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Advertising and Marketing Managers


The advertising industry formally emerged in the 1840s, when newspaper-advertising solicitors began representing groups of newspapers. In 1865, a new system was introduced: buying newspaper space and dividing and selling it to advertisers at higher prices. Other forms of advertising also came onto the scene. By the early 1900s, for example, outdoor posters developed into the billboard form, and the merchants who used them were the principal advertisers. In 1922, radio station WEAF in New York City offered program time to advertisers. The use of television advertising began just before the end of World War II. Today, the Internet has catapulted the world of advertising into a whole new realm, allowing vendors not only to target and reach customers but to interact with them as well.

The business discipline of marketing began to take shape as sellers realized that if a group of potential buyers could be found for a product, the product could be better designed to suit the needs of those buyers. Sellers also discovered the importance of identifying a group of buyers before starting an advertising campaign. By doing so, the producer could style the campaign to reach that specific group and would have a better chance of launching a successful product. Marketing, therefore, provided a service for both sides of the business world, the seller and the buyer.

As the need for advertising and marketing grew, companies specializing in product promotion and specialization were born. It is no surprise that the increasingly complex responsibilities involved in advertising and marketing products and services require managers to organize and run day-to-day office activities.

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