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=history of advertising= • Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii • An outdoor advertisement excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travelers to a tavern situated in another town. • In medieval times word-of-mouth praise of products gave rise to a simple but effective form of advertising, the use of so-called town criers • Although graphic forms of advertising appeared early in history, printed advertising made little headway until the invention of the movable-type printing press by German printer Johannes Gutenberg about 1450 • The first advertisement in English appeared in 1472 in the form of a handbill announcing a prayer book for sale. • Two hundred years later, the first newspaper ad was published offering a reward for the return of 12 stolen horses. • In the United States, the advertising profession began in Philadelphia, Pennsylvania, in 1841 when Volney B. Palmer set up shop as an advertising agent • Advertising agencies initially focused on print. But the introduction of radio created a new opportunity and by the end of the 1920s, advertising had established itself in radio to such an extent that advertisers were producing many of their own programs • The early 1930s ushered in dozens of radio dramatic series that were known as soap operas because they were sponsored by soap companies. • Television had been introduced in 1940, but because of the high cost of TV sets and the lack of programming, it was not immediately embraced • the American economy soared in the 1950s, so did the sale of TV sets and the advertising that paid for the popular new shows. Soon TV far surpassed radio as an advertising medium. • The tone of the advertising was also changing. No longer did advertising simply present the product benefit. Instead it began to create a product image • Bill Bernbach, founder of Doyle Dane Bernbach in New York City,Leo Burnett, • and David Ogilvy, founder of Ogilvy & Mather in New York City, all came to prominence in the late 1950s and 1960s and led what has been called the "creative revolution." • Bernbach believed that advertising had to be creative and artistic • The creative foundation established by Bernbach and others has been critical to the success of contemporary advertising.
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