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ADVERTISING Advertising is mass communication an advertiser pays for in order to convince a certain segment of the public to adopt ideas or take actions of benefit to the advertiser History of advertising The first forms of advertising officially evolved with the coming of the outdoor display which was usually an eye-catching sign painted on the wall or at the side of a building Further on a very simple but effective form of advertising took shape Merchants employed town criers who shouted the praises of the merchants wares The use of voice and language came into use here Print advertising came into the picture only with the onset of the printing press by Johannes Gutenberg in 1445 Printers and later the merchants then used flyers to advertise their products These flyers often contained characteristic symbols of the guild members and the tradespeople and were also used as a poster on walls Advertising made its greatest early advances in the United States of America The nation lacked transcontinental transportation and communication systems But clever manufacturers tried reaching the consumer directly through catalogues The First American Mail-order houses appeared in the early 1870s The New Era Of Advertising In the 1880s a new era of advertising began New methods of manufacturing led to greatly increased output and decreased the costs for the producers of consumer goods All this were assumptions that now allowed nation-wide distribution and nation-wide advertising The state then necessitated the growth of advertising agencies and dictated their activities Firms began to market their packaged goods under brand names Some of the first brands were firms like Ivory Colgate Wrigley and Coca Cola Previously such everyday household products like milk sugar soap rice and candles had been sold in neighbourhood shops from bulk packages The Advertising-Boom In the 1920s radio with its drama and immediacy conveyed their message directly to the consumers In the 1950s came television which developed fast to be
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