Erschienen in:IIM Bangalore Research Paper ; No. 31
Umfang:
1 Online-Ressource (17 p)
Sprache:
Englisch
DOI:
10.2139/ssrn.2177771
Identifikator:
Entstehung:
Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments November 30, 1992 erstellt
Beschreibung:
Advertising is, perhaps, as old as civilization. It has always been there in some form or other, in the ancient days the advertisers paraded down the road making announcements on the beats of drum. They are still seen mainly in village markets. Technology has helped them also. Instead of hiring a drum-beater, they use blaring speakers that send out recorded messages. The medicine men were to follow and demonstrate their medicines. The print medium gave a canvass to the advertisers. The first service advertisement, perhaps, came from the entertainers - the theatricals. It has come a long way since then to achieve a status of presenting a wide range of services. The first service advertisement that appeared in the newspapers was in the form of classified advertisements of passages to Europe, particularly England. It appeared on the front page of The Bombay Times and Journal of Commerce on Saturday, November 3, 1838. The first formal advertisement appeared in 1840. It was an ad of Amateur Theatricals. a chronological development of Service Advertisements since then is presented in table-1. A look at the advertisements tells the story of the development of advertisements with regards to base used for positioning and copy layout. The present paper is an attempt in this direction