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Print advertisements, such as colour flyers, continue to generate cash flow and new revenue streams for any business. Every company that has grown into an industry leader in the last few years has failed by relying on key concepts in advertisements that have evolved from humble beginnings. Because not all advertisements work, it’s critical to understand how they work, why some succeed while others fail, and what your advertisements should include to achieve the best ROI.
The Birth of Modern Advertising
Modern advertising can be traced back to the late 1800s, when new technologies and a growing economy led to a rise in the number of consumer goods and services. With the rise of mass production and mass marketing, people had to find better ways to reach a large audience and promote goods and services. This gave rise to the modern advertising industry, which has become an integral part of our lives and has had a profound impact on the way we think, communicate, and consume.
Before the 1800s, the only ways to advertise were through word of mouth, handwritten notices, and printed flyers. With the rise of mass production and mass marketing, businesses began to look for new ways to reach a larger audience. In 1867, J.W. Thompson opened the first advertising agency, which provided services like market research, advertising strategy, and making campaigns. This was the beginning of modern advertising as we know it today.
In the late 1800s and early 1900s, when new technologies like the telegraph, telephone, and radio were invented, the advertising business changed even more. Companies could now reach a wider audience with their advertisements and messages, and the first radio commercials were broadcast in the 1920s. When television became popular in the 1950s, it changed the advertising industry yet again. Companies can now reach a large number of people through television commercials.
With the development of new technologies such as cable television and the Internet in the second half of the twentieth century, the advertising industry expanded rapidly. With the advent of digital advertising, businesses could now target specific audiences with their advertisements and track the effectiveness of their campaigns in real-time. This resulted in a more data-driven approach to advertising, and companies could now tailor their advertising messages to specific segments of the population.
To summarise, the birth of modern advertising has had a profound impact on the way we communicate and consume. It has transformed the way businesses communicate with their customers and has become an essential part of our daily lives. Because of new technologies, companies can be more creative and effective in their advertising, and the industry is still changing to meet the changing needs and expectations of consumers.
Though there have always been promoters who would stand in the market “crying” for their merchandise since the beginning of “culture,” it wasn’t until the invention of the printing press that published advertisements as we know them today became a reality. At first, advertisements were nothing more than a single line of copy in the paper that listed the item, the price, and a brief description. Scholars think that this kind of printed ad first appeared in the late 1700s. As time passed and printing technology advanced, colour was introduced, and simple images eventually evolved into photographic images printed on pamphlets.
For the next nearly 200 years, published advertising remained largely unchanged. Pamphlet Printing will remain the favourite advertising medium. Customers were likely to see only one line of backup or a small block of text in their local newspapers. That is, until Thomas Barratt, who married into the family of the renowned Pears Soap Empire, decided to launch an aggressive marketing campaign to market their products to the rising middle class, which eventually had purchasing power. Initially, Pears Soap was promoted to a small segment of the population, the elite, who could afford an expensive, handmade, scented soap that was appropriate for their ivory complexions. Now that the working middle class had proven to be a viable market, and knowing he needed to “reach” them in order to keep his family business afloat, Barratt set about devising a marketing strategy that could reach the masses. They resurrected their manufacturing lines in order to make Pears Soap affordable to the average consumer, and they launched an aggressive advertising campaign to reach that market. Thomas Barratt is well-known for his cherubic children from Pears Soap advertisements, many of which we still recognise today. He is often referred to as the “Father of Modern Advertising” due to his aggressive advertising strategies and innovative use of printing.
To offset the rising costs of advertising during World War I, the doctrine of making it mandatory was introduced to the masses. Businesses begin to produce “perceived demands.” For the first time, everyone’s tried-and-true marketing strategies were combined and spread to customers. The rest is now history.
The three most important aspects of printing advertisements are:
- Reach the greatest number of potential customers at the lowest possible price.
- Create aesthetically pleasing or response-driving art.
- Create a need for your product or service. While providing “unbeatable” benefits to customers
Flyer printing and promotion are still focused on those essential plans that have been proven to work with decades of data. Technologies, products, and services evolve, but the majority of what people want and how they evaluate answers remain constant.
Let us use history to visualise the accomplishment of these three keys. Consider Burger King and McDonald’s. Because of their market dominance, they have reached a massive market with eye-catching advertisements that have created a need. During the second half of the 20th century, business was good and the airport was as busy as a typical home. Both businesses took advantage of the clean environment by making ads that caught people’s attention and met the needs they were making. The message is straightforward: “You matter.” To put it another way, “you deserve to do things on your own and take time away from the hectic lifestyle.”
McDonald’s still uses the “Golden Arches,” which represent a place where life is idyllic and also a far cry from the hectic lifestyle that people are forced to live in order to make ends meet. “You deserve a break today at McDonald’s.” “We all do it for you.” Their brilliant advertising strategy planted the seed in the minds of customers that they deserved to take a break and delegate at least one of their daily activities—cooking.
Burger King’s marketing strategies all use the same hold. “Have it your way.” The idea is that you’ve responded to a supervisor, you’ve responded to your loved ones, and you’re swamped with duties, so now it’s time to do everything you can to get a change. You deserve to have it “your way,” and the renowned BK crown is sending a subliminal message that you should be treated like a king or queen.
