The Continuous Historical Evolution of Advertising Tactics

Over time, the idea of “advertising” has taken many forms. Whether it be handing out flyers, purchasing billboards, or buying Facebook ads, the concept has proven itself to be a frequently changing sphere. To analyze the timeline, I decided to map out the evolution of advertising tactics in chronological order. 

Print Advertising

While the idea of marketing goes back to ancient Egypt, print advertising seems like an excellent place to start. Defined as any kind of promotional material that utilizes hard copied text, print advertising tends to come in the forms of flyers, handouts, pamphlets, etc. The first official “print ad” can be traced back to 1472 in which an ad for a Holy Bible was written upon a handbill or in 1468 when William Caxton detailed description of his book on a sheet of parchment. 

Print advertising was prevalent within the early 20th century, as products were presented alongside promotional text in various ways, specifically flyers, and magazines. Since magazines were widely regarded as the most reputable news source in the ’20s, companies frequently purchased advertisement sloth to show off their new product. Print ads remained the largest advertising outlets until they were proven outdated with the rise of more technological marketing strategies. 

Radio Advertising

During the ‘20s and beyond, radio advertising proved itself to be a marketing force. By selling commercial time on normal channels, the radio became an easy way to confront someone with an ad directly. Unlike newspapers, you couldn’t just turn the page. Listeners were forced to hear the ad before returning to the scheduled program, denying a fast way out. This feature would entice clients,  hence the massive influx of traffic into the region of marketing. 

With other forms of advertising, the consumer could disregard the slot and continue viewing the media. Unlike those tactics, live broadcasts weren’t skippable, making the service more reliable. However, it can reasonably be inferred that this helped mold the common conception of the “annoying ad” that interrupts your day. 

Radio ads frequently featured catchy slogans, jingles, and memorable sketches. The slots offered more variability in the content that could be provided as opposed to print ads. Not only that, with radio demographics being recognizable, but it was also much more comfortable to target promotions to specific outlets. Utilizing sound was a convenient way to establish connections with listeners, building a more versatile array of marketing tactics.

Commercial Television

Print ads established a method of visualizing a product, radio helped incorporate sound, and commercial T.V brought them together. Originating in the 1940s, T.V marketing acted as the hand which solved the puzzle. With a mixture of commentary, visualization, and versatility, commercial ads took over the market. The jingles became more entertaining due to the introduction of live animation or scripted skits. Product showcases were far better, as the added commentary combined with the new video visualization made for an immersive experience. 

Internet Advertising

Initially beginning within the ’90s through “banner” advertisements for telecommunications corporations, Internet advertising put all THREE previous methods together. With the usage of product pages and websites, users could watch videos, read descriptions, and see reviews. Companies like Amazon capitalized on this, further combining advertising’s predecessors through catalogs, collections, and magazine-esque promotional campaigns. 

Conclusion

It’s interesting how advertising evolves but doesn’t forget. Each new stage incorporated some form of the old one while introducing a unique tactic to build upon it. As the variability grows, advertising continues to look to its roots for inspiration. As previously mentioned, most “new” ideas simply put an exciting spin on an old one. 

Secondly, while I noted that some of these tactics are “outdated,” nearly all of them have a modern-day life. People still read newspapers, listen to the radio, and watch T.V, regardless of whether it’s the most “up to date” thing to do. Unlike advances in the technological realm, advertising tactics don’t necessarily become out of style.