Advertising is a form of communication Communication is a process of transferring information from one entity to another. Communication processes are sign-mediated interactions between at least two agents which share a repertoire of signs and semiotic rules. Communication is commonly defined as "the imparting or interchange of thoughts, opinions, or information by speech, writing, intended to persuade Persuasion is a form of social influence. It is the process of guiding oneself or another toward the adoption of an idea, attitude, or action by rational and symbolic means an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand A brand is the identity of a specific product, service, or business[page needed]. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors, and even unhealthy behaviors through food consumption, video game and television viewing promotion, and a "lazy man" routine through a loss of exercise . Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Several types of mass media are television, internet, radio, news programs, and published pictures and articles.[1]

Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand A brand is the identity of a specific product, service, or business[page needed]. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media New media is a term meant to encompass the emergence of digital, computerized, or networked information and communication technologies in the later part of the 20th century. Most technologies described as "new media" are digital, often having characteristics of being manipulated, networkable, dense, compressible, interactive and such as websites and text messages. Advertising may be placed by an advertising agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and on behalf of a company or other organization.

Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement A public service announcement or community service announcement (CSA) is an advertisement broadcast on radio or television, for the public interest. PSAs are intended to modify public attitudes by raising awareness about specific issues. The most common topics of PSAs are health and safety. A typical PSA is part of a public awareness campaign to.

In 2007, spending on advertising was estimated at more than $150 billion in the United States[2] and $385 billion worldwide.

Contents

History

Edo period The Edo period , or Tokugawa period (徳川時代, Tokugawa jidai?), is a division of Japanese history running from 1603 to 1868 and is the premodern era. The period marks the governance of the Edo or Tokugawa shogunate, which was officially established in 1603 by the first Edo shogun Tokugawa Ieyasu. The period ended with the Meiji Restoration, advertising flyer from 1806 for a traditional medicine called Kinseitan

Egyptians used papyrus Papyrus is a thick paper-like material produced from the pith of the papyrus plant, Cyperus papyrus, a wetland sedge that was once abundant in the Nile Delta of Egypt to make sales messages and wall posters. Commercial messages An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication . Advertising campaigns appear in different media across a specific time frame and political campaign displays have been found in the ruins of Pompeii Pompeii is a ruined and partially buried Roman town-city near modern Naples in the Italian region of Campania, in the territory of the comune of Pompei. Along with Herculaneum, its sister city, Pompeii was destroyed and completely buried during a long catastrophic eruption of the volcano Mount Vesuvius spanning two days in 79 CE. The eruption and ancient Arabia The Arabian Peninsula , Arabia, Arabistan, and the Arabian subcontinent is a peninsula in Southwest Asia at the junction of Africa and Asia. The area is an important part of the Middle East and plays a critically important geopolitical role because of its vast reserves of oil and natural gas. Lost and found A lost and found , lost property (British English), or lost articles (also Canadian English) is an office in a large public building or area where visitors can go to retrieve lost articles that may have been found by other visitors. Frequently found at museums, amusement parks and schools, a lost and found will typically be a clearly-marked box or advertising on papyrus was common in Ancient Greece Ancient Greece is the civilization belonging to the period of Greek history lasting from the Archaic period of the 8th to 6th centuries BC to 146 BC and the Roman conquest of Greece after the Battle of Corinth. At the center of this time period is Classical Greece, which flourished during the 5th to 4th centuries BC, at first under Athenian and Ancient Rome Ancient Rome was a civilization that grew out of a small agricultural community founded on the Italian Peninsula as early as the 10th century BC. Located along the Mediterranean Sea, it became one of the largest empires in the ancient world. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art In addition, petroforms and inukshuks are rock art made by aligning or piling natural stones. The stones themselves are used as large markings on the ground paintings that date back to 4000 BC.[3] History tells us that Out-of-home advertising Out-of-home advertising is made up of more than 100 different formats, totaling $6.99 billion in annual revenues in 2008 in the USA. Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast with broadcast, print, and internet advertising and billboards A billboard is a large outdoor advertising structure , typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas are the oldest forms of advertising.

As the towns and cities of the Middle Ages The Middle Ages is a period of European history from the 5th century to the 15th century. The period followed the fall of the Western Roman Empire in 476, and preceded the Early Modern Era. It is the middle period in a three-period division of history: Classical, Medieval, and Modern. The term "Middle Ages" (medium aevum) was coined in began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers A town crier, or bellman, is an officer of the court who makes public pronouncements as required by the court Black's Law Dictionary. The crier can also be used to make public announcements in the streets. Criers often dress elaborately, by a tradition dating to the 18th century, in a red and gold robe, white breeches, black boots and a tricorne) to announce their whereabouts for the convenience of the customers.

As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press A printing press is a mechanical device for applying pressure to an inked surface resting upon a print medium , thereby transferring the ink. Typically used for texts, the invention and spread of the printing press are widely regarded as the most influential event in the second millennium AD, revolutionizing the way people conceive and describe; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising False advertising or deceptive advertising is the use of false or misleading statements in advertising. As advertising has the potential to persuade people into commercial transactions that they might otherwise avoid, many governments around the world use regulations to control false, deceptive or misleading advertising. Truth in labeling refers and so-called "quack Quackery is a derogatory term used to describe the promotion of unproven or fraudulent medical practices. Random House Dictionary describes a "quack" as a "fraudulent or ignorant pretender to medical skill" or "a person who pretends, professionally or publicly, to have skill, knowledge, or qualifications he or she does not" advertisements became a problem, which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse It was founded on 16 June, 1836 by Émile de Girardin as a popular conservative enterprise. While contemporary newspapers depended heavily on subscription and tight party affiliation, Girardin had La Presse sold by street vendors. He wanted the paper to support the government, without being so tied to specific cabinets that it would limit the was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability In neoclassical economics, economic profit, or profit, is the difference between a firm's total revenue and its opportunity costs. In classical economics profit is the return to the employer of capital stock in any productive pursuit involving labor. These two definitions are actually the same. In both instances economic profit is the return to an and the formula was soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston Boston (pronounced /ˈbɒstən/ ) is the capital and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. Boston city proper had a 2009.[4] Around the same time, in France, Charles-Louis Havas Charles-Louis Havas was a French writer and founder of the news agency Agence France-Presse (AFP) extended the services of his news agency, Havas The company which today bears the name Havas is itself a former subsidiary of the original Havas which acquired the rights to the name in 2002. It is a holding company headquartered in the outskirts of Paris and listed in the Euronext main market to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son N. W. Ayer & Son was the first advertising agency in the United States, founded in Philadelphia, Pennsylvania in 1869. N.W. Ayer was responsible for some of the most enduring slogans in advertising history, including: was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.[4]

An 1895 advertisement for a weight gain product.

At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household The household is "the basic residential unit in which economic production, consumption, inheritance, child rearing, and shelter are organized and carried out"; [the household] "may or may not be synonymous with family", advertisers and agencies recognized the value of women's insight during the creative process Creativity is the ability to generate innovative ideas and manifest them from thought into reality. The process involves original thinking and then producing. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".[5]

In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups.[6] When the practice of sponsoring To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. A sponsor is the individual or group that provides the support, similar to a benefactor programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.

A print advertisement for the 1913 issue of the Encyclopædia Britannica The Encyclopædia Britannica is a general English-language encyclopaedia published by Encyclopædia Britannica, Inc., a privately held company. Articles are aimed at educated adults, and written by about 100 full-time editors and more than 4,000 expert contributors. It is regarded as the most scholarly of encyclopaedias

This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company The British Broadcasting Company Ltd was a British commercial company formed on 18 October 1922 by British and American electrical companies doing business in the United Kingdom and licensed by the British General Post Office. Its original office was located on the second floor of Magnet House, the GEC buildings in London and consisted of a room, but incorporated as a public body by Royal Charter In medieval Europe, royal charters were used to create cities . The date that such a charter was granted is considered to be when a city was "founded", regardless of when the locality originally began to be settled in 1927. In Canada, advocates like Graham Spry Graham Spry, CC was a Canadian broadcasting pioneer, business executive, diplomat and socialist. He was the husband of Irene Spry and father of Robin Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation The Canadian Broadcasting Corporation, commonly known as the CBC, is a Canadian crown corporation that serves as the national public radio and television broadcaster. In French, it is called la Société Radio-Canada . The umbrella corporate brand is CBC/Radio-Canada. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 The Communications Act of 1934 was a United States federal law enacted as Public Law Number 416, Act of June 19, 1934, ch. 652, 48 Stat. 1064, by the 73rd Congress, codified as Chapter 5 of Title 47 of the United States Code, 47 U.S.C. § 151 et seq. The Act replaced the Federal Radio Commission with the Federal Communications Commission . It also which created the Federal Communications Commission The Federal Communications Commission is an independent agency of the United States government, created, directed and empowered by Congressional statute (see 47 U.S.C. § 151 and 47 U.S.C. § 154), and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition,.[6] To placate the socialists, the U.S. Congress did require commercial broadcasters to operate in the "public interest, convenience, and necessity".[7] Public broadcasting Public broadcasting includes radio, television and other electronic media outlets that receive some or all of their funding from the public. Public broadcasters may receive their funding from individuals through voluntary donations, a specific tax such as a television license fee, or as direct funding by the state now exists in the United States due to the 1967 Public Broadcasting Act The Public Broadcasting Act of 1967 set up public broadcasting in the United States, establishing the Corporation for Public Broadcasting, and eventually the Public Broadcasting Service (PBS) and National Public Radio (NPR) which led to the Public Broadcasting Service The Public Broadcasting Service is an American non-profit public broadcasting television service with 354 member TV stations in the United States which hold collective ownership. However, its operations are largely funded by the Corporation for Public Broadcasting[citation needed]. Its headquarters are in Arlington, Virginia and National Public Radio National Public Radio is a privately and publicly funded non-profit membership media organization that serves as a national syndicator to 797 public radio stations in the United States. NPR was created in 1970, following congressional passage of the Public Broadcasting Act of 1967. This act was signed into law by President Lyndon B. Johnson, and.

In the early 1950s, the DuMont Television Network The DuMont Television Network, also known as the DuMont Network, DuMont, Du Mont, or Dumont[a] was one of the world's pioneer commercial television networks, rivalling NBC for the distinction of being first overall. It began operation in the United States in 1946. It was owned by DuMont Laboratories, a television equipment and set manufacturer began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour The United States Steel Hour is an anthology series which brought hour-long dramas to television from 1953 to 1963. The television series and the radio program that preceded it were both sponsored by the United States Steel Corporation. In some instances the sponsors exercised great control over the content of the show—up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame Hallmark Hall of Fame is an anthology program on American television. It has had a historically long run, beginning in 1951 and still continuing today. From 1954 onward, all of their productions have been shown in color, although color television productions were extremely rare in 1954. Many TV movies have been shown on the program since its debut,.

The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The Volkswagen Volkswagen is one of the world's largest automobile manufacturers. The company is headquartered in Wolfsburg, Lower Saxony, Germany. Volkswagen is the original marque within the Volkswagen Group, which includes the car marques Audi, Bentley Motors, Bugatti Automobiles, Automobili Lamborghini, SEAT, Škoda Auto and heavy goods vehicle manufacturer ad campaign—featuring such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)—ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype An archetype is an original model of a person, ideal example, or a prototype upon which others are copied, patterned, or emulated; a symbol universally recognized by all. In psychology, an archetype is a model of a person, personality, or behavior was William Bernbach William Bernbach (August 13, 1911, New York City - October 2, 1982, New York City) was a legendary figure in the history of American advertising. He was one of the three founders of Doyle Dane Bernbach (DDB) and directed ad campaigns such as "Think Small" for Volkswagen Beetle (recognized by Advertising Age as the top advertising who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period.

The late 1980s and early 1990s saw the introduction of cable television Cable television is a system of providing television to consumers via radio frequency signals transmitted to televisions through fixed optical fibers or coaxial cables as opposed to the over-the-air method used in traditional television broadcasting in which a television antenna is required. FM radio programming, high-speed Internet, telephony, and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising.

The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower—about 2.4 percent.[8]

A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as MySpace.

Necessary skills

The scope of advertising has a lot of future to go because in present life the technology has been increased that much. The scope of advertising management mainly depends on the change in technology,for example now-a-days advertising can make a blender by increase the sale of onething to many people by publicity such publicity can create along sale and services towards the product used by them.

Public service advertising

The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers.

Public service advertising reached its height during World Wars I and II under the direction of more than one government.

Marketing mix

The marketing mix has been the key concept to advertising. The marketing mix was suggested by Jeremy McCarthy, professor at Harvard Business School, in the 1960’s. The marketing mix consists of four basic elements called the four P’s Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product.Geana, Mugur Valentin.[9]

Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Digital advertising

Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[10] or used to replace local billboards that are not relevant to the remote broadcast audience.[11] More controversially, virtual billboards may be inserted into the background[12] where none exist in real-life. This technique is especially used in televised sporting events[13] Virtual product placement is also possible.[14][15]
Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
Product placements
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.

Physical advertising

Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.
Billboard advertising: Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

Sales promotions

Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action. [16]

Media and advertising approaches

Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium. Technology advances has also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets.[17] Another successful use of digital signage is in hospitality locations such as restaurants.[18] and malls.[19]

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for email users for many years.

Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) — these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost.

As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service.

From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.

Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology.

Current trends

Rise in new media

With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers ).

Niche marketing

Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.[20]

Crowdsourcing

The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial.[21]Chevrolet held a similar competition for their Tahoe line of SUVs.[21] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".[22][23]

This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey’s, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear.[24]

Criticisms

Main article: Criticism of advertising

Regulation

Main article: Advertising regulation

In the US many communities believe that many forms of outdoor advertising blight the public realm.[25] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.[26] Cities such as São Paulo have introduced an outright ban[27] with London also having specific legislation to control unlawful displays.

There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greece’s regulations are of a similar nature, “banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys".[28]

In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States.

In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK.

In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of £2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature.

Naturally, many advertisers view governmental regulation or even self-regulation as intrusion of their freedom of speech or a necessary evil. Therefore, they employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English in French advertising).[29] The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.

Future of advertising

Global advertising

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company’s speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.[30]

Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.[31]

Diversification

In the realm of advertising agencies, continued industry diversification has seen observers note that “big global clients don't need big global agencies any more”.[32] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".[33]

New technology

The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product placement on TV shows like Survivor.

Advertising education

Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis. A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.[34] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.

Advertising research

Main article: Advertising research

Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.

Evidence-based advertising

Evidence-based advertising refers to advertising principles, which have been proven through experimental studies.[citation needed] They can be applied to an advertising campaign with high confidence of increasing persuasiveness regardless of time and place. Principles are usually accompanied with various conditions, which must be taken into consideration when applying them. According to Professor J. Scott Armstrong from The Wharton School, evidence-based principles “draw upon typical practice, expert opinion, factual evidence and empirical evidence.”[35]

See also

Business and economics portal

References

  1. ^ "JEG - Sign In Page". Joeg.oxfordjournals.org. http://joeg.oxfordjournals.org/cgi/content/full/8/3/421. Retrieved 2009-04-20.
  2. ^ "TNS Media Intelligence". Tns-mi.com. 2007-01-08. http://www.tns-mi.com/news/01082007.htm. Retrieved 2009-04-20.
  3. ^ Bhatia (2000). Advertising in Rural India: Language, Marketing Communication, and Consumerism, 62+68
  4. ^ a b Eskilson, Stephen J. (2007). Graphic Design: A New History. New Haven, Connecticut: Yale University Press. p. 58. ISBN 978-0-300-12011-0.
  5. ^ Advertising Slogans, Woodbury Soap Company, "The skin you love to touch", J. Walter Thompson Co., 1911
  6. ^ a b McChesney, Robert, Educators and the Battle for Control of U.S. Broadcasting, 1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)
  7. ^ "Public Interest, Convenience and Necessity". Museum.tv. http://www.museum.tv/archives/etv/P/htmlP/publicintere/publicintere.htm. Retrieved 2009-04-20.
  8. ^ "Annual U.S. Advertising Expenditure Since 1919". Galbithink.org. 2008-09-14. http://www.galbithink.org/ad-spending.htm. Retrieved 2009-04-20.
  9. ^ "Marketing." Encyclopedia of Journalism. 2009. SAGE Publications. 28 April 2010. Sage-ereference.com
  10. ^ McCarthy, Michael (2002-10-17). "Digitally inserted ads pop up more in sports". usatoday.Com. http://www.usatoday.com/money/advertising/2002-10-17-fake-ads_x.htm. Retrieved 2009-04-20.
  11. ^ Keith Mcarthur. "Business". globeandmail.com. http://www.theglobeandmail.com/servlet/story/LAC.20060315.RVIRTUAL15/TPStory/Business. Retrieved 2009-04-20.
  12. ^ Canwestmediaworks.com
  13. ^ Orad.tv
  14. ^ Advertising's Twilight Zone: That Signpost Up Ahead May Be a Virtual Product - New York Times
  15. ^ "Welcome to E-Commerce Times". Ecommercetimes.com. http://www.ecommercetimes.com/story/48956.html. Retrieved 2009-04-20.
  16. ^ Altstiel, Tom, and Jean Grow. Advertising Strategy: Creative Tactics From the Outside/In. CA: Sage Publication Inc. 2006. Print.
  17. ^ Aimdigitalvisions.com
  18. ^ Aimdigitalvisions.com
  19. ^ Aimdigitalvisions.com
  20. ^ "Interactive - VOD" "Comcast Spotlight website". Retrieved October 5, 2006.
  21. ^ a b "Who's Buying What at Super Bowl 2007". Advertising Age. http://adage.com/SuperBowlBuyers/. Retrieved May 10, 2010.
  22. ^ Elliott, Stuart (February 8, 2010). "Do-It-Yourself Super Ads". New York Times. http://www.nytimes.com/2010/02/09/business/media/09adco.html. Retrieved May 10, 2010.
  23. ^ Horovitz, Bruce (December 31, 2009). "'Two nobodies from nowhere' craft winning Super Bowl ad". USA Today. http://www.usatoday.com/money/advertising/admeter/2009admeter.htm. Retrieved May 10, 2010.
  24. ^ Moskowitz, Robert (May 10, 2006). "Are Consumer-Generated Ads Here to Stay?". iMediaConnection. http://www.imediaconnection.com/content/9521.asp. Retrieved May 10, 2010.
  25. ^ "Welcome to SCRUB". Urbanblight.org. http://www.urbanblight.org/. Retrieved 2009-04-20.
  26. ^ "How the Highway Beautification Act Became a Law". Fhwa.dot.gov. http://www.fhwa.dot.gov/infrastructure/beauty.htm. Retrieved 2009-04-20.
  27. ^ "Billboard ban in São Paulo angers advertisers - Americas - International Herald Tribune". International Herald Tribune. 2009-03-29. http://www.iht.com/articles/2006/12/12/news/brazil.php. Retrieved 2009-04-20.
  28. ^ PPU.org.uk
  29. ^ Bhatia and Ritchie 2006:542
  30. ^ Global marketing Management, 2004, pp.13-18
  31. ^ Young, p.131
  32. ^ Howard, Theresa (2005-10-10). "USA Today, October 9, 2005". Usatoday.com. http://www.usatoday.com/money/companies/management/2005-10-09-goodson-profile_x.htm. Retrieved 2009-04-20.
  33. ^ Leonard, Devin (2005-12-12). "Madison Ave. Lights Up" (in en). Fortune. http://money.cnn.com/magazines/fortune/fortune_archive/2005/12/12/8363132/index.htm.
  34. ^ Avery, James (1992-08-00). "Student-Run Advertising Agency: A Showcase for Student Work." (in en). http://www.eric.ed.gov/ERICWebPortal/custom/portlets/recordDetails/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED351711&ERICExtSearch_SearchType_0=no&accno=ED351711.
  35. ^ Armstrong, Scott (2009-05-19). "Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising" (in en). http://marketing.wharton.upenn.edu/documents/research/JAR49_2-09023-Armstrong-PatnaikSPMay25.pdf.

Bibliography

General
Advertising critics

External links

Wikimedia Commons has media related to: Advertising
Look up advertising in Wiktionary, the free dictionary.
Wikibooks has a book on the topic of Marketing
Wikiquote has a collection of quotations related to: Advertising
  • Ad*Access, over 7,000 U.S. and Canadian advertisements, dated 1911-1955, includes World War II propaganda.
  • Emergence of Advertising in America, 9,000 advertising items and publications dating from 1850 to 1920, illustrating the rise of consumer culture and the birth of a professionalized advertising industry in the United States.
  • AdViews, vintage television commercials

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