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Summary

This video explores the history of advertising and commercial communication, tracing its roots from ancient civilizations like Egypt and Rome, where early forms of product identification began. The speaker outlines the progression through key eras: the Identification Era, where goods were simply recognized; the Information Era, with the advent of the printing press; the Promotion Era, driven by mass media; and the modern Sales Era, which requires detailed knowledge of market segmentation and strategies. The evolution reflects how advertising has become an essential part of business, transitioning from basic signs to sophisticated marketing techniques.

Takeaways

• 😀 Communication in commerce has its roots in ancient times, such as the use of street vendors and their signs to identify and promote their goods.
• 😀 The history of commercial communication dates back to civilizations like Ancient Egypt, Greece, Babylon, and Rome, where merchants used signs and symbols to advertise their products.
• 😀 The first forms of commercial communication were focused on identification, where vendors simply identified the goods or services they offered.
• 😀 Ancient commercial communication involved writing products and services on walls, stones, and other surfaces to attract customers.
• 😀 The evolution of commercial communication into advertising as we know it began with Johannes Gutenberg’s invention of the printing press, which allowed for broader dissemination of advertisements.
• 😀 The Industrial Revolution significantly impacted advertising, as mass production and competition led to the need for more sophisticated promotional strategies.
• 😀 The 1800s to early 1900s saw the rise of creative communication, with advertisements becoming more artistic and exaggerated, often using superlative language to grab attention.
• 😀 The development of mass media, such as newspapers and later radio and television, expanded the reach of advertisements to wider audiences.
• 😀 Advertising and commercial communication progressed through various stages: identification, information, promotion, and sales.
• 😀 The modern era of sales requires an in-depth understanding of marketing and consumer segmentation, as there are diverse preferences and needs that need to be addressed through tailored communication strategies.

Q & A

What is the history behind commercial communication and advertising?

Commercial communication can be traced back to ancient civilizations like Egypt, Babylon, and Greece, where simple advertising techniques such as product and store identification were used. Early examples include street vendors using signboards to identify their goods, marking the start of what we now call advertising.

What role did street vendors play in the history of advertising?

Street vendors were among the earliest examples of commercial communication. They used signboards to inform people of the products they were selling, such as food, electronics, or other goods. This practice can be considered the precursor to modern advertising.

How did the invention of the printing press impact advertising?

Johannes Gutenberg’s invention of the printing press in the 15th century revolutionized advertising. It allowed for the mass production of printed materials, enabling businesses to spread their messages more widely and marking the beginning of more formalized advertising practices.

What are the key stages in the history of advertising?

The key stages in the history of advertising are: 1) The Era of Identification, where advertisements were used just to identify products. 2) The Era of Information, where printing technology allowed businesses to inform the public about their products. 3) The Era of Promotion, where advertising became more creative and used various media. 4) The Era of Sales, where marketing evolved into a more detailed and segmented field of study.

What was the significance of the industrial revolution for advertising?

The industrial revolution greatly expanded production capabilities, creating the need for mass communication and advertising to sell large quantities of goods. It introduced a more competitive market environment, which in turn made advertising a crucial tool for business success.

How did communication in advertising evolve in the late 1800s to early 1900s?

During the late 1800s to early 1900s, advertising became more creative, using exaggerated and superlative language to capture attention. This period also saw the rise of promotional posters and advertisements for large-scale businesses like circuses, which showcased bold and eye-catching designs.

What was the role of creative advertising during the 1800s?

Creative advertising during the 1800s involved the use of exaggerated, attention-grabbing posters, such as those used by circuses. These advertisements were characterized by superlative and overstated claims, a trend that marked the beginning of more innovative and dramatic promotional techniques.

What changes occurred in advertising during the Era of Information?

In the Era of Information, advertising transitioned from simple identification to providing more detailed information. The introduction of printing technology allowed businesses to distribute information about their products widely through printed media, such as flyers and posters.

What was the primary characteristic of the Era of Promotion?

The primary characteristic of the Era of Promotion was the use of diverse communication channels beyond printed media, such as personal selling and other promotional methods. This era marked the beginning of strategic marketing, where businesses sought to create more engaging and persuasive advertisements.

How has advertising evolved in the modern Era of Sales?

In the modern Era of Sales, advertising and marketing strategies have become highly segmented and specialized. With an increased focus on understanding consumer preferences, businesses now create detailed marketing campaigns tailored to specific audiences, reflecting the growing complexity of consumer behavior.