Advertising

Published on June 2016 | Categories: Documents | Downloads: 29 | Comments: 0 | Views: 333
of 20
Download PDF   Embed   Report

Comments

Content


Advertising or advertizing[1][2][3] in business is a form of marketing
communication used to encourage, persuade, or manipulate an audience
(viewers, readers or listeners; sometimes a specific group to take or continue to
take some action! "ost commonl#, t$e desired result is to drive consumer
be$avior wit$ respect to a commercial offering, alt$oug$ political and ideological
advertising is also common! %$is t#pe of work belongs to a categor# called
affective labor![citation needed]
&n 'atin, ad vertere means (to turn toward!([)] %$e purpose of advertising ma#
also be to reassure emplo#ees or s$are$olders t$at a compan# is viable or
successful! Advertising messages are usuall# paid for b# sponsors and viewed
via various traditional media; including mass media suc$ as newspaper,
magazines, television commercial, radio advertisement, outdoor advertising or
direct mail; or new media suc$ as blogs, websites or te*t messages!
+ommercial advertisers often seek to generate increased consumption of t$eir
products or services t$roug$ (branding,( w$ic$ involves associating a product
name or image wit$ certain ,ualities in t$e minds of consumers! -on.commercial
advertisers w$o spend mone# to advertise items ot$er t$an a consumer product
or service include political parties, interest groups, religious organizations and
governmental agencies! -onprofit organizations ma# rel# on free modes of
persuasion, suc$ as a public service announcement (/0A!
"odern advertising was created wit$ t$e innovative tec$ni,ues introduced wit$
tobacco advertising in t$e 1122s, most significantl# wit$ t$e campaigns of
3dward 4erna#s, w$ic$ is often considered t$e founder of modern, "adison
Avenue advertising![5][6][7]
&n 2212, spending on advertising was estimated at 81)2!5 billion in t$e 9nited
0tates and 8)67 billion worldwide [:]
&nternationall#, t$e largest ((big four( advertising conglomerates are &nterpublic,
;mnicom, /ublicis, and <//![1]
+ontents [$ide]
1 =istor#
1!1 11t$ centur#
1!2 22t$ centur#
1!2!1 ;n t$e radio from t$e 1122s
1!2!2 /ublic service advertising in <<2
1!2!3 +ommercial television in t$e 1152s
1!2!) "edia diversification in t$e 1162s
1!2!5 +able television from t$e 11:2s
1!2!6 ;n t$e &nternet from t$e 1112s
2 Advertising t$eor#
2!1 =ierarc$#.of.effects models
2!2 "arketing mi*
3 %#pes of advertising
) /urpose of Advertising
5 0ales promotions
6 "edia and advertising approac$es
6!1 >ise in new media
6!2 -ic$e marketing
6!3 +rowdsourcing
6!) ?lobal advertising
6!5 @oreign public messaging
6!6 Aiversification
6!7 -ew tec$nolog#
6!: Advertising education
7 +riticisms
: >egulation
1 Advertising researc$
12 0emiotics
11 ?ender effects in t$e processing of advertising
12 0ee also
13 >eferences
1) 3*ternal links
=istor#[edit]
3do period advertising fl#er from 1:26 for a traditional medicine called Binseitan
3g#ptians used pap#rus to make sales messages and wall posters! +ommercial
messages and political campaign displa#s $ave been found in t$e ruins of
/ompeii and ancient Arabia! 'ost and found advertising on pap#rus was common
in Ancient ?reece and Ancient >ome! <all or rock painting for commercial
advertising is anot$er manifestation of an ancient advertising form, w$ic$ is
present to t$is da# in man# parts of Asia, Africa, and 0out$ America! %$e tradition
of wall painting can be traced back to &ndian rock art paintings t$at date back to
)222 4+3![12] ;ut.of.$ome advertising and billboards are t$e oldest forms of
advertising![citation needed]
As t$e towns and cities of t$e "iddle Ages began to grow, and t$e general
populace was unable to read, instead of signs t$at read (cobbler(, (miller(,
(tailor(, or (blacksmit$( would use an image associated wit$ t$eir trade suc$ as a
boot, a suit, a $at, a clock, a diamond, a $orse s$oe, a candle or even a bag of
flour! @ruits and vegetables were sold in t$e cit# s,uare from t$e backs of carts
and wagons and t$eir proprietors used street callers (town criers to announce
t$eir w$ereabouts for t$e convenience of t$e customers!
As education became an apparent need and reading, as well as printing,
developed advertising e*panded to include $andbills![citation needed] &n t$e 1:t$
centur#[w$enC] advertisements started to appear in weekl# newspapers in
3ngland! %$ese earl# print advertisements were used mainl# to promote books
and newspapers, w$ic$ became increasingl# affordable wit$ advances in t$e
printing press; and medicines, w$ic$ were increasingl# soug$t after as disease
ravaged 3urope! =owever, false advertising and so.called (,uack(
advertisements became a problem, w$ic$ us$ered in t$e regulation of advertising
content!
11t$ centur#[edit]
A 1122 advertisement for /ears soap!
%$omas D! 4arratt from 'ondon $as been called (t$e fat$er of modern
advertising(![11][12][13] <orking for t$e /ears 0oap compan#, 4arratt created an
effective advertising campaign for t$e compan# products, w$ic$ involved t$e use
of targeted slogans, images and p$rases! ;ne of $is slogans, ((?ood morning!
=ave #ou used /earsE soapC( was famous in its da#[w$enC] and well into t$e
22t$ centur#![1)][15] 9nder 4arrattEs guidance, /ears 0oap became t$e worldEs
first legall# registered brand[w$enC] and is t$erefore t$e worldEs oldest
continuousl# e*isting brand![citation needed]
An advertising tactic t$at $e used was to associate t$e /ears brand wit$ $ig$
culture and ,ualit#! "ost famousl#, $e used t$e painting 4ubbles b# Do$n 3verett
"illais as an advertisement b# adding a bar of /ears soap into t$e foreground!
("illais protested at t$is alteration of $is work, but in vain as 4arrat $ad boug$t
t$e cop#rig$t![16] 4arratt continued t$is t$eme wit$ a series of adverts of well
groomed middle.class c$ildren, associating /ears wit$ domestic comfort and
aspirations of $ig$ societ#!
4arrat establis$ed /ears Annual in 1:11 as a spin.off magazine w$ic$ promoted
contemporar# illustration and colour printing and in 1:17 added t$e /ears
+#clopedia a one.volume enc#clopedia![17] @rom t$e earl# 22t$ centur# /ears
was famous for t$e annual ("iss /ears( competition in w$ic$ parents entered
t$eir c$ildren into t$e $ig$.profile $unt for a #oung brand ambassador to be used
on packaging and in consumer promotions! =e recruited scientists and t$e
celebrities of t$e da# to publicl# endorse t$e product! 'illie 'angtr#, a 4ritis$
music $all singer and stage actress wit$ a famous ivor# comple*ion, received
income as t$e first woman to endorse a commercial product, advertising /ears
0oap!
4arratt introduced man# of t$e crucial ideas t$at lie be$ind successful advertising
and t$ese were widel# circulated in $is da#! =e constantl# stressed t$e
importance of a strong and e*clusive brand image for /ears and of emp$asizing
t$e productEs availabilit# t$roug$ saturation campaigns! =e also understood t$e
importance of constantl# reevaluating t$e market for c$anging tastes and mores,
stating in 1127 t$at (tastes c$ange, fas$ions c$ange, and t$e advertiser $as to
c$ange wit$ t$em! An idea t$at was effective a generation ago would fall flat,
stale, and unprofitable if presented to t$e public toda#! -ot t$at t$e idea of toda#
is alwa#s better t$an t$e older idea, but it is different . it $its t$e present
taste!([12]
As t$e econom# e*panded across t$e world during t$e 11t$ centur#, advertising
grew alongside! &n t$e 9nited 0tates, t$e success of t$is advertising format
eventuall# led to t$e growt$ of mail.order advertising!
&n Dune 1:36, @renc$ newspaper 'a /resse was t$e first to include paid
advertising in its pages, allowing it to lower its price, e*tend its readers$ip and
increase its profitabilit# and t$e formula was soon copied b# all titles! Around
1:)2, Folne# 4! /almer establis$ed t$e roots of t$e modern da# advertising
agenc# in /$iladelp$ia! &n 1:)2 /almer boug$t large amounts of space in various
newspapers at a discounted rate t$en resold t$e space at $ig$er rates to
advertisers! %$e actual ad G t$e cop#, la#out, and artwork G was still prepared b#
t$e compan# wis$ing to advertise; in effect, /almer was a space broker! %$e
situation c$anged in t$e late 11t$ centur# w$en t$e advertising agenc# of -!<!
A#er H 0on was founded! A#er and 0on offered to plan, create, and e*ecute
complete advertising campaigns for its customers! 4# 1122 t$e advertising
agenc# $ad become t$e focal point of creative planning, and advertising was
firml# establis$ed as a profession! [1:] Around t$e same time, in @rance,
+$arles.'ouis =avas e*tended t$e services of $is news agenc#, =avas to include
advertisement brokerage, making it t$e first @renc$ group to organize! At first,
agencies were brokers for advertisement space in newspapers! -! <! A#er H
0on was t$e first full.service agenc# to assume responsibilit# for advertising
content! -!<! A#er opened in 1:61, and was located in /$iladelp$ia![1:]
22t$ centur#[edit]
A print advertisement for t$e 1113 issue of t$e 3nc#clopIdia 4ritannica
Advertising increased dramaticall# in t$e 9nited 0tates as industrialization
e*panded t$e suppl# of manufactured products! &n order to profit from t$is $ig$er
rate of production, industr# needed to recruit workers as consumers of factor#
products! &t did so t$roug$ t$e invention of mass marketing designed to influence
t$e populationEs economic be$avior on a larger scale![11] &n t$e 1112s and
1122s, advertisers in t$e 9!0! adopted t$e doctrine t$at $uman instincts could be
targeted and $arnessed G (sublimated( into t$e desire to purc$ase commodities!
[22] 3dward 4erna#s, a nep$ew of 0igmund @reud, became associated wit$ t$e
met$od and is now often considered t$e founder of modern advertising![5][6][7]
%$e tobacco industr# was one of t$e firsts to make use of mass production, wit$
t$e introduction of t$e 4onsack mac$ine to roll cigarettes! %$e 4onsack mac$ine
allowed t$e production of cigarettes for a mass markets, and t$e tobacco industr#
needed to matc$ suc$ an increase in suppl# wit$ t$e creation of a demand from
t$e masses t$roug$ advertising![21] %$e tobacco companies pioneered t$e new
advertising tec$ni,ues w$en t$e# $ired 4erna#s to create positive associations
wit$ tobacco smoking![5][6][7]
Advertising was also used as a ve$icle for cultural assimilation, encouraging
workers to e*c$ange t$eir traditional $abits and communit# structure in favor of a
s$ared (modern( lifest#le![22] An important tool for influencing immigrant workers
was t$e American Association of @oreign 'anguage -ewspapers (AA@'-! %$e
AA@'- was primaril# an advertising agenc# but also gained $eavil# centralized
control over muc$ of t$e immigrant press![23][2)]
At t$e turn of t$e 22t$ centur#, t$ere were few career c$oices for women in
business; $owever, advertising was one of t$e few! 0ince women were
responsible for most of t$e purc$asing done in t$eir $ouse$old, advertisers and
agencies recognized t$e value of womenEs insig$t during t$e creative process! &n
fact, t$e first American advertising to use a se*ual sell was created b# a woman G
for a soap product! Alt$oug$ tame b# toda#Es standards, t$e advertisement
featured a couple wit$ t$e message (%$e skin #ou love to touc$(![25][non.primar#
source needed]
;n t$e radio from t$e 1122s[edit]
Advertisement for a live radio broadcast, sponsored b# a milk compan# and
publis$ed in t$e 'os Angeles %imes on "a# 6, 1132
&n t$e earl# 1122s, t$e first radio stations were establis$ed b# radio e,uipment
manufacturers and retailers w$o offered programs in order to sell more radios to
consumers! As time passed, man# non.profit organizations followed suit in
setting up t$eir own radio stations, and includedJ sc$ools, clubs and civic groups!
[26]
Advertisements of $otels in /ic$ilemu, +$ile from 1135!
<$en t$e practice of sponsoring programs was popularized, eac$ individual
radio program was usuall# sponsored b# a single business in e*c$ange for a
brief mention of t$e businessE name at t$e beginning and end of t$e sponsored
s$ows! =owever, radio station owners soon realized t$e# could earn more mone#
b# selling sponsors$ip rig$ts in small time allocations to multiple businesses
t$roug$out t$eir radio stationEs broadcasts, rat$er t$an selling t$e sponsors$ip
rig$ts to single businesses per s$ow!
[citation needed]
/ublic service advertising in <<2[edit]
%$e advertising tec$ni,ues used to promote commercial goods and services can
be used to inform, educate and motivate t$e public about non.commercial issues,
suc$ as =&FKA&A0,[citation needed] political ideolog#, energ# conservation and
deforestation!
Advertising, in its non.commercial guise, is a powerful educational tool capable of
reac$ing and motivating large audiences! (Advertising Lustifies its e*istence w$en
used in t$e public interest G it is muc$ too powerful a tool to use solel# for
commercial purposes!( Attributed to =oward ?ossage b# Aavid ;gilv#!
/ublic service advertising, non.commercial advertising, public interest
advertising, cause marketing, and social marketing are different terms for (or
aspects of t$e use of sop$isticated advertising and marketing communications
tec$ni,ues (generall# associated wit$ commercial enterprise on be$alf of non.
commercial, public interest issues and initiatives!
&n t$e 9nited 0tates, t$e granting of television and radio licenses b# t$e @++ is
contingent upon t$e station broadcasting a certain amount of public service
advertising! %o meet t$ese re,uirements, man# broadcast stations in America air
t$e bulk of t$eir re,uired public service announcements during t$e late nig$t or
earl# morning w$en t$e smallest percentage of viewers are watc$ing, leaving
more da# and prime time commercial slots available for $ig$.pa#ing advertisers!
/ublic service advertising reac$ed its $eig$t during <orld <ars & and && under t$e
direction of more t$an one government! Auring <<&& /resident >oosevelt
commissioned t$e creation of %$e <ar Advertising +ouncil (now known as t$e Ad
+ouncil w$ic$ is t$e nationEs largest developer of /0A campaigns on be$alf of
government agencies and non.profit organizations, including t$e longest.running
/0A campaign, 0moke# 4ear![citation needed]
+ommercial television in t$e 1152s[edit]
%$is practice was carried over to commercial television in t$e late 11)2s and
earl# 1152s! A fierce battle was foug$t between t$ose seeking to commercialise
t$e radio and people w$o argued t$at t$e radio spectrum s$ould be considered a
part of t$e commons G to be used onl# non.commerciall# and for t$e public good!
%$e 9nited Bingdom pursued a public funding model for t$e 44+, originall# a
private compan#, t$e 4ritis$ 4roadcasting +ompan#, but incorporated as a public
bod# b# >o#al +$arter in 1127! &n +anada, advocates like ?ra$am 0pr# were
likewise able to persuade t$e federal government to adopt a public funding
model, creating t$e +anadian 4roadcasting +orporation! =owever, in t$e 9nited
0tates, t$e capitalist model prevailed wit$ t$e passage of t$e +ommunications
Act of 113) w$ic$ created t$e @ederal +ommunications +ommission (@++![26]
=owever, t$e 9!0! +ongress did re,uire commercial broadcasting companies to
operate in t$e (public interest, convenience, and necessit#(![27] /ublic
broadcasting now e*ists in t$e 9nited 0tates due to t$e 1167 /ublic
4roadcasting Act w$ic$ led to t$e /ublic 4roadcasting 0ervice (/40 and
-ational /ublic >adio (-/>!
&n t$e earl# 1152s, t$e Au"ont %elevision -etwork began t$e modern practice of
selling advertisement time to multiple sponsors! /reviousl#, Au"ont $ad trouble
finding sponsors for man# of t$eir programs and compensated b# selling smaller
blocks of advertising time to several businesses! %$is eventuall# became t$e
standard for t$e commercial television industr# in t$e 9nited 0tates! =owever, it
was still a common practice to $ave single sponsor s$ows, suc$ as %$e 9nited
0tates 0teel =our! &n some instances t$e sponsors e*ercised great control over
t$e content of t$e s$ow G up to and including $aving oneEs advertising agenc#
actuall# writing t$e s$ow! %$e single sponsor model is muc$ less prevalent now,
a notable e*ception being t$e =allmark =all of @ame!
"edia diversification in t$e 1162s[edit]
&n t$e 1162s, campaigns featuring $eav# spending in different mass media
c$annels became more prominent! @or e*ample, t$e 3sso gasoline compan#
spent $undreds of millions of dollars on a brand awareness campaign built
around t$e simple and alliterative[2:] t$eme /ut a %iger in Mour %ank![21]
/s#c$ologist 3rnest Aic$ter[32] and AA4 <orldwide cop#writer 0and# 0ulcer[31]
learned t$at motorists desired bot$ power and pla# w$ile driving, and c$ose t$e
tiger as an eas#.to.remember s#mbol to communicate t$ose feelings! %$e -ort$
American and later 3uropean campaign featured e*tensive television and radio
and magazine ads, including p$otos wit$ tiger tails supposedl# emerging from
car gas tanks, promotional events featuring real tigers, billboards, and in 3urope
station pump $oses (wrapped in tiger stripes( as well as pop music songs![21]
%iger imager# can still be seen on t$e pumps of successor firm 3**on"obil!
+able television from t$e 11:2s[edit]
%$e late 11:2s and earl# 1112s saw t$e introduction of cable television and
particularl# "%F! /ioneering t$e concept of t$e music video, "%F us$ered in a
new t#pe of advertisingJ t$e consumer tunes in for t$e advertising message,
rat$er t$an it being a b#.product or aftert$oug$t! As cable and satellite television
became increasingl# prevalent, specialt# c$annels emerged, including c$annels
entirel# devoted to advertising, suc$ as NF+, =ome 0$opping -etwork, and
0$op%F +anada!
;n t$e &nternet from t$e 1112s[edit]
"ain articleJ &nternet marketing
<it$ t$e advent of t$e ad server, marketing t$roug$ t$e &nternet opened new
frontiers for advertisers and contributed to t$e (dot.com( boom of t$e 1112s!
3ntire corporations operated solel# on advertising revenue, offering ever#t$ing
from coupons to free &nternet access! At t$e turn of t$e 22t$ to 21st centur#, a
number of websites, including t$e searc$ engine ?oogle, started a c$ange in
online advertising b# emp$asizing conte*tuall# relevant, unobtrusive ads
intended to $elp, rat$er t$an inundate, users! %$is $as led to a plet$ora of similar
efforts and an increasing trend of interactive advertising![citation needed]
%$e s$are of advertising spending relative to ?A/ $as c$anged little across large
c$anges in media! @or e*ample, in t$e 90 in 1125, t$e main advertising media
were newspapers, magazines, signs on streetcars, and outdoor posters!
Advertising spending as a s$are of ?A/ was about 2!1 percent! 4# 111:,
television and radio $ad become maLor advertising media! -onet$eless,
advertising spending as a s$are of ?A/ was slig$tl# lower G about 2!) percent!
[32]
A recent advertising innovation is (guerrilla marketing(, w$ic$ involves unusual
approac$es suc$ as staged encounters in public places, giveawa#s of products
suc$ as cars t$at are covered wit$ brand messages, and interactive advertising
w$ere t$e viewer can respond to become part of t$e advertising message!
?uerrilla advertising is becoming increasingl# more popular wit$ a lot of
companies! %$is t#pe of advertising is unpredictable and innovative, w$ic$
causes consumers to bu# t$e product or idea! %$is reflects an increasing trend of
interactive and (embedded( ads, suc$ as via product placement, $aving
consumers vote t$roug$ te*t messages, and various innovations utilizing social
network services suc$ as @acebook or %witter![citation needed]
%$e advertising business model $as also been adapted in recent #ears! A new
development is media for e,uit#! =ere, advertising is not sold, but provided to
start.up companies in return for e,uit#! &f t$e compan# grows and is sold, media
companies receive cas$ for t$eir s$ares![citation needed]
Aomain owners (usuall# t$ose w$o bu# domains as an investment sometimes
(park( t$eir domains and allow advertising companies to place ads on t$eir sites
in return for a per.click pa#ment!
Advertising t$eor#[edit]
=ierarc$#.of.effects models[edit]
%$is section contains information of unclear or ,uestionable importance or
relevance to t$e articleEs subLect matter! /lease $elp improve t$is article b#
clarif#ing or removing superfluous information! (August 2212
Farious competing models of $ierarc$ies of effects attempt to provide a
t$eoretical underpinning to advertising practice![33]
%$e model of +low and 4aack[3)] clarifies t$e obLectives of an advertising
campaign and for eac$ individual advertisement! %$e model postulates si* steps
a consumer or bu#er moves t$roug$ w$en making a purc$aseJ
Awareness
Bnowledge
'iking
/reference
+onviction
/urc$ase
"eans.3nd %$eor# suggests t$at an advertisement s$ould contain a message or
means t$at leads t$e consumer to a desired end.state!
'everage /oints aim to move t$e consumer from understanding a productEs
benefits to linking t$ose benefits wit$ personal values!
"arketing mi*[edit]
%$is section contains information of unclear or ,uestionable importance or
relevance to t$e articleEs subLect matter! /lease $elp improve t$is article b#
clarif#ing or removing superfluous information! (August 2212
"ain articleJ "arketing mi*
%$e marketing mi* $as been t$e ke# concept to advertising! %$e marketing mi*
was suggested b# professor 3! Derome "c+art$# in t$e 1162s! %$e marketing
mi* consists of four basic elements called t$e four /Os! /roduct is t$e first /
representing t$e actual product! /rice represents t$e process of determining t$e
value of a product! /lace represents t$e variables of getting t$e product to t$e
consumer like distribution c$annels, market coverage and movement
organization! %$e last / stands for /romotion w$ic$ is t$e process of reac$ing
t$e target market and convincing t$em to go out and bu# t$e product![citation
needed]
%#pes of advertising[edit]
@ileJ%$e &mpact ;f <ikipedia!webm
An advertisement for t$e <ikimedia @oundation
An advertisement for a diner! 0uc$ signs are common on storefronts!
/a#ing people to $old signs is one of t$e oldest forms of advertising, as wit$ t$is
$uman billboard pictured above
A bus wit$ an advertisement for ?A/ in 0ingapore! 4uses and ot$er ve$icles are
popular media for advertisers!
"obile 4illboard in 3ast +oast /ark, 0ingapore
A A4A? +lass 121 wit$ 9-&+3@ ads at &ngolstadt main railwa# station
Firtuall# an# medium can be used for advertising! +ommercial advertising media
can include wall paintings, billboards, street furniture components, printed fl#ers
and rack cards, radio, cinema and television adverts, web banners, mobile
telep$one screens, s$opping carts, web popups, sk#writing, bus stop benc$es,
$uman billboards and fore$ead advertising, magazines, newspapers, town criers,
sides of buses, banners attac$ed to or sides of airplanes ((logoLets(, in.flig$t
advertisements on seatback tra# tables or over$ead storage bins, ta*icab doors,
roof mounts and passenger screens, musical stage s$ows, subwa# platforms
and trains, elastic bands on disposable diapers, doors of bat$room stalls, stickers
on apples in supermarkets, s$opping cart $andles (grabertising, t$e opening
section of streaming audio and video, posters, and t$e backs of event tickets and
supermarket receipts! An# place an (identified( sponsor pa#s to deliver t$eir
message t$roug$ a medium is advertising!
%elevision advertising K "usic in advertising
%$e %F commercial is generall# considered t$e most effective mass.market
advertising format, as is reflected b# t$e $ig$ prices %F networks c$arge for
commercial airtime during popular %F events! %$e annual 0uper 4owl football
game in t$e 9nited 0tates is known as t$e most prominent advertising event on
television! %$e average cost of a single t$irt#.second %F spot during t$is game
$as reac$ed 9083!5 million (as of 2212! 0ome television commercials feature a
song or Lingle t$at listeners soon relate to t$e product! Firtual advertisements
ma# be inserted into regular television programming t$roug$ computer grap$ics!
&t is t#picall# inserted into ot$erwise blank backdrops[35] or used to replace local
billboards t$at are not relevant to t$e remote broadcast audience![36] "ore
controversiall#, virtual billboards ma# be inserted into t$e background[37] w$ere
none e*ist in real.life! %$is tec$ni,ue is especiall# used in televised sporting
events![3:][31] Firtual product placement is also possible![)2][)1]
&nfomercials
An infomercial is a long.format television commercial, t#picall# five minutes or
longer! %$e word (infomercial( is a portmanteau of t$e words (information( H
(commercial(! %$e main obLective in an infomercial is to create an impulse
purc$ase, so t$at t$e consumer sees t$e presentation and t$en immediatel#
bu#s t$e product t$roug$ t$e advertised toll.free telep$one number or website!
&nfomercials describe, displa#, and often demonstrate products and t$eir
features, and commonl# $ave testimonials from consumers and industr#
professionals!
>adio advertising
>adio advertising is a form of advertising via t$e medium of radio! >adio
advertisements are broadcast as radio waves to t$e air from a transmitter to an
antenna and a t$us to a receiving device! Airtime is purc$ased from a station or
network in e*c$ange for airing t$e commercials! <$ile radio $as t$e limitation of
being restricted to sound, proponents of radio advertising often cite t$is as an
advantage! >adio is an e*panding medium t$at can be found not onl# on air, but
also online! According to Arbitron, radio $as appro*imatel# 2)1!6 million weekl#
listeners, or more t$an 13 percent of t$e 9!0! population!
;nline advertising
;nline advertising is a form of promotion t$at uses t$e &nternet and <orld <ide
<eb for t$e e*pressed purpose of delivering marketing messages to attract
customers! ;nline ads are delivered b# an ad server! 3*amples of online
advertising include conte*tual ads t$at appear on searc$ engine results pages,
banner ads, in te*t ads, >ic$ "edia Ads, 0ocial network advertising, online
classified advertising, advertising networks and e.mail marketing, including e.
mail spam!
-ew media
%ec$nological development and economic globalization favors t$e emergence of
new and new communication c$annels and new tec$ni,ues of commercial
messaging!
/roduct placements
+overt advertising, is w$en a product or brand is embedded in entertainment and
media! @or e*ample, in a film, t$e main c$aracter can use an item or ot$er of a
definite brand, as in t$e movie "inorit# >eport, w$ere %om +ruiseEs c$aracter
Do$n Anderton owns a p$one wit$ t$e -okia logo clearl# written in t$e top corner,
or $is watc$ engraved wit$ t$e 4ulgari logo! Anot$er e*ample of advertising in
film is in &, >obot, w$ere main c$aracter pla#ed b# <ill 0mit$ mentions $is
+onverse s$oes several times, calling t$em (classics,( because t$e film is set far
in t$e future! &, >obot and 0paceballs also s$owcase futuristic cars wit$ t$e Audi
and "ercedes.4enz logos clearl# displa#ed on t$e front of t$e ve$icles! +adillac
c$ose to advertise in t$e movie %$e "atri* >eloaded, w$ic$ as a result contained
man# scenes in w$ic$ +adillac cars were used! 0imilarl#, product placement for
;mega <atc$es, @ord, FA&;, 4"< and Aston "artin cars are featured in recent
Dames 4ond films, most notabl# +asino >o#ale! &n (@antastic @ourJ >ise of t$e
0ilver 0urfer(, t$e main transport ve$icle s$ows a large Aodge logo on t$e front!
4lade >unner includes some of t$e most obvious product placement; t$e w$ole
film stops to s$ow a +oca.+ola billboard!
/ress advertising
/ress advertising describes advertising in a printed medium suc$ as a
newspaper, magazine, or trade Lournal! %$is encompasses ever#t$ing from
media wit$ a ver# broad readers$ip base, suc$ as a maLor national newspaper or
magazine, to more narrowl# targeted media suc$ as local newspapers and trade
Lournals on ver# specialized topics! A form of press advertising is classified
advertising, w$ic$ allows private individuals or companies to purc$ase a small,
narrowl# targeted ad for a low fee advertising a product or service! Anot$er form
of press advertising is t$e Aispla# Ad, w$ic$ is a larger ad (can include art t$at
t#picall# run in an article section of a newspaper!
4illboard advertising
4illboards are large structures located in public places w$ic$ displa#
advertisements to passing pedestrians and motorists! "ost often, t$e# are
located on main roads wit$ a large amount of passing motor and pedestrian
traffic; $owever, t$e# can be placed in an# location wit$ large amounts of
viewers, suc$ as on mass transit ve$icles and in stations, in s$opping malls or
office buildings, and in stadiums!
%$e >ed3#e newspaper advertised to its target market at -ort$ Avenue 4eac$
wit$ a sailboat billboard on 'ake "ic$igan!
"obile billboard advertising
"obile billboards are generall# ve$icle mounted billboards or digital screens!
%$ese can be on dedicated ve$icles built solel# for carr#ing advertisements along
routes preselected b# clients, t$e# can also be speciall# e,uipped cargo trucks
or, in some cases, large banners strewn from planes! %$e billboards are often
lig$ted; some being backlit, and ot$ers emplo#ing spotlig$ts! 0ome billboard
displa#s are static, w$ile ot$ers c$ange; for e*ample, continuousl# or periodicall#
rotating among a set of advertisements! "obile displa#s are used for various
situations in metropolitan areas t$roug$out t$e world, includingJ %arget
advertising, ;ne.da#, and long.term campaigns, +onventions, 0porting events,
0tore openings and similar promotional events, and 4ig advertisements from
smaller companies!
&n.store advertising
&n.store advertising is an# advertisement placed in a retail store! &t includes
placement of a product in visible locations in a store, suc$ as at e#e level, at t$e
ends of aisles and near c$eckout counters (aka /;/ G /oint of /urc$ase
displa#, e#e.catc$ing displa#s promoting a specific product, and advertisements
in suc$ places as s$opping carts and in.store video displa#s!
+offee cup advertising
+offee cup advertising is an# advertisement placed upon a coffee cup t$at is
distributed out of an office, cafP, or drive.t$roug$ coffee s$op! %$is form of
advertising was first popularized in Australia, and $as begun growing in
popularit# in t$e 9nited 0tates, &ndia, and parts of t$e "iddle 3ast![citation
needed]
0treet advertising
%$is t#pe of advertising first came to prominence in t$e 9B b# 0treet Advertising
0ervices to create outdoor advertising on street furniture and pavements!
<orking wit$ products suc$ as >everse ?raffiti, air dancers and 3A pavement
advertising, t$e media became an affordable and effective tool for getting brand
messages out into public spaces![citation needed]
0$eltered ;utdoor Advertising
%$is t#pe of advertising opens t$e possibilit# of combining outdoor wit$ indoor
advertisement b# placing large mobile, structures (tents in public places on
temporar# bases! %$e large outer advertising space e*erts a strong pull on t$e
observer, t$e product is promoted indoor, w$ere t$e creative decor can intensif#
t$e impression!
+elebrit# branding
%$is t#pe of advertising focuses upon using celebrit# power, fame, mone#,
popularit# to gain recognition for t$eir products and promote specific stores or
products! Advertisers often advertise t$eir products, for e*ample, w$en
celebrities s$are t$eir favorite products or wear clot$es b# specific brands or
designers! +elebrities are often involved in advertising campaigns suc$ as
television or print adverts to advertise specific or general products! %$e use of
celebrities to endorse a brand can $ave its downsides, $owever! ;ne mistake b#
a celebrit# can be detrimental to t$e public relations of a brand! @or e*ample,
following $is performance of eig$t gold medals at t$e 222: ;l#mpic ?ames in
4eiLing, +$ina, swimmer "ic$ael /$elpsE contract wit$ BelloggEs was terminated,
as BelloggEs did not want to associate wit$ $im after $e was p$otograp$ed
smoking mariLuana! +elebrities suc$ as 4ritne# 0pears $ave advertised for
multiple products including /epsi, +andies from Bo$lEs, %wister, -A0+A>, %o#ota
and man# more!
+onsumer.generated advertising
%$is involves getting consumers to generate advertising t$roug$ blogs, websites,
wikis and forums, for some kind of pa#ment!
Aerial advertising
9sing aircraft, balloons or airs$ips to create or displa# advertising media!
0k#writing is a notable e*ample!
/urpose of Advertising[edit]
Advertising is at t$e front of delivering t$e proper message to customers and
prospective customers! %$e purpose of advertising is to convince customers t$at
a compan#Es services or products are t$e best, en$ance t$e image of t$e
compan#, point out and create a need for products or services, demonstrate new
uses for establis$ed products, announce new products and programs, reinforce
t$e salespeopleEs individual messages, draw customers to t$e business, and to
$old e*isting customers![)2]
0ales promotions[edit]
0ales promotions are anot$er wa# to advertise! 0ales promotions are double
purposed because t$e# are used to gat$er information about w$at t#pe of
customers #ou draw in and w$ere t$e# are, and to Lumpstart sales! 0ales
promotions include t$ings like contests and games, sweepstakes, product
giveawa#s, samples coupons, lo#alt# programs, and discounts! %$e ultimate goal
of sales promotions is to stimulate potential customers to action![)3]
"edia and advertising approac$es[edit]
%$is section possibl# contains original researc$! /lease improve it b# verif#ing
t$e claims made and adding inline citations! 0tatements consisting onl# of
original researc$ ma# be removed! (April 2212
%$is section needs additional citations for verification! /lease $elp improve t$is
article b# adding citations to reliable sources! 9nsourced material ma# be
c$allenged and removed! (April 2212
&ncreasingl#, ot$er media are overtaking man# of t$e (traditional( media suc$ as
television, radio and newspaper because of a s$ift toward consumerEs usage of
t$e &nternet for news and music as well as devices like digital video recorders
(AF>s suc$ as %iFo![))]
Aigital signage is poised to become a maLor mass media because of its abilit# to
reac$ larger audiences for less mone#! Aigital signage also offers t$e uni,ue
abilit# to see t$e target audience w$ere t$e# are reac$ed b# t$e medium!
%ec$nological advances $ave also made it possible to control t$e message on
digital signage wit$ muc$ precision, enabling t$e messages to be relevant to t$e
target audience at an# given time and location w$ic$ in turn, gets more response
from t$e advertising! Aigital signage is being successfull# emplo#ed in
supermarkets![)5] Anot$er successful use of digital signage is in $ospitalit#
locations suc$ as restaurants![)6] and malls![)7]
Advertising on t$e <orld <ide <eb is a recent p$enomenon! /rices of <eb.
based advertising space are dependent on t$e (relevance( of t$e surrounding
web content and t$e traffic t$at t$e website receives!
>easons for online displa# advertisingJ Aispla# ads generate awareness ,uickl#!
9nlike searc$, w$ic$ re,uires someone to be aware of a need, displa#
advertising can drive awareness of somet$ing new and wit$out previous
knowledge! Aispla# works well for direct response! Aispla# is not onl# used for
generating awareness, itOs used for direct response campaigns t$at link to a
landing page wit$ a clear Qcall to actionO!
3.mail advertising is anot$er recent p$enomenon! 9nsolicited bulk 3.mail
advertising is known as (e.mail spam(! 0pam $as been a problem for e.mail
users for man# #ears!
A new form of advertising t$at is growing rapidl# is social network advertising! &t
is online advertising wit$ a focus on social networking sites! %$is is a relativel#
immature market, but it $as s$own a lot of promise as advertisers are able to
take advantage of t$e demograp$ic information t$e user $as provided to t$e
social networking site! @riendertising is a more precise advertising term in w$ic$
people are able to direct advertisements toward ot$ers directl# using social
network services![citation needed]
As t$e mobile p$one became a new mass media in 111: w$en t$e first paid
downloadable content appeared on mobile p$ones in @inland, it was onl# a
matter of time until mobile advertising followed, also first launc$ed in @inland in
2222! 4# 2227 t$e value of mobile advertising $ad reac$ed 82!2 billion and
providers suc$ as Admob delivered billions of mobile ads![citation needed]
"ore advanced mobile ads include banner ads, coupons, "ultimedia "essaging
0ervice picture and video messages, advergames and various engagement
marketing campaigns! A particular feature driving mobile ads is t$e 2A 4arcode,
w$ic$ replaces t$e need to do an# t#ping of web addresses, and uses t$e
camera feature of modern p$ones to gain immediate access to web content! :3
percent of Dapanese mobile p$one users alread# are active users of 2A
barcodes![citation needed]
0ome companies $ave proposed placing messages or corporate logos on t$e
side of booster rockets and t$e &nternational 0pace 0tation![citation needed]
9npaid advertising (also called (publicit# advertising(, can provide good
e*posure at minimal cost! /ersonal recommendations ((bring a friend(, (sell it(,
spreading buzz, or ac$ieving t$e feat of e,uating a brand wit$ a common noun
(in t$e 9nited 0tates, (Rero*( S (p$otocopier(, (Bleene*( S tissue, (Faseline( S
petroleum Lell#, (=oover( S vacuum cleaner, and (4and.Aid( S ad$esive bandage
G t$ese can be seen as t$e pinnacle of an# advertising campaign! =owever,
some companies oppose t$e use of t$eir brand name to label an obLect! 3,uating
a brand wit$ a common noun also risks turning t$at brand into a genericized
trademark G turning it into a generic term w$ic$ means t$at its legal protection as
a trademark is lost!
@rom time to time, %$e +< %elevision -etwork airs s$ort programming breaks
called (+ontent <raps,( to advertise one compan#Es product during an entire
commercial break! %$e +< pioneered (content wraps( and some products
featured were =erbal 3ssences, +rest, ?uitar =ero &&, +over?irl, and recentl#
%o#ota!
>ecentl#, t$ere appeared a new promotion concept, (A>vertising(, advertising on
Augmented >ealit# tec$nolog#![citation needed]
+ontrovers# e*ists on t$e effectiveness of subliminal advertising (see mind
control, and t$e pervasiveness of mass messages (see propaganda![citation
needed]
>ise in new media[edit]
90 -ewspaper Advertising >evenue
-ewspaper Association of America publis$ed data [):]
<it$ t$e &nternet came man# new advertising opportunities! /opup, @las$,
banner, /opunder, advergaming, and email advertisements (all of w$ic$ are often
unwanted or spam in t$e case of email are now commonplace! /articularl# since
t$e rise of (entertaining( advertising, some people ma# like an advertisement
enoug$ to wis$ to watc$ it later or s$ow a friend! &n general, t$e advertising
communit# $as not #et made t$is eas#, alt$oug$ some $ave used t$e &nternet to
widel# distribute t$eir ads to an#one willing to see or $ear t$em! &n t$e last t$ree.
,uarters of 2221 mobile and internet advertising grew b# 1:!1T and 1!2T
respectivel#! ;lder media advertising saw declinesJ U12!1T (%F, U11!7T (radio,
U1)!:T (magazines and U1:!7T (newspapers ![citation needed]
-ic$e marketing[edit]
Anot$er significant trend regarding future of advertising is t$e growing
importance of t$e nic$e market using nic$e or targeted ads! Also broug$t about
b# t$e &nternet and t$e t$eor# of %$e 'ong %ail, advertisers will $ave an
increasing abilit# to reac$ specific audiences! &n t$e past, t$e most efficient wa#
to deliver a message was to blanket t$e largest mass market audience possible!
=owever, usage tracking, customer profiles and t$e growing popularit# of nic$e
content broug$t about b# ever#t$ing from blogs to social networking sites,
provide advertisers wit$ audiences t$at are smaller but muc$ better defined,
leading to ads t$at are more relevant to viewers and more effective for
companiesE marketing products! Among ot$ers, +omcast 0potlig$t is one suc$
advertiser emplo#ing t$is met$od in t$eir video on demand menus! %$ese
advertisements are targeted to a specific group and can be viewed b# an#one
wis$ing to find out more about a particular business or practice at an# time, rig$t
from t$eir $ome! %$is causes t$e viewer to become proactive and actuall#
c$oose w$at advertisements t$e# want to view![)1]
?oogle Ad0ense is a perfect e*ample of -ic$e marketing! ?oogle +alculates t$e
primar# purpose of t$e website and adLusts ads accordingl#! %$e# use ke# words
on t$e page (or even in emails to find t$e general ideas of topics disused and
places ads t$at will most likel# be clicked on b# viewers of t$e email account or
website visitors! ?oogle $as pioneered an ingenious met$od of putting ads rig$t
w$ere t$e# need to be![citation needed]
+rowdsourcing[edit]
"ain articleJ +rowdsourcing
%$e concept of crowdsourcing $as given wa# to t$e trend of user.generated
advertisements! 9ser.generated ads are created b# consumers as opposed to an
advertising agenc# or t$e compan# t$emselves, most often t$e# are a result of
brand sponsored advertising competitions! @or t$e 2227 0uper 4owl, t$e @rito.
'a#s division of /epsi+o $eld t$e +ras$ t$e 0uper 4owl contest, allowing
consumers to create t$eir own Aoritos commercial![52] +$evrolet $eld a similar
competition for t$eir %a$oe line of 09Fs![52] Aue to t$e success of t$e Aoritos
user.generated ads in t$e 2227 0uper 4owl, @rito.'a#s relaunc$ed t$e
competition for t$e 2221 and 2212 0uper 4owl! %$e resulting ads were among
t$e most.watc$ed and most.liked 0uper 4owl ads! &n fact, t$e winning ad t$at
aired in t$e 2221 0uper 4owl was ranked b# t$e 90A %oda# 0uper 4owl Ad
"eter as t$e top ad for t$e #ear w$ile t$e winning ads t$at aired in t$e 2212
0uper 4owl were found b# -ielsenEs 4uzz"etrics to be t$e (most buzzed.about(!
[51][52]
%$is trend $as given rise to several online platforms t$at $ost user.generated
advertising competitions on be$alf of a compan#! @ounded in 2227, Vooppa $as
launc$ed ad competitions for brands suc$ as ?oogle, -ike, =ers$e#Es, ?eneral
"ills, "icrosoft, -4+ 9niversal, Vinio, and "ini +ooper! +rowdsourced
advertisements $ave gained popularit# in part to its cost effective nature, $ig$
consumer engagement, and abilit# to generate word.of.mout$! =owever, it
remains controversial, as t$e long.term impact on t$e advertising industr# is still
unclear![53]
?lobal advertising[edit]
Advertising $as gone t$roug$ five maLor stages of developmentJ domestic,
e*port, international, multi.national, and global! @or global advertisers, t$ere are
four, potentiall# competing, business obLectives t$at must be balanced w$en
developing worldwide advertisingJ building a brand w$ile speaking wit$ one
voice, developing economies of scale in t$e creative process, ma*imising local
effectiveness of ads, and increasing t$e compan#Os speed of implementation!
4orn from t$e evolutionar# stages of global marketing are t$e t$ree primar# and
fundamentall# different approac$es to t$e development of global advertising
e*ecutionsJ e*porting e*ecutions, producing local e*ecutions, and importing
ideas t$at travel![5)]
Advertising researc$ is ke# to determining t$e success of an ad in an# countr# or
region! %$e abilit# to identif# w$ic$ elements andKor moments of an ad contribute
to its success is $ow economies of scale are ma*imised! ;nce one knows w$at
works in an ad, t$at idea or ideas can be imported b# an# ot$er market! "arket
researc$ measures, suc$ as @low of Attention, @low of 3motion and branding
moments provide insig$t into w$at is working in an ad in an# countr# or region
because t$e measures are based on t$e visual, not verbal, elements of t$e ad!
[55]
@oreign public messaging[edit]
0ee alsoJ 0oft /ower and &nternational %ourism Advertising
@oreign governments, particularl# t$ose t$at own marketable commercial
products or services, often promote t$eir interests and positions t$roug$ t$e
advertising of t$ose goods because t$e target audience is not onl# largel#
unaware of t$e forum as a ve$icle for foreign messaging but also willing to
receive t$e message w$ile in a mental state of absorbing information from
advertisements during television commercial breaks, w$ile reading a periodical,
or w$ile passing b# billboards in public spaces! A prime e*ample of t$is
messaging tec$ni,ue is advertising campaigns to promote international travel!
<$ile advertising foreign destinations and services ma# stem from t$e t#pical
goal of increasing revenue b# drawing more tourism, some travel campaigns
carr# t$e additional or alternative intended purpose of promoting good sentiments
or improving e*isting ones among t$e target audience towards a given nation or
region! &t is common for advertising promoting foreign countries to be produced
and distributed b# t$e tourism ministries of t$ose countries, so t$ese ads often
carr# political statements andKor depictions of t$e foreign governmentEs desired
international public perception! Additionall#, a wide range of foreign airlines and
travel.related services w$ic$ advertise separatel# from t$e destinations,
t$emselves, are owned b# t$eir respective governments; e*amples include,
t$oug$ are not limited to, t$e 3mirates airline (Aubai, 0ingapore Airlines
(0ingapore, Natar Airwa#s (Natar, +$ina Airlines (%aiwanK>epublic of +$ina,
and Air +$ina (/eopleEs >epublic of +$ina! 4# depicting t$eir destinations,
airlines, and ot$er services in a favorable and pleasant lig$t, countries market
t$emselves to populations abroad in a manner t$at could mitigate prior public
impressions![citation needed]
Aiversification[edit]
&n t$e realm of advertising agencies, continued industr# diversification $as seen
observers note t$at Wbig global clients donEt need big global agencies an# moreX!
[56] %$is is reflected b# t$e growt$ of non.traditional agencies in various global
markets, suc$ as +anadian business %AR& and 0"A>% in Australia and $as been
referred to as (a revolution in t$e ad world(![57]
-ew tec$nolog#[edit]
%$e abilit# to record s$ows on digital video recorders (suc$ as %iFo allow users
to record t$e programs for later viewing, enabling t$em to fast forward t$roug$
commercials! Additionall#, as more seasons of pre.recorded bo* sets are offered
for sale of television programs; fewer people watc$ t$e s$ows on %F! =owever,
t$e fact t$at t$ese sets are sold, means t$e compan# will receive additional
profits from t$e sales of t$ese sets!
%o counter t$is effect, a variet# of strategies $ave been emplo#ed! "an#
advertisers $ave opted for product placement on %F s$ows like 0urvivor! ;t$er
strategies include integrating advertising wit$ internet.connected 3/?s,
advertising on companion devices (like smartp$ones and tablets during t$e
s$ow, and creating %F apps! Additionall#, some like brands $ave opted for social
television sponsors$ip![citation needed]
Advertising education[edit]
Advertising education $as become widel# popular wit$ bac$elor, master and
doctorate degrees becoming available in t$e emp$asis![citation needed] A surge
in advertising interest is t#picall# attributed to t$e strong relations$ip advertising
pla#s in cultural and tec$nological c$anges, suc$ as t$e advance of online social
networking! A uni,ue model for teac$ing advertising is t$e student.run advertising
agenc#, w$ere advertising students create campaigns for real companies![5:]
;rganizations suc$ as American Advertising @ederation and Ad9 -etwork
partner establis$ed companies wit$ students to create t$ese campaigns!
+riticisms[edit]
"ain articleJ +riticism of advertising
<$ile advertising can be seen as necessar# for economic growt$, it is not wit$out
social costs! 9nsolicited commercial e.mail and ot$er forms of spam $ave
become so prevalent as to $ave become a maLor nuisance to users of t$ese
services, as well as being a financial burden on internet service providers![51]
Advertising is increasingl# invading public spaces, suc$ as sc$ools, w$ic$ some
critics argue is a form of c$ild e*ploitation![62][61] &n addition, advertising
fre,uentl# uses ps#c$ological pressure (for e*ample, appealing to feelings of
inade,uac# on t$e intended consumer, w$ic$ ma# be $armful! "an# even feel
t$at often, advertisements e*ploit t$e desires of a consumer, b# making a
particular product more appealing, b# manipulating t$e consumers needs and
wants!
>egulation[edit]
"ain articleJ Advertising regulation
%$ere $ave been increasing efforts to protect t$e public interest b# regulating t$e
content and t$e influence of advertising! 0ome e*amples areJ t$e ban on
television tobacco advertising imposed in man# countries, and t$e total ban of
advertising to c$ildren under 12 imposed b# t$e 0wedis$ government in 1111!
%$oug$ t$at regulation continues in effect for broadcasts originating wit$in t$e
countr#, it $as been weakened b# t$e 3uropean +ourt of Dustice, w$ic$ $ad
found t$at 0weden was obliged to accept foreign programming, including t$ose
from neig$boring countries or via satellite! ?reeceOs regulations are of a similar
nature, Wbanning advertisements for c$ildrenEs to#s between 7 am and 12 pm and
a total ban on advertisement for war to#s(![62]
&n 3urope and elsew$ere, t$ere is a vigorous debate on w$et$er (or $ow muc$
advertising to c$ildren s$ould be regulated! %$is debate was e*acerbated b# a
report released b# t$e Baiser @amil# @oundation in @ebruar# 222) w$ic$
suggested fast food advertising t$at targets c$ildren was an important factor in
t$e epidemic of c$ild$ood obesit# in t$e 9nited 0tates!
&n -ew Vealand, 0out$ Africa, /akistan, Afg$anistan, +anada, and man#
3uropean countries, t$e advertising industr# operates a s#stem of self.regulation!
Advertisers, advertising agencies and t$e media agree on a code of advertising
standards t$at t$e# attempt to up$old! %$e general aim of suc$ codes is to
ensure t$at an# advertising is Elegal, decent, $onest and trut$fulE! 0ome self.
regulator# organizations are funded b# t$e industr#, but remain independent, wit$
t$e intent of up$olding t$e standards or codes like t$e Advertising 0tandards
Aut$orit# in t$e 9B!
&n t$e 9B, most forms of outdoor advertising suc$ as t$e displa# of billboards is
regulated b# t$e 9B %own and +ount# /lanning s#stem! +urrentl# t$e displa# of
an advertisement wit$out consent from t$e /lanning Aut$orit# is a criminal
offense liable to a fine of Y2,522 per offence! All of t$e maLor outdoor billboard
companies in t$e 9B $ave convictions of t$is nature!
&n t$e 90, man# communities believe t$at man# forms of outdoor advertising
blig$t t$e public realm![63] As long ago as t$e 1162s in t$e 90 t$ere were
attempts to ban billboard advertising in t$e open countr#side![6)] +ities suc$ as
0Zo /aulo $ave introduced an outrig$t ban[65] wit$ 'ondon also $aving specific
legislation to control unlawful displa#s!
"an# advertisers emplo# a wide.variet# of linguistic devices to b#pass regulator#
laws (e!g! &n @rance, printing 3nglis$ words in bold and @renc$ translations in
fine print to deal wit$ t$e Article 122 of t$e 111) %oubon 'aw limiting t$e use of
3nglis$![66] %$e advertisement of controversial products suc$ as cigarettes and
condoms are subLect to government regulation in man# countries! @or instance,
t$e tobacco industr# is re,uired b# law in most countries to displa# warnings
cautioning consumers about t$e $ealt$ $azards of t$eir products! 'inguistic
variation is often used b# advertisers as a creative device to reduce t$e impact of
suc$ re,uirements!
Advertising researc$[edit]
"ain articleJ Advertising researc$
Advertising researc$ is a specialized form of researc$ t$at works to improve t$e
effectiveness and efficienc# of advertising! &t entails numerous forms of researc$
w$ic$ emplo# different met$odologies! Advertising researc$ includes pre.testing
(also known as cop# testing and post.testing of ads andKor campaigns G pre.
testing is done before an ad airs to gauge $ow well it will perform and post.
testing is done after an ad airs to determine t$e in.market impact of t$e ad or
campaign on t$e consumer! +ontinuous ad tracking and t$e +ommunicus
0#stem are competing e*amples of post.testing advertising researc$ t#pes!
[citation needed]
0emiotics[edit]
"ain articleJ Advertising researc$
%oda#Os culture is made up of meanings between consumers and marketers!
%$ese meanings depict signs and s#mbols t$at are encoded in ever#da# obLects!
[67] 0emiotics is t$e stud# of signs and $ow t$e# are interpreted! Advertising $as
man# $idden signs and meanings wit$in brand names, logos, package designs,
print advertisements, and television advertisements! %$e purpose of semiotics is
to stud# and interpret t$e message being conve#ed in advertisements! 'ogos
and advertisements can be interpreted at two levels known as t$e surface level
and t$e underl#ing level! %$e surface level uses signs creativel# to create an
image or personalit# for t$eir product! %$ese signs can be images, words, fonts,
colors, or slogan! %$e underl#ing level is made up of $idden meanings! %$e
combination of images, words, colors, and slogan must be interpreted b# t$e
audience or consumer![6:] %$e Wke# to advertising anal#sisX is t$e signifier and
t$e signified! %$e signifier is t$e obLect and t$e signified is t$e mental concept!
[61] A product $as a signifier and a signified! %$e signifier is t$e color, brand
name, logo design, and tec$nolog#! %$e signified $as two meanings known as
denotative and connotative! %$e denotative meaning is t$e meaning of t$e
product! A televisionOs denotative meaning would be t$at it is $ig$ definition! %$e
connotative meaning is t$e productOs deep and $idden meaning! A connotative
meaning of a television would be t$at it is top of t$e line![72]
Apple is an e*cellent e*ample of using semiotics in t$eir advertising campaign!
AppleOs commercials used a black sil$ouette of a person t$at was t$e age of
AppleEs target market! %$e# placed t$e sil$ouette in front of a blue screen so t$at
t$e picture be$ind t$e sil$ouette could be constantl# c$anging! =owever, t$e one
t$ing t$at sta#s t$e same in t$ese ads is t$at t$ere is music in t$e background
and t$e sil$ouette is listening to t$at music on a w$ite i/od t$roug$ w$ite
$eadp$ones! %$roug$ advertising, t$e w$ite color on a set of earp$ones now
signifies t$at t$e music device is an i/od! %$e w$ite color signifies almost all of
AppleOs products![71]
%$e semiotics of gender pla#s a ke# influence on t$e wa# in w$ic$ signs are
interpreted! <$en considering gender roles in advertising, individuals are
influenced b# t$ree categories! +ertain c$aracteristics of stumuli ma# en$ance or
decrease t$e elaboration of t$e message (if t$e product is perceived as feminine
or masculine! 0econd, t$e c$aracteristics of individuals can affect attention and
elaboration of t$e message (traditional or non.traditional gender role orientation!
'astl#, situational factors ma# be important to influence t$e elaboration of t$e
message![72]
%$ere are two t#pes of marketing communication claims.obLective and subLective!
[73] ;bLective claims stem from t$e e*tent to w$ic$ t$e claim associates t$e
brand wit$ a tangible product or service feature! @or instance, t$e camera $as
auto focus features! 0ubLective claims conve# emotional, subLective, impressions
of intangible aspects of a product or service! %$e# are non.p$#sical features of a
product or service t$at cannot be directl# perceived, as t$e# $ave no p$#sical
realit#! @or instance t$e broc$ure $as a beautiful design![7)] "ales tend to
respond better to obLective marketing communications claims w$ile females tend
to respond better to subLective marketing communications claims![75]
&n advertisements, men are represented as independent! %$e# are s$own in
more occupations t$an women! <omen are represented mainl# as $ousewives
and mot$ers! "en are more likel# to be s$own advertising cars or business
products, w$ile women advertise domestic products! "en are more likel# to be
s$own outdoors or in business settings! <omen are depicted in domestic
settings! "en are more often portra#ed as aut$orities! As far as ads go, wit$ age
men seem to gain wisdom and aut$orit#! ;n t$e ot$er $and women seem to
disappear wit$ age! Foiceovers are commonl# used in advertising! "ost
voiceovers are men (figures of up to 1)T $ave been reported! %$ere $ave been
more female voiceovers in recent #ears but mainl# for food, $ouse$old products,
and feminine care products![76]
?ender effects in t$e processing of advertising[edit]
According to a 1177 stud# b# Aavid 0tatt, females process information
compre$ensivel#, w$ile males process information t$roug$ $euristic devices suc$
as procedures, met$ods or strategies for solving problems, w$ic$ could $ave an
effect on $ow t$e# interpret advertising![77] According to t$is stud#, men prefer to
$ave available and apparent cues to interpret t$e message w$ere females
engage in more creative, associative, imager#.laced interpretation!
"ore recentl#, researc$ b# "artin (2223 reveals t$at males and females differ in
$ow t$e# react to advertising depending on t$eir mood at t$e time of e*posure to
t$e ads, and t$e affective tone of t$e advertising! <$en feeling sad, males prefer
$app# ads to boost t$eir mood! &n contrast, females prefer $app# ads w$en t$e#
are feeling $app#! %$e television programs in w$ic$ t$e ads are embedded are
s$own to influence a consumerEs mood state![7:]

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close