ADVERTISING

I- DEFINITION

In dictionary, the advertising is definite as : the activity of

making products or services known about and persuading people to buy them.1

In generalities, the advertising is, the techniques and practices used to bring products,
services, opinions, or causes to public notice for the purpose of persuading the public to
respond in a certain way toward what is advertised. Most advertising involves
promoting a good that is for sale, often through brand marketing, but similar methods
are used to encourage people to drive safely, to support various charities, or to vote for
political candidates, among many other examples.2

II- HISTORY OF ADVERTISING

The beginning (1700s to 1900)

In the pre-digital age, outdoor and print ads were the only ways for companies to
communicate with their customers. It all started with word of mouth advertising until
brands eventually began using strategies that could last forever. 

The first newspaper advertisement was published in 1704 in the United States. Then
in the early 1800s, billboards came into existence and brands began to leverage them
to express their value propositions.

Direct advertising, which involves directly reaching out to potential customers, was
considered an expensive option before the internet. Many organizations preferred
indirect advertising because it was more affordable.

The golden age (1900s to 2000)

Advertising took a whole new turn when radio stations and television came into play,
and by the beginning of the 20th century, more than 30% of the world's population
used them. At this time, ads started to feel more personalized, as communication
was now directly between the customer and brand. 

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https://dictionary.cambridge.org/fr/dictionnaire/anglais/advertising
2
https://www.britannica.com/topic/advertising
Radio advertising was launched in 1922 and was a big hit, allowing businesses to
convey their unique selling propositions (USP) directly to consumers. Advertisers
started paying radio stations to broadcast advertisements to their listening audience. 

Radio ads were then followed by TV advertising, with the first television commercial
airing in 1941. Bulova Watch Company aired the first TV commercial, which was ten
seconds long and seen by 4,000 people in New York. 

This sparked the Golden Age of Advertising, where organizations invested heavily in
advertisements to express their brand's uniqueness and engage their target
audience.

In the 1950s, brands started introducing characters just for advertisements to

resonate with their audience.

Online advertising (2000 - Present)

The internet has taken hold of our lives since the early 2000s. The use of the internet
became more widespread and brands saw this as an opportunity. Advertisers began
focusing more on digital ads instead of traditional offline channels. 

The first online display ad was created in 1994 when advertisers created a banner ad
to drive customers to website landing pages. Although brands faced numerous
challenges initially, the launch of web services provider Yahoo paved an easier path
for all the advertisers.

As the internet became more accessible from mobile devices, different ad formats
were introduced. Advertisers started creating mobile advertisements to capture
viewers’ attention on the devices they love.

Mobile advertising (2008 - present)

The first mobile ad was introduced to consumers in early 2000. Mobile ads are
advertisements of a unique shape, size, and format exclusively tailored for mobile
devices. These ads reached out to customers via short message service (SMS) and
redirected them to the brand's website. This encouraged brands to come up with
strategies that supported mobile marketing. 

Since 3G came into existence, advertisers have focused more on in-application ads.
3G allowed people to access the internet wirelessly through their mobile phones and
other electronic devices. Advertisers started creating more personalized ads for their
viewers, rather than generalized campaigns. Personalization helped brands engage
their customers better. It also inspired them to focus on their customer service and
provide a delightful customer experience.3

III- TYPES OF ADVERTISING

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https://www.g2.com/articles/history-of-advertising
Social Media Advertising

Brands use social media platforms like Facebook, Instagram, LinkedIn and Twitter to
communicate with customers and promote their products. With the emergence of
digital marketing, it has quickly become one of the most sought advertising
strategies. Your one-year diploma course in advertising and marketing will help you
learn how you can harness social media platforms for a successful marketing
strategy.

Paid Search Advertising

In this form of advertising, the advertisers bid on specific keywords, and the search
engine pops relevant ads whenever a user enters a query with those keywords at the
top of the results page. With paid search advertising, the advertiser has to pay for the
ad only if someone clicks on the link to follow through. An advertising and marketing
course in one of the top colleges in India will help you understand the technicalities
of paid search advertising and how it helps a brand grow.

Print Advertising

Print advertising is perhaps one of the oldest forms of marketing. As digital marketing
practices gain more popularity, the scope of print advertising has significantly shrunk.
However, it remains one of the most effective forms of advertising. A diploma course
in advertising and marketing from one of the top universities in Delhi will help you
understand how to utilise the print media to create an effective marketing strategy.

Broadcast Advertising

Broadcast advertising utilises mass-media platforms such as TV channels and radio

stations to connect with potential customers and share information about the brand
and its products. A well-structured marketing strategy can utilise these platforms to
reach out to a large customer base and engage them because, unlike social media
platforms, viewers do not have the option to skip these ads.

Out-of-Home Advertising

This type of advertising refers to any ads that people may encounter while they are,
as the name suggests, outside their homes. It includes billboard ads, digital signage,
ads in sporting complexes, stadiums, and more. Although expensive, it is an effective
strategy, and brands have used this medium creatively to develop advertisements
that connect with the people and convert to sales. Developing a marketing strategy
using out-of-home advertising is complicated since people mostly notice them
fleetingly, seeing how they are placed and positioned.

Mobile Advertising
With the time people spend on their mobile devices, it is unsurprising that brands are
now developing ads, especially for mobile devices. Investing in an effective marketing
strategy utilising mobile advertising can turn great returns for the brand. Therefore,
the advertising and digital marketing course module at Bennett University also
focuses on how you can make the best out of this type of advertisings.

Direct Mail Advertising

Advertisers send messages to a targeted set of customers via letters, subscriptions,

sales letters, or emails. Although it is not a widely used form of advertisement, it can
be harnessed to create a successful marketing campaign. The scope for direct mail
advertising is vast and slowly gaining momentum amongst brands. Bennett
University’s diploma course in advertising and marketing teaches you how visually
arresting and creative direct mails can direct sales for brands. 4

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businesses/