Outcome 2 – Advertising
Outcome 2 – Advertising
Advertising has been around for a very long time…
Egyptians used papyrus (a thick paper-like material produced from the pith of the papyrus plant) to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.
History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.
During the middle ages where the general public was unable to read, store signs such as a tailor, jewellers or blacksmith would use an image associated with their trade. Images such as a suit, a hat, a diamond, a horse shoe, a candle and even a images like bag of flour were used.
Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used town criers to announce their whereabouts for the convenience of the customers.
As education because a necessity, as so people could read, along with the advanced publication ability to include hand bills, weekly newspapers started to play host to advertisements in the 18th century England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press.
As the economy expanded during the 19th century, advertising grew alongside.
- In June 1836, French newspaper La Presse was the first to include paid advertising in its pages.
- In the late 19th century when the advertising agency of N.W. Ayer & Son was founded, they 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.
- At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women’s insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product.
- In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States.
- The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirelydevoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
- At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend ofinteractive advertising.
- A recent advertising innovation is “guerrilla marketing”, which involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and “embedded” ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook.
So as you can see, or as you’d no doubt already be aware of, just about any medium could be used for advertising. Commercial advertising can include billboards, wall paintings, web banners, television adverts, subway trains and platforms amongst others mediums. There is also digital advertising as in television, radio and online advertising. Physical advertising could include mobile billboard, in-store, street and press advertising.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences.
Range of roles, responsibilities and job titles
Advertising consists of four different roles:
- The marketing role
- The communication role
- The economic role
- The societal role
- The “creatives”
The marketing role within advertising focuses on seeing to their requirements through services and goods, along with satisfying general consumers, the “Target market”.
Communication in advertising will refer to a mass communication intention that advertising will be capable of fulfilling. This is an impressive way in which to inform customers and let them know about the services and goods they wish to buy.
With regards to an economical role in advertising, this will directly deal with the objectives of the advertiser. Normally, the objectives of an advertiser are to be able to generate sales from an advertisement. It will also help a consumer to appraise both the value as well as the benefits of any of the products which are advertised against their prices that the products are being offered at so as to make the most economic and efficient choice.
A societal role within advertising is quite a fascinating role. On the one hand, an advertisement will help to generate the trends within a certain society. In contrast, it is the cause of breaking a norm that has been a part of society for a while so as to generate a truly unique impact. It tends to have a somewhat tentative nature, which some people will like while some will resent it.
The “Creatives” (copywriters and art directors) provide the message (verbal and/or visual) that will sell the product, according to the brief determined with client and colleagues. This is by far the smallest area of recruitment and the hardest to get into.
How to get into Advertising/what are they looking for.
Advertising is a hugely competitive business and creative roles are among the most heavily subscribed in any industry. The Successful candidates need to be very persistent and resilient. They need to have a portfolio that’s up to scratch and it may help you further if you focus on specific advertising areas.
Another thing is that you’ll need to work hard at networking and building relationships, both at industry events and through social media websites such as Twitter and LinkedIn.
Fact: A 2011 UK survey found that 73.5% of graduates looking to get into Advertising are female.
“You need diagonal thinking in advertising to be able to come up with relevant creative ideas and innovative business ideas, and secondly to be able to judge creative ideas. But most of all you need it to manage creative types – often borderline sociopaths who just don’t play by the rules.” (http://www.guardian.co.uk/money/2008/sep/27/careers.advertising)
Fact: 95% of people working in Advertising are in England 95% of people working in Advertising are in England 2% in Scotland 2% , 2% in Scotland, 2%
in Wales and 1% in Northern Ireland#
Fact: Advertising contributes £1.11b GVA to the UK economy each year.
Fact: 83% of people working in advertising are employees, 17% self employed. This differs depending on the music employment area: