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FEDERAL REGULATION OF ADVERTISING IN THE UNITED MY AD CAMPAIGN 3–B CREATING LOCAL
STATES 44 ADVERTISING 65
The U.S. Federal Trade Commission 45 ETHICAL ISSUES IS RONALD MCDONALD BAD FOR KIDS?
The Food and Drug Administration (FDA) 46 ARE PARENTS? 79
The Federal Communications Commission
MY AD CAMPAIGN 3–C AGENCY REVIEW 81
(FCC) 46
The Patent and Trademark Office and the Library of MY AD CAMPAIGN 3–D WAYS TO BE A BETTER
Congress 49 CLIENT 85
STATE AND LOCAL REGULATION 50
NONGOVERNMENT REGULATION 51
The Better Business Bureau (BBB) 51
The Advertising Self-Regulatory Council (ASRC) 52 part two UNDERSTANDING THE
Regulation by the Media 52 TARGET AUDIENCE
Regulation by Consumer Groups 53
Self-Regulation by Advertisers and Ad Agencies 53
GOVERNMENT RESTRAINTS ON INTERNATIONAL CHAPTER 4 SEGMENTATION, TARGETING, AND
ADVERTISERS 54 THE MARKETING MIX 88
THE ETHICAL AND LEGAL ASPECTS OF ADVERTISING THE LARGER MARKETING CONTEXT OF
IN PERSPECTIVE 54 ADVERTISING 91
ETHICAL ISSUES TRUTH IN ADVERTISING: FLUFFING Customer Needs and Product Utility 91
AND PUFFING 35 Exchanges: The Purpose of Marketing and
Advertising 92
MY AD CAMPAIGN 2 YOUR CAMPAIGN
ASSIGNMENT 40 THE MARKET SEGMENTATION PROCESS 93
Types of Markets 93
Segmenting the Consumer Market: Finding
the Right Niche 94
Segmenting Business and Government Markets:
CHAPTER 3 THE BUSINESS OF Understanding Organizational Buying Behavior 103
ADVERTISING 56 Aggregating Market Segments 106
THE ADVERTISING INDUSTRY 59
The Organizations in Advertising 59
The People in Advertising 59
THE ADVERTISERS (CLIENTS) 59
Local Advertising 59
Regional and National Advertisers 64
Transnational Advertisers 68
Media around the World 70
THE ADVERTISING AGENCY 70
Types of Agencies 71
WHAT PEOPLE IN AN AGENCY DO 73
How Agencies Are Structured 76
How Agencies Are Compensated 77
The In-House Agency 78
THE CLIENT–AGENCY RELATIONSHIP 79
How Agencies Get Clients 79
Factors Affecting the Client–Agency Relationship 80
THE SUPPLIERS IN ADVERTISING 82
Art Studios and Web Designers 82
Printers and Related Specialists 82
Film and Video Houses 83
Research Companies 83
THE MEDIA OF ADVERTISING 83
CURRENT TRENDS 83
MY AD CAMPAIGN 3–A UNDERSTANDING YOUR
CLIENT 62

vii
THE TARGET MARKETING PROCESS 107 ADVERTISING AND THE PROMOTION (COMMUNICATION)
Target Market Selection 107 ELEMENT 117
The Marketing Mix: A Strategy for Matching Products THE MARKETING MIX IN PERSPECTIVE 118
to Markets 108
ETHICAL ISSUES BRAND NICHING MAY CAUSE BRAND
ADVERTISING AND THE PRODUCT ELEMENT 108 SWITCHING 98
Product Life Cycles 109
MY AD CAMPAIGN 4 SEGMENTING THE
Product Classifications 110
AUDIENCE 105
Product Positioning 110
Product Differentiation 111
Product Branding 112
The Role of Branding 113 CHAPTER 5 COMMUNICATION AND CONSUMER
Product Packaging 114 BEHAVIOR 120
ADVERTISING AND THE PRICE ELEMENT 114 COMMUNICATION: WHAT MAKES ADVERTISING
Key Factors Influencing Price 114 UNIQUE 122
ADVERTISING AND THE DISTRIBUTION (PLACE) The Human Communication Process 122
ELEMENT 115 Applying the Communication Process
Direct Distribution 115 to Advertising 123
Indirect Distribution 115 CONSUMER BEHAVIOR: THE KEY TO ADVERTISING
Vertical Marketing Systems: The Growth STRATEGY 125
of Franchising 116 The Importance of Knowing the Consumer 125
The Consumer Decision Process: An Overview 125
PERSONAL PROCESSES IN CONSUMER
BEHAVIOR 127
The Consumer Perception Process 127
Learning, Persuasion, and the Role of Involvement in the
Ways That Consumers Process Information 129
The Consumer Motivation Process 134
INTERPERSONAL INFLUENCES ON CONSUMER
BEHAVIOR 136
Family Influence 136
Societal Influence 136
Cultural and Subcultural Influence 138
THE PURCHASE DECISION AND POSTPURCHASE
EVALUATION 141
DIFFERENT RESPONSES FROM DIFFERENT
PRODUCTS 143
ETHICAL ISSUES IS IT MARKETING OR IS IT
EXPLOITATION? 140
MY AD CAMPAIGN 5 UNDERSTANDING WHAT CONSUMERS
LOOK FOR IN A PRODUCT 142

part three THE PLANNING

PROCESS

CHAPTER 6 ACCOUNT PLANNING AND

RESEARCH 146
THE ACCOUNT PLANNER AS CONSUMER
ADVOCATE 149
THE NEED FOR RESEARCH IN MARKETING AND
ADVERTISING 150
What Is Marketing Research? 150
What Is Advertising Research? 151
Advertising Strategy Research 151

viii
 Creative Concept Research 154
Pretesting and Posttesting 155 part four THE CREATIVE PROCESS
STEPS IN THE RESEARCH PROCESS 155
Step 1: Analyzing the Situation and Defining the CHAPTER 8 CREATING ADS: STRATEGY AND
Problem 156
Step 2: Conducting Secondary Research 156
PROCESS 196
Step 3: Establishing Research Objectives 158 THE CREATIVE TEAM: ORIGINATORS OF ADVERTISING
Step 4: Conducting Primary Research 158 CREATIVITY 198
Step 5: Interpreting and Reporting CREATING GREAT ADVERTISING 199
the Findings 165 The Resonance Dimension 200
IMPORTANT ISSUES IN ADVERTISING RESEARCH 166 The Relevance Dimension 201
Considerations in Conducting Primary Quantitative FORMULATING CREATIVE STRATEGY: THE KEY TO GREAT
Research 166 ADVERTISING 201
Collecting Primary Data in International Markets 169 Writing the Creative Strategy 201
MY AD CAMPAIGN 6–A RESEARCH 157 Elements of Message Strategy 203
MY AD CAMPAIGN 6–B METHODS FOR PRETESTING HOW CREATIVITY ENHANCES ADVERTISING 204
ADS 163 What Is Creativity? 204
The Role of Creativity in Advertising 205
MY AD CAMPAIGN 6–C METHODS FOR POSTTESTING
Understanding Creative Thinking 206
ADS 164
THE CREATIVE PROCESS 207
MY AD CAMPAIGN 6–D DEVELOPING AN EFFECTIVE
QUESTIONNAIRE 168 THE EXPLORER ROLE: GATHERING INFORMATION 207
Develop an Insight Outlook 208
Know the Objective 208
Brainstorm 208
CHAPTER 7 MARKETING, ADVERTISING,
THE ARTIST ROLE: DEVELOPING AND IMPLEMENTING THE
AND IMC PLANNING 172
BIG IDEA 208
THE MARKETING PLAN 174 Task 1: Develop the Big Idea 208
The Importance of Market Planning 174 Task 2: Implement the Big Idea 211
The Effect of the Marketing Plan on IMC 175 The Creative Pyramid: A Guide to Formulating Copy
Top-Down Marketing Plans 175 and Art 212
Bottom-Up Marketing: How Small Companies Plan 180
THE JUDGE ROLE: DECISION TIME 215
THE IMPORTANCE OF RELATIONSHIP MARKETING 181
THE WARRIOR ROLE: OVERCOMING SETBACKS
The Importance of Relationships 181
AND OBSTACLES 215
Levels of Relationships 183
MY AD CAMPAIGN 8 THE CREATIVE BRIEF 202
USING IMC TO MAKE RELATIONSHIPS WORK 184
IMC: The Concept and the Process 184 ETHICAL ISSUES DOES SEX APPEAL? 214
The Dimensions of IMC 187
The IMC Approach to Marketing and Advertising
Planning 187
The Importance of IMC to Advertising 188
THE ADVERTISING PLAN 188
Reviewing the Marketing Plan 188
Setting Advertising Objectives 188
Determining the Advertising Strategy 191
Allocating Funds for Advertising 191
Methods of Allocating Funds 193
MY AD CAMPAIGN 7–A DEVELOPING THE
SITUATION ANALYSIS 177
MY AD CAMPAIGN 7–B DEVELOPING A BRAND
STRATEGY 179
ETHICAL ISSUES A WAR OF COMPARISONS 182
MY AD CAMPAIGN 7–C THE SWOT ANALYSIS 183
MY AD CAMPAIGN 7–D DEVELOPING ADVERTISING
OBJECTIVES 192
MY AD CAMPAIGN 7–E WAYS TO SET ADVERTISING
BUDGETS 194

ix
CHAPTER 9 CREATIVE EXECUTION: ART AND MY AD CAMPAIGN 9–D DESIGN PRINCIPLES 231
COPY 218 ETHICAL ISSUES IMITATION, PLAGIARISM, OR
DELIVERING ON THE BIG IDEA: THE VISUAL AND THE FLATTERY? 232
VERBAL 221 MY AD CAMPAIGN 9–E WRITING EFFECTIVE COPY 235
THE ART OF CREATING PRINT ADVERTISING 221 MY AD CAMPAIGN 9–F CREATING EFFECTIVE RADIO
Designing the Print Ad 221 COMMERCIALS 238
The Use of Layouts 221 MY AD CAMPAIGN 9–G CREATING EFFECTIVE TV
Advertising Design and Production: The Creative and COMMERCIALS 241
Approval Process 221
Effect of Computers on Graphic Design 224
Principles of Design: Which Design Formats
Work Best 224
The Use of Visuals in Print Advertising 228 part five REACHING THE TARGET
PRODUCING GREAT COPY IN PRINT ADVERTISING 230 AUDIENCE
Headlines 230
Subheads 234
Body Copy 234 CHAPTER 10 PRINT ADVERTISING 246
Slogans 237 SELECTING MEDIA 249
Seals, Logos, and Signatures 237 PRINT MEDIA 249
CREATING GREAT COPY IN ELECTRONIC MEDIA 238 USING MAGAZINES IN THE MEDIA MIX 249
Writing Radio Copy 238 The Pros and Cons of Magazine Advertising 249
Writing Television Copy 238 Special Possibilities with Magazines 250
THE ROLE OF ART IN RADIO AND TV ADVERTISING 240 HOW MAGAZINES ARE CATEGORIZED 252
Developing the Artistic Concept for
BUYING MAGAZINE SPACE 254
Commercials 240
Understanding Magazine Circulation 254
Formats for Radio and TV Commercials 240
Reading Rate Cards 256
Outlining a TV Commercial 243
USING NEWSPAPERS IN THE MEDIA MIX 258
WRITING FOR THE WEB 244
Who Uses Newspapers? 259
MY AD CAMPAIGN 9–A PRODUCT FACTS FOR The Pros and Cons of Newspaper Advertising 259
CREATIVES 222 How Newspapers Are Categorized 259
MY AD CAMPAIGN 9–B CREATING GREAT HEADLINES AND Types of Newspaper Advertising 261
COPY 229 HOW ADVERTISERS BUY NEWSPAPER SPACE 262
MY AD CAMPAIGN 9–C DETERMINING THE CHIEF FOCUS Understanding Readership and Circulation 264
FOR VISUALS 230 Co-ops and Networks 266
Insertion Orders and Tearsheets 266
PRINT MEDIA AND NEW TECHNOLOGIES 267
DIRECTORIES AND YELLOW PAGES 268
MY AD CAMPAIGN 10–A THE PROS AND CONS
OF MAGAZINE ADVERTISING 250
MY AD CAMPAIGN 10–B THE PROS AND CONS
OF NEWSPAPER ADVERTISING 260
ETHICAL ISSUES WHAT’S AT STAKE WITH
SWEEPSTAKES? 264
MY AD CAMPAIGN 10–C PLANNING AND EVALUATING
PRINT MEDIA 267

CHAPTER 11 BROADCAST, CABLE, AND

SATELLITE MEDIA: TELEVISION AND
RADIO 270
THE MEDIUM OF TELEVISION 273
Broadcast TV 273
Cable TV 274
DTV 274

x
 TV Audience Trends 275 Sponsorships and Added-Value Packages 313
The Impact of Social Media and Streaming 277 E-Mail Advertising 313
The Use of Television in IMC 279 PROBLEMS WITH DIGITAL INTERACTIVE AS AN
Types of TV Advertising 280 ADVERTISING MEDIUM 315
Video Alternatives to TV Commercials 283
USING DIGITAL INTERACTIVE IN IMC 315
TV AUDIENCE MEASUREMENT 284
ETHICAL ISSUES IT’S NOT ALWAYS NICE TO SHARE 307
Rating Services 285
Cable Ratings 286 MY AD CAMPAIGN 12 USING FACEBOOK AND GOOGLE 316
Defining Television Markets 286
Dayparts 287
Audience Measurements 287 CHAPTER 13 OUT-OF-HOME, DIRECT-MAIL, AND
Gross Rating Points 288 PROMOTIONAL PRODUCTS 318
BUYING TELEVISION TIME 288 OUT-OF-HOME MEDIA 321
Selecting Programs for Buys 288 OUTDOOR ADVERTISING 322
Negotiating Prices 289 Standardization of the Outdoor Advertising Business 322
THE MEDIUM OF RADIO 289 Types of Outdoor Advertising 323
Who Uses Radio? 289 Buying Outdoor Advertising 325
The Use of Radio in IMC 290 Regulation of Outdoor Advertising 327
Radio Programming and Audiences 290 TRANSIT ADVERTISING 328
Satellite Radio and Portable Music Devices 291 Types of Transit Advertising 330
BUYING RADIO TIME 292 Buying Transit Advertising 330
Types of Radio Advertising 292 OTHER OUT-OF-HOME MEDIA 332
Radio Terminology 292 Cinema Advertising 332
MY AD CAMPAIGN 11–A PLANNING AND BUYING TV ATMs 332
AND RADIO 275 Mobile Billboards 332
MY AD CAMPAIGN 11–B THE PROS AND CONS Digital Signage 333
OF BROADCAST TV ADVERTISING 276 Mall Advertising 333
Guerrilla Advertising 333
MY AD CAMPAIGN 11–C THE PROS AND CONS OF CABLE
TV ADVERTISING 281 DIRECT-MAIL ADVERTISING: THE ADDRESSABLE
MEDIUM 334
ETHICAL ISSUES ADVERTISING TO CHILDREN: CHILD’S
Types of Direct-Mail Advertising 335
PLAY? 286
Using Direct Mail in the Media Mix 336
MY AD CAMPAIGN 11–D THE PROS AND CONS OF RADIO Components of Direct-Mail Advertising 337
ADVERTISING 293
PROMOTIONAL PRODUCTS 339
MY AD CAMPAIGN 13–A THE PROS AND CONS
OF OUTDOOR ADVERTISING 323
CHAPTER 12 DIGITAL INTERACTIVE MEDIA 296
ETHICAL ISSUES DOES SPILLOVER NEED
THE EVOLUTION OF DIGITAL INTERACTIVE MEDIA 299 MOPPING UP? 328
The Internet 299
MY AD CAMPAIGN 13–B THE PROS AND CONS OF TRANSIT
The Web 301
ADVERTISING 329
Digital Interactive Today 301
MY AD CAMPAIGN 13–C THE PROS AND CONS OF DIRECT-
MEASURING THE INTERNET AUDIENCE 304
MAIL ADVERTISING 337
How People Access the Internet 304
How People Use the Internet 304
Media Planning Tools 305
The Promise of Enhanced Tracking 305 part six INTEGRATING MARKETING
Seeking Standardization 306 COMMUNICATIONS ELEMENTS
BUYING TIME AND SPACE IN DIGITAL INTERACTIVE 308
Pricing Methods 308
The Cost of Targeting 309 CHAPTER 14 MEDIA PLANNING AND
Stretching Out the Dollars 309 BUYING 342
TYPES OF DIGITAL INTERACTIVE MEDIA PLANNING: INTEGRATING SCIENCE WITH
ADVERTISING 309 CREATIVITY IN ADVERTISING 345
Search Engine Ads 310 The Challenge 345
AdWords 311 The Role of Media in the Marketing
AdSense 312 Framework 348
Display Advertising 312 The Media Planning Framework 350

xi
DEFINING MEDIA OBJECTIVES 350 CHAPTER 15 IMC: DIRECT MARKETING,
Audience Objectives 350 PERSONAL SELLING, PACKAGING,
Message-Distribution Objectives 351
AND SALES PROMOTION 366
OPTIMIZING REACH, FREQUENCY, AND CONTINUITY: THE
THE IMPORTANCE OF RELATIONSHIP MARKETING
ART OF MEDIA PLANNING 353
AND IMC 369
DEVELOPING A MEDIA STRATEGY:
UNDERSTANDING DIRECT MARKETING 370
THE MEDIA MIX 355
Factors in the Media Strategy: The Five Ms 355 THE ROLE OF DIRECT MARKETING IN IMC 370
Factors That Influence Media Strategy Decisions 356 The Evolution of Direct Marketing 371
Stating the Media Strategy 358 The Impact of Databases on Direct Marketing 372
The Importance of Direct Marketing to IMC 373
MEDIA TACTICS: SELECTING AND SCHEDULING MEDIA
Drawbacks to Direct Marketing 374
VEHICLES 359
Criteria for Selecting Individual Media Vehicles 359 TYPES OF DIRECT MARKETING ACTIVITIES 374
Buyer Purchase Patterns 362 Direct Sales 375
Stating the Media Strategy 362 Direct-Response Advertising 376
The Synergy of Mixed Media 362 PERSONAL SELLING: THE HUMAN MEDIUM 378
Methods for Scheduling Media 362 Types of Personal Selling 378
Computers in Media Selection and Scheduling 364 Advantages of Personal Selling 378
THE ROLE OF THE MEDIA BUYER 364 Drawbacks of Personal Selling 379
The Role of Personal Selling in IMC 379
ETHICAL ISSUES MEET SOCIAL MEDIA AND THE
Gathering Information 380
WEB 346
Providing Information 380
MY AD CAMPAIGN 14 DEVELOPING MEDIA OBJECTIVES Fulfilling Orders 380
AND STRATEGIES 361 Building Relationships 380
TRADE SHOWS 382
PRODUCT PACKAGING 383
Environmental Issues in Packaging 384
Government Impact on Packaging 385
Package Manufacturing 385
When Should a Package Be Changed? 385
THE ROLE OF SALES PROMOTION IN IMC 385
The Positive Effect of Sales Promotion on Brand
Volume 386
The Negative Effect of Sales Promotion on Brand
Value 387
SALES PROMOTION STRATEGIES AND TACTICS 388
Giving Brands a Push with Trade Promotions 388
Using Consumer Promotions to Pull Brands
Through 390
MY AD CAMPAIGN 15–A DEVELOPING A PLANS
BOOK 381
MY AD CAMPAIGN 15–B CREATING EFFECTIVE SALES
PROMOTIONS 387

CHAPTER 16 IMC: PUBLIC RELATIONS,

SPONSORSHIP, AND CORPORATE
ADVERTISING 396
THE ROLE OF PUBLIC RELATIONS 399
The Difference between Advertising and Public
Relations 399
Advertising and PR in the Eyes of Practitioners 400
THE PUBLIC RELATIONS JOB 401
PR Planning and Research 401
Reputation Management 401

xii
 Other Public Relations Activities 404 ENDNOTES 418
Public Relations Tools 405 CREDITS 434
SPONSORSHIP AND EVENTS 408 INDEX 436
The Growth of Sponsorship 408
Benefits of Sponsorship 410
Drawbacks of Sponsorship 411
Types of Sponsorship 411
Methods of Sponsorship 414
Measuring Sponsorship Results 414
CORPORATE ADVERTISING 415
Public Relations Advertising 415
Corporate/Institutional Advertising 415
Corporate Identity Advertising 417
Recruitment Advertising 417
MY AD CAMPAIGN 16–A CORPORATE BLOGGING 405
MY AD CAMPAIGN 16–B HOW TO WRITE A NEWS
RELEASE 406
MY AD CAMPAIGN 16–C THE CLIENT PRESENTATION 410
MY AD CAMPAIGN 16–D HOW TO SELECT EVENTS FOR
SPONSORSHIP 414

BONUS CHAPTER PRODUCING ADS (AVAILABLE IN

CONNECT AND THROUGH CREATE)

xiii
changes to the
second edition
chapter one • Updated three exhibits.
• Enhanced the discussion of geodemographic
• Added an opening paragraph describing chapter
segmentation.
coverage (in all chapters).
• Enhanced the discussion of vertical marketing
• Updated the opening vignette on 2012 Barack Obama
systems.
campaign.
• Introduced integrated marketing communications
earlier. chapter five
• Updated the timetable of advertising history. • Added new interactive model of communication that is
• Updated the references to Internet tools that enhance more relevant to effects of digital media.
teamwork. • Thoroughly revised and improved coverage of the
• Updated the table of global marketers. consumer perception process.
• Revised and improved the discussion of cognition and
memory, including consumer memory biases.
chapter two
• Updated the opening vignette on celebrity
endorsements and the collapse of Lance Armstrong’s chapter six
career. • Updated the Holiday Inn opening vignette.
• Updated the table relating a country’s ad spending to • Added a Bill Bernbach quotation in relation to the role
its standard of living. of research in advertising.
• Added a discussion of the implications of clutter on • Added a discussion of online focus groups.
websites. • Updated the information on Nielsen’s research
• Included fewer chapter “boxes” to reduce chapter services.
length.

chapter seven
chapter three • Revised and updated the Mountain Dew chapter
• Added material on local advertisers and social media. opener.
• Updated the statistics on top advertisers, and top • Added a new “My Ad Campaign” box on developing
media companies. brand strategy.
• Incorporated the AAAA definition of an advertising • Incorporated social media examples and references.
agency. • Used more references to chapter opener throughout
• Updated the trends in the advertising industry, the chapter.
including new material on Google.

chapter eight
chapter four • Made significant revisions and provided updates to the
• Replaced the Toyota opening vignette with an Old Target chapter opener.
Spice vignette. • Improved coverage of creative resonance, including a
• Converted the “Commercial Break” chapter boxes to reference to Leo Burnett’s creative philosophy.
exhibits or deleted them (throughout the text) to • Incorporated Bill Bernbach’s reflections on how
improve readability and reduce chapter length. creativity enhances advertising.

xiv
• Improved coverage of creative thinking, including • Added a new exhibit on how promoted tweets increase
incorporating the scholarship of Griffin and Morrison. brand favorability and purchase intent.
• Improved coverage of the collaborative nature of • Updated the exhibit on costs of a 30-second spot in a
advertising creative work. top-rated TV program.
• Added a new exhibit featuring some of advertising’s • Added a new exhibit on the 10-best-recalled product
greatest big ideas. placements of 2012–2013.
• Expanded the discussion of ethical issues involved in • Updated the exhibit on how Nielsen tracks TV viewers.
using sexualized appeals. • Significantly updated coverage of radio.
• Updated the exhibit on top radio advertisers.
chapter nine • Updated the exhibit on top radio formats.
• Added a new chapter opener on Sony Bravia. • Added a new exhibit on reach of terrestrial, satellite,
• Updated material on the use of computers in and streaming radio.
production.
• Added a new “My Ad Campaign” on choosing the chapter twelve
focus of visuals. • Added a new opening vignette on Google and digital
• Shortened and added focus on the ethics box on advertising.
plaigiarism. • Added a new exhibit on digital advertising
• Streamlined and tightened copy throughout the expenditures through 2016.
chapter. • Added new content on social media generally and
• Eliminated coverage of creating for international Facebook specifically.
markets. • Added a new exhibit on the most popular social media
sites in 2013.
chapter ten • Tightened the ethical discussion of Facebook Beacon.
• Removed the material on advertising production to • Updated the exhibit on top Internet display
reduce textbook length and the number of chapters. advertisers.
Material is still available online and in custom • Updated the exhibit on top Internet ad networks.
versions. • Revised and updated information on search engine
• Replaced the American Legacy opening vignette with a ads.
Levi’s GoForth campaign vignette. • Added a new exhibit on search engine market share as
• Updated four exhibits and numerous media statistics of July 2013.
throughout the chapter. • Added a new discussion on “banners and buttons” as
• Added a discussion of online publications and digital Internet display advertising.
subscriptions. • Added new material on ad networks and behavioral
tracking.
chapter eleven • Added new material on digital advertising dealing with
local listings, group buying (Groupon) and affiliate
• Updated the Hyundai chapter opener. marketing.
• Updated content on top network advertisers.
• Added coverage of Netflix and Amazon Prime.
• Updated the exhibit on top cable networks. chapter thirteen
• Updated “My Ad Campaign 11–A” on buying TV and • Updated five exhibits and numerous statistics
radio. throughout the chapter.
• Added new material on social media use during TV • Added an Arbitron study about billboard viewers.
viewing. • Added an example of eBay’s use of outdoor advertising
• Added a new exhibit on people who begin watching a to attract traffic to its site.
TV program because of online or social media • Added a discussion of mall advertising.
recommendations. • Enhanced the discussion of guerrilla marketing.

xv
• Simplified the definition of direct-mail advertising and • Added a discussion of coupon-to-card (C2C) coupons.
its relationship to direct marketing. • Enhanced the distinction among contests,
• Updated the discussion of printed catalogs. sweepstakes, and games.
• Used “promotional products” to describe the category
previously referred to as “specialty advertising,” and
updated definitions. chapter sixteen
• Replaced the social media opening vignette with a
Netflix vignette.
chapter fourteen • Updated three exhibits and numerous statistics
• Added a new opening vignette on trade desks. regarding sponsorships.
• Updated media spending statistics in Exhibit 14–1. • Added a public relations example of working
• Added new material on media-buying agencies. conditions in Apple’s Chinese factories.
• Added a new exhibit tracking the inverse relation of TV • Added a reference to influentials, a new term to
viewing and costs. describe “centers of influence.”
• Added a new ethics box on the media. • Added online newsroom as new term.
• Increased focus on domestic media planning. • Added several examples of sports marketing
sponsorships.
• Integrated David Ogilvy’s opinions about corporate
chapter fifteen advertising into the text (formerly in a text box).
• Updated the GEICO opening vignette.
• Enhanced the description of database marketing.
• Updated the exhibit on the largest direct-response
bonus chapter (Available in
agencies in the United States and numerous statistics
throughout the chapter.
Connect and through Create)
• New opening vignette featuring Jean-Claude Van
• Added information about the National Do Not Call Damme and Volvo trucks.
Registry.
• New learning objectives relating to key responsibilities
• Clarified the distinction between direct mail that is in managing production and explaining how ads are
intended to elicit a direct response (direct-response produced for the Web.
advertising) and that which is simply intended to
• Refocused content to reflect the influence of digital
communicate information about products and services.
media in electronic production.
• Added a discussion of direct-response digital
• Updated “My Ad Campaign” to offer students new
interactive media.
(and free) production tools.
• Added an exhibit on the top 10 U.S. trade shows.

xvi
advertising 2e
the evolution
of advertising

2
one

T
his chapter introduces you to Barack Obama is a natural leader and
some important themes of this an exciting speaker. Even so, when he
text, including integrated mar- announced that he would run for presi-
keting communications (IMC). It also dent, it took audacity, to borrow from an
introduces one of the most important Obama book title, to believe he would
components of IMC, advertising, and win. Just 46 years old, Obama had only
distinguishes it from other forms of mar- two years of experience in national of-
keting communications. The chapter fice. Indeed, he was a long shot even for
goes on to explain the functions and ef- the nomination of his party.
fects of advertising in a free economy continued on p. 4
and traces the evolution of advertising’s LEARNING OBJECTIVES
impact on society. After studying this chapter, you will be
able to:
Advertising pros pay careful attention
LO1-1 Define integrated marketing
to the work of others, and they pay ex- communications.
tra attention when ads are inspired LO1-2 Define advertising and distinguish
it from other forms of marketing
and effective. One such campaign ran communications.
from the end of 2006 through Novem- LO1-3 Explain the role advertising plays
ber 2008. But this campaign was in business and marketing.
LO1-4 Illustrate the functions of
not for a soap brand or some other
advertising in a free-market
product; it was for a young candidate economy.
who, seemingly coming from nowhere, LO1-5 Discuss how advertising evolved
with the history of commerce.
won election to the highest office in
LO1-6 Describe the impact of advertising
the land. on society.

3
continued from p. 3 whether in ads, speeches, Web sites, press releases, posters,
The Obama team’s assessment of his situation in late 2006 re- bumper stickers, or any other medium, would resonate with that
vealed it would be an uphill climb. In the Democratic primary, theme. As you’ll see later in this book, positioning is a term mar-
polls gave Hillary Clinton three times as many supporters as keters use when they create an image of a product, person, or-
1
Obama. Nationally the story was even bleaker. A survey found a ganization, or idea in the minds of a group of people.
matchup with likely Republican nominee John McCain would Creating a campaign around the core idea of change was
give McCain every state but two, Illinois and Hawaii.2 brilliant. It turned Obama’s outsider status and lack of experi-
The situation analysis also revealed some great opportunities. Un- ence into a plus. And it transformed a seeming strength of
derstanding those opportunities, and developing a strategy for seiz- Clinton into a liability. Obama’s message to an electorate that
ing them, proved central to creating Obama’s great ads. Obama’s wanted fresh approaches was that electing Clinton would
team knew that Hillary Clinton, in addition to being ahead in the bring more of the old ways of governing. Obama’s advisors
polls, was well known. Many of her enthusiastic supporters were were right. In 2008, voters were more interested in change
excited at the prospect that she would become the first female than experience.
president. But she also had vulnerabilities, chief among them her The election pitted Obama against Republican John McCain.
vote giving President Bush the authority to go to war in Iraq and her Would the “change” message still work against a self-described
association with her husband’s administration eight years earlier. “maverick,” a candidate known for bucking his own party?
Obama’s team decided that he would be positioned as the can- Obama’s advisors thought so. They would neutralize McCain’s
didate of change. Every message coming from the campaign, maverick status by linking him to President Bush. Obama’s ads and

4 PART 1 | An Introduction to Advertising

 marketing
communications
The various efforts and
speeches linking McCain to Bush occurred with such frequency
LO1-1 Define integrated marketing tools companies use to
that during the final debate an exasperated McCain cried out: “If communications. communicate with
customers and prospects,
you want to run against President Bush, you should have run four including newspaper ads,
The Obama campaigns highlight
years ago.” the importance of having an inte- event sponsorship,
publicity, telemarketing,
grated communications plan. Tele-
Obama had a solid core strategy: convince voters that he was digital ads, and coupons, to
vision played a key role in reaching
mention just a few.
the candidate of change. Tactically his campaign also made and informing a vast audience, but
messages from digital sources,
several smart moves. One tactic was to spend heavily on adver-
such as the Internet, may have
tising; in fact, a record amount of over $310 million.3 Television made the difference in the outcome of the elections. Through-
advertising reached large numbers of undecided voters and fa- out this text, we will discuss the importance of integrated mar-
keting communications (IMC): the coordination and
miliarized them with the candidate. integration of messages from a variety of sources. Marketers
today realize that it is no longer possible to reach and effec-
Another tactic was to effectively use social media as a cam- tively persuade their audiences with traditional media alone—
paign strategy. They became powerful tools for community television, radio, magazines, newspapers, direct mail, and
outdoor. They need to combine and coordinate those commu-
building, voter turnout, and fundraising, raising over $500 million
nications tools with public relations, personal selling, sales
from 3 million donors. Nearly 2,000 Obama videos on YouTube promotion, and the new digital media to mount an effective
were watched more than 80 million times. The McCain cam- marketing campaign.

paign could not keep up. We will begin by focusing on advertising, since it plays a cen-
tral role in most marketing campaigns. Advertising is the ele-
It’s hard to believe that when the 2008 campaign started, Twitter ment of marketing communications over which a company has
the greatest control. As such, it is likely to remain an important
had just been launched and the iPhone didn’t exist yet. Four years component of almost every major IMC campaign. But keep in
later, during the 2012 presidential campaign, far more social me- mind that whenever you see the term advertising, other com-
munications elements can and should be integrated into a cam-
dia tools were available and American adults’ use of those tools
paign to deliver a coordinated marketing message.
had nearly doubled. Almost half of those in the 18-to-29 age group
said they had been lobbied online to vote for one candidate or the
LO1-2 Define advertising and distinguish it from other forms of
other. While the Romney campaign was more social media savvy marketing communications.
than McCain’s, it couldn’t compete with Obama’s social media
machine. Obama logged twice as many Facebook “Likes” and
nearly 20 times as many retweets as Romney. The Obama cam- WHAT IS ADVERTISING?
paign outspent the Romney campaign 10:1 on digital advertising.4 You are exposed to hundreds and maybe even thousands of
commercial messages every day. They may appear in the forms
The Obama campaign was also very sophisticated in deciding used by the Obama campaign—television commercials, Web
sites, and text messages—or in the form of product placements
where to spend its money. In each swing state, the Obama in TV shows, coupons, sales letters, event sponsorships, tele-
campaign utilized a different media mix, varying the amount of marketing calls, or e-mails. These are just a few of the many
communication tools that companies and organizations use to
money spent on television, radio, digital, mobile, and social me-
initiate and maintain contact with their customers, clients, and
dia advertising, based on data about the voters. prospects. You may simply refer to them all as “advertising.”
But, in fact, the correct term for these various tools is market-
Much as John F. Kennedy was considered the first president to ing communications. And advertising is just one type of
effectively use the new medium of television to speak directly marketing communication.

to the American people, Barack Obama was the first president So, then, what is advertising?
to effectively use social media to interact with the populace. It’s At the beginning of the twentieth century, Albert Lasker, gener-
ally regarded as the “father” of modern advertising, defined ad-
quite certain that social media will play a key role in future cam-
vertising as “salesmanship in print, driven by a reason why.”6 But
paigns for politicians, as well as for products.5 ■ that was long before the advent of radio, television, or the Internet.

CHAPTER 1 | The Evolution of Advertising 5

The nature and scope of the business world, and advertising, were Definitions of advertising abound. Journalists, for example,
quite limited. More than a century later, our planet is a far differ- might define it as a communication, public relations, or persua-
ent place. The nature and needs sion process; businesspeople see it as a marketing process;
of business have changed, and economists and sociologists tend to focus on its economic, soci-
so have the concept and practice etal, or ethical significance. And some consumers might define
my ad of advertising. it simply as a nuisance. Each of these perspectives has some

campaign
Overview [1–A]
Welcome to My Ad Campaign, a valuable feature of this text. My Ad campaign developed specific messages for each. It wanted to per-
Campaign should be useful in any of the following situations: suade undecided voters that they could change Washington only by
• Your instructor has asked students in your class to work on part or voting for Obama. For young voters, the objective was different.
all of an ad campaign, either individually or in groups. Young voters already liked Obama and wanted him to win. The cam-
• You are doing an internship and want practical advice on how to paign’s challenge with this group was to get them to register to vote,
help your company advertise. something young voters had not done in large numbers in previous
• You want to try to apply the concepts and ideas that you are read- elections. To do all of this, the campaign used a variety of media, both
ing about in this book in the real world. traditional (TV, radio, print) and new (Facebook, Twitter, MySpace).
Professors approach advertising projects differently. Some assign stu- Hopefully you’ve inferred from all of this that advertising is very
dents to create ads for a real product, although you never actually con- strategic. Lots of planning takes place long before ads are created.
tact the company that makes the product. Some assign a fictional For that reason, while you may be itching to create some advertise-
brand in a real product category. Perhaps your professor has offered ments for your client, you have lots of work to do before you begin
your talents to a client, such as a small local business or firm. You may brainstorming ideas for actual ads. Obama’s team was successful
even have to find a client yourself by making inquiries in your commu- not only because they created great ads, but because they under-
nity. Finally, your professor may ask you to help a charity or nonprofit stood their candidate, his opponents, the audiences that were im-
with its advertising. No matter which of these things is true, the good portant to reach, the media that could be used to reach them, and
news is that developing an advertising campaign follows a similar path. the objectives that were crucial to success. On a much smaller
And the My Ad Campaign feature is designed to help you do it well. scale and with far less resources, you face similar challenges. My
Let’s begin with a definition. An advertising campaign involves Ad Campaign is designed to help you to meet that challenge.
the creation and placement of a series of strategic communications In subsequent chapters, we’ll help you learn to develop a
that are unified by an underlying theme or core message. The com- deeper understanding of your brand or client, develop a plan for
munications are intended to help promote a brand, product, ser- marketing and advertising activities, conduct research so that you
vice, organization, or idea. The messages are typically designed to can better understand your target audience, formulate media strat-
resonate with a group called a target audience. Campaigns usually egy, and design effective advertisements. Finally, we’ll teach you
have specific objectives, such as increasing product awareness or how to implement evaluation programs to test whether your ads
persuading people to try a service or donate money to a candidate. have been successful. By the end of the semester, you won’t be a
And to ensure that the target audience receives them, messages top advertising professional. But you’ll have some real experience
appear in various media, such as newspapers, radio commercials, in the art and science of developing an ad campaign.
or Web pages. You may not do all of these activities, especially The My Ad Campaign topics are listed below. You may find it use-
placing ads in real media. But you will get a chance to do some se- ful or necessary to jump around as you develop your own campaign.
rious thinking, planning, and brainstorming. 1. Overview/Tools for Teamwork
We can make our definition of a campaign a bit more concrete 2. Your Campaign Assignment
by thinking back to the opening vignette of this chapter. President 3. Understanding What Your Client Wants
Obama, of course, is not a “product,” but for purposes of winning 4. Segmenting the Audience
the election his team had to plan their messages as though he was 5. Understanding Your Customer and Product
one. Previously we noted that an ad campaign has an underlying 6. Conducting Marketing and Advertising Research
theme or core message. In the Obama campaign this theme was 7. Situation Analysis, Objectives, and Budgets
“change,” specifically that Obama represented change and his op- 8. The Creative Brief
ponents did not. Many years ago, a famous advertising professional 9. Developing the Creative Product
named David Ogilvy referred to a great campaign’s theme as “the 10. Magazine and Newspaper Advertising
big idea.” Deciding what the “big idea” is for your brand will be one 11. Television and Radio Advertising
of the most important decisions you will make. The big idea of 12. Digital Interactive Media
“change” proved central to Obama’s victories over Hillary Clinton, 13. Out-of-Home, Direct Mail and Specialty Advertising
John McCain, and Mitt Romney. 14. Developing Media Objectives and Strategies
Obama’s team also did an excellent job identifying target audi- 15. Developing a Plans Book
ences that should receive campaign messages. Two of the most im- 16. Blogging/The Client Presentation
6 portant
PART 1audiences were undecided
| An Introduction voters and young voters, and the
to Advertising
 advertising consumers public service
The structured and People who buy products announcements
merit, but for now we’ll use the following composed nonpersonal and services for their own, (PSAs) An advertisement
communication of or someone else’s, personal serving the public interest,
functional definition:
information, usually paid use. often for a nonprofit
Advertising is the structured and composed for and usually persuasive organization, carried by the
nonpersonal communication of information, in nature, about products media at no charge.
usually paid for and usually persuasive in na- (goods, services, and
ture, about products (goods, services, and ideas) by identified goods Tangible products
sponsors through various such as suits, soap, and
ideas) by identified sponsors through various
media. soft drinks.
media.

Let’s take this definition apart and analyze

its components. Advertising is, first of all, a type of commu-
nication. It is actually a very structured form of communica- composed to fill specific space and time formats determined
tion, employing both verbal and nonverbal elements that are by the sponsor.
Second, advertising is typically directed
to groups of people rather than to indi-
viduals. These people could be con-
sumers, who buy products like cars,
deodorant, or food for their personal use.
Or they might be businesspeople who
buy fleets of cars for commercial or gov-
ernment use. The messages are delivered
via media, such as television or the Inter-
net, rather than through direct, personal
contact between a seller and a buyer. Ad-
vertising is, therefore, a kind of nonper-
sonal, or mass, communication.
Most advertising is paid for by sponsors.
GM, Walmart, the Obama campaign, and
your local fitness salon pay the newspa-
per or the radio or TV station to carry the
ads you read, see, and hear. But some
sponsors don’t have to pay for their ads.
The American Red Cross, United Way,
and American Cancer Society are among
the many national organizations whose
public service announcements
(PSAs) are carried at no charge because
of their nonprofit status. Likewise, a
poster on a school bulletin board promot-
ing a dance is not paid for, but it is still an
ad—a structured, nonpersonal, persua-
sive communication.
Of course, most advertising is intended
to be persuasive—to win converts to a
product, service, or idea. Some ads,
such as legal announcements, are in-
tended merely to inform, not to per-
suade. But they are still ads because
they satisfy all the other requirements
of the definition.

In addition to promoting tangible goods

such as oranges, iPods, and automobiles,
Even nonprofits use advertising to communicate information. advertising helps publicize the intangible

CHAPTER 1 | The Evolution of Advertising 7

services A bundle of ideas Economic, medium An instrument word-of-mouth mass media
benefits that may or may political, religious, or social or communications vehicle (WOM) advertising Print or broadcast media
not be physical, that are viewpoints that advertising that carries or helps The passing of information, that reach very large
temporary in nature, and may attempt to sell. transfer a message from especially product audiences. Mass media
that come from the the sender to the receiver. recommendations, in an include radio, television,
completion of a task. product The particular informal, unpaid, person-to- newspapers, magazines,
good or service a company person manner, rather than and billboards.
sells. by advertising or other forms
of traditional marketing.

services of bankers, beauticians, bike repair shops, bill collec- performs a number of activities, typically classified into
tors, and Internet providers. Increasingly, advertising is used to three broad divisions:
advocate a wide variety of ideas, whether economic, political, • Operations (production/manufacturing)
religious, or social. In this book the term product encompasses
goods, services, and ideas. • Finance/administration

An ad identifies its sponsor. This seems obvious. The sponsor • Marketing

wants to be identified, or why pay to advertise? Of all the business functions, marketing is the only one whose
Finally, advertising reaches us through a channel of communica- primary role is to bring in revenue. Without revenue, of course,
tion referred to as a medium. An advertising medium is any non- a company cannot pay its employees’ salaries or earn a profit.
personal means used to present an ad to its target audience. Thus, So marketing is very important.
we have radio advertising, television advertising, newspaper ads,
Google ads, and so on. When you tell somebody how much you What Is Marketing?
like a product, that’s sometimes called word-of-mouth (WOM) Over the years, the concept of marketing has evolved based on
advertising. Although WOM is a communication medium, it the supply of and demand for products. Because we need to
has not generally been considered an advertising medium. How- understand marketing as it relates to advertising, we will use
ever, the popularity of social media, such as Facebook and Twit- the American Marketing Association’s definition:
ter, is forcing advertisers to reconsider this belief. Historically, Marketing is the activity, set of institutions, and processes for
advertisers have used the traditional mass media (the plural of creating, communicating, delivering, and exchanging offerings
medium)—radio, TV, newspapers, magazines, and billboards— that have value for customers, clients, partners, and society at
to send their messages. Modern technology enables advertising to large.7
reach us efficiently through a variety of addressable media (like We will devote all of Part 2 to the subject of marketing and
direct mail) and interactive media (like the Internet). Advertisers consumer behavior. What’s important to understand now is that
also use a variety of other nontraditional media such as shopping marketing is a process—a sequence of actions or methods—
carts, blimps, and DVDs to find their audience. aimed at satisfying consumer needs profitably. These processes
are typically broken down into the 4Ps of the marketing mix:
developing products, pricing them strategically, distributing
check yourself ✓ them so they are available to customers at appropriate places,
and promoting them through sales and advertising activities
(see Exhibit 1–1). The ultimate goal of the marketing process to
1. What are the six key components of the defini- earn a profit for the firm by consummating the exchange of
tion of advertising? products or services with those customers who need or want
them. And the role of advertising is to promote—to inform,
2. Under what conditions might advertising not be
persuade, and remind groups of customers, or markets, about
paid for?
the need-satisfying value of the company’s goods and services.

Advertising and the Marketing

LO1-3 Explain the role advertising plays in business and marketing. Process
Advertising helps the organization achieve its marketing goals.
So do market research, sales, and distribution. And these other
THE ROLE OF ADVERTISING marketing specialties all have an impact on the kind of advertis-
ing a company employs. An effective advertising specialist must
IN BUSINESS have a broad understanding of the whole marketing process in
order to know what type of advertising to use in a given situation.
In Chapter 5 we discuss in more detail how advertising helps
inform and persuade consumers, but first let’s consider Companies and organizations use many different types of advertis-
advertising’s role in business. Every business organization ing, depending on their particular marketing strategy. The

8 PART 1 | An Introduction to Advertising

Another random document with
no related content on Scribd:
R.H. Royston's Horse.
S.A.L.H. South African Light Horse.
Sc.H. Scottish Horse.
S.N.A. Secretary for Native Affairs.
T.M.R. Transvaal Mounted Rifles.
Transport Natal Transport Corps.
U.D.R. Umvoti District Reserves.
U.F.F. Umvoti Field Force.
U.M.R. Umvoti Mounted Rifles.
Under Secretary for Native
U.S.N.A.
Affairs.
V.D. Volunteer Decoration.
Z.F.F. Zululand Field Force.
Z.M.R. Zululand Mounted Rifles.
Z.N.P. Zululand Native Police (Nongqai).
 GLOSSARY.
A Boer military force, usually one
Commando recruited from a particular
district.
The magisterial areas in Natal
Division are usually spoken of as
(District) 'divisions,' in Zululand as
'districts.'
A channel or hollow worn in the
Donga earth by a current of water; a
gully; the bank of a river, etc.
Impi A force,—military, hostile, etc.
Indaba A story, affair, public inquiry, etc.
An officer. The word, however,
connotes in one context, military,
and in another, civil, functions. In
Induna
the case of Dinuzulu it may also
be taken to mean 'political
adviser.'
Isibalo Corvée or compulsory labour.
A preposition, signifying son or
Ka daughter of, e.g. Matshana ka
Mondise.
Kloof A ravine or gorge.
Kop A peak.
Kopje A small hill or peak.
Krantz A precipice or cliff.
Enclosures of various kinds
Lagers erected to serve as temporary or
permanent fortifications.
Loopers Large shot, or irregularly-shaped
pieces of metal used instead of
shot.
Name of Dinuzulu's bodyguard;
Nkomondala
formed about 1901.
Policeman. Members of Z.N.P.
Corps. The word, which really
means 'watching,' is probably
Nongqai
derived from uGqainyanga, a
moon-gazer, i.e. night-
watchman.
v. To unyoke or unharness; n.
Outspan Place where unyoking or
harnessing occurs.
Spoor A recently-formed track.
Title assumed by Governor in his
Supreme
capacity as head of the Native
Chief
population.
Thorn Country, usually low-lying,
country, the covered with stunted trees of
thorns Mimosa (thorn) species.
Travelling by waggon, especially
Trek
when drawn by oxen.
Bushy portion of ox or cow-tail,
Tshokobezi, usually white, worn about the
properly head or neck by adherents of the
umtshokobezi Usutu faction among the Zulus;
the wearer of such badge.
The close, circular formation in
which an impi is drawn up to be
Umkumbi
doctored, to receive instructions,
etc.
Usutu (1) Name of the tribe or faction
recently presided over by
Dinuzulu. (2) The war-cry used
 by members of Dinuzulu's tribe,
as well as by those who
espoused his or Bambata's
cause.
Veld Open, unenclosed country.
A company of warriors, usually
Viyo varying from fifty to eighty or
more in number.
A person, generally a small
Voorlooper Native boy, who leads a span of
oxen.
Voortrekker A pioneer.
 I.
INTRODUCTION.
The main object of this book is to describe the military operations of
the Rebellion of 1906-08, a rebellion in which a considerable section
of the Zulus of Natal and Zululand took up arms against the
Government of Natal. Such conflict was, of course, between a race
of savages on the one hand, and a number of Europeans or
representatives of Western Civilization on the other. An account of
the campaign that ensued might, indeed, succeed in holding the
reader's attention and even afford information of practical value.
However that may be, whenever great and sudden outbursts of
hostility occur in human society, no one is quite satisfied unless he
can, at the same time, learn something of the inner or underlying
circumstances under which they came to take place. Particularly is
this the case when, as in the present instance, the hostilities were
planned by people with whom the British race had been in close
contact and on terms of amity for upwards of eighty years. This
aspect of the matter will, therefore, be kept carefully in view, in the
hope that some of that fuller information, which, it is assumed, every
reader naturally desires to have, may be afforded. In order that this
better understanding may be obtained, it is necessary to begin with
the first coming into contact of the colonists with the Zulu people.
It was in May, 1824, that the first group of European settlers arrived
in Natal by sea from the Cape Colony.[2] They found large tracts of
country about Port Natal almost uninhabited.[3] Learning that the
King of that important section of the Bantu family, the great and
terrible Tshaka, then residing in what is now called Zululand, claimed
the territory as his, they immediately repaired to the royal
headquarters, Bulawayo,[4] obtained from the despot permission to
take up their abode at the Port and enter into commercial dealings
with his people. Notwithstanding the ease with which a footing was
obtained, their position was, for many years, one of very
considerable insecurity, which, indeed, was inevitable under the
prevailing mode of government.
The circumstances might have been different had the Zulu dynasty
been long in power. As it was, for barely a decade had any kingdom
existed in those parts, its existence having been brought about by
Tshaka himself by means of a newly-created and remarkable military
system, to be described in a later chapter, under which practically
every man and youth capable of bearing arms was bound to serve.
As, through the King's aggressive tactics, the borders of the country
were being rapidly expanded, it can be seen his forces were
constantly being augmented in proportion.
Owing, then, to the existence, on the north side of the Tugela, of this
large, efficient and highly-organized army of warlike barbarians, an
army whose movements were dependent on the caprice of as
absolute an autocrat as it is possible to conceive—an army prepared
and able, upon emergency, as was proved upon various occasions,
to mobilize 40,000 to 50,000 men (inhabiting roadless, mountainous
regions) within a week—it became a matter of vital importance for
such state of affairs to be borne perpetually in mind; for these early
colonists, it must be remembered, were, from 1824 to 1837, but a
handful of strangers in a strange land. It became their first duty to
maintain a strictly friendly disposition towards the Zulu monarch, and
to avoid, by all means in their power, a conflict which must have
severely crippled them, if it did not result in the complete annihilation
of themselves, their families and dependants.
There were, however, not a few influences at work, feeble though
these were, in the direction of placating the Zulu monarch, and
securing, as far as possible, his continual friendly co-operation and
goodwill. Among these, practical services of various kinds were
rendered by the pioneers from time to time, in a collective as well as
individual capacity. For instance, they were occasionally called on to
assist in military expeditions; when not so engaged, they established
and developed a commerce in sundry commodities, notably
blankets, cloth, bangles and beads of different colours and sizes, in
exchange for ivory, cattle, goats, corn, maize, etc., which proved as
beneficial to the aborigines as it was lucrative for the settlers. Then
again, men like Henry F. Fynn, the first European to settle
permanently in Natal, ministered unceasingly to the numerous sick,
indigent and wounded people, including the King and his relations,
whom he found about him on every side during his journeys of
exploration. In these and other ways, the foundations of a warm
friendship (soon extended to every member of the party, and, later
on, to all other Europeans that came to Natal) were gradually and
successfully built up. Alive to the material advantages arising out of
having the British settlers so close at hand—for were they not the
makers of firearms?—not to refer to the intense interest undoubtedly
aroused through his coming into contact with a strange, exceedingly
capable and amicably-disposed race, apparently so situated at Port
Natal as not to be a source of domestic or political annoyance,
Tshaka, on being appealed to, readily agreed to cede to them, "their
heirs and executors," a tract of country stretching some thirty-five
miles along the coast, north and south of Port Natal, and running
"about one hundred miles backward from the sea-shore,"[5] and
there, in 1835, at the Port, was laid off the now beautiful town of
Durban.
Thus, the earliest provisions consisted in nought else than the
establishment and consolidation of a bond of friendship between the
little band of adventurers and the rulers of the land, and, so long as
that bond was faithfully observed, so long was there peace between
the parties, whatever else might have been the position in respect of
the adjoining states.
From 1824 to 23rd September, 1828 (the date of Tshaka's
assassination), the British settlers averaged about twenty-five souls
in number. Between the latter date and 1834 they fell to a smaller
figure. But, from then on to 19th October, 1837,[6] when a party of
Boers under Piet Retief arrived at Durban from the Cape Colony, the
numbers, through the coming of traders and missionaries, and their
families, were considerably increased.
The policy of the pioneers, indeed, could be no other than, for the
time being, to place themselves wholly and unreservedly under the
protection of the Zulu sovereign, first Tshaka, their declared and, as
it proved, real and constant friend, and subsequently, Dingana,
perfidious autocrat as he soon revealed himself to be. The kindly
feelings entertained by Tshaka towards his Europeans (abelungu),
as he always called them, and the invaluable services and
substantial concessions extended to them up to the day of his
assassination, are not borne in mind in these days as much as they
deserve to be. This disposition carried with it, as a matter of course,
an unqualified attitude of amity and respect on the part of the entire
Zulu nation, only too eager to render immediate obedience to their
tyrant.
With his successor and brother Dingana, the position became greatly
altered. So far from cherishing a friendly disposition towards the
immigrants, he regarded them as sources of peculiar inconvenience,
if not as an insidious and growing menace to his very throne and
person. He resented their harbouring refugees from his country at
Port Natal, notwithstanding that Tshaka had always refrained from
troubling himself with such escapades, on the ground that, in quitting
Zululand for the abelungu at Isibubulungu (as the Zulus called Port
Natal), they had but gone to his friends, and were, therefore, within
reach whenever required. So uneasy and hostile did Dingana
eventually become that, in 1834, he dispatched a strong raiding-
party to massacre every soul, white as well as black, settled in the
neighbourhood of the Port, and this vindictive order would have been
carried out to the letter, had they not fled precipitately either towards
the Cape Colony, or concealed themselves in the numerous bushes
round about. As it was, a party, headed by Fynn, consisting of a
considerable number of his Native adherents, was overtaken by the
raiders south of Umzimkulu, and exterminated almost to a man,
Fynn himself escaping. Nor was this the only occasion on which this
King betrayed his hatred of the British settlers.[7]
With the arrival overland from the Cape Colony of the Boer
voortrekkers, however, a great change came over the scene.
Momentous events followed one another in quick succession. Here
was a well-armed, mounted and efficient force, extremely small in
numbers as compared with the Zulus, and very desirous of
occupying the land they found vacant in the northern portions of
Natal. Although in no way intending to be aggressors, the entirely
amicable and co-operative spirit in which they entered upon
negotiations with Dingana being evidence of this fact, they were
undoubtedly regarded ab initio in that light by the Zulus. The Boers,
however, had arrived in these practically unexplored regions
prepared for all contingencies, war included; Dingana saw this, and
war they were compelled to enter upon forthwith. The treacherous
and brutal massacre of Piet Retief, along with some sixty followers
and forty Hottentot and Native servants, at the principal royal kraal,
Mgungundhlovu, on the 6th February, 1838, followed almost
immediately by the cold-blooded murders of 281 Boer men, women
and children, together with 250 of their coloured servants, at
Bushman's and Blauwkrantz Rivers in Natal, were the initial acts of
that wholly unprovoked war. The valiant manner in which 460
voortrekkers subsequently went forth to oppose an army
outnumbering them by at least 40 to 1; the readiness with which they
moved about the roadless country with cumbersome transport,
notwithstanding the traps occasionally laid by a crafty foe; their
crushing victory over some 9,500 Zulus at Blood River on 16th
December, 1838; and their further expedition of January-February,
1840, when, as the result of a battle between Dingana and their ally
Mpande, the former's power was finally shattered, will always stand
to their credit, and be a lesson as to how operations can be
conducted with success against a race of barbarians.
Subsequently to the death of Dingana, probably from poisoning, in
January, 1840, his brother, Mpande, who, towards the end of 1839,
had crossed over into Natal with a vast concourse of adherents to
seek the protection of the Boers, was later on formally installed by
the latter as Paramount Chief of the Zulus.
Between 1840 and 1843, the relations between the English settlers
on the coast and the Boers, who had taken up their residence further
inland,[8] unhappily became so strained that open hostilities broke
out between them in the winter of 1843, the former having been
strengthened by a regiment sent overland to Durban in 1842. This
regrettable conflict resulted in the formal annexation of Natal by the
British Government, the majority of the Boers falling back to
establish themselves in territory across the Vaal, then already partly
occupied by their own countrymen, and now known as the
Transvaal.
After being invested by the Boers, as already stated, Mpande
maintained and even elaborated the Zulu military system. This
system continued to exist, not only to the end of his reign in 1872,
but throughout that of his son Cetshwayo, that is, until the Zulu War
of 1879.

During this long period, notwithstanding that numerous immigrants

arrived in Natal, nothing in the shape of regular military organization
took place among the white settlers, beyond the formation, from time
to time, of volunteer corps[9] (this, however, does not apply to the
Boers who, between 1837 and 1843, were well organized).
Lagers[10] were erected in various parts of the Colony, as well as a
few magazines for arms and ammunition. Where magazines existed,
rifle associations soon began to be formed.
If it was never possible to determine how long it might be before
trouble arose, the Government was aware that a general rising could
originate only in Zululand. From the time the first colonists arrived in
Natal, up to the end of the Zulu War, August, 1879, the principal
arbiter of savage warfare in South Africa was the Zulu sovereign. It
was to him that the whole of the tribes of Zululand—the real storm-
centre of South Africa—looked, including those of Natal, who were
without any hereditary King. The latter were, indeed, only too glad to
place themselves under the protection of the British Government,
and even actively assist against their former King in the campaign of
1879. The majority of the Natives of Natal then, and the same is still
the case, consisted of people who, at various times, had fled from
Zululand, fearing lest they should be put to death on some bogus
charge of practising witchcraft, of infringing the very stringent and
remarkable marriage regulations, or of neglecting to conform to a
hundred and one instructions or directions. Ever since the days of
Dingana, the King became exceedingly incensed on hearing of any
of his subjects breaking away to place himself under the notoriously
milder European rule south of the Tugela. Any neglect to conform to
his pleasure, where, in former days, similar desires would have been
carried out with alacrity and without the least demur, appeared to be
no less than outrageous defiance, and, as such, punishable with the
utmost rigour. The tendency of fleeing to Natal from the despotic
laws, which became even more arbitrary as the possibility of
infringing any of them with impunity appeared greater, grew to such
formidable proportions, that special regulations were introduced in
Natal to cope with the situation. Refugees, for instance, were
required to indenture themselves as labourers to European house-
holders, farmers, etc., for a period of three years. But, by the time
Cetshwayo, long the de facto ruler of Zululand, actually began to
reign (October, 1872), the prestige of the Imperial Government had
become so firmly established in Natal, and to such numbers had the
farmers and other Europeans grown, backed up by an Imperial
garrison at Fort Napier, Pietermaritzburg, that the King perceived
that any attack was not only destined to fail, but must result in the
prompt dispatch of irresistible forces to bring an end to his rule. The
fact, however, remained that the relations between Cetshwayo and
the representatives of Imperial authority in Natal became more and
more strained, and the outbreak of war between the two races
sooner or later inevitable.
No one appreciated better the position than did the Natives in Natal.
Because, in most cases, their having come to the Colony was
tantamount to flagrant defiance of the royal will, so, no one knew
better than they, that, in having placed themselves under alien
protection, they had thereby burnt their boats behind them and
incurred the unappeasable wrath of the Zulu dynasty. It is for this
reason that Natal Natives were, formerly, at all times only too eager
to co-operate with their protectors in the direct or indirect destruction
of the Zulu power.
In these circumstances, as actual warfare between the colonists and
the Zulus was never imminent, notwithstanding sharp differences in
civilization, manners and customs, till shortly before 1879, it was
unnecessary to promote systematic enrolment and organization of
the local forces.
There was, however, an important factor in the situation to which
reference should be made. Natal became a British Colony in 1843,
and remained such, though at first, for a few years, annexed to the
Cape Colony, until the grant of responsible government in 1893;
thus, during the long critical period preceding and succeeding the
Zulu War, it devolved on the Imperial Government to provide
continually for the protection of its recently-acquired possession. A
regiment was stationed at Fort Napier. With the existence of this
organized and well-armed force, capable of quelling any local
disorder of limited proportions, there was still less necessity for
organizing the Colony's fighting material. For all ordinary purposes,
the Volunteers and the Natal Mounted Police, commanded for many
years by Major (now Major-General Sir John) Dartnell—the first to
organize the Volunteers into a military body—were sufficient, with the
Imperial troops behind them, to preserve order. After responsible
government was granted, however, it became imperative for Natal to
consider how to defend herself by means of her own resources
against an internal or external foe.

Although there was no regular Native war in Natal proper between

1824 and 1906, there were periodical disturbances, limited, however,
to particular districts. Among these may be named: the Fodo Revolt
(Unkomanzi River), 1846; the Sidoyi Expedition (Ixopo division),
April, 1857; the Matshana Expedition (Umsinga division), March,
1858; and the Langalibalele Rebellion (Estcourt division), November,
1873.
The most important occurrences outside, though near, the borders of
Natal were: the conquest of Zululand by the Boers, assisted to some
extent by British colonists, 1838-9; a raid by a Boer commando from
Natal on Ncapayi, (Pondoland), 1841; battle between Cetshwayo
and Mbuyazi, sons of Mpande and rival claimants to the Zulu throne,
near the mouth of the Tugela (Ndondakusuka), December, 1856; the
Bushman Expedition, 1866; the Sikukuni Rebellion, 1878-9; the Zulu
War, 1879; and the Zululand disturbances, 1883-8.
Other battles or campaigns, in which, however, the Natives were
only indirectly concerned, were: Battle of Congella, 1843; the Boer
War, 1881; and the Boer War, 1899-1902.
Of the foregoing campaigns, etc., it is proposed to refer specially to
two only, the Langalibalele Rebellion and the Zulu War.
The Langalibalele Rebellion, the only internal warfare of any
importance prior to that of 1906, and for that reason worthy of notice
here, occurred in 1873. It was directly connected with the Kimberley
diamond fields, which began to be developed in the year 1870.
Contractors recruited labourers in Natal for the mines. Many of these
Natives received guns in lieu of wages and returned with them to
Natal. The Government, objecting to unregistered arms being held,
proceeded to call them in for registration, or confiscation, where any
owner was regarded as unfit to possess a firearm. Langalibalele,
Chief of the Hlubi tribe, living near Estcourt, refused, in the name of
those of his tribe concerned, to comply with the order, although
aware of instructions issued by the Government prohibiting the
introduction and holding of guns, except under the usual conditions.
It was believed most of the unlawfully-held weapons were in
possession of this particular tribe. A force, accompanied by the
Lieutenant-Governor and consisting of 200 regular troops, 300
colonial volunteers, and some 6,000 Natives, marched on 30th
October to enforce obedience. Langalibalele, with a large following,
fled at once into Basutoland. Many of his cattle, etc., as well as those
of a Chief, Putili, who was associated with him, were seized. In
attempting to hold a difficult pass in the Drakensberg Mountains,[11]
by which it was correctly supposed the fugitives would travel, Major
A.W. Durnford[12] and his men[13] who had been directed "not to fire
the first shot," were attacked by about 200 rebels on the 4th
November—three Natal Carbineers and two Natives being killed. It
was found necessary to proclaim martial law on the 11th of the same
month over the disaffected area, but only, as it happened, for a
period of fourteen days. During the operations, some 200 rebels
were killed. Langalibalele himself was followed up in December by a
force under Capt. A.B. Allison, one of the Magistrates of the Colony.
Finding himself opposed by Natal forces, Cape Colony troops (which
had been specially sent to co-operate), as well as by the Basutos,
Langalibalele, after offering some resistance, surrendered. Of the
7,000 cattle captured from him in Basutoland (besides 200-300
horses), 2,000 were awarded to the Basutos, Allison conveying the
remainder, with the Chief and a number of other prisoners, back over
the mountains to Natal. The Chief, with some of his sons and
followers, were afterwards tried at Pietermaritzburg. He was
deposed and banished to Robben Island, Cape Town, and his tribe
broken up. After some years, however, he was permitted to return to
Natal, where he subsequently died a natural death.
With regard to the Zulu War, the fundamental causes were disputes
with Transvaal Boers over land matters, notably territory lying
between the Buffalo River—then part of the eastern border of Natal
—to as far down as where the Blood River enters it, and the Pongolo
River. Another cause was, violation of Natal territory in July, 1878, by
three sons and a brother of Sirayo, a Zulu. One of these sons was
Mehlokazulu, of whom more will be heard when the Rebellion itself is
being dealt with.
The land matters were investigated by a Commission. Whilst the
award to be made was under consideration, various incidents
occurred, thereby complicating still further an already strained
position. An ultimatum was sent, by direction of the High
Commissioner (Sir Bartle Frere), to the Zulu King, Cetshwayo. This,
inter alia, required that certain promises, alleged to have been made
by Cetshwayo at his coronation in respect of governing his people
should be observed, e.g. that his army should be disbanded; that the
military system should be discontinued, except on certain specified
lines; that, on arriving at man's estate, Zulus should be free to marry,
without waiting to receive special royal sanction; that a British
resident, whose duty it would be to see that these and other
stipulations were observed, should henceforth reside in Zululand.
The King failed to meet the demands, whereupon his country was
invaded by three columns. During the campaign, which lasted just
under eight months, several severe engagements were fought.
Among these were Inyezane, Isandhlwana, Rorke's Drift, Hlobane,
Kambula, Gingindhlovu and Ulundi.[14]
The last battle, Ulundi, when the Zulu power was broken up, was
fought on the 4th July, but it was not until 28th August that the King
was captured.
On the conclusion of the War, the country was divided into thirteen
districts, over which as many Chiefs, with very extensive powers,
were appointed by Sir Garnet (later Viscount) Wolseley. The
arrangement soon proved calamitous and unsatisfactory,
notwithstanding that a British resident was stationed in the country to
supervise internal and external affairs.
After his arrest, Cetshwayo was imprisoned for a time at Cape Town.
In 1882, he was allowed to visit England, where he had an audience
of Her Majesty, Queen Victoria. He was subsequently repatriated,
but, owing to the refusal of two or three of the thirteen appointed
Chiefs to recognize him as head of the district assigned him, his
position became untenable. He attacked one of these Chiefs,
Zibebu, who, retaliating, forced the ex-King to take refuge in
reserved territory south of the Mhlatuze River, first at Nkandhla, then
at Eshowe. Cetshwayo died at the latter place on the 8th February,
1884. His body was conveyed by his people to the vicinity of the
Nkandhla forests and there interred. Of this grave and forests a good
deal will be heard later.
The disturbances that had broken out between Zibebu and the royal
family continued down to the middle of 1888, by which time
Dinuzulu, eldest son of Cetshwayo and bearer of his father's tattered
mantle, had reached his majority.[15]
As the part played by Dinuzulu both before and during the Rebellion
was of the greatest importance, it would be as well to include here,
by way of introduction to what has to follow, a somewhat fuller notice
of his antecedents. He was born about the year 1868. As Zulus are
nothing if not expressive in the selection of names, so, in devising
one for his eldest son, Cetshwayo gave evidence of the well-known
national characteristic. Dinuzulu means "one who is a source of
worry to the Zulus."
Under Sir Garnet Wolseley's settlement, Ndabuko, Dinuzulu's uncle,
and, next to Cetshwayo, the man of greatest rank and influence in
Zululand, was placed under one of the thirteen "kinglets," Zibebu, a
blood relation of the King. During Cetshwayo's imprisonment,
Ndabuko became Dinuzulu's guardian. As the result of endeavours
by this prince to secure the return of Cetshwayo, friction arose
between him and Zibebu. It was not long before civil war broke out
between the royalist party and that of Zibebu. Ndabuko's cause
became the cause of Dinuzulu. The British Government had, in the
meantime, definitely refused to take over the government of the
country.
In 1883, when, at Ulundi, Cetshwayo was surprised and defeated by
Zibebu, Dinuzulu was saved by a faithful adherent Sitshitshili, who
will be referred to later.
On the death of Cetshwayo, the heads of the nation nominated
Dinuzulu as successor.[16] The claim of his younger brother,
Manzolwandhle,[17] to the heirship has, however, always been
regarded by the majority of Zulus as superior to his own.
Dinuzulu soon found it necessary to seek the assistance of the
Boers against Zibebu and Hamu (another of the "kinglets" and an
uncle of Dinuzulu). The latter (Dinuzulu) called in the support of
Boers of the Transvaal, who, on the 21st May, 1884, went through
the farce of "crowning" the prince "King of the Zulus," thereby
recalling the occasion on which, forty years before, they had installed
his grandfather as Paramount Chief. On the 5th June following,
Dinuzulu's adherents, aided by 600 Boers, attacked and completely
routed Zibebu and his followers at Tshanini.[18] The Boers, for their
moral assistance—hardly more than moral—induced the young
"King" to sign a document ceding them a large tract of north-eastern
Zululand, extending down to the sea at St. Lucia Bay. This they cut
up into farms and created the "New Republic," afterwards the
Vryheid district of the Transvaal. In Sir A. Havelock's settlement with
the Boers, this Republic was recognized by Britain, its limitations
were defined, and a large portion of country alleged to have been
ceded was recovered for the Zulus, including all the coast land round
St. Lucia Bay.
In May, 1887, the Imperial Government assumed full control of the
affairs of Zululand, the Governor's proclamation of formal annexation
being read at Eshowe in the presence of some 15,000 Zulus.
Other disturbances arose between Dinuzulu and Zibebu in 1887-8,
but as the country had been formally annexed by the Imperial
Government, and as it appeared Dinuzulu and his two uncles,
Ndabuko and Tshingana, had deliberately contravened the law, of
whose provisions they were fully aware, they were arrested on a
charge of public violence. Their trial took place at Eshowe before a
specially-constituted court, when all three were convicted and
sentenced to ten, fifteen and twelve years' imprisonment,
respectively. Early in 1889, they were deported to St. Helena. There
they remained until the end of 1897, when they were taken back to
Zululand. Their return followed immediately upon the annexation of
Zululand to Natal, when, of course, the Imperial Government ceased
to directly control the affairs of the former territory. The terms of
Dinuzulu's repatriation will call for particular notice in a later chapter.
In the Act of Annexation[19] it was provided that "until other
provisions shall have been made ... with the approval of Her Majesty,
no grants or alienation of Crown Lands ... shall be made, nor till then
shall the Natives be disturbed in the use and occupation of any lands
occupied or used by them at the time of the taking effect of this Act."
In 1902, a Commission was appointed for the purpose of delimiting
tracts of country to be reserved for occupation of the Natives, on the
one hand, and those for immediate and future European occupation,
on the other. About seven-twelfths of the country (whose total
acreage is 6,695,000), or approximately 3,887,000 acres, divided
into twenty-one separate locations, were reserved for the exclusive
occupation of the Natives, whose numbers, at that time, fell just short
of 200,000. Much of this land, however, was and still is unsuitable for
human habitation, either because of its being too arid and stony for
cultivation, of malarial fever being prevalent therein, or of its being
infested with the tsetse fly. The total area set apart for European
occupation was 2,808,000 acres. The recommendations of the
Commission received the approval of the Imperial Government,
whereupon the blocks set apart for Europeans were surveyed into
farms not exceeding 500 acres apiece, mainly on the coast belt
south of the Mhlatuze River, and disposed of to sugar planters.
Similarly reserved lands in other parts were not so readily taken up.
This opening of the door on a large scale to European settlers
undoubtedly went a long way towards unsettling the people.
 HON. C.J. SMYTHE,
Prime Minister and Colonial Secretary.

HON. SIR THOMAS WATT, K.C.M.G.,

Minister of Justice and Defence.

HON. T.F. CARTER, K.C.,

Attorney General, 1907-10.

HON. H.D. WINTER,

Minister for Native Affairs.

FOOTNOTES:
[2] Natal was discovered by a Portuguese navigator, Vasco da
Gama, when engaged in his quest for a sea-route to India, on
Christmas Day, 1497. But little more was heard of the country
until Farewell and Fynn, having proceeded in 1823 as far as St.
Lucia Bay and Delagoa Bay respectively, returned to Cape Town
and organized the party referred to in the text.
[3] The notorious Zulu King Tshaka's catastrophic reign began
about 1814. Great tribes were, at quick intervals between then
and 1820, driven headlong into Natal, only to sweep the peaceful
inhabitants of the land away with them into the Cape Colony and
elsewhere. Three or four of these appalling exoduses, taking
place by no means only on the south-west boundary of Zululand,
soon denuded Natal, and other adjacent territories, of the greater
portion of their aboriginal population. The country was
transformed into a howling wilderness, overrun with lions,
hyænas, and wolves; and any stray wight, who had succeeded in
evading the Zulu fury and was eking out an existence on wild-
roots or shell-fish, was hunted by members of his own species, so
far de-humanized, within half-a-dozen years, as to have become
converted into expert and voracious cannibals.
[4] It was after this kraal that Mzilikazi, "the lion of the North,"
named his own principal kraal—a name subsequently adopted by
the Chartered Company of Rhodesia for the already well-known
town established on the site of the kraal.
[5] Bird, Annals of Natal, 194.
[6] Ibid. i. 326.
[7] Much of the earlier history of the Colony will be found in the
following works: N. Isaacs, Travels and Adventures in Eastern
Africa, 2 vols. London, 1836; Capt. Allen F. Gardiner, A Journey to
the Zoolu Country, London, 1836; H.F. Fynn, Papers, printed in
part on pp. 60-124, vol. i. Bird's Annals of Natal, Pietermaritzburg,
1888.
Up to the day of his death, Fynn, the friend of Isaacs and the
source from which the latter drew much of the information in the
work above quoted, was the final authority on all matters
appertaining to the Natives of South-East Africa. He, fortunately,
left a number of valuable manuscripts. These are being prepared
for the press by the author. They include a large quantity of matter
connected with early Zulu history, customs and habits hitherto
unpublished.
[8] Pietermaritzburg, the capital of Natal, was laid off by them.
[9] Among these were the Natal Frontier Guards, Weenen
Yeomanry, Victoria Mounted Rifles, Alexandra Mounted Rifles,
Natal Hussars, Royal Durban Rifles, Natal Carbineers, Natal
Mounted Rifles, Border Mounted Rifles, Natal Field Artillery,
Durban Light Infantry, Natal Royal Rifles, also the Natal Mounted
Police and Natal Native Police. (The corps in italics have either
ceased to exist or been merged in those printed in ordinary type.)
The last-named corps, organized in 1848, and about 150 strong,
was disbanded by the Government in 1854, without any reasons
being given as to why such action had become necessary. To this
day, Natives wonder what the reasons could have been. Mr. (later,
Sir) Theophilus Shepstone, was its captain-in-chief.
[10] Often wrongly spelt "laagers." See Glossary.
[11] Known as Bushman's Pass.
[12] It was this officer who, on 22nd January, 1879, was Colonel
in command when the Imperial and Colonial troops suffered their
reverse at Isandhlwana.
[13] Consisting of one officer, one sergeant and thirty-three rank
and file of the Natal Carbineers (with forty rounds of ammunition
per man), and twenty-five mounted Basutos; of the latter,
seventeen had various kinds of guns (with about three charges
apiece); the other eight were armed only with assegais.—A