The more stories about the origin of advertisements or ancient advertisements, the better.

Advertising is not made by society, but naturally produced.

The most direct and important reason for advertising is that people need to spread information more widely in commodity trading and other commercial activities.

The causes of advertising phenomenon

Three premises: human beings have the need to communicate with each other; Human beings have the need to exchange surplus commodities; It has the material means to make advertisements and forms.

In a word, advertising is the most reasonable way of information dissemination and search cost.

Therefore, in the developed areas of ancient civilization, there are primitive advertising phenomena.

1 the emergence and development of theme advertising phenomenon

Advertising in ancient Babylon

Before 3000-2000 BC

Text begins to appear (cuneiform)

The main forms of advertising: hawking and simple text advertising.

Advertising in ancient Egypt

Reason: Commercial activities are more developed and communication forms are more diverse.

The earliest advertisement: In BC 1000, an advertisement leaflet distributed in Tiber, the capital of ancient Egypt, was made of reed fiber, and the content was to look for escaped slaves.

Sales form

The earliest clip advertisement: 700- 176 BC.

The earliest advertising materials

(BC 1550- 1080)

Slave Shem escaped from Habu, the owner of the weaving shop. Honest and kind citizens, please help bring him back according to the notice. He is 5 feet 2 inches tall, with a red face and brown eyes. Whoever tells him where he is will get a gold ring, and whoever takes him back to the shop will get a pair of gold rings.

Advertising in ancient Greece and Rome

The golden age of ancient western countries

Signboard (Pompeii)

Hawker advertisement

Brand name: stamp evolution, entity advertising evolution

China ancient advertisement

China scholars believe that as early as 65438 BC+0200 BC, during the Wuding period of Shang Dynasty, there were already recruitment advertisements. Later, advertisements for prohibition of alcohol and selling horses appeared.

During the Song Dynasty (104 1- 1048) and the Qing Dynasty, the world's earliest printed advertisement appeared-the bronze plate of the advertisement of Liudian in Jinan in the Northern Song Dynasty, which was engraved with the name of "Liu Jiagong's needle trip in Jinan", with a pattern of white rabbits smashing medicine in the middle, and the left and right sides of the pattern were marked with "Recognition". .

Medieval advertisement

In the Middle Ages, oral advertising developed: 14 1 1 year, French King Louis VII approved a 12-person oral advertising group in Berry Province to monopolize the industry. King Augusta of France also issued a decree in 1258 to protect the rights and interests of hawkers and stipulate their remuneration.

summary

Due to the underdeveloped economy, advertising activities are relatively simple, mainly to spread information and attract.

Due to the limitation of communication means, the form of advertising activities is relatively simple. From hawking to text advertising.

The independence of advertising in society has been confirmed.

Theme 2 The germination and birth of modern advertising

Changes in the media

German Gutenberg (1400- 1468) invented printing in 1445. Logo communication activities have entered the printing era.

1472, the first print advertisement.

News letters of13rd century, handwritten newspapers of15th and16th century, and a lot of commercial and traffic information are all embryonic forms of newspaper advertisements.

The first print advertisement

If anyone, inside or outside the church, is willing to get a ceremony book suitable for Sansbury Cathedral, and the font used in this advertisement is the same, please move to Westminster to buy it. The price is low, there is a shield sign at the place of sale, and there are red stripes on the top and bottom, which is easy to identify.

1609, Germany published STRASSBVRY, the world's earliest regularly printed newspaper. 1622, Thomas Archer of Britain founded Newsweek and published book advertisements in newspapers, which were considered by scholars as the earliest newspaper advertisements in the world. When and where the earliest newspaper advertisements appeared in the world is still controversial. Some people think that the earliest newspaper advertisement was 1625 published in the British "Courier". Some people think that it is a "reward notice" published in the Hansard of Parliament by British Newsweek in 1650, and it is considered to be the first real newspaper advertisement in the world. 1666, the London newspaper officially opened an advertising column in the newspaper, which was the first newspaper advertising column.

The embryonic form of advertising company

16 10 years, the earliest advertising company appeared in Britain, and James I had two knights set it up.

16 12 years, French J. renard founded Gaarder advertising company.

advertisement

1645 65438+1October 15, the weekly account magazine opened an advertising column for the first time, and used advertisements instead of warnings for the first time.

Advertising management

17 12 years, Britain began to tax newspapers and newspaper advertisements.

Motivation of modern advertising

Establishment of market economy system

Developed traffic leads to the expansion of the market.

Isolation between producers and consumers

An increase in labor costs

The emergence and development of mass communication

Maturity of professional advertising companies

The founder of modern advertising

Volney Palmer (Volney Palmer)

George p Rochel.

F. Vilander Eier (F. Wayne Eier)

There is controversy about the world's first advertising company. Some people say that james white, an Englishman, founded it in London in 1800, while others think that it was founded by Volney Palmer. Some scholars think it is 184 1 year, while others think it is 1842 year. According to the clear statement in the Advertising Times, it was 1843.

1843, Voltaire Palmer of the United States advertised for Miller, a newspaper run by his father in Philadelphia. Charge a 25% commission. Later, Palmer's business scope gradually expanded, and he began to wholesale advertising pages from newspapers at low prices, and then retail them to advertisers to earn commissions. Palmer also calls himself "newspaper advertising agency", which is the first advertising agency in the United States and even in the world. Palmer sells advertising pages for newspapers, but he is not responsible for graphic design and copy writing of newspaper advertisements.

From 65438 to 0865, George Lowell also set up an advertising company in Boston. He reserved advertising space for hundreds of newspapers, then sold the advertising space to different advertisers, and set the advertising price himself, forming a so-called "exclusive agent" with monopoly nature. 1867, George Lowell moved to new york; 1870, he compiled Lowell's Guide to American Newspapers, which is the first newspaper index in the history of world advertising.

Printers' Ink, a magazine in the advertising industry, formulated a set of regulations, which later became the famous Printing Ink Regulations. 1945, this law was revised by 27 states and confirmed as advertising law, and was partially adopted by another 17 states.

1869, American Al&Son advertising co., ltd was established in Philadelphia. Originally it was a company selling pages. Later, with the further development of their business, they began to provide customers with services in layout design, copywriting and even media strategy.

This company already has the basic characteristics of a modern advertising company. The focus of business began to shift from simply selling pages for newspapers to serving customers. This change from sales promotion to service has been welcomed by advertisers and promoted the development of advertising companies.

As a result, "Al&Son Company" became the first advertising company in the United States and even the world with the nature of advertising planning and operation in the modern sense.

In the case that other agents keep the advertising price strictly confidential and customers never know the basic release price, Al & Sons Advertising Company took the lead in establishing an open and transparent agency commission system, which fixed the agency fee returned by the media or the commission paid by advertisers at 15%, which had a great impact in the same industry and laid the foundation for the later advertising agency fee charging standards.

At the same time, Al&Son Advertising Company also signed an open advertising service contract with advertisers, which further clarified the close relationship between advertising companies and enterprises, provided advertisers with a transparent trading environment, better served enterprises, and further improved the competitive advantage of enterprises.

In the process of increasingly fierce media competition and mature market, Al&Son advertising company has gradually changed from an agent who helps media to sell pages to a comprehensive agent who provides advertisers with various services such as advertising design, copywriting and media selection, thus meeting the various needs of advertisers, thus creating a new era of professional advertising services.

Ralph Hower, an American historian, pointed out in his book "The History of Advertising": "Al & Sons Advertising Company has further developed into a pioneer in the field of advertising. Since then, advertising companies have fully proved their ability to plan and implement advertisements. "

In the whole19th century, it is very common for advertising companies to provide services to competitors who provide similar products. However, around 1900, when the National Biscuit Company of the United States learned that Al&Son Advertising Company had accepted an advertisement from a biscuit manufacturer with fierce competition with itself, as the largest advertiser of Al&Son Advertising Company at that time, the National Biscuit Company of the United States lodged a strong protest against Al&Son Advertising Company on the grounds of conflict of interest.

In order to resolve conflicts, safeguard the interests of major customers and seek better development, Al & Sons advertising company decided to adopt the following principles quickly: an advertising agency should not deal with competing customers and take the lead in putting them into practice. 10 years, this principle has been widely accepted, and it has become an industry norm of American advertising industry and a basic feature of advertising agency system in Europe and America.

Advertising agency system is a structural relationship among enterprises, media and advertising companies. This relationship is the result of three-way game. The process of this game continues today.

Advertising agency system is the foundation of the development of modern advertising industry.

The advertising agency system is the result of the tripartite game among advertisers, advertising companies and advertising media. In advertising activities, there is a clear division of labor among advertisers, advertising companies and advertising media. Advertisers entrust advertising companies to implement advertising communication plans, and advertising media undertake advertising business through advertising companies. The advertising company is in the middle position, providing services for advertisers and advertising media in both directions. The three parties have a reasonable division of labor, perform their duties, cooperate with each other and develop together.

Characteristics of advertising agency system in Europe and America

Neutralization of advertising companies

Specialized comprehensive service

Charge 15% media agency fee.

As an exclusive customer in every industry.

summary

Advertising has become a popular phenomenon.

Establishment of advertising business model

Advertising has gradually become an industry.

Understanding of advertising

The earliest word advertising in English comes from the Bible. Printing was invented by Gutenberg in 1450, and the Bible was printed in England. 1655, English publishers quoted the word advertisement in the Bible as a signboard, 1660, as a general term for commercial promotion.

1890 before, the definition of advertising in western society is generally:

1. Advertising is news about goods or services.