Definition of advertising industry

But from the definition of industry, industry refers to "a collection of enterprises that provide similar products and services, or use the same raw materials and technologies, and are active in the same or related value chain". From the definition of industry, we can see that the advertising industry should be a collection of enterprises that provide or produce advertising products and services, mainly including advertising companies and advertising media, but excluding the ultimate buyers, advertisers and manufacturers of advertising products and services. A single advertising campaign was formed after the emergence of commodity economy. The advertising industry was formed under the condition of full development of market economy. Advertising has gone through a long process from a single advertising activity in ancient times to an independent advertising industry.

1, ancient advertising activities

Due to the low level of productivity in ancient times, the products produced by people were mainly used to meet the survival needs of themselves and ethnic groups. At this time, the social division of labor has not yet formed, people have not been able to produce "redundant" products to meet their own needs, and commodity exchange has not yet appeared. With the development of productive forces, labor products have surplus, and people begin to sell surplus products through commodity exchange, and advertisements can inform commodity information and promote commodity exchange. With the emergence of commodity exchange, advertising activities also came into being. Therefore, advertising is the product of commodity economy.

Early advertising activities were very single. Formally speaking, before the invention of printing, there were three main forms of advertising: hawking, physical display and signboard. Three basic advertising elements are used: sound, picture and text. They have developed different advertising forms in the process of evolution, and constantly promoted the development of audio, image and text advertisements to the modern age. Advertising has developed into specific hawking in various industries, which replaces audio (for example, cloth dealers use "ringing bells", peddlers play "small gongs", oil dealers knock "oil bangers" and so on. ) and song music; Physical models (such as big wooden fish in front of fish market and giant socks in front of socks store), symbolic physical signs (such as ivy branches and gourds in front of hotels), symbolic picture signs (such as a dairy farm with a cow painted), symbolic symbols (such as wine flags), etc. Develop the store name and the image sign of the store name from the signboard. During the Sui and Tang Dynasties, early print advertisements appeared in China. China's printing industry did not give birth to China's newspaper industry, so early printing advertisements did not have the characteristics of modern advertising industry, and still belonged to a single advertising activity in ancient times.

In ancient society, human productivity was limited, and people's production was mainly used to meet their own survival needs. Due to the social division of labor, people need some kind of commodity exchange, but the scope and scale of this exchange are limited, and there is no need to stimulate it with a lot of advertisements. At the same time, it is also limited by the development of media, and there is no better media to use. This is the fundamental reason why advertising has not been fully developed in the evolution of thousands of years in ancient times. However, after thousands of years of evolution, ancient advertisements have prepared the most adequate forms and elements for the development of modern advertisements. As a single advertising activity, advertising has existed since ancient times, but for a long time, advertising activity is only a part of marketing activities, far from becoming an independent industry.

2. The formation of modern advertising industry

The rapid development of advertising in modern times benefited from two major factors: economy and communication technology. From16th century to17th century, the European bourgeois revolution won an all-round victory. /kloc-the industrial revolution that began in Britain in the 0/8th century made Europe the undisputed world economic center. Great changes in European society have created conditions for the rapid development of commodity economy, and also created economic conditions for the development of modern advertising and the birth of modern advertising industry. /kloc-in the middle of the 0/5th century, the German Gutenberg discovered metal movable type printing. The invention of modern printing has created technical conditions for the emergence of newspapers. /kloc-At the beginning of the 0/7th century, STRASSBVRY, Germany, was founded as the earliest newspaper in the world. Since then, many bulletins and newspapers have appeared in Britain, France, Denmark and other countries. The emergence of newspapers and periodicals provides a better medium for advertising. Advertisements quickly spread the use of newspapers and periodicals. 1650, British Newsweek published an advertisement offering a reward for finding a horse, which is considered to be the first newspaper advertisement in the world. Shortly thereafter, various commodity advertisements appeared in newspapers one after another. 1666, the British newspaper London officially established an advertising column. Since then, advertising has become an indispensable part of newspapers and the most important source of economic recovery.

The substantial increase in advertising volume stems from the demand of social and economic development for advertising. The more extensive operation and expansion of capitalist commodity economy needs the support of advertising communication that can break through the limitations of traditional media communication and make it truly "widely advertised". The emergence of modern newspaper media finally made it possible. One of the most striking features of modern advertising lies in the new newspaper advertising form and its activity mode. Compared with ancient advertising, this is a historic change of great significance in the history of advertising. The appearance of modern newspaper advertisements is the first step in the development of advertising from a single advertising activity to modern advertising industry.

The readers of modern newspapers and periodicals are mostly confined to the upper class of society, and their circulation is not large. So it is not a real mass media. /kloc-At the beginning of the 20th century, Benjamin Day launched the "Leisure Newspaper" movement, which was a landmark event in the popularization of newspapers and periodicals. The popularization of newspapers not only created a new era of newspaper development, but also provided an unprecedented broad world for the development of newspaper advertisements. High efficiency, low cost and wide communication undoubtedly make mass newspapers and periodicals an ideal advertising media.

/kloc-at the end of 0/9, the invention of radio technology gave birth to broadcast media. In the first 20 years of the 20th century, broadcast media stepped out of the field of military application and began the process of popularization. Then came the invention and popularization of television.

Since the19th century, modern communication has really entered the historical stage of popularization, and advertising has really entered the era of mass communication.

From17th century to18th century, with the appearance of modern newspapers and the application of advertisements in newspapers, advertisements experienced the era of media-dependent sales promotion and the era of media brokers without media. Pre-media promotion is a promotional activity to meet the needs of the media itself. Specifically, some salesmen are advertising salesmen of the newspaper industry itself, who directly face the marketing owner, that is, advertisers, to sell newspaper pages; Another part of the salesman is employed by the newspaper office to promote the layout to the seller on behalf of the newspaper office and collect the promotion commission from it. Due to the development of the media and the frequent advertising activities, on the one hand, in order to expand advertising business, the media have set up advertising departments within the organization to concentrate on advertising business; On the other hand, the page salesmen who were originally employed by the media began to leave the media, bought pages in bulk at low prices from the media, and then retailed them to advertisers at high prices to earn the difference profit and become their own media brokers. Although the function of this kind of media broker is limited to the sale of media, its independent operation has begun to have the significance of advertising agency. This situation lasted for a long time.

/kloc-in the 0/9th century, the center of the world economy began to shift from Britain to the United States, and the center of the world advertising also shifted. The advertising industry in the United States has experienced unprecedented prosperity, which has spawned a truly modern advertising agency industry. The appearance of advertising agency can be traced back to 16 10, when James I in England asked two knights to open an advertising agency. The advertising agency industry in the modern sense is developed in the United States. From 65438 to 0837, the first economic crisis in the United States created a number of advertising companies, and the development of these advertising companies laid the foundation for the rise of professional advertising companies. 184 1 year, Volney b Palmer started an advertising company in Philadelphia. Its nature is not beyond the early simple media agency, but he regards this agency as a pure profession. 1869, Francis Eier established N.W. Eier & Sons Advertising Company in Philadelphia, clearly charging agency fees according to the pure page cost, providing clients with a series of services such as copywriting, design and even market research, becoming the first advertising company to act according to the operation mode of today's advertising company. Since then, advertising companies of different sizes but the same type have emerged one after another. Some famous advertising companies in European countries and developed Asian countries such as Japan were also established during this period.

The emergence of professional advertising companies is an important and key step for advertising management to become an independent advertising industry. In order to survive, these new advertising companies constantly improve their agency level and ability. From the weak and single-function advertising agency that relied on the media at first, they gradually developed into modern professional agencies with perfect operating system, sound industry rules and clear division of labor, which are independent of the media. The emergence of professional advertising companies has greatly accelerated the process of modern advertising industrialization, making advertising rapidly develop from the dependent position of the media into an independent emerging industry. Since then, the advertising industry has gradually embarked on the road of standardized agency service, and its service function has gradually expanded from simple media agency in the early days to comprehensive agency for marketing purposes, including a series of activities such as market research, planning, creativity, production, advertising media release and effect monitoring, which has fundamentally improved the professional agency level of the advertising industry. Since then, although with the development of modern marketing, modern advertising has continuously enriched its communication connotation, constantly adjusted its communication strategy and improved its communication skills, its basic operating mechanism and existing mode have not changed in essence. After advertising became an independent industry, the scale of the industry continued to expand and the business level continued to improve, which played an important role in the national economy. With the development of social economy and the strengthening of informatization, the position of advertising in the whole society will be further consolidated and improved, and the advertising industry will also have new development and changes.

The internationalization of advertising industry is accelerating. This is due to the deepening of the process of economic globalization, which has brought influence and changes to advertising. The global marketing of more and more global advertisers needs the support of global advertising communication. Although there were advertising communication activities carried out by global advertisers in the world before, such as Coca-Cola, IBM and Kodak, the previous advertising communication was more limited to local and international communication. International advertising communication and global advertising communication are not the same concept. International advertising communication has a specific target market country and can be entrusted by multinational advertising companies or advertising companies in target market countries. According to the different situations of the target market countries, unified strategy or localization strategy can be adopted. From international to global, advertising communication needs the support of global advertising communication agencies, global action mode and global communication strategy, which will inevitably lead to the great adaptive transformation of advertising communication agencies to the globalization of advertising operation mode and communication strategy. The development of economic globalization will inevitably accelerate the internationalization of advertising industry.

Since 1980s, the marketing environment has become increasingly complex, and it is difficult to achieve effective marketing by using any single marketing element. Therefore, the new concept of "integrated marketing" is put forward in the field of marketing, which advocates the systematic integration of marketing elements from the inside out to adapt to the development of modern marketing. As far as the field of marketing communication is concerned, due to the complexity of marketing environment and communication environment, the era of relying solely on advertising to achieve effective marketing has ended, so people put forward the concept of "integrated marketing communication" and advocated systematic integration of marketing communication elements. Future marketing must be integrated marketing, and future marketing communication must be integrated marketing communication. From the perspective of the advertising industry, the advertising agency has expanded from a simple media agency in the early days to a comprehensive and comprehensive agency including a series of advertising activities, and will surely develop into a new agent with advertising as its core business and integrating other marketing communication elements. This will become a new trend in the development of advertising.

The rise and rapid development of online media have had a great impact on traditional media. Although we haven't really entered the era of online media, traditional media have been strongly aware of the crisis of survival, so they have sought to combine with online media to seek new ways of survival and new development space. The emergence of new media does not mean the demise of the original media, and the traditional media will still survive, but the change of its way of life is indeed inevitable.

The State Administration for Industry and Commerce, together with the Ministry of Finance, decided to launch a pilot project of modern service industry in nine advertising industrial parks in Beijing, Shanghai and Guangdong, focusing on supporting the development of advertising industry. Subsequently, the State Administration for Industry and Commerce formulated and promulgated the Interim Measures for the Identification and Management of National Advertising Industrial Parks, which clarified the identification standards, procedures and management responsibilities of the industrial and commercial departments. 20 12 in may, the first batch of nine national advertising industrial parks were identified, and in June,1/advertising park was added as the second batch of pilot units. So far, there are 20 national advertising industry pilot parks, which are distributed in 20 cities in 16 provinces, autonomous regions and municipalities directly under the central government, and the central government supports 800 million yuan in advance.

With the "Twelfth Five-Year Plan" for the development of advertising industry, the central modern service industry pilot and the continuous promotion of supporting the development of advertising industry, local party committees and governments have increased their attention and support for the development of advertising industry, which has effectively promoted the comprehensive, coordinated and sustainable development of regional advertising industry. Some provinces and cities have formulated the "Twelfth Five-Year Plan" for the development of advertising industry in their own provinces and cities.

The Shandong Provincial Government has issued opinions on promoting the development of advertising industry in Shandong Province, and Beijing, Shanghai and other places have also issued their own guiding opinions on promoting the development of advertising industry in the form of joint departmental documents. Hunan, Jilin, Nanjing, Chengdu, Changzhou, Weifang and other provinces and cities have established working mechanisms to promote the scientific development of the advertising industry. The advertising industry has been paid more and more attention and support by local party committees and governments, and promoting the implementation of advertising strategy is becoming a new bright spot for industrial and commercial departments in various regions to serve economic and social development.

The relevant person in charge of the State Administration for Industry and Commerce pointed out that the construction of the national advertising industry pilot park has entered a critical period, and all localities should adhere to the "three principles" in the construction of the park, namely, the principle of taking Scientific Outlook on Development as the guiding ideology, the principle of combining government leadership with market operation in the construction mode, and the principle of accurately grasping the functional orientation and highlighting the characteristics of the park in the construction content. At the same time, the construction of the park should be based on the "three services" and do a good job of "three integrations", namely, the development of service advertising, service economy and service culture, and integrate all resources, policies and advertising-related enterprises that are conducive to the development of the park. Finally, through the construction of advertising industrial park, we can realize "three integrations": the integration of advertising industry itself, the integration of advertising industry and related industries, and the integration of advertising industry and social culture.