MDA 102: PRINCIPLES OF ADVERTISING

Kuala Lumpur Metropolitan University College Faculty of Media Studies

In short, defining modern advertising is by
5
Basic Components :i. A paid form of communicationii. Message paid with sponsor i
dentifiediii. Persuade/Influence the consumer with strategic communication drive
n by objective ( effective ads
)
iv. Reaches a large audience of potential consumersv. Message conveyed through
many different kinds of mass media.
1.2.2 Early forms of Advertising
i. Early form ads were signs such as the inn sign, the red-and white striped bar
ber¶s pole.ii. Babylonian merchants were hiring barkers to shout out goods and pric
es at passersby in 3
000
B.C.iii. The Romans wrote announcements on city walls.iv. Europe in
15
th century, Siquis-pinup wants ads for all sorts of products and services. Trade
speople promote themselves.v. Egyptians used papyrus to make sales messages and
wall posters. Edo Period advertising flyer from
1806
A print advertisement for the
191
3 issue of thefor a traditional medicine called Kinseitan
Encyclopaedia Britannia

MDA 102: PRINCIPLES OF ADVERTISING

Kuala Lumpur Metropolitan University College Faculty of Media Studies
1.3 Effect of urban growth
1.3.1 Effects to the growth of economy
Advertising give impacts to the growth of economy.: i. The funding of dynamic ec
onomy activity, especially the role of advertising in the media financing.ii. Co
mpetition between supplier and distributors on their products stimulate creative
ads in manyperspective ways.iii. Household consumption: Advertising concentrate
on the high-value added product and the high-growth.iv. Innovation in industrie
s innovates the advertising in high pressure.
1.4 Advertising and the modern growth
1
.4.1 Mass impact of advertising in modern era
Mass production requires mass consumption which turn requires advertising to ma
ss market throughmass media.
y
New Advertising: Advertising is expending as technology makes it possible to be
more personal andinteractive.
y
Integrated Marketing Communication (IMC
)
: Expanding the scope of advertising by involving it moreclosely in a mix market
ing tools.
y
Globalization: Demands those international advertisers consider whether their me
ssages should bestandardized.
SUMMARY
y
There are six stages of advertising evolutions: Age of Print, Industrial Revolut
ion and Emergence of Consumer Society, Modern Advertising Era, Age of Agencies,
Creative Era and Accountability Era.
y
Printing was the first major technology to affect advertising, cable TV and Inte
rnet are the mostrecent.
y
As a tool of marketing communications, advertising is the structured and compose
d, non personalcommunication of information. It is usually paid for and commonly
persuasive about products,services or ideas, by identified sponsors through var
ious media.
y
In ancient times when most people could not read or write, there was little need
for advertising.Marketers used symbols on signs to advertise their products.

MDA 102: PRINCIPLES OF ADVERTISING

Kuala Lumpur Metropolitan University College Faculty of Media Studies

y
As world expanded, urban populations soared, and manufacturing and communication
technologiesdeveloped, as did advertising.
REFERENCES
George E. Belch, Michael A. Belch, 2
00
7
A
dvertising & Promotion
,
A
n Integrated Marketing CommunicationsPerspective
, 7th International Edition, McGraw-Hill Higher Education.
Wells, Moriarty & Burnett 2
006
,
A
dvertising ± Principles and Practice
, 7th edition, Pearson Prentice HallEducation, New Jersey. William F. Arens, 2
006
,
Contemporary
A
dvertising
, Tenth International Edition, McGraw-Hill Higher Education.