Measuring the effectiveness of creative posters Literature review

Measuring the effectiveness of creative posters - Literature review Example According to Mogel (1993) advertising, ‘criers’ originated in Babylonia during 3000 BC. People would take come on to the street carrying their products and shouting louder about the merchandise. Later in 2200 BC, the development of hieroglyphics in Egypt gave way to paper and ink document used to interpret word and sound concept. Egypt further invented outdoor advertising carving public notices on stelae in 2000 BC (www.nonlineagency.com). If Egyptians were good at promoting Romans knew how to make a convincing sales pitch and early examples of advertising were found in the ruins of Pompeii. Advertising has been around for as long as there have been goods to sell and a medium to talk them up. The field of advertising took a giant step after the invention of printing press and movable type by Johannes Gutenberg, a German in 1447. In 1631, first classified newspaper ads were printed in France’s La Gazette by Renaudot which made him the first French journalist and th e inventor of personal ad (Tungate, 2007). Advertising further developed and flourished with the introduction of first English daily newspaper in 1702 and first newspaper advertising in the United States was carried out by Boston News-Letter in 1704. Advertising agencies began in early 1800 during the period when newspapers flourished (Mogel, 1993). Advertising, today, is a huge business making millions of dollars in profit and is not limited only to paper advertising but has expanded its horizon into radio, visual media and internet. This paper critically reviews various literatures in form of books, journals, articles, etc. on creative posters and to measure its effectiveness. Review of Literature Businesses rely on its marketing plan to promote their products which vary depending on their budget. No matter whatever the size of budget is, advertising is the key player in marketing plan because it makes the consumer aware of the product. Wells, Burnett and Moriarty (2007) mentioned that marketing is the way product is designed, tested, produced, branded, priced, distributed and promoted. Whereas advertising plans and decision making take place in the context of overall marketing strategy that includes statement of marketing objectives (Koekemoer and Bird, 2004). O’Guinn, Allen and Semenik (2008) mentioned that advertising is one of the primary tools available for marketing and is only one of the major areas of marketing responsibility. The marketing concepts suggest determining the customer needs and wants and then to develop, manufacture, market and service goods to fill those needs and wants (Wells, 2007). According to Saxena (2009) and Alozie (2009) advertising plays a significant role in awareness creation and attitude formation but has limited role in marketing strategy. Advertisement is the promotion of a company’s products and services through different mediums to increase the sales of the products and services. Advertising is further cla ssified into print, broadcast, outdoor, covert and public service (Management Study Guide, 2011). Out of home advertising further encompasses many advertising forms including outdoor (billboards and signs), transit (both inside and outside the vehicle), skywriting and variety of other media like public walls and furniture. According to OAAA (qtd. in Belch and Belch, 2003) total