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Advertisement is one of the methods of marketing communication, within which the information aimed at drawing attention to the object of an advertisement, or at drawing or keeping the interest in it, is spread. Apparently, this is a prepaid campaign by a well-known sponsor.
According to historians, the samples of the first advertisement can be found in the ancient world. For example, in the ancient Egypt there was information on papyrus about the sale of slaves. Besides, Egyptologists think that advertisement could be placed on stones as well.
Everybody knows from history taught at school that at squares where a lot of people gathered together different announcements were made and read aloud – that can be considered advertisement too.
Undoubtedly, the most global stage in the history of advertisement started after the invention of printing machine and mass distribution of books.
It is an open secret that in 1450 Johann Gutenberg created the first printing machine in the world, that started a new round in the history of mass media and advertisement, because owing to the printing machine it tool less time and skill to produce advertisement materials and books, and the quantity of the printed production grew.
In the 15th century new advertising methods started to appear. They did not only inform about the availability to buy any goods, but persuaded of the necessity to buy anything, or invited to a restaurant to have a good time.
In 1704, a newspaper «Boston News-Letter» appears. It contained only advertisements. And from 1729 Benjamin Franklin began publishing «Pennsylvania newspaper», which had a huge circulation and a large number of print advertising.
Changes in the content of print advertising are usually associated with the advent of photography in 1839. Since then, an advertisement was accompanied by images of the advertised product, which led to a greater confidence in the product among consumers.
With the lapse of time, trading companies and publishing houses began to create special advertising departments. Also specialized advertising agencies began to appear.
Today, in the heart of New York City there are offices of some of the largest U.S. advertising agencies. But the most major advertising agency in the world is the Japanese «Denz».
In today's world there are the following types of advertising: in accordance with purpose it can be commercial, social, political; in accordance with the place and method of placement - ATL-advertising (media, outdoor and indoor advertising, and graphic advertising) and BTL-advertising (mailings, introduction of advertising into the storyline movie, «word of mouth» advertising, etc.).
Today advertising is not what it used to be before: it has become a special social institution, it has several types of presentation and it is more functional. Despite this, it has retained its primary function - to stimulate sales.