A historical overview of advertising in Serbia
Growing number of advertising agencies, substantial increase of advertising budgets of both local and international companies in Serbia and proliferation of advertising messages targeting Serbian consumers in recent years have contributed to a belief that advertising in Serbia has been a brand new p...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2016-01-01
|
| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2016/0354-34711603217O.pdf |
| Summary: | Growing number of advertising agencies, substantial increase of advertising budgets of both local and international companies in Serbia and proliferation of advertising messages targeting Serbian consumers in recent years have contributed to a belief that advertising in Serbia has been a brand new phenomenon brought in during its transition to a market economy. The truth however is quite different. Therefore, the paper aims to show and discuss historical evidence confirming that advertising practice in Serbia is more than two centuries old. In this paper, the history of advertising in Serbia is followed since 1791, when the first print advertisement offering calendar to families and farmers in Serbia appeared in a newspaper. Four periods of advertising development have been described: 1) early beginnings, 2) interwar period, 3) socialist advertising and 4) advertising in transition. |
|---|---|
| ISSN: | 0354-3471 2334-8364 |