Marketing is the stage that follows brand creation. It represents an essential phase in ensuring increased sales by attracting customers. Fundamental marketing methods include advertising and advertising campaigns. There are many different types of campaign, influenced by the world’s ongoing historical transformations. Today, we delve into history to observe the evolution of advertising through the ages.
Antiquity: the first forms of advertising
Advertising has been a part of life since antiquity. Contrary to popular belief, advertising is not a modern phenomenon. It appeared with the first commercial exchanges. In those days, merchants had only their products, their legs, their hands and their voices at their disposal. They used “shouting” to attract buyers. This type of advertising, known as “call advertising”, consisted of strolling through markets and alleyways touting their wares. This method still exists, especially in popular markets.
The Invention of Writing: A New Medium for Advertising
With the advent of writing, a new form of advertising emerged. People began to write on the fronts of their shops, indicating their trades and services. These inscriptions on stone or wood were the first forms of commercial signage. In Egypt, for example, papyri have been found featuring commercial advertisements, some of which mention the sale of slaves.
The Printing Revolution (1439)
The year 1439 marked a major milestone with the invention of the printing press in Europe. This upheaval transformed the concept of advertising, making it more accessible and developed.
Paid advertisements in newspapers (17th century)
Newspapers appeared in the early 16th century, introducing the first “paid advertisements”. In 1702, for example, the Daily Courant published paid advertisements. This helped finance printing costs and promote products and services.
The Arrival of Radio: Audio Advertising
The creation of radio stations revealed a new advertising opportunity. Audio announcements reached their peak during the First World War. The stations informed the public about current events, transforming radio into an indispensable information and advertising medium.
The Television Era: A New Dimension for Advertising
In the 1950s, television came along, bringing about a significant change. It allowed advertising to expand into many fields: travel, hotels, fashion, even politics. Advertising became a means of entertainment, over and above its primary function of promotion.
The Internet and Social Networks: The Digital Revolution
The advent of the Internet has ushered in a new era. Social networks like Facebook have turned the world of advertising on its head. The concept of the “target audience” took hold, making it possible to reach a global audience. Advertising was no longer limited geographically, and advertisers benefited from a wider distribution space.
Artificial Intelligence: The Future of Advertising
Today, artificial intelligence is used as a promotional tool. But the story doesn’t end here. Innovations continue to evolve, and new technologies will undoubtedly appear soon, further transforming the field of marketing.
