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Advertising was in use 2000 years ago.
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Cries and signs were used to carry information for goods and services consisting of illustrations of symbols of the products advertised.
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The rise in advertising came after the development of printing and the signs were replaced by written words or messages.
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Since industrial revolution, advertising was evolved as a marketing communication tool and rapidly got professionalization.
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Advertising has become the most visible marketing tool to transmit messages through effective media.
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Advertising has become paid sponsoring activity and non-personal communication directed at mass audience.
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Advertising has become mass communication process, where the advertiser is the source who transmits the messages which passes through an appropriate medium like press, T.V., radio, magazines etc., which is received by a large number of people.
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Advertising has become market communication philosophy with following orientations.
Production orientation philosophy: Good product needs no push i.e., if the product is good there is no need for sales promotion or advertising.
Sales orientation philosophy : The product is good, but should be told it is good to generate good sales. Hence between production and sales, advertising was the link.
Customer orientation philosophy: Center of thinking is customer leading to market research, production, advertising and finally sales.
Social orientation philosophy: Production and selling are social responsibility. Customer leads to market research, product development, production, advertising and sales. Produce not only a car but pollution free car, smokeless cigarette, cholesterol free food etc., till the date this is the ruling concept.
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