Advertising History

I. Early

A. Advertising was symbolic

B. Identified merchant or provider of services

C. Use of criers and trademarks

D. Early advertising

1. Earliest newspaper ads in U.S. in Boston News-Letter in 170

2. Resembled classified advertising, rather than display ads

E. Evolution

1. Benjamin Franklin was early copy writer

2. First use of white space

3. Larger heads

4. Began to use stock cuts or illustrations

5. First use of display ads

6. Ads not as prominent during early years

F. Penny Press

1. Penny Press became attractive to advertising

2. First use of “want ads,” started in England

3. Lines, not white space, separated ads

4. Ads had few illustrations

5. Industrial revolutions brought more goods

6. Immigration built population

7. Beginning of department stores

8. Copywriting

a. Flowery language

b. Ad copy interspersed with news copy

G. Magazines

1. Special sections for advertisements

2. Some publishers thought ads were “demeaning”

II. Growth of advertising

A. Rise of consumer economy

B. Increased use of brand names

C. Questions about advertising accuracy

D. P.T. Barnum

1. Created media event

2. Created press agentry

3. Tools

a. Keeping one’s name before public

b. Development of “word of mouth” approach

c. Sought “product placement” in news or editorial comment

d. Providing more real value than one’s competition

III. Advertising agencies

A. Began with selling of space

1. Space sellers initially worked for newspapers

2. Became independent

3. Some did wholesale sales

4. Development of discounts

5. Development of newspaper directories to provide circulation numbers

B. Began to produce ads for placement

C. Began to represent advertiser with media

D. Beginning of commission sales

E. Began market surveys

F. Early efforts to ensure quality

G. Beginning of advertising campaigns

IV. Patent medicines

A. Exorbitant claims

B. Muckraking discredited

C. “Truth in advertising”

D. Establishment of Federal Trade Commission

V. Modern era

A. Transition to consumer-driven society

B. Technological advances

C. Promotion of economic growth through increased sales

D. Role of women in retail market

E. Public service through Ad Council

F. Subliminal advertising