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: 2016-12-30
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Advertising ()
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As we begin to examine how advertising works and how we may best make

it work for us, its important that we first view in proper perspective

this marketing activity that has been going for so many centuries. Lets

look at advertising in the past, at the part it has played historically

in our lives. Advertising has changed, as we have changed. If you had

been a young Roman soldier in the occupation army in Gaul, spending an

afternoon at the chariot races at the stadium at Names, you would have

been exposed to advertising.


If you, in your former life, were a tall straight-nosed Grecian beauty

strolling the streets of Corinth, with your market basket on your ears

would have assailed by the cries of street vendors broad calling their

wares for sale. On walls and buildings you would have read

advertisements of a wide variety of products and, most likely, there

would have been some lost and found notices too.


Because the notices on Roman walls often began with the Latin words si

quis (If anyone) as in If anyone has information, or, If anyone

wishes to obtain, for many centuries afterward any poster advertisement

in England or in America was known as a siqui?


The Advertising Broker


It was in this time of the growing attractiveness of periodicals to the

national advertiser that the modern advertising agency had its

beginning. Brokers purchased space from publications at whole sale

rates, and resold space to the advertiser at whatever markup the cold



In a larger sense, however, the agencys chief service in this early

period was to promote the general use of advertising, and to aid in

discovering cheaper and more effective ways of marketing goods.


The shift from advertising broker to advertising agent was very

important; the emphasis had been changed from working for the interests

of the publication to serving the interests of the advertiser. Thus

today all of the advertising agencys services are directed toward

helping the advertiser achieve his marketing goals.



Advertising Grows up


In the fist decades of the 20th century, advertising underwent two

marked and significant changes. The first was the recognition by

advertising of its responsibilities to society and business. This

recognition of responsibility was evidenced by the formation of numerous

organizations whose goals were the improvement in the effectiveness of

advertising and control over its taste and honesty.


The second significant development in the early 1900s was the emergence

of the nation and regional advertising agency in much the same forms as

we recognize it today. Advertising agencies are tightly geared just to

provide the advertiser with all those services that will enable him to

invest his advertising dollars most effectively.


The New Face of Advertising


The third development in modern advertising, and perhaps the most

interesting and significant of all, occurred in the first decades of the

last century. Their ingenuity, imagination, and restless curiosity

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