a segmented market, he charges the higher prices
which are readily accepted by the consumers.
What is an advertisement?
According to Wikipedia
“Advertising is a form of marketing communication used to
persuade an audience to take or continue some action, usually with respect to a
commercial offering, or political or ideological support.”
In Latin, advertere
means "to turn toward”. The purpose of
advertising may also be to reassure employees or shareholders that a company is
viable or successful. Advertising messages are usually paid for by sponsors and
viewed via various old media ;including mass media such as newspaper, magazines, television
advertisement, radioadvertisement, outdoor advertising or directmail;Or new media such as
blogs, websites or text messages.
Modern advertising
was created with the innovative techniques introduced with tobacco advertising
in the 1920s, most significantly with the campaigns of Edward Bernays, which is
often considered the founder of modern, Madison Avenue advertising.
v History of Advertisement
Egyptians used papyrus to make sales messages
and wall posters. Commercial messages and politicalcampaign displays have been
found in the ruins of Pompeii and ancient Arabia. Lost and foundadvertising on
papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting
forcommercial advertising is another manifestation of an ancient advertising
form, which is present to thisday in many parts of Asia, Africa, and South
America. The tradition of wall painting can be traced backto Indian rock art
paintings that date back to 4000 BC.
In the 18th century
advertisements started to appear in weekly newspapers in England. These early
print advertisements were used mainly to promote books and newspapers, which
became increasingly affordable with advances in the printing press;And medicines, which
were increasingly sought after as disease ravaged Europe .However, false
advertising and so called "quack" advertisements, became a problem,
which ushered in the regulation of advertising content.
v 19th century
advertisement history
Thomas J.
Barratt from London has been called "the father of modern advertising.”
Working for the Pears Soap Company, Barratt created an effective advertising
campaign forthe company products, which involved the use of targeted slogans,
images and phrases. One of his slogans, “Goodmorning. Have you used Pears' soap?"
was famous in its day and into the 20th centuryUnder Barratt's guidance, Pears
Soap became the world's first legally registered brand. An advertising tactic
that he used was to associate the Pears brand with high culture and quality.
Most famously, he used the PaintingBubbles by John Everett Millais
as an advertisement by adding bar of Pears soap into the foreground. (Millais
protested at this alteration of his work, but in vain as Barrat had bought the copyright.
Barratt continued this theme with a series of adverts of well-groomed middle
class children, associating Pears with domestic comfort and aspirations of high
society.
Barrat established Pears
Annual in
1891 as a spin off magazine which promoted contemporary illustration and color
printinggrand in 1897 added the Pears enCyclopediaa onevolume encyclopedia.From
the early 20th centuryPears was famous for the annual "Miss Pears"
competition in which parents entered their children into the high profile hunt
for a young brand ambassador to be used on packaging and in consumer promotions.
He recruited scientists and the celebrities of the day to publicly endorse the product.
LillieLangtry, a British music hall singer and stage actress with a famous ivory
complexion, received income as the first woman to endorse a commercial product,
advertising Pears Soap.
In June 1836, French
newspaper La Presse was the first to include paid advertising in its pages,
allowing it to lower its price, extend its readership and increase its
profitability and the formula was soon copied by all titles. Around 1840,
Volney B. Palmer established the roots of the modern day advertising agency in
Philadelphia. In 1842 Palmer bought large amounts of space in various
newspapers at a discounted rate then resold the space at higher rates to
advertisers. The actual ad – the copy, layout, and artwork –was still prepared
by the company wishing to advertise; In effect, Palmer was a space broker.
The Situation changed in
the late 19th century when the advertising agency of N.W. Ayer & Son was
founded. Ayer and Son offered to plan, create, and execute complete advertising
campaigns for its customers. By 1900 the advertising agency had become the
focal point of creative planning, and advertising was firmly established as a
profession. Around the same time, in
France, Charles Louis Havas extended the services of his news agency, Havas to
include advertisement brokerage, making it the first French group to organize.
At first, agencies were brokers for advertisement space in newspapers. N. W.
Ayer & Son was the first full service agency to assume responsibility for
advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.
v Role of advertising in
social economic changes
Education
School children become addict to watch the
advertisement. So majority of their study time is occupied for entertainment
programme rather than extra circular activities like sports and games.
Advertisement informs the public about their need and influences the living
standard according to pattern and customs. It brings the people to the
scientific way of living than the traditional system. It straightens the
parent’s child relationship in the family where parents are employed.
Behavior
It changes the attitude and behavior of
the day to day life. It influences the people towards bad habits by seeing the
advertisement. It tempts the low income group towards luxury life. It creates
the image of personality and prestige.
v Advertising
; socio – economic influence
Advertising is a buyer’s guide for both
consumer and industrial purchasers, providing the former with use of new
merchandise and special prices and the latter with information about the
material, equipment and technology.
1)
Advertising
reduces distribution cost by simplifying the taste of personal selling or by
replacing it entirely.
2)
Advertising
encourages competition and also fosters product quality through clear brand
identification and producer or distributors accountability.
3)
Advertising
adds value of the product by adding to time, place and possession utility.
4)
Advertising
publicizes the material and cultural incentives of a democratic productive effort
by both management and labor.
5)
Advertising
enable both printed and broadcast communication to maintain independently from
government, political parties or other special interest group.
6)
Advertising
stimulates thought and action on national and local social problem.
v Standard of living life
and advertisement
All of us would like to look better. Eat
better, clad better, house better, drive better education and so on. In fact
one expects improvement in all aspects of his life and living. Standard of
living refers to the set of goods and services used by the people according to
their life style. A consumer life style is made up of ways of living of an
individual or group that is distinct from others. The life style of an
individual affects as to what are his eating and drinking habits, his clothing
style, his living condition, his attitudes, subjects like religion, politics,
unions, culture and so on. Standard of living as a concept is relative to
individual, time and place. It reflects the extent of satisfaction that an
individual is getting by use of necessaries, comfort and luxuries of life and
living.
The standard of living in society is bound to
be higher one which is capable of making available more and more goods and
services so that an average man enjoys these goods and service as they are
brought within his easy reach. The standard of living community depends on two
basic factor, namely the ability to produce more and more goods and services at
least cost and of better quality on hand and purchasing power of the consumer
on the other improved standard of living does not mean printing of more notes
and minting of more coins, but increasing the quality, improving the quality
and reducing the costs of products and services. That is these benefit should
reach the common man with lower purchasing power.
The standard of living is favorably influenced
by the world of advertising industry. It makes people optimistic, desirous,
hardworking meet their aspirations to be distinctive from other.
Mr.Winston Churchill said “Advertising
nourishes the consumer power of men. It creates wants for better standard of
living…..it spare individual exertion and greater production”.
v Cultural changes
The cultural function of advertising is to
understand reflect and accept the value structure of society well before it
vanishes. Advertising within the limits set by culture is to create new
expectations for the consumers. The current world is moving on the level of
advertising with its educative value, provoking force and invoking tinge, it
affects thoughts and behaviors of the people bought in the spot light of
advertising. Consumer attitudes, habits likes and dislikes, fashion, actions in
every walk of life are deeply influenced by advertising.
v Market condition and
role of advertisement.
The current day
business situations warrant a forceful entry in new markets. In such newly
explored market, advertising does the spade work and creates a fertile ground
for the sponsor to sow the seeds of prosperity. Advertising imprints the image
of the product range and the producer on its exiting reputation. The sponsor
can get increased share in the new market by this creative strategy of
advertising which culminates into enjoyment of leadership in the new market.
v Place of psychology in
advertisement
The continuous pressure is to create
advertisements more and more in the image of audience motives and desire. The
product and the public response become a single complex pattern. Advertisement
aims at the goal of a programmed harmony among all human impulses and
aspirations and endeavors. Ads are not meant for conscious consumption. They
are intended as subliminal pills for the subconscious in order to exercise s
hypnotic spell. Any ad is carefully built on the tested foundations of public
stereotypes or sets of established attitudes.
The words like motive, desire,response,
impulse, conscious, sub – conscious attitudes are all technical term in the
field of psycology. Psychology plays a vital role in advertising. Continuous
pursue for the secrects of mass psychology is as the endless story of sindubath.
ü The need of
psychological perspective.
Three
characteristics are essential for a consumer to buy a particular product.
1] They must have the
ability to pay for or finance the purchase.
2] They must have the
power to make buying decisions.
3] The third characteristicsis
that are people who can receive satisfaction from the product. The concept of
satisfaction stresses the need for a psychological perspective in considering
the function of advertising.
v Objective of advertising.
The main objective of
advertising is to influence human behavior. If too is to be accomplished, the
advertiser must understand some of the basic factors that shape human behavior.
The advertiser has to understand the essential psychological forces that, guide
human behavior in general. Interest, drive, urge, goal, desire and motivation
are some of the psychological forces needs are the most basic of these forces.
v Human needs
Human needs may be classified as primary needs
and secondary needs. Foods and drink comfort to attract possible sex, welfare
of love once, freedom from fear and danger, to superior, social approval, to
live longer. Mastery over abstracted, play are some of the primary needs.
Bargain s, information, cleanliness,
efficiency, convinces, dependability, style, economy, curiosity, university, health
is some of the secondary needs. Primary needs are basic needs i.e., p his
product in terms of physiological needs. Secondary needs are a social need that
is learned needs. The advertiserhas to emphasis the satisfaction of a basic
need as well as the satisfaction of the psychological need. For example, the
advertiser may present his product in term of satisfying hunger.
v Understanding the minds
of the people
The person, who
communicates without studying the attitude and way to life of those who wishes
of influence, stands only a small chance of success.
Attitudes are tending to
reflective the group, can be of fairly long standing character traits that are
extremely resistance to change. Opinions can be readily changeable. Attitudes
are often based on character traits.
ü Attitudes arise in one
or more three ways
Ø During the first 5 to 6
years of childhood.
Ø By association with
individual and groups in later life.
Ø As a result of unique or
isolated experience or similar experiences in undergone throughout life.
v Exploiting the weakness
of humanism
Attitudes of group of
individual are all a response to frustration which leads to a desire to change
attitude. Among them are: rationalization, justification of our thoughts or
actions; in which the thwarted goals is replaced by a substitute projection, in
which the impulses people do not want to see in themselves are attributed to
other – group solidity is often achieved by projecting all weakness against
another group, identification, the success of group leaders is partly related
to their ability to act as substitute for the person, usually the parent with
whom the individual first learn to identify; compensation, when the original
goal is frustrated another goal is sought through a drive which has not been
involved in the original frustration; conformity, the desire to be like other
people.
Repression is the process of excluding from “conscious
awareness an undesirable thought or feeling in order to protect oneself from
pain or shame. Sublimation, since the repression of biologically basic sex need
is demanded by many, if not culture, individual resort to sublimation, or
indirect means of satisfying the basic need. Some psychologist believes that
all form of work may be broadly defined as sublimated sexual energy.
For the welfare of society, an
individual should repress his desire which is not acceptable by society. This
repressed desire will find another outlet. Capitalist market especially mass
media such as press.Book, industry, radio, film, TV, exploiting this weakness
of humankind.
v S – R formula
A stimulus is a change in a
person’s environment. The response is what a person is actually dose, or does
not do, after being exposed to the stimulus. Hence the formula is
Where
S = stimulus
P = person
R
= response
This
formula may be re- read as
For any idea to be
transmitted successfully from the source to receiver, whether that source is
personal or impersonal, the message must meet the following four
qualifications.
Ø
It
must be so designed and deliver as to gain the attention of the receiver.
Ø
It
must be signals that are understood in the same way by both source and receiver.
Ø
It
must arouse need in the receiver and suggest some way of satisfying these
needs.
Ø
It
must suggest a way of satisfying these needs which is appropriate to the group
situation in which the receiver finds himself when he is moved to make the
response desire.
v
Visual representation in advertisement
Advertising got in to the higher gear only at
the end of last century, with the invention of the photo engraving. Ads and
picture then became interchangeable and have continued so more important,
picture made possible great increases in newspaper and magazine circulation
that also increased the quality and profitability of ads. Today it is inconvincible
that any publication, daily or periodically could hold more than a few thousand
readers without picture.
All the advertisement in print media uses
picture. Ads in radio are only audible ones. Ads in the TV cinema are mixed form
of audition and vision.
1.
Advertisement
2.
Industrial
public relation
3.
Industrial
design
4.
Design
5.
Product
design
Following
is the categorized factors which influence consumer’s purchasing behavior.
ü Psychological factors
·
Motivation
·
Perception
·
Learning
·
Belief
and attitudes
ü Personal factors
·
Age
and life cycle position
·
Occupation
·
Economics
·
Life
style and personality
ü Social factors
·
Role
and status
·
Family
·
Reference
group
ü Cultural factors
·
Culture
·
Sub
– culture
·
Social
class
The
above factors are classified which are as follows
Demographic factors such as age, income, sex,
education, race, nationality, state religion, location, have been found to
account for many differences in consumer behavior. Marital statuses, presence
of children are included in the family life cycle division. Social class
division includes family background, occupation, neighbor, source, and amount
of income.
To have a TV is an issue of family
prestige. So goal of the activities of person is concentrated on buying a TV
set.
Consumer behaviors are also dependent upon
what class of a family is:
Upper
– Upper class
Lower
– upper class
Upper
– Middle class
Lower
– Middle class
Upper
– Lower class
Lower
– Lower class
Each class is trying to attain the
status of the class which lies top of it.
Hence,
the dream o lower – middle class is to become upper – middle class. And are
aiming to increase the urge of these feelings.
v
Individual personality in advertisement
Personality describes the organization of the
individuals distinguishing character traits and has been defined as the system
of individual attitudes behavior and values that an individual exhibits and
that set him apart from other’. A personality can be judged by such factors as
extroversion or introversion, impulsiveness or deliberateness, activeness or
siveness etc.
v
Modeling in advertisements
Ads making use of woman fall under two
categories those which treat them an sex objects, and those which convey the
stereotype that oman’s place is only in the home and kitchen.
Now modeling is very good money –
earning job, who are engaged in modeling may one day have a chance to become
cine actress. The entire women are not taken up as models. Slim. Fair, moderate
etc. girls especially in the teenages are working as model.
In the world ordered by sexual imbalance,
pleasure in looking has been split between active male and passive female. The
determining male gaze projects its fantasy on to the female figure which is
style accordingly women are represented as self obsessed, individualistic and
socially aspiring.
v
Condition of advertising in India ; Media wise
Before
we proceed to the media wise advertising, it is helpful to know that different
types of advertising determine the media and the type of agencies.
v
Types of advertisement
1)
Manufacturer’s consumer advertising
This type of advertising is used
ü To launch a new product
or service
ü To promote an existing
product or service
ü To add value to a
product or service
ü To generate direct
response.
2)
Retailer
advertising
This type of advertising is used by the
retailer to persuade local consumer as such, it is usually local and topical.
3)
Trade,
Technical and industrial advertisement
This type of advertisement addresses people at
work not as consumer. It is generally targeted at specific groups.
4)
Financial
advertisement
This type of advertising caters to the
financial aspects of an organization, whether finance is wanted as a loan,
share expansion, plans etc.
5)
Classified
advertisement
It is generally a small
advertisement used to advertise rentals matrimonial, automobiles, real estate
etc.
6)
Recruitment
advertisement
7)
Government
advertisement
The government advertisement mainly for three
purposes
ü
Government
Recruitment
ü
Government
information
ü
National
needs
vMedia wise
Ø
Print
media
With the growth of the print media, need for
collective improvement ensured the formation of association. The Indian and
eastern newspaper society has more than 300 members. In 1986, advertising
Revenue in newspapers alone touched 400 corers. Today, it is more than 2000
corers. As such, the print media is one of the most powerful tools for the
advertiser.
In
the print media, the main types are:
ü
National
newspapers
ü
Regional
newspapers
ü
Consumer
magazines
ü
Trade
and technical journals
ü
Directories
One of the main advantages of
newspapers advertising is that it can provide heterogeneous audiences in the
term both size and demographics.Newspaper offers a wide variety of choice in
regional terms to the advertiser. A campaign on a newspaper lasts longer than a
TV commercial/ Campaign, because of its retention quality/ value and unlike
television, newspapers give the advertiser the chance to put across a great
deal of information that the reader can keep for future reference.
Advertisement can buy any
size of space in newspapers, depending on their choice. There are tabloids, broadsheets etc, and the
advertiser can choose the size of advertisement. Almost all the newspaper changes
the advertiser on the basis of space occupied by a single column centimeter.
Another feature that
newspaper offer advertisers in the specific sections of the paper in which to
place their advertisements for sports products etc. in addition of these,
newspapers, offer a space in their newspaper , in the form of classified to the
very small advertisers.
For example –you move to town where you want
accommodation, you place an advertisement in the local newspaper under the
‘Rentals’ column, and there is one response in a day or two.
Disadvantages
The main disadvantages of newspaper are
that the advertisers have no option, no sound, no movement and very little
color. Many national newspapers provide color supplements on Sundays. The
second disadvantages are, newspapers are spoken, an advertiser has to advertise
in many regional news papers to reach a larger audience.
v Television and radio
Television has become the most sought after
medium in india, especially because of its wide reach and appeal.
Television
and AIR Codes states that no advertisement shall be accepted, which depict:
ü
Criticism
of friendly countries
ü
Attack
on religions or communication
ü
Anything
obscene of defamatory
ü
Incite
to violence or anything against maintenance of Law and order.
ü
Anything
amounting to contempt of court.
ü
Aspersion
against the integrity of the president and judiciary.
ü
Anything
affecting the integrity of the nation ; and criticism by name of any person.
Radio advertising
Radio advertising can be done depending upon
the reach wanted, therefore, one can do advertising on the
ü National level
ü Regional level
ü Vivid bharti or through
ü Special programmed or
even sponsorship.
Television
Television
advertising can be done on the
ü National net work
ü Specials programme
ü video programme
ü Cable T.V
Satellite T.V has come into
limelight. The invention of satellite BBB, CNN, ABC and STAR television on the Indian
skies have given doordarshn a competitive edge. And consequently advertising
revenue can be steward into satellite T.V and doordarshn may lose advertisement
revenue.
Cinema
Today, blaze advertisement agency has the
monopoly in cinema advertising. Blaze has the additional advantage of
inspection with the growth of the electronic media, cinema’s importance has
become less, and nevertheless, cinema advertising play a vital role, as it is
one of the powerful medium of masses
Outdoor media
Outdoor media consist of the following.
ü Hoardings
ü Kiosks
ü Neon signs
ü Running LED display
ü Posters
ü Bill boards
ü Glow sign box
ü On moving vehicles
ü Wall paintings
ü Non-conventional media.
Advertising agency system in India
The three, (media, advertising agency and
advertiser) advertising agencies solely depend on the advertiser for the
advertisements and media as their expression. And in doing this, advertising
agencies perform a pivotal role. Without advertising agencies, it would be
difficult to imagine the growth of advertising to what it is today.
Advertising agencies stated in the beginning
by providing a service not for the advertiser, but for the media owner. Some of
the first advertising agencies were media brokers, who bought space from
newspaper and magazine owners and found advertisers to fill it.
Advertising
agency can be classified by three major factors.
ü By the kind of advertise
handle
ü By size
ü By locality
By
the kind of advertise handle
a)
International
and full service agency
b)
Packaged
goods agency
c)
Industrial
agency
d)
Specialist
agency.
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