Advertising

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This article is about the form of communication. For the British musician, see Gaye Advert. For other uses, see Advertiser.
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References
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(1999)
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http://www.usatoday.com/money/advertising/2002-10-17-fake-ads_x.htm. Retrieved 2009-04-20.
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28. ^ PPU.org.uk
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 ADVERTISING

 What is advertising?
 The desired action could be winning back lost consumers, by announcing some improvements in the quality of the
product or service. This could be done through the announcement of new type of convenient packaging. The same
purpose could also be served by offering gifts or concessional prices. It might be necessary to reduce prices to hold on
to consumers against competition. Here too advertisements could be used. Advertising would be necessary also to
motivate consumers to continue buying a product or service, even when there is rise in prices. The consumer-oriented
advertisement could serve other purposes, such as persuading buyers to continue with the product or service against
competition from a new brand. It is often necessary to keep the name of the brand before the eyes of the consumer,
even when the sales are going well. This becomes absolutely essential when the sales are going well. This becomes
absolutely essential when there is any shortage of the product. I can recall some war-time advertisements. One was of
a brand of cigarettes, not available at that time, because of production restrictions. The advertisement merely said that
the particular brand was worth waiting for.
 In the system of mass production and mass consumption the relations between the producer and the consumer are no
longer direct. The wholesaler and the retailer come in between. Hence, the desired action of the advertiser could be to
secure and retain wholesalers and retailers for its product. An advertisement could thus invite enquiries about terms of
trade from retailers and wholesalers. There are advertisements, which serve a dual purpose. Apart from attracting
consumers, the desired action could be to help the sales force or the retailers to sell the product. Backed by advertising
support the sales force can approach consumers and retailers. Advertisements would encourage retailers to stock the
product, on the expectation that it would ensure consumer response and hence sale. Such advertisements also inform
the consumers of retail outlets in their localities. You must have noticed advertisements which carry a long list of names
of shops which stock the goods advertised or provide after sales service, where necessary, as in the case of electronic
entertainment goods or electric domestic equipment, or even books.
 There are some occasions when the advertisement provides a direct link between the consumer and the
producer. When department stores or retail outlets advertise, especially when conducting sale, the communication link
is a direct one and a direct response is sought. Similarly, an advertiser might want to find out how useful a particular
newspaper or magazine is in reaching the right consumer. The advertisement might have a coupon attached to it for
further information or even for securing a free gift. The newspaper or magazine, which brings in the largest number of
coupons, would obviously be considered the most effective medium for advertising purposes. The desired action here is
not merely a sale but also a response to a coupon.
 The purpose of advertising could also be recruiting staff or trying to secure export orders or announcing trading results
to build confidence among shareholders. There are also advertisements purely for information purposes, such as those
announcing deaths, marriages and births or acknowledgement of services rendered and so on. Of course, one cannot
forget that probably more marriages are made today through the classified matrimonial advertisement columns of the
daily newspapers than in heaven, as it used to be said at one time. In this case, of course, a desired action is sought to
be motivated. From all this one can come to a further refinement of the definition of ‘advertising’: “Advertising is the paid
dissemination of information for the purpose of selling or helping to sell commodities and services or of gaining
acceptance of ideas that may cause people to think or act in a desired manner.”
 This definition would cover first the different types of organizations that take to advertising. These would include
business organizations, governments, financial institutions, educational institutions, social and cultural organizations,
welfare groups, religious bodies and political parties. Secondly, this definition would also cover a wide range of different
types of advertisement, with different motivations for desired action or thought. Advertisements could be persuasive,
informative, institutional or for creating confidence in an institution, financial, classified and display, retail, cooperative or
joint, industrial, government, trade, etc. It might help to explain one or two of the types mentioned here. Classified
advertisements are those, which appear in specially designed columns. Then there are display advertisements, which
take larger space, distributed on different pages and have distinctive designs, arrangements of types and also
illustrations in some cases.
 At this stage it is necessary to make a distinction between advertising and publicity and propaganda. Let us
begin with dictionary definitions. The Concise Oxford Dictionary defines 'publicity' as "being open to general
observation, notoriety; the business of advertising goods or persons." According to the chamber's Twentieth Centaury
Dictionary publicity in the sense of advertising is used especially in the USA. In reality, publicity might be considered as
an umbrella word, which covers practically every activity that opens up to general observation or makes public. It would,
therefore, include advertising. Let us take a very common experience. A political party takes a particular decision. It is
carried in the media, free of cost, as news. This is not advertising. It is publicity. The decision may be about the
candidates to contest an election on behalf of the political party concerned. Public meetings to introduce the candidates
might follow this public announcement through a press conference. This would be publicity, not advertising. When the

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 next step is taken to buy space in newspapers, put up posters and hoardings asking people to vote that would amount
to advertising as part of a planned publicity effort or campaign.
 The Concise Oxford Dictionary defines 'propaganda' as: "Association or organized scheme for propagation of a doctrine
or practice; (usually derogatory) doctrine, information, etc." Further, 'to propagate' means: “Disseminate, diffuse
(statement, belief, practice)." The Chamber's Twentieth Century Dictionary is a little more specific in its definition of
'propaganda': "Any association, activity, plan, etc. for the spread of opinions and principles, especially to effect change
or reform." In some respects propaganda is like advertising, It is an activity designed to gamer support for an opinion,
creed or idea. It also has unpleasant associations, such as political propaganda, which is associated with exaggerated
or false claims and promises government propaganda too has a similar association. At the same time there is
propaganda for social causes, such as blood donation, family planning, fight against AIDS and drugs, and so on. The
government undertakes much of this propaganda.
 All these activities are now covered by the concept of social marketing. It involves using the arts and science of
marketing a product and service through advertising. Thus the distinction between propaganda and advertising is
somewhat slight, but nevertheless it is significant. This becomes evident when we consider the official definition of
advertising. The Institute of Practitioners in Advertising in the UK defines advertising thus: "Advertising presents the
most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost."
One could also add to it the idea of right time and right place for the selling message to reach the prospects. This
definition emphasizes the main objective as 'to sell'. Advertising, however, does not sell directly, as a salesman or a
hawker does. It only provides the most persuasive communication, information. At the same time the concept of selling
has today been widened to cover more than goods and services. It includes ideas as well as political parties and
individual politicians or religious personalities or god men. The Concise Oxford Dictionary defines the word 'sell' as:
"Advertise or publish merits of; give (person) information on value of something, inspire with desire to buy or acquire or
agree to something."
 In the world of commerce and industry the key word today is no longer selling, but marketing. This covers a
very wide range of activities, from identifying a product or service to reaching it to the consumer with the main objective
of realizing profits. The Institute of Marketing defines 'marketing' as: "The management process responsible for
identifying, anticipating and satisfying consumer requirements profitably." The marketing operation would include
dissemination of the most persuasive information to enable a sale, or advertising. Advertising thus is a component of
marketing. Unless the product or service meets a consumer need and is easily available to him or her, advertising would
be of no use. That is why the late David Malbert, city editor of The Evening Standard of London defined advertising as
an. agent of marketing. Marketing includes marketing communication.
 In the final analysis, advertising is not selling a product or service; it is selling an idea. A consumer buys a product or
service for the satisfaction it provides. The interest is not in the product or service for itself, but in the satisfaction it
provides. The consumer is buying satisfaction. Advertising tries to convince a prospective consumer that a particular
product or service would satisfy an actual need or even a latent need. This need might even be purely psychological. If
one buys a soap which is advertised as the beauty soap of the stars, one knows very well that one would not become a
film star by using the soap or even acquire the complexion of a film star. The psychological satisfaction is of the self-
delusion that one uses the same toilet soap as a film star. Advertising also sells a lifestyle. This is very true of
advertisements of such products as pressure cookers or gas stoves. These might be described as convenience
products. They are very useful for families in which both husband and wife work; clean, speedy and easy cooking is a
very essential requirement of daily living. These products are related to a particular lifestyle. They might also be said to
have met a latent demand. Thus advertising creates demands for new products and hence new lifestyles. Advertising is
not directly selling goods or services, nor is it marketing; it is marketing communication.
 Having established the relationship between publicity, propaganda, marketing and advertising, it is also necessary to
understand its relationship with public relations, another area of operation in this total complex of activities. Public
relations too is related to selling. Only it sells, or makes acceptable to the public, an institution or organization that might
be involved in marketing goods and services or even ideas. Once again let us turn to the Concise Oxford Dictionary for
a definition: "(Especially good) relations between organizations, etc. and the general public." The Chambers' Twentieth
Century Dictionary says: "Directing relations with the public, e.g. by promoting knowledge through advertisement." Here
is one relationship established with advertising. Like marketing, public relations also use advertising to sell an
organization or an institution. Just as advertising helps make marketing effective, so also public relations can help
advertising by building a good image of an organization, by creating trust and confidence in it. Thus any communication
about the goods or services provided by this organization or institution finds a sympathetic audience. The advertising
message itself then carries credibility from the outset.
 In all this generalization that we have indulged in, all advertisements seem to fit into a pattern of information,
persuasion, motivation. In reality this is a very complex process of carrying the consumer from the level of awareness
about the satisfaction offered by a particular product or service to the compulsion to go and buy it. This is because no
marketing situation is the same. There are different kinds of motivations for different segments of the population,
depending on a very diverse range of factors, which include geographical locations. Different products and services call
for different responses.. If we consider different types of advertising, we shall get some idea of this vast and diverse
range of advertising situations and desired responses. Advertising of branded products are usually on a national scale.

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 So we would be first concerned with national advertising. The market for such products would be the entire country. The
products or services could include textiles, manufactured foods, toiletries, banking, insurance, airlines, hotels, mutual
funds, company shares, etc. Advertisers of such products and services and for such a huge market would naturally be
the large producers or service organizations, many of them multinational corporations with operations extending all over
the world. The desired response would be purchase of the advertised product or service. The advertising is also
nationwide. One can easily imagine that in a country as diverse as India, this itself is a major creative challenge for
everyone, whatever the area of the complex of activities one might be engaged in. This type of advertising could also be
called consumer advertising, advertising of consumer goods and services.
 From the national we come to the local level. After all, the impact of all advertising is felt ultimately at the local or retail
outlet. That is where the purchase or the desired action takes place. Obviously the market is local. What the retail outlet
-provides, however, can be more specialized. There was a time when both villages and cities had areas where only one
type of goods or services was available. So we had the weavers' area or the barbers' area. We generally do not have
such trading areas today, but different retail outlets provide a different range of goods, except for the large department
stores, where we can buy practically everything, except maybe cars and of course, big machinery. So you have retail
advertising for the local market. The products or services advertised naturally relate to what is offered by the retail outlet
concerned. The advertiser in this case is the retail store or the local service organization: textile shops, bookshops,
stationers, drug stores, super bazaars, department stores, eateries, furniture shops, electric goods shops, etc. The
desired response of advertising would be purchase of the consumer's requirements from the advertised retail outlets. It
is obvious that the approach of advertising would be suited to the specific requirements of the local situation. This has
its own challenges in terms not only of creativity but even in the creative utilization of available media or even innovating
new ones.
 Industrial advertising is another specialized area. Here too the market is usually' countrywide. It could also be regional
depending on how the industrial users of such products are concentrated or dispersed. The products advertised would
include steel, chemicals, machinery, lubricants, intermediate products used in the manufacture of finished goods, office
equipment and products or services used in the manufacture of these products or which can facilitate their manufacture.
It is the producers of these goods and services who would advertise. The desired response would be the use of these
products or services as in other cases. Advertising would be national or regional depending on the nature of the market.
What is important, however, is the message to be communicated. The audience or the consumers would be very
different from those buying goods from retail outlets. The satisfaction that they would look for would be very different. So
would be the sources from which they would seek the information. As large sums of money are involved, advertising
might generate an interest, but not necessarily determine purchase, as is often the case with consumer goods. At the
same time effective advertising can make a difference. Let me give an example from my own experience. A steel plant
had invited tenders for buying new machinery and new technology. There were two foreign manufacturers competing. I
was involved in advertising for one of the manufacturers. We decided to release a full-page advertisement in the local
English daily to appear on the morning the tenders were to be opened and a final decision taken. When there was a
discussion about the quality and capability of the competing manufacturers, our advertisement was considered and the
company I was working for was selected. The advertisement did help in the purchase decision.
 Trade advertising too needs a specialized approach. In this case the audience is not the consumer. The
market is the retailer and the wholesaler. The advertiser is the manufacturer of the products which the retailers and
wholesalers are expected to stock as part of the entire marketing process. The desired response of advertising has to
be the willingness to stock and even promote the products concerned. Such advertising is usually national as the
advertisers are interested" in the national market, though there might be a regional emphasis at times.
 Another type of specialized advertising is professional advertising. The approach in this case is to professional users or
prescribes of products and services, such as medical practitioners, engineers, scientists, architects, teachers and so on.
The products or services are those, which meet the professional requirements of these people. These could be drugs
and medicines or medical equipment, building material, text-books and a whole range of products or services which
might not be bought directly by these persons, but would be recommended by them. For instance, during a study, in
which I was involved, we found that purchase decisions in the case of engineering products, such as machinery and
equipment, are often taken by a number of persons. Among them are people who actually use the machinery in the
factory. The people responsible for the actual purchase do so on the recommendations of the actual users. Such
advertising is usually on a national scale, but demands a different kind of approach than that for consumer goods or
even for industrial products, generally.
 As we have already seen, advertising is not confined to providing persuasive information about products and services; it
is also concerned with the acceptance of ideas not connected with the sale of a product or service. Such advertising
could be described as concept advertising. It would obviously be part of what is known as social marketing. Such
advertising would be addressed to all categories of citizens to persuade them to accept certain ideas and even act
accordingly, such as communal amity, religious tolerance, environmental protection, family welfare and health care,
mass literacy and so on. This could include advertising, which helps public relations as well. The advertisers would be
social welfare groups, non-governmental organizations, various religious institutions, government, political parties,
cultural organizations, etc. Advertising would be very specific in character and could be very limited in the exposure it

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 provides. It could be local, regional or national in its exposure and would attempt to reach out both to a very wide as well
as a very specific audience.
 One could also consider a broader classification of types of advertising. One talks of selling advertisements. You might
say that all advertisements are trying to persuade people to buy or accept something and in that sense all advertising is
selling. True, but there are advertisements whose main concentration is on the consumer to persuade him or her to go
and buy a product or service. The distinction is easier to understand when we relate it to what we call as informative
advertisement. In this case an immediate sale is not expected. A typical example would be consumer durables, such as
a refrigerator or a music system or a micro-oven. These items are not bought on an impulse.
 They cost a great deal of money and, therefore, are purchased after a great deal of consideration. Much information is
required to help the consumer make up his or her mind. In many cases the advertisement alone would not influence the
decision to purchase a particular brand of the product. One might discuss it with friends. Even the salesman at the retail
outlet might have some influence in the final purchase decision. This is again a very challenging area of advertising,
where one has to choose between providing information in a highly persuasive manner or create a need. In some cases
the selling message could be very indirect as when promoting a leisure product or service, such as a weekend stay at a
hotel in a place of tourist interest. The whole concept of relaxation, lifestyle, and similar moods is roused.
 We also talk of institutional or corporate advertising. This is exactly what the name suggests. This is public relations
advertising, building the prestige of an institution or an organization. In building the image of a company one talks of its
research skills, advanced technology, tradition of quality and service, pioneering role or serving the national interest,
good industrial relations, efficient management, and today, one might even talk of collaboration with a well known
multinational company or using imported material.
 In recent years, financial advertising has become a highly specialized area. It covers banking operations,
sales of shares, inviting company deposits and debentures, company trading results, chairman's speech at the annual
general meeting and so on. Government advertising is in a special category. It varies from classified advertisements to
display: from the tender notices, employment notifications, to consumer and industrial products produced in the public
sector and such services, and on to concepts and ideas.
 Export advertising too is in a special category. It can cover all the various types that we have discussed so far,
depending on what we are exporting, to what type of a consumer and for what kind of a response. The challenge here is
that we are dealing with audiences in a foreign country. In many areas, thanks to the operation of multinational
corporations, common messages about consumer products and services are conveyed across national boundaries. The
challenge often is to present the message in an easily recognizable environment to create a sense of identity. At certain
levels of living, this distinction of separate identity is getting diffused. Even so, in the United States, for instance,
advertisement of the same product and service might be different for Blacks from that for the rest. Some years ago, I
had come across a lavishly produced journal, Ebony, which was a Black magazine and many well-known products and
services were advertised with illustrations of Black people and their living environments.
 It should be evident now that there is possibly more to advertising than a pretty picture, evocative words, music and
dance. The demands of the product or service and of the market are very diverse and much thought, study,
understanding and hard labor are necessary for an 'advertisement', what we have earlier defined as: "To inform, make
aware, influence, persuade, motivate and finally ensure the desired action." It may be investing in a product or service,
adopting a lifestyle or accepting and acting according to an idea or concept.

Advertising is a form of communication intended to persuade 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. 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 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 such as websites and text messages. Advertising may be placed by an advertising agency 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.

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

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The Definition of Advertising

Advertising has been described as a mode of communication designed with the attempt to convince people to begin or increase
the use of a product or service.
It is hard to find a satisfactory definition of advertising.

A picturesque way of putting it is to call it business imagination, an imagination that sees in a product possibilities which can be
realized only by appealing to the public in new ways to create a desire where none existed before. It is a very broad word, an
omnibus word conveying different ideas to different people.

No advertising definition is here possible except as this entire article may be accepted as a definition. So rapidly has advertising
advanced through its various changes that even the latest dictionaries and encyclopedias are out of date in their attempts to
define it. The advertising of yesterday is not the advertising of today. Men not so very old have witnessed its entire development
from an untrustworthy instrument of quacks to its place as an engine in the conduct and expansion of business.

Advertising in the dictionary sense has a history as old as that of the human race. Just as soon as there were enough people in
the world, some sort of formal announcement had to be made. The early history of such announcements - from proclamations to
the beginning of pictorial and lettered inscriptions, from these primitive posters to the discovery of printing, and from the advent
of printing to the beginning of real advertising - is of interest only to the archaeologist. It is of no value to the business
entrepreneur. It would be of no assistance to understanding modern advertising than ancient Phoenicians coins would be to
comprehending the principles of a modern bank.

Every attempt to secure the sale of a product or service is advertising. The wares of the primitive merchant displayed invitingly
in front of his booth is advertising. A want ad, to secure a job or an employee, is advertising. An inscription on a wall, the barker
in front of a side show, the promises of an internet marketer, the announcement of a new online technology, membership in an
affiliate program, wearing a peculiar shirt or distinctive sticker in your car - all these are forms of advertising in that they seek to
attract attention to a product or a service that is for sale. For a product or a service of general use, rich and poor, high and low,
men, women and even children, must be appealed to.

At least one principle we know of, stays constant, not eroding with the passing of time or the use and or abuse of men, not
concerned with the weather outside, nor considering your personal health status, or taking into account your surrounding
circumstances, and that is that you have to keep doing it, it has to be fed, no way around it, it keeps asking for every ounce of
your commitment if you expect any kind of visible returns.

Whatever the appropriate definition of advertisement is, one thing is to conclude, it is because it has been.And every succeeding
year since the beginning of the human entrepreneurship it has left its precious deposit of new ideas, better methods, larger and
swifter efficiency, and the promise of an even greater growth.

Newspapers. Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their
businesses.

Advantages

 Allows you to reach a huge number of people in a given geographic area 

 You have the flexibility in deciding the ad size and placement within the newspaper 
 Your ad can be as large as necessary to communicate as much of a story as you care to tell 
 Exposure to your ad is not limited; readers can go back to your message again and again if so desired. 
 Free help in creating and producing ad copy is usually available 
 Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your
customers' hands in one to two days.

Disadvantages

 Ad space can be expensive 

 Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and
department stores as well as the ads of your competitors 
 Poor photo reproduction limits creativity 
 Newspapers are a price-oriented medium; most ads are for sales 
 Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. 
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  You may be paying to send your message to a lot of people who will probably never be in the market to buy from you. 
 Newspapers are a highly visible medium, so your competitors can quickly react to your prices 
 With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing
number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online
version of the publication.

Magazines. Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows
you to reach highly targeted audiences.

Advantages

 Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or
whose editorial content specializes in topics of interest to your audience. 
 High reader involvement means that more attention will be paid to your advertisement 
 Better quality paper permits better color reproduction and full-color ads 
 The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out

Disadvantages

 Long lead times mean that you have to make plans weeks or months in advance 
 The slower lead time heightens the risk of your ad getting overtaken by events 
 There is limited flexibility in terms of ad placement and format. 
 Space and ad layout costs are higher

Yellow Pages. There are several forms of Yellow Pages that you can use to promote and advertise your business. Aside from
the traditional Yellow Pages supplied by phone companies, you can also check out specialized directories targeted to specific
markets (e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or talking yellow pages;
Internet directories containing national, local and regional listings; and other services classified as Yellow Pages.

Advantages

 Wide availability, as mostly everyone uses the Yellow Pages 

 Non-intrusive 
 Action-oriented, as the audience is actually looking for the ads 
 Ads are reasonably inexpensive 
 Responses are easily tracked and measured 
 Frequency

Disadvantages

 Pages can look cluttered, and your ad can easily get lost in the clutter 
 Your ad is placed together with all your competitors 
 Limited creativity in the ads, given the need to follow a pre-determined format 
 Ads slow to reflect market changes

Radio

Advantages

 Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the
car. 
 The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments
of consumers most likely to respond to your offer. 
 Gives your business personality through the creation of campaigns using sounds and voices 
 Free creative help is often available 
 Rates can generally be negotiated 
 During the past ten years, radio rates have seen less inflation than those for other media

7
Disadvantages

 Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to
reach your target audience 
 Listeners cannot go back to your ads to go over important points 
 Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through
the listener's "tune-out" factor and ensure message retention 
 Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has
to work hard to get their attention

Television

Advantages

 Television permits you to reach large numbers of people on a national or regional level in a short period of time 
 Independent stations and cable offer new opportunities to pinpoint local audiences 
 Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound
and motion

Disadvantages

 Message is temporary, and may require multiple exposure for the ad to rise above the clutter 
 Ads on network affiliates are concentrated in local news broadcasts and station breaks 
 Preferred ad times are often sold out far in advance 
 Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you
can communicate 
 Relatively expensive in terms of creative, production and airtime costs

Direct Mail. Direct mail, often called direct marketing or direct response marketing, is a marketing technique in
which the seller sends marketing messages directly to the buyer. Direct mail include catalogs or other product
literature with ordering opportunities; sales letters; and sales letters with brochures.

Advantages

 Your advertising message is targeted to those most likely to buy your product or service. 
 Marketing message can be personalized, thus helping increase positive response. 
 Your message can be as long as is necessary to fully tell your story. 
 Effectiveness of response to the campaign can be easily measured. 
 You have total control over the presentation of your advertising message. 
 Your ad campaign is hidden from your competitors until it's too late for them to react 
 Active involvement - the act of opening the mail and reading it -- can be elicited from the target market.

Disadvantages

 Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail. 
 Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign
depends on the quality of your mailing list. 
 Long lead times are required for creative printing and mailing 
 Producing direct mail materials entail the expense of using various professionals - copywriter, artists, photographers,
printers, etc. 
 Can be expensive, depending on your target market, quality of your list and size of the campaign.

Telemarketing. Telephone sales, or telemarketing, is an effective system for introducing a company to a prospect and setting
up appointments.

Advantages

8
  Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have
about your product or service. 
 It's easy to prospect and find the right person to talk to. 
 It's cost-effective compared to direct sales. 
 Results are highly measurable. 
 You can get a lot of information across if your script is properly structured. 
 If outsourcing, set-up cost is minimal 
 Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls. 
 Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to
them 
 Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects.

Disadvantages

 An increasing number of people have become averse to telemarketing. 

 More people are using technology to screen out unwanted callers, particularly telemarketers 
 Government is implementing tougher measures to curb unscrupulous telemarketers 
 Lots of businesses use telemarketing. 
 If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls
are not your employees 
 May need to hire a professional to prepare a well-crafted and effective script 
 It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm 
 It is most appropriate for high-ticket retail items or professional services.

Specialty Advertising. This kind of advertising entails the use of imprinted, useful, or decorative products called advertising
specialties, such as key chains, computer mouse, mugs, etc. These articles are distributed for free; recipients need not
purchase or make a contribution to receive these items.

Advantages

 Flexibility of use 
 High selectivity factor as these items can be distributed only to the target market. 
 If done well, target audience may decide to keep the items, hence promoting long retention and constant exposure 
 Availability of wide range of inexpensive items that can be purchased at a low price. 
 They can create instant awareness. 
 They can generate goodwill in receiver 
 The items can be used to supplement other promotional efforts and media (e.g. distributed during trade shows).

Disadvantages

 Targeting your market is difficult. 

 This can be an inappropriate medium for some businesses. 
 It is difficult to find items that are appropriate for certain businesses 
 Longer lead time in developing the message and promotional product
 Possibility of saturation in some items and audiences 
 Wrong choice of product or poor creative may cheapen the image of advertiser

Different Types of Advertising

Here is an article that talks about the different types of advertising. Read on...

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Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and
services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has
9
become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their
advertising budget. There are several reasons for advertising some of which are as follows:
 Increasing the sales of the product/service
 Creating and maintaining a brand identity or brand image.
 Communicating a change in the existing product line.
 Introduction of a new product or service.
 Increasing the buzz-value of the brand or the company.

Thus, several reasons for advertising and similarly there exist various media which can be effectively used for advertising.
Based on these criteria there can be several branches of advertising. Mentioned below are the various categories or types of
advertising:

Print Advertising – Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a
common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising
purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the
advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For
instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a
popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for
example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a
mediocre quality paper.

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the
customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and
tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in
order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make
for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an
excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not
this, the company can organize several events that are closely associated with their field. For instance a company that
manufactures sports utilities can sponsor a sports tournament to advertise its products.

Broadcast advertising – Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the
Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television
advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the
popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm
owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been
very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still
remember and enjoy the popular radio jingles.

Covert Advertising – Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment
and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or
the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort
of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority
Report, or the use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising – Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for
products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these
companies have to come up with several other products that might have the same brand name and indirectly remind people of
the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are
often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising – Advertising for Social Causes

10
Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially
relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity,
deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and
marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising
justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.".
Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world
in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of
Public service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims
made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for
advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which
consist of all sorts of advertising including, television ads or even print advertisements.

History

Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in
the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. 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 paintings that date back to 4000 BC.
[3]
History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.

As the towns and cities of the Middle Ages 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) 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; and medicines, which were increasingly
sought after as disease ravaged Europe. However, false advertising and so-called "quack" 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 was the first to include paid advertising in its pages, allowing it to lower its price, extend its
readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney Palmer established a predecessor
to advertising agencies in Boston.[4] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas
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 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, advertisers and agencies recognized the value of women's insight during the
creative process. 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 programs was popularised, each individual radio program was
11
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.

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, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were
likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation.
However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal
Communications Commission.[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 now exists in the United States due to the 1967 Public Broadcasting Act which
led to the Public Broadcasting Service and National Public Radio.

In the early 1950s, the DuMont Television Network 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. 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.

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 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 was William Bernbach 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 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.

[edit] 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.

12
[edit] 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.

[edit] 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]

[edit] Types of advertising

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.

[edit] 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

13
 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.

[edit] 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.

[edit] 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]
14
[edit] 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.

[edit] 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 ).

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[edit] 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]

[edit] 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]

[edit] 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,
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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.

[edit] Future of advertising

[edit] 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]

[edit] 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]

[edit] 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.

[edit] 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.

[edit] 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.

[edit] 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]

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