History of Advertising
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Advertising can divided into three historic periods: the premarketing era, the mass communication era, and the research era. The premarketing era covers prehistory to the mid-eighteenth century and was characterized by primitive interaction between buyers and sellers. Media, such as existed, were limited both in reach and effectiveness. The premarketing era ended as the printing press was introduced. The mass communication era lasted from the 1700s to the early part of the twentieth century. During this time, advertisers were able to reach large groups of their market through print media, and later, through broadcast media. The research era began in the mid-twentieth century and continues today. It is characterized by improved techniques for identifying and reaching narrow targets of the general population. Messages can be prepared and targeted to each group. The research era owes its existence to advances in communications (4-5).With the expansion of advertising that began in the early part of this century, the federal government entered the market and passed the Pure Food and Drug Act in 1906, which was the first attempt at regulating advertising. The Federal Trade Commission Act created the Federal Trade Commission (FTC), which seeks to prevent fraudulent, misleading or deceptive advertising in interstate commerce. As the nation grew and its transportation capabilities also grew, interstate commerce and advertising became more of a problem. The FTC was a res
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get markets and overall marketing objectives are formulated with advertising (and other marketing tools) in mind. Advertising goals are communication objectives designed to reach the target audience with the company's message. As such, advertising goals can be based on marketing objectives, but they are a means to achieving those objectives, not the end in itself (23).
Advertising communication is based on three components: reception, comprehension and impression. Reception is important in that effective advertising must reach the right audience. Having an effective message is of no use if it is not reaching buyers. Comprehension is the level to which the audience understands the message. Advertising can seek to motivate buyers to make a purchase decision, or it may only seek to increase corporate awareness. Communicating the message clearly is important to an advertising campaign. Impression refers to the impact that the message has on the audience. The most artful or clever advertisement fails if purchasers recall the advertisement but not the product, or if they are not motivated to purchase the product (25).
Advertising also exists at various levels within the market. There is advertising to the consumer, which co
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Some common words found in the essay are:
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Approximate Word count = 1445
Approximate Pages = 6 (250 words per page)
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