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Advertising, generally speaking, is the promotion of
goods,
services,
companies and
ideas, usually performed by an identified
sponsor.
Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include
publicity,
public relations,
personal selling, and
sales promotion.
History
In
ancient times the most common form of advertising was by
word of mouth; however,
commercial messages and
political campaign displays have been found in the ruins of
Pompeii. Egyptians used
papyrus to create sales messages and wall posters, while
lost-and-found advertising on papyrus was common in
Greece and
Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient media advertising form, which is present to this day in many parts of
Asia,
Africa, and
South America. For instance, the tradition of wall paintings can be traced back to
Indian
rock-art paintings that goes back to 4000 BC
[Bhatia (2000). Advertising in Rural India: Language, Marketing Communication, and Consumerism, 62-68]. As printing developed in the 15th and 16th century, advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England.
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