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Calling out your products and prices on a street market is not considered
modern advertising. Neither is hanging out a sign in front of your shop
although these two advertising methods, along with word of mouth, have been around as long as civilization
has.
Modern advertising started with the printed
word in the 15th and 16th centuries where pamphlets and other small
leaflets and publications contained specialized messages. In the 17th century
newspapers in London and on continental Europe started carrying ads for
shops, artisans, hotels, restaurants and entertainment venues and events,
including public notices and messages.
By the 18th century the printed word was used for all sorts of advertising
purposes and
proclamations. Governments saw the advantage of using ads, posters and
articles as a way to influence the populace. This would be called
propaganda rather than advertising but the same method of communication
was used with the same goals - trying to influence people's attitude
towards a product or idea (see
Advertising
versus Propaganda.
By the end of the 18th century, especially in the United States,
advertising had become an industry and the first agencies, advertising
agencies - companies specializing in helping you bring your product or
service to market - sprang up.
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These first agencies usually
brokered space in publications such as newspapers and magazines
but started producing the advertisements themselves. With the
help of creative professionals, and after analysis of the
clients' needs and wants, they designed ads for their clients
and advised them in their placements and usage.
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