History of Advertising

TRACE THE EVOLUTION AND fruit OF global denote AND PUBLIC RELATION WORLWIDE. FOCUS ON ITS subprogram IN NIGERIA, EVALUATING ITS LEVEL OF DEVELOPMENT AND THE IMPACT OF ITS PRACTISE ON collective SUCCESS. The History of publicizing Introduction Advertising, a form of commercial pickle communication de scrapeed to promote the sale of a product or service, or a message on behalf of an institution, system, or candidate for semi policy-making office. In a primitive form, advertisement has been around al virtu whollyy as long as Homo sapiens in a recognizably modern form. It has been around for almost 2500 geezerhood.Despite its venerable age it is placid sprightly growing. Moreover in that location atomic number 18 darling reasons to believe that its avail to consumer and therefore to economicals, testament keep on growing for a nonher blow or two at the rattling least. Even the dumbest futurologists would not chastise to predict further ahead than that, so I rest my berth in advertizement being a far larger and more than important global industry in AD 2099 than in AD 1999 Advertising can be looked at from various perspectives. As the iterate above states, its purpose is to increase the number of articles or products sold.These ar not only things we can buy in varied stores, for example costume or supplies for our daily life, but to a fault such simple things as a message interjectd by an institution or organization asking for attention of the public to raise money or to polish off them a w be of a problem, such as anti-smoking ads. Even governmental parties consumption advertisements and commercials to state the opinion of their candidate. I think we have all experience that quite extensively during the presidential campaign in the join States. Advertising became big stock in the twentiethcentury, offering umteen different jobs in publicizing agencies and the marketing section.The character of the media, standardised newspap ers, television, direct mail, radio, magazines, out-of-door signs and of course the Internet made this growth possible. It is a form of transporting education to the consumer, but which does not only have positive sides. There atomic number 18 slightly critical aspect slightly it, like persuading batch to doing unsanitary things, like smoking, or producing special stereotypes e very(prenominal)body tries to follow. Nevertheless, advertise has become international, since producers and companies try to whirligig their products on a globalized market in almost every coigne of the world.It is therefore not surprising to see a big sign for Coca Cola in third world countries. 19th and 20th century Advertising In the 19th century new technologies were essential and brand-new methods invented. As a result a surplus of drudgery was formed. Wareho social occasions of many factories were overflowing. In this way it was necessary to create useful advertisements, which would cover all large spaces, utilizing a large variety of push-down storage media sources. The first off advertising agent who created such a web was Volney Palmer. In 1841 he proclaimed himself as an advertising agent in Philadelphia and then created kindred offices in Boston and New York.About 20% of the commission for media brokers was nonrecreational to the publishers. Texts of ads were offered by the head of the go with or its representative. People who wanted to repose their ads in the newspaper paid him a commission. Such activities became very touristed during the second part of 19thcentury in all European countries. Significant advances in advertising developing were made by American brokers. In the early 1850s, John Wana findr caused a revolution in the sell trade. He created a price lists for a variety of ripe(p)s and returned the money if the trade good was not of the promised woodland.As a result, he gained a hoi polloi of pay by utilize this strategy and he then opened a entanglement of consumer goods shops. The reason of such great success was overlord advertising. In 1880 line of creditmen employed the best creator of advertising texts D. E. Powers. Powers started to develop advertisements using brand-new information. This strategy had become very popular in American trade circles and by the 20th century advertising had become a form of science. In the 1880s a new era of advertising began New methods of manufacturing led to greatly increased output and decreased the be for the producers of consumer goods.The products now could be packaged at the plant. Moreover the telegraph network was in place and the continent has been crisscrossed by a network of railroads. All these were assumptions that now allowed nation-wide distribution and nation-wide advertising. This state supported the growth of advertising agencies and dictated their activities. During 19thcentury the majority of advertisements were published in the newspapers and adve rtising leaflets. Although newspapers were a prerogative of well-off class of community but the seat began to change in the early 1860s when people got the opportunity of receiving publications by post.First magazine advertisements appeared inThe Southern Messenger. For a few years the editor of this magazine was Edgar Po. Many of the magazines that began to publish advertisements as the separate pick out in the 19thcentury have continued doing it nowadays. Such editions areCosmopolitan, Ladies Home Journal, Readers Digestand some opposites. Despite of the popular brands of newspapers the majority of information in the advertisements was unreliable and apocryphal. Moreover advertisements sometimes were immoral and absurd.For example in the countryside of one American city advertisement was placed in the remembrance of a non-existent person and it stated This person killed himself with the handgun with Colt system. because publishers enumerated the value of this handgun. As the result of such inhuman actions people halt trusting advertisements and began to consider advertising as something negative. The first radio-advertisement was broadcast in 1922 in New York on the WEAF radio station. Thus in the twenties advertisers and their agents had come to realize radios possibilities.With its drama and immediacy, radio could convey their message presently to the consumer who would not need to purchase a publication or rase need to be literate. In the 1950s television was introduced and quickly genuine into THE advertising-media. In the 1950s common income from the advertising industry rose to $ 10 one thousand thousand a year. In 1980s this index was $ 100 billion Now advertisers could demonstrate the use of their products and present well-known figures to praise it. They could also affect emotions through television. THE HISTORY OF PUBLIC RELATIONEARLY DEVELOPMENT. Although the apprehension of public transaction as systematic companionable activity and the shape itself, were not recognized until the first decades of the twentieth century, its more elementary functions of publicity, judgement , and press agentry are many children old. Archaeologists have discovered evidence of political communication, such as painted messages. , in ruins of ancient civilizations, just as thousands of communicators publicize todays Olympic Games ,so did their predecessors promote the first contexts in Greece.Caesars commentaries, glorifying the emperor, and the four gospels of the New Testament represented other forms of publicity and persuasion. As Peter G. Osgood, president of the public transaction firm, remarked, St tin can the Baptist himself did superb Advance work of P. R for Jesus of Nazareth. 19TH AND twentieth PUBLIC RELATIONS As the wave of industrialization, mechanization and urbanization brush the nation after civil war, the public became concerned about many aspects of big business, including concentrations of wealth and control. I n 1888 the mutual Life Insurance company sought to improve its image by employing newspaperman Charles J .metalworker to write press releases. A year later Westinghouse corporation created what is insure to be the first in-house publicity subdivision. In 1897 the term public relations was used ,perharps for the first time, by the Association of American Railroads. Twentieth Century Developments. The first publicity firm, known as the publicity bureau, was established in Boston in 1900, with Harvard University as one of its clients. Within the decade a number of other such bureaus were established. Among them was the office oof ivy Ledbetter leeward and George Parker.Ivy lee belief that much(prenominal) of the publics antipathy toward business at that time-an antipathy exploite by the muckrakers (publications and writers who exposed corruption and exploitation) resulted from the fact that most businesses operated in secrecy and most business people would not talk over their poli cies in operations with the public. Ivy lee used his PR techniques to pay off peace and good image to the U. S coalindustry which was experiencing tumoil as aresult of shattering strikes. Lee continued to develop such techniques which werelater applied in various situations. some other dimension was added to public relations concept during world war 1, when the direction on public information was established by the federal administration under George Creel,a former newspaper reporter. The committee conducted a massive and winning publicity campaign to mobilize the American public behind the war effort. The values of such massive communications efforts were impressed upon those who worked with Creel, and some of them became pioneers in the establishment of public relations firm designes to conduct similar campaigns for mystical clients. They included Edward L.Bernays , who in 1923 coined the term public relations counsel to unwrap a function that was to become the core of publi c relations, and Carl Byoir, whose firm became highly successful. After world war II public relations genuine rapidly,in business and industry at first and later in noncommercial institutions. The number of public relation workers soared from only 19,000 in 1950 to 250,000 in 1990. In Nigeria the need for public administration arose after second world war. At that time there was need for effective public information as a result of growing unpopularity of the then colonial political science.In the undercover sector, UAC established thr first PR department in 1949 under Charles Newman to formulate the companys work and policies to the people. EVALUATING THE OPERATIONS AND LEVEL OF DEVELOPMENT OF ADVERTISING IN NIGERIA Few studies have examined the cultural reflections and the role of advertising in the national development of Nigerian or other African countries. This study, which explored the marrow of development, the debate on the role of culture and mass media on social modern ization, African political sparing as well as Nigerian history, politics, economic and ommunication development efforts, serves as an attempt to bridge that gulf. This study focus on the role of advertising in the process of social mobilisation and modernization in Nigeria by examining the cultural reflections, the nature and characteristics of the messages, and the values and symbols conveyed in Nigerian mass media advertisements. The findings demo the difficulty of ascertaining the role of the mass media including advertising on a nations social, economic and national development and modernization.However, some of the conclusions drawn from the exploration could be summarized as follows (1) The Nigerian government as well as native-owned enterprises and public corporations do not use advertising adequately to promote their goods and services (2) Nigerian advertisers used some(prenominal) Western or traditional African cultural values, but incomplete of them dominated the oth er (3) Developmental themes were found in Nigerian mass media advertisements, but they tended to concentrate on individual instead of group goals as traditional African value system dictates (4) The nature and target(s) of advertisements in Nigerian mass media demonstrated that the Nigerian economy is distorted and develop (5) The underdeveloped nature is clearly demonstrated because the majority of consumer products and services advertised in Nigeria were of foreign origin and mostly non-essential (6) The products advertised often targeted the elites because the Nigerian volume could not afford them (7) Financial advertisements were the most dominant products and services of Nigerian origin because they promoted more products and services that the average Nigerian could afford. This study demonstrated that advertising holds both promises and problems for Nigerian economic and social development. Its promises deal with its powerfulness to relay useful information on social issues and on the availability of goods and services to the masses.On the other hand, the problems deal with its ability to promote foul competition, consumerism, lack of interest in social matters, and immoral attitudes, which could distort the economy or undermine traditional values and national economy. However, advertising should be encouraged, not discouraged. It could be monitored by practitioners and government officials in order to make the medium an effective fomite for promoting goods and services as well as values that would assist the socioe conomic development of Nigeria. Advertising remains an important vehicle for the various tiers of Nigerian government to use for promoting their services and for explaining national issues in order to promote national integration and the social welfare of the masses. The use of advertising to promote socioeconomic development could be achieved by adopting developmental advertising. The idea calls for the incorporation of relevant cultura l values and developmental themes in product and service advertisements by the private and public sectors. The goal is to do public corporations and businesses in marketing their products and services, thus enabling Nigerias economic and social growth. It could assist Nigerians to adopt useful modernization habits. THE IMPACT OF INTERNATIONAL ADVERTISING ON A CORPORATE BODY The advertising business has become such an important factor in the economy of many countries, especially in Nigeria, that it also changes the economy itself, society, culture, and the political system. The stimulation for the necessity of products and services helps theeconomygrow stronger and stronger.New inventions become known much faster and can establish their spot in the sales figures of the economy. If there are more people buying these products the overall costs exit drop and the product will become cheaper for the customer which raises his willingness to buy raze more. On the other hand advertisemen ts are very expensive and some economists believe that these costs are put on top of the positive price paid by the customer. Advertising has a serious blow on thecultureof a country. The globalized economy uses the same commercials in a lot of different countries, which leads to a break down in the differences of these societies. Children will grow up not knowing how their culture has been before in their country.It can also lead to a lot of discussion about moral values if we just think about the very debatable ads. Critics argue that advertising can also have a broad influence onsociety. It tells the consumers that only purchasing products makes you happy and therefore people compare each other on their belongings. Women also compare themselves with the lovely and very skinny models they see on commercials and ads. This sometimes results in have disorders and a low self-esteem of women who dont look like these models. Another bad effect is, that minority groups, especially in the United States are portrait in a subordinate position, which settles in the minds of people.Commercials are also an important part of the income of a TV station which leads to the incredulity that a news channel might not report on an incident about a company they depend on. A lot of TV shows are also based on these commercials, and if the ratings arent good enough the show will be stopped. Only those shows which attract a lot of viewers will be shown, which is not very tell apart and put minorities like older people at a disadvantage. in the end advertising can also have an impact inpolitics. Millions are spent on advertisements and TV commercials in any elections taking place in the country. It gives the opponents the chance to respond to charges very quickly reaching a few million viewers.But since this is very expensive only very rich people have to chance to run for a political position or at least depend on the bounty of wealthier people who could have a huge impact on land this way. The political issues talked about in an election are also very much simplified because the spots are only about 30 seconds long, and you cant really discuss a lot in such a short period of time. - The Challenge of Public dealings and Good Governance in Nigeria The role of the Nigeria Institute of Public transaction in enhancing communication between Governments, organisations and the public cannot be over emphasized.By ensuring allay flow of communication, public relations practitioners help to reduce battle and misunderstandings in the society. As you are all aware, good governance, accountability and enhancer are important ingredients of democracy. In other words, the objective of good governance, as being implemented by this Administration, is to ensure the provision of better quality of life for all Nigerians. it is my opinion that public relations practitioners have the indebtedness to understand public perceptions and truthfully communicate these to go vernment. They should endeavor to provide free flow of information on government policies and actions to the general public for the good of all.In this highly technological information age, the Public Relations professional needs to have a high sense of intellectual judgement, creativity, agency and above all courage. I dare to say therefore that assumption the relevance of your profession, which is all about helping us to manage our relations with all our publics, a lot is expected of you. As you are all aware, we are now dealing with more informed and discerning publics. They are hungry for knowledge and truth and the success of any government in marketing its policies and achievements external and internal will depend on the direct of professionalism, which you as Public Relations practitioners provide. I urge you therefore to tell the Nigerian story from our own perspective at all times.In Nigeria, Public Relations has become a strategic management function. close to Niger ian organizations either have full public relations department or retain the services of PR consultants. In corporeal bodies, PR is now acknowledged as a major tool in achieving social, economic and political goals and objectives of an organization. Public Relations has had numerous impact in an organization through publicizing an organizations activities and maintaining cordial relationship with the media (information and communication). Researching on bodied image, public motivation issues and trends. Public Relation has helped extensively in corporate identity management of an organization.