Principles of Marketing, 17/e

Advertising

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You already know a lot about advertising—you are exposed to it every day. But here we’ll look behind the scenes at how ­companies make advertising decisions.

Advertising can be traced back to the very beginnings of recorded history. Archaeologists working in countries around the Mediterranean Sea have dug up signs announcing various events and offers. The Romans painted walls to announce gladiator fights, and the Phoenicians painted pictures on large rocks to promote their wares along parade routes. During the golden age in Greece, town criers announced the sale of cattle, crafted items, and even cosmetics. An early “singing commercial” went as follows: “For eyes that are shining, for cheeks like the dawn/For beauty ...