History

The below deals with history of advertising but before we go ahead on the timeline given below are the three general definitions of advertising. Advertising is the paid form of non personal presentation of ideas,goods and services by an identified sponsor.----American Marketing association. Advertising is a business activity ,employing creative techniques to design persuasive communication in mass media that promotes goods,ideas and services in a manner consistent with that of achievement of the advertisers objective,the delivery of consumers satisfaction for development of social and economic welfare.-----Dorthy Cohen. The dessimnation of information,Concerning an idea,service or product to compel action in accordance with the intent of the advertisers.

1. ROSSER REEVES Rosser Reeves (10 September 191024 January 1984) was a hugely successful American advertising executive and pioneer of television advertising. He believed the purpose of advertising is to sell. He insisted that an advertisement or commercial should show off the value of a product, not the cleverness of a copywriter. His most typical ad is probably that for Anacin, a headache medicine. The ad was considered grating and annoying by almost all viewers but it was remarkably successful, tripling the product's sales. His ads were focused around what he called the unique selling proposition, the one reason the product needed to be bought or was better than its competitors. Reeves pointed out that to work, advertising had to be honest. He insisted the product being sold actually be superior, and argued that no amount of advertising could move inferior goods. He also disagreed that advertising was able to create demand where it did not exist. Successful advertising for a flawed product would only increase the number of people who tried the product and became dissatisfied with it. If advertising is effective enough and a product flawed enough, the advertising will accelerate the destruction of the brand. Similarly, Reeves believed it was a waste of money to claim uniqueness that doesn't exist, because consumers will soon find out, and they won't come back to the brand. This is important because historically fortunes are made from repeat business. Money would be better spent building some kind of meaningful

advantage into a product before launching a costly advertising campaign to promote it. Reeves advised clients to be wary of brand image advertising which is less likely to be successful than his claim-based strategy. This is because when communication relies on an image, the claim is unarticulated. An image can almost always be interpreted different ways, many if not most of which won't do a product any good. The message that a viewer takes away from an image is often very different than what the advertiser had intended. Or to put it another way: practically every product has a number of benefits that might be claimed. Commonly one of the benefits is more popular than the others, even more popular than the others combined. Therefore, it's imperative to do everything to make people understand the most important benefit, to achieve credibility and to avoid distractions. The aim is to have as high a percentage of people as possible take out of an advertisement what the advertiser intends to put into it. This is most likely to be achieved if a claim is articulated and proven with credible evidencein a brief commercial, some kind of dramatic demonstration. Usp It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. Nature of the messgae Reeves oversaw the introduction of dozens, some that still exist to this day, such as M&M's "melt in your mouth, not in your hand." He argued that advertising campaigns should be unchanging with a single slogan for each product. His commercials for Bic pens, Minute Maid orange juice, M&M candies, Colgate toothpaste and other products used similar methods, often making dramatic demonstrations. 2. Marshal MacLuhan Demographics play an important role to play in advertsising like age,sex,income etc.and so does pshycological also plays an important role. For example:-For soaps the market is divided into the following four1)Anxious Anita 2)Simple Sita

3)Progessive payal 4)mordern Mona We mostly use a rational or emotional approach for so.All media works us over completely.They are pressuasive in their personal political,economic etc.As said by Marshal MacLuham Medium is message.

3. Volney B Palmer In 1841,Volney B Palmer had started the first advertsing agency in Philadelphia. Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers produce "photographs, ambrotypes and daguerreotypes." His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.

4. Carlton and Smith (Rights to place ads in religious magazines) In 1864, William James Carlton had started selling advertising space in religious magazines. The agency was called Carlton and Smith although almost nothing is known about the Smith partner. In 1868, Carlton hired me as a bookkeeper. Eventually found that soliciting and sales were much more profitable and became a very effective sells for the small company. In 1877, Carlton bought the agency for $500 and renamed it J. Walter Thompson Company. Notably, I paid $800 for the Carlton and Smith furniture in the same transaction. Realizing that he could sell more space if the company provided the service of developing content for advertisers and hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US. He was responsible for some enduring brand images in popular culture, like the Rock of Gibraltar used for the Prudential Insurance Company.

NW Ayer and Sons (1st commission system, Open contracts, Clients like singer sewing machines and Ponds cream) In 1869, 21 year old Francis Wayland Ayer opens a firm named after his father, N. W. Ayer. Despite rejecting alcoholic beverage and patent medicine accounts, the firm was so successful that by 1877 it acquired the remains of the original Volney Palmer agency and therefore laid claim to the claim "oldest advertising firm in the US." N.W. Ayer & Son introduced the open contract, a practice which would alter the history of advertising forever. The open contract guaranteed clients the lowest possible rates the agency could negotiate with publications. Commission was later added and ranged from 8.5% to 15%. By 1909, the open contract became known as "O.C. + 15" by the agency, and the 15% commission later became an industry standard.
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6. Phineas T Barnum (Drums up ads, Ads hype) Barnum brought Jenny Lind, the Swedish Nightingale to America. Employing newspaper ads, hand bills, etc to drum up extraordinary interest in this, until now, unknown to Americans. At the time, Lind was a popular performer in Europe and Barnum hoped that hiring her would add a bit of respectability to his museum.

7. JWT (Its position for account executive) JWT is the worlds best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and 1st position for the account executive and continues its dominant presence in the industry by staying on the leading edgefrom producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Bloomberg, Ford and HSBC. JWTs pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Cadbury, Diageo, DTC, Ford, HSBC, Johnson &

Johnson, Kelloggs, Kraft, Microsoft, Nestl, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWTs parent company is WPP (NASDAQ: WPPGY).