Advertising in formal sense coincided with the emergence of printing which could print commercial messages on handbills and posters. Before print advertising appeared, there were sign-boards and town-criers. Newspapers came on the scene in the 18th century, and started accepting classified advertisements.

In 1848, the first ad agency Volney Palmer was set up in Philadephia. In 1864, J. Walter Thompson was set up. In 1868, N.W.Ayer started the commission system for placing the ads. The JWT created the post of account executive — a link between the agency and the client.

Advertisers expected the messages to work for them and that paved the way for professionalisation of advertising. Slowly, advertising theory crystallised. Albert Lasker called advertising as salesmanship in print in 1880’s.

McCann agency called advertising ‘truth well-told.’ By the end of the 19th century, the practice of commodities being branded became prominent.

Advertising’s visual quality was much emphasised in Europe. To begin with only artists, and illustrators worked for advertising. In the 20th century advertising, we created the position of art director.

Television commercials appeared in the early 1950s. They were rated by Neilsen rating method (1952).

Marketing practices such as product differentiation, market segmentation, positioning ( Ries and Trout, 1969) evolved over a period of time.

Advertising in the 1960s and 1970s focused on creativity. Ogilvy relied on brand image and brand claims.

Advertising has to deliver results. It should be accountable. Advertising, therefore, must be effective. This was emphasised in the 1970s. There was testing and measurement of advertising in the 1980s and 1990s. Advertising, must be socially responsible too.

Late 1990s ultimately ushered in the digital era. The new concept of integrated marketing communication was widely adopted. In the early part of the new millennium, the social media era emerged. Communication became interactive. Consumers too generate brand messages. Organisations and consumers can have one-to-one talk.