Advertising, as its name implies, means to advertise widely!
Advertising is a kind of propaganda means to convey information to the public openly and widely through a certain form of media at a certain cost for specific needs.
According to textual research, the word advertising is a foreign word. It originated from the Latin AdA verture, which means to attract attention. In the Middle English era (about 1300- 1475), it evolved into Advertise, and its meaning evolved into "making someone notice something" or "informing others of something to attract others' attention". It was not until the end of 17 that large-scale commercial activities began in Britain. At this time, the word advertising began to be widely popular and used. At this time, "advertising" refers not only to an advertisement, but to a series of advertising activities. The word advertising, the concept of static things, has been endowed with modern meaning and transformed into "advertising".
Advertising can be divided into broad sense and narrow sense. Broadly speaking, advertisements include non-economic advertisements and economic advertisements. Non-economic advertisements refer to advertisements that are not for profit, such as various announcements, notices and statements of government administrative departments, social institutions and even individuals. Advertising in a narrow sense only refers to economic advertising, also known as commercial advertising, which refers to advertising for profit. It is usually an important means to communicate information between commodity producers, operators and consumers, or an important form for enterprises to occupy the market, promote products and provide services.
The history of advertising
The earliest advertisement in the world
Advertising is the product of commodity economy. Since the production and exchange of goods, advertisements have appeared. The earliest advertisement in the world was carried out by sound, which is called oral advertisement, also known as hawking advertisement. This is the most primitive and simple form of advertising. As early as the early days of slave society in ancient Greece, people publicized and shouted rhythmic advertisements by selling slaves and livestock. The streets of ancient Rome were full of hawkers' cries. Carthage, a highly developed trade zone in the vast Mediterranean region in ancient times, was once famous for its numerous hawking voices all over the city.
Trademark font size is also one of the ancient forms of advertising. The name of the store originated from Pompeii. In the Roman Empire, people used font-sized signs to promote gladiators and circus performances. The brand name is symbolic, such as a dairy factory in ancient Rome marked with goats; A mule pulling a millstone represents a bakery; The whipped child is a symbol adopted by the school. In medieval England, a hammer with one arm represented a goldsmith's workshop; Three pigeons and a scepter represent a spinning mill. The logo of the first Indian cigar factory in London was carved by a shipbuilder with the mast on board.
China is one of the earliest countries with advertisements in the world. As early as the Western Zhou Dynasty, audio advertisements appeared. In the chapter "Zhou Song's Argument" in the Book of Songs, there is already a poem "Small Guan Bei Ju". According to Zheng Xuan in the Han Dynasty, "Xiao, weaving a small bamboo tube, now the seller blows it." Kong in the Tang Dynasty also explained: "At that time, candy sellers blew Xiao to show themselves." It can be seen that in the Western Zhou Dynasty, candy vendors already knew how to drum up business by blowing pipes.
In ancient China, after audio advertisements, there appeared "hanging banners" advertisements. Han Feizi said, "People who drank in the Song Dynasty were promoted to Jinbe, and they were very careful when they met guests, because the wine was beautiful and hung high." This is the earliest record of restaurants and wine flags in China. The hotel is set up in a fixed place. In order to attract customers, a "wine flag" is thrown, which is an advertising form to attract customers. This form has been used ever since. For example, in the Tang Dynasty, Zhang Jiyou wrote poems such as "The wine flag hangs high in the river mouth", and Du Mu wrote poems such as "The whirlwind of mountains and rivers". There is also a description in "Water Margin": "Song Wu walked on the road for a few days ... and saw a hotel in front of him, holding a flag in front of the door and writing five words:' Three bowls don't pass the post'." "Three feet of cloth in front of the hotel, come and find a guest" in Yuan Qu backyard flower not only shows the size of the wine flag, but also shows its function. In addition to wine flags, other industries also have various symbolic advertising forms. According to Fei Changfang, "there are old people selling medicine in the city who hang pots on their bosses." Is to use fenugreek as a symbol of the pharmacy and hang it on the street or in front of the pharmacy. The "hanging flags" and "hanging pots" here give people very eye-catching visual effects. In modern terms, it is a "signboard advertisement".
The invention of printing ushered in a new era of advertising.
Movable type printing was first invented in Bi Sheng, China. The earliest industrial and commercial printing was the advertisement copperplate of Liudian in Jinan during the Northern Song Dynasty (960-L127), which is now in Shanghai Museum. This is the earliest print advertisement found in the world so far. After printing spread from China to the west, western advertising entered a new stage.
1473, William Kanks, the first British publisher, printed many printed advertisements promoting religious content and posted them on the streets of London. This is the earliest print advertisement in the West, which is three or four hundred years later than that in Liudian, China in the Northern Song Dynasty.
1622, nicolas brown and Thomas Cotchell founded the first English newspaper Weekly News, which was published in London. During this year, a book was advertised. 1650, in the column of "Proceedings of the National Assembly", a reward notice was published for finding the stolen 12 horse. Later, in 17 10, Addison and Steele published advertisements on promoting tea, coffee, chocolate, books and periodicals, real estate, patented drug auction items and transfer items in Observer magazine.
Before American independence, the first newspaper, Boston News Letter1704, which was founded on April 24th, published newspaper advertisements recommended to advertisers. Benjamin Franklin, who is regarded as the father of American advertising industry, founded Pennsylvania Daily on 1729, and put the advertising column in front of the first issue of the first edition. The first time it was published was an advertisement to promote soap. Among the American newspapers in the whole colony, Pennsylvania Daily ranked first in circulation and advertising volume. In this newspaper, we can often see advertisements promoting boats, feather products, books, tea and other commodities. Franklin was not only an advertising writer, but also an advertising manager and salesman. One of the most famous advertising works he chose to write was the sales advertisement made by Pennsylvania Fireplace Factory. This fireplace was later named "Franklin stove".
The advertisement is written like this:
Fireplaces with small ventilation holes can let cold air enter the room from every hole source, so it is very uncomfortable and dangerous to sit in front of this ventilation hole-and women, in particular, often get cold in the head, runny nose, crooked mouth and eyes because of the above reasons, and finally extend to the mandible and gums, which is one reason why many people in the north have good teeth but are damaged prematurely.
As can be seen from the above advertisements, Franklin, like smart advertising writers of his time, emphasized the benefits of using products instead of simply introducing them.
By 1830, there are l200 newspapers in America, of which 65 are daily newspapers. Most or all of the front pages of many newspapers are advertisements. The period from 1830 to 1850 is the era of leisure newspapers, because the price of each copy is a penny, the price is low, the sales volume is increased, and the advertising effect is correspondingly improved. While newspaper advertisements are popular, there are more and more magazine advertisements, and advertising agencies and advertising companies have emerged.
The development of modern advertising industry
With the emergence of capitalist mass production, the high development of commodity production, the huge exchange scale, the expansion of the market to the world, the fierce market competition, and the prosperity of science and technology, advertising can use various advanced media and technologies to convey economic information and promote sales, which has become an important means of promotion for industrial and commercial enterprises in developed countries. However, in advertisements, there are also phenomena of cheating and deceiving consumers. Therefore, all countries have formulated relevant laws and regulations and established relevant organizations to supervise them. Founded in 1938, the International Advertising Association is an international organization with 2,640 individual members and a large number of corporate members from more than 70 countries and regions.
After World War II, the further intensification of competition and the rapid development of science and technology promoted the rapid development of advertising industry. Television, video recorder, glass screen projection television, ink, paper, copying technology and color printing have all made great progress, magazines and newspapers have increased in large numbers, and electronic advertisements, neon advertisements, street sign advertisements, street car advertisements, point-of-sale advertisements, postal advertisements and advertising books and periodicals have appeared in large numbers, which has made the modern advertising industry develop unprecedentedly. Americans say: "You can pick up a newspaper or magazine, turn on the TV, open the mail, even walk on the road and answer a phone call, and you will be bombarded by advertising fatigue." From 1946 to 1959, the advertising industry in the United States tripled. During this period, the growth rate of advertising business exceeded the growth rate of national income, and the funds for purchasing advertising tools increased significantly. After the 1970s, it developed even faster. According to statistics, the advertising expenditure of 1977 in the United States is as high as $37 billion, and about one third of every dollar of sales is used for advertising. At present, there are more than 3,800 advertising companies registered in the United States, with 200,000 employees, accounting for one thousandth of the national population, with a total investment of $654.38+$05.3 billion, ranking first in the global advertising industry.
The essence of advertising
There are two essences of advertising. One is the spread of advertising, which is a means and skill for advertisers to contact the audience. The other is that the function of advertising itself is to sell goods. Generally speaking, advertising is a kind of communication for the public; The elegance of art determines that its audience can only be a few, not the vast majority.
Therefore, successful advertising is the advertising culture accepted by the public, not the so-called elegant art divorced from reality. The effect of advertising determines its success to some extent. The advertisement of melatonin is successful, because it is very successful in positioning the gift concept of the working class, and the market share also shows this. Fundamentally speaking, it can only be successful in a short time, because its advertisements are not linked to the concept and function of health care products.
Characteristics of advertising
Advertising is different from general mass communication and publicity activities, mainly in:
1. Advertising is a communication tool, which transmits the information of a certain commodity to a group of users and consumers through the production or business organization (advertiser);
2. Advertising needs to be paid;
3. The communication activities carried out by advertisements are convincing;
4. Advertising is purposeful, planned and persistent;
Advertising is not only beneficial to advertisers, but also to the target audience, which can let users and consumers get useful information.
Advertising elements
The elements of advertising are: advertisers, advertising companies, advertising media, advertising information, advertising creativity and skills, advertising audience and advertising cost.
Classification of advertisements
Due to different classification standards and different angles, there are many kinds of advertisements.
◇ Subject to the media.
newspaper advertisement
magazine advertising
television advertising
A cinema/movie advertisement
network advertising
packing ad
Broadcast advertisement
Poster advertisement
Buy some advertisements
Traffic advertisement
Direct mail advertisement
With the increase of new media, there will be more and more types of advertisements divided by media.
◇ Take the advertising purpose as the standard.
Product advertising
Enterprise advertisement
Brand advertisement
Concept advertisement
◇ Take the advertising scope as the standard.
International advertising
National advertisement
Regional advertisement
Regional advertisement
◇ Take the advertising communication object as the standard.
Consumer advertisement
Enterprise advertisement
◇ Take advertisers as the standard
Ordinary advertisement
Retail advertising
The main forms of advertising
Advertisements published, played, set up and posted in People's Republic of China (PRC) through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically including:
(a) the use of newspapers, periodicals, books, catalogues and other advertisements;
(two) the use of radio, television, movies, videos, slides and other advertisements;
(three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;
(four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;
(five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements;
(six) mailing all kinds of advertising materials through the post office;
(seven) the use of gifts in kind for advertising;
(eight) the use of online e-mail, banners and other advertisements, a database marketing.
(9) Call center, a kind of database marketing.
(ten) the use of short messages (sms), MMS for advertising, a database marketing.
(eleven) the use of other media and forms to publish, set up and post advertisements.
The best advertisement in China.
The earliest advertising record in China appeared in Han Feizi's "Top Right of Foreign Reserve" during the Warring States Period. "The wine sellers in the Song Dynasty were promoted to Jinbe, and they were very eager to meet guests because the wine was beautiful."
China's earliest record of "oral advertising" appeared in Meng's Dream of Tokyo in the Southern Song Dynasty.
The earliest existing physical advertising in China is the billboard of "White Rabbit Filling Medicine" in the Song Dynasty.
The earliest existing copper plate for printing advertisements in China is the "White Rabbit Filling Medicine" billboard in Song Dynasty.
The earliest existing advertising slogan in China is "Buy the best steel bars and make kungfu needles" and "Don't miss the use of hospitals and turn customers into vendors" (the advertisement of "Big White Rabbit Mashing Medicine" in "Jinan Liu Jia Kungfu Needle Shop" in Song Dynasty).
The earliest newspaper in China was in the early Tang Dynasty, and the official newspaper was Shenbao. Its main content is to issue imperial edicts, orders, royal trends and the promotion, dismissal, rewards and punishments of feudal officials. Movable type typesetting was used in the Ming Dynasty and changed to Beijing Daily in the Qing Dynasty.
The earliest newspaper in China with advertisements was Shenbao, which was founded in Shanghai on April 30th, 1982. It was printed on glossy paper at that time.
The earliest newspaper advertisements in China were "Quantai Worry-Free Bureau, Henglong Foreign Goods and Manyun Pavilion" in Shanghai Library's Shenbao.
The earliest newspaper advertising price in China is 250 copper coins (25 cents) per 50 words on the first day, 1 cent on the second day to the seventh day, and 1 cent on the eighth day.
The earliest print advertisement in China appeared in Oriental Magazine in 1904.
The earliest word "advertisement" in China appeared in the Constitution of the Politburo from 65438 to 0906.
The earliest body advertisement in China appeared on the first tram in Shanghai on 1908.
The earliest advertising company in China is Shanghai Advertising Decoration Advertising Company.
The earliest window advertisement in China appeared in 1920, which was "Le Tu Jing" brand milk powder.
The earliest outdoor neon advertisement in China appeared on the roof of 1927 Shanghai World, which was called "Bering Machine" advertisement.
The earliest TV station in China is 1958 CCTV.
The earliest foreign trade advertising company in China is the Shanghai advertising company established by 196 1.
The earliest newspaper in China published an advertisement was Tianjin Daily.
The earliest newspaper advertisement in New China was 65438+65438+/kloc-0 in 0979. On Thursday, October 4th, Tianjin Toothpaste Factory advertised "Blue Sky" high-grade toothpaste.
The earliest domestic film and television advertisement in China was the advertisement named "Shengui Yang Rong Wine" made by Shanghai TV Station for Shanghai Chinese Medicine Company at1October 28th 1979 15: 30.
The earliest foreign film and television advertisement in China was the advertisement named "Radar Watch" broadcast by Shanghai TV Station/KLOC-0 at 8: 00 on March 5, 1979/KLOC-0.
The earliest public service advertisement in China was "Stop Crowding" in 1987.
China's earliest outdoor billboard published abroad was the advertisement of "Sanjiu Weitai" in Times Square, new york, USA, from 65438 to 0994.
China won the Silver Award for Graphic Design in Keo Advertising Festival for the first time in May 1995. On May 12, at the 36th Keo Advertising Festival, Guangzhou Baima Advertising created a brochure for splendid china, a landscape in Shenzhen-"Family Story, China People".
China was the first to win the Silver Award in the New York Advertising Festival. It was the "Tianhe Gutong Advertising Marketing Plan" created by Gaomei Advertising Planning Company for Guilin Tianhe Pharmaceutical on June199765438+1October 365438.
China first recognized that the only government award in the advertising industry was the Public Service Advertising Award (1997).
Xu Baiyi (1997) was the first advertiser to win the Lifetime Achievement Award in China.
The first time China won the finalist prize of the 4th New York Advertising Festival in 1998 was "Short General Liquid Electric Mosquito Incense-Fat Man" directed by Su Xia.
The earliest film and television advertisement in China that won the gold medal in the Montreal International Advertising Festival was the film and television advertisement "Zhejiang Xinlian Steel Rolling" created by Zhejiang Hualin Advertising Company on1June 65438+1October, 998.
China was the first authoritative American magazine, Advertising Times, to win the gold medal in film and television. 1999 Guangzhou hongyi advertising company created an advertisement for HNA, and the film and television advertisement "Yunpian" was directed by advertising director Su Xia.
China won the GLOBALS Award for the first time at the New York Advertising Festival in 2000, when Su Xia created and directed the advertising film "Cervical Throat-Penis/Sperm".
China won the Moby Advertising Award (telecom and network category) for the first time in March 2000, when Publicis Hengwei Advertising Company created the film and television advertisement "Hand in Hand" for Guangdong Mobile Communication.
In 2000, the first batch of doctoral students majoring in advertising appeared in China.
The earliest charging method for advertising business in China was 1979, and Shanghai TV Station formulated the first charging method for advertising business.
The earliest broadcast advertisement in China was the advertisement of "Spring Bud Medicinal Hair Cream" broadcast by Shanghai People's Broadcasting Station on March 5th, 1979.
The earliest unified advertising price list in China was formulated at the first communication meeting of advertising business in some parts of the country held in June, 2000 1979+00.
The earliest foreign film and television advertisement in China was the Japanese "citizen" advertisement broadcast by CCTV 1980.
The first professional advertising magazine in China is 1982 China Advertising magazine, which was founded and published in Shanghai.