Advertising in the world

Advertising, the techniques and practices used to bring products, services, opinions,
or causes to public notice for the purpose of persuading the public to respond in a certain
way toward what is advertised. Most advertising involves promoting a good that is for sale,
but similar methods are used to encourage people to drive safely, to support various
charities, or to vote for political candidates, among many other examples. In many countries
advertising is the most important source of income for the media (e.g., newspapers,
magazines, or television stations) through which it is conducted. In the noncommunist world
advertising has become a large and important service industry.

In the ancient and medieval world such advertising as existed was conducted by word
of mouth. The first step toward modern advertising came with the development of printing
in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to
carry advertisements, and by the 18th century such advertising was flourishing.

The great expansion of business in the 19th century was accompanied by the growth
of an advertising industry; it was that century, primarily in the United States, that saw the
establishment of advertising agencies. The first agencies were, in essence, brokers for space
in newspapers. But by the early 20th century agencies became involved in producing the
advertising message itself, including copy and artwork, and by the 1920s agencies had come
into being that could plan and execute complete advertising campaigns, from initial research
to copy preparation to placement in various media.

Advertising developed in a variety of media. Perhaps the most basic was the
newspaper, offering advertisers large circulations, a readership located close to the
advertiser’s place of business, and the opportunity to alter their advertisements on a
frequent and regular basis. Magazines, the other chief print medium, may be of general
interest or they may be aimed at specific audiences (such as people interested in outdoor
sports or computers or literature) and offer the manufacturers of products of particular
interest to such people the chance to make contact with their most likely customers. Many
national magazines publish regional editions, permitting a more selective targeting of
advertisements. In Western industrial nations television and radio became the most
pervasive media. Although in some countries radio and television are state-run and accept
no advertising, in others advertisers are able to buy short “spots” of time, usually a minute
or less in duration. Advertising spots are broadcast between or during regular programs, at
moments sometimes specified by the advertiser and sometimes left up to the broadcaster.
For advertisers the most important facts about a given television or radio program are the
size and composition of its audience. The size of the audience determines the amount of
money the broadcaster can charge an advertiser, and the composition of the audience
determines the advertiser’s choice as to when a certain message, directed at a certain

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segment of the public, should be run. The other advertising media include direct mail, which
can make a highly detailed and personalized appeal; outdoor billboards and posters; transit
advertising, which can reach the millions of users of mass-transit systems; and miscellaneous
media, including dealer displays and promotional items such as matchbooks or calendars.

In the 21st century, with an intensely competitive consumer market, advertisers

increasingly used digital technology to call greater attention to products. In 2009, for
example, the world’s first video advertisements to be embedded in a print publication
appeared in Entertainment Weekly magazine. The thin battery-powered screen implanted in
the page could store up to 40 minutes of video via chip technology and automatically began
to play when the reader opened the page. See also history of publishing; marketing.

For an advertisement to be effective, its production and placement must be based on

a knowledge of the public and a skilled use of the media. Advertising agencies serve to
orchestrate complex campaigns whose strategies of media use are based on research into
consumer behaviour and demographic analysis of the market area. A strategy will combine
creativity in the production of the advertising messages with canny scheduling and
placement, so that the messages are seen by, and will have an effect on, the people the
advertiser most wants to address. Given a fixed budget, advertisers face a basic choice: they
can have their message seen or heard by many people fewer times, or by fewer people
many times. This and other strategic decisions are made in light of tests of the effectiveness
of advertising campaigns.

There is no dispute over the power of advertising to inform consumers of what

products are available. In a free-market economy effective advertising is essential to a
company’s survival, for unless consumers know about a company’s product they are unlikely
to buy it. In criticism of advertising it has been argued that the consumer must pay for the
cost of advertising in the form of higher prices for goods; against this point it is argued that
advertising enables goods to be mass marketed, thereby bringing prices down. It has been
argued that the cost of major advertising campaigns is such that few firms can afford them,
thus helping these firms to dominate the market; on the other hand, whereas smaller firms
may not be able to compete with larger ones at a national level, advertising at the local level
or online enables them to hold their own. Finally, it has been argued that advertisers
exercise an undue influence over the regular contents of the media they employ—the
editorial stance of a newspaper or the subject of a television show. In response it has been
pointed out that such influence is counteracted, at least in the case of financially strong
media firms, by the advertiser’s reliance on the media to convey a message; any
compromise of the integrity of a media firm might result in a smaller audience for the
advertising.

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 10 most effective advertising campaigns in the world

A commercial encouraging men in India to do their fair share of household chores has
become the world's most effective advert, according to a study.

"Share the Load," an ad for laundry brand Ariel, resulted in doubled sales by value
and by volume, the study by advertising research company WARC said. More than 1.5 million
men in India also pledged to do their fair share of housework.

Procter and Gamble, which owns Ariel, is the world's number one advertiser,
according to WARC, with five advertising campaigns in a list of the top 100.

Other adverts that made it into the top ten include a subscription campaign for The
Economist by agency Proximity London, which had a return on investment of 25 to one, and
a series of ads for Australian swimming pool company Narellan, which used data to target
people at times when they were most likely to buy a pool resulting in a 23 percent sales
uplift. Other winners include Apple, Always and U.K. department store John Lewis.

WARC put the list together by analyzing more than 2,000 winners of advertising
effectiveness campaigns around the world, in partnership with King's College London.

Here the ten most effective advertising campaigns globally, according to WARC.

1. Ariel "Share the Load," India

A father in India looks on as his daughter returns from work. Her son needs a clean
shirt, her husband demands his dinner and her living room needs tidying. Ariel wanted the
ad to encourage fathers to help with household chores - and of course sell detergent.

2. John Lewis Christmas advertising, 2012 to 2015, U.K.

The British department store's Christmas adverts are hugely anticipated, highly
critiqued, and often parodied every year. This spot from 2015 showed an elderly man alone
on the moon, while a young girl watched him through a telescope in her bedroom, and
ended with her sending him a telescope of his own. It sparked £1 million in donations ($1.2
million) and resulted in the store's highest Christmas sales at the time.

3. Double Robotics, "Lucy the Robot," Australia

When Lucy the Robot turned up in a queue for the new iPhone 6 in Sydney, Australia,
it was more than just a PR stunt. Technology company Double Robotics had sent her to the
store, aiming too help businesses understand what robots could do for them, and the
campaign resulted in more than 12,400 inquiries in three days.

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4. Media Markt, "Rabbit Race," Germany

This eye-catching ad for electronics retailer Media Markt saw rabbits 'racing' live on
TV. People could get money off goods if a number on their receipt matched the number on
the winning bunny, and the campaign was seen by 21 million people.

5. The Economist, "Raising Eyebrows and Subscriptions," U.K.

The Economist was seen as a "boring business publication" by those who hadn't read
it, so to get more subscribers, it used data to place highly relevant ads online. So on an
article with the headline "How women can break through the glass ceiling" it placed an ad
saying "Would Lehman sisters have done a better job?" for example, and the campaign
resulted in more than 64,000 new subscribers.

6. Narellan Pools, "Diving into Data for Narellan," Australia

Australian pool-maker Narellan targeted people when they were most likely to think
about swimming pools - hot days. The campaign, which used clever data analysis to reach
people, resulted in a 23 percent year-on-year sales uplift.

7. Apple, "World Gallery," U.S.

Apple wanted to promote the iPhone 6 camera, so it created a campaign using

pictures real people had taken and put them on billboards around the world. Apple claims
that 24,000 "opinion leaders" mentioned the campaign, and that 95 percent of the mentions
on social media were positive.

8. Always, "#LikeAGirl," global

Always parent company Procter & Gamble found that more than half of girls it
surveyed in the U.S. experienced a drop in confidence when they reached puberty. So it
created the #LikeAGirl campaign, aiming to change the phrase from negative to positive.
After it ran, 76 percent of people P&G researched said they saw the phrase positively, and
two in three men said they would think twice before using "like a girl" as an insult.

9. SPC, "#MyFamilyCan," Australia

Canned fruit company SPC faced stiff competition from cheaper imports, so it created
a campaign highlighting its origins and featured its farmers' faces on its cans. It beat its eight
percent sales uplift target and resulted in a change in labeling legislation.

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10. Tigerair, "Infrequent Flyers," Australia

According to advertising agency McCann in Australia, 77 percent of Australians fly

less than three times a year because it's too expensive. So it created the "Infrequent Flyers"
club for client Tigerair, "the rewards program that gives you absolutely nothing at all,"
according to a film on the agency's website. The club now has 500,000 members and
generated AU $2 million ($1.5 million) in sales in three months.

Different Types of Advertising Methods and Media

Advertising has evolved into a vastly complex form of communication, with literally
thousands of different ways for a business to get a message to the consumer. Today's
advertiser has a vast array of choices at his or her disposal. The Internet alone provides
many of these, with the advent of branded viral videos, banners, advertorials, sponsored
websites, branded chat rooms and so much more.

1. Online Advertising (aka Digital)

If you see an advertisement via the Internet (World Wide Web), then it is classified as
online advertising. In fact, there are ads on this very page, and most other websites you visit,
as they are the primary revenue driver for the Internet. Another avenue of online advertising
is "Native Advertising," which is the digital variation of the old print advertorials. And,
sponsored content is growing by leaps and bounds. From ads on Facebook and SnapChat, to
partnerships with Buzzfeed and Reddit, the fastest, easiest way to reach millions of
customers.

2. Cell Phone & Mobile Advertising

A relatively new form of advertising compared to the others, but one that's dominating
the media mix, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices
with Internet connectivity. Current trends in mobile advertising involve major use of social
media such as Twitter, Instagram, Snapchat, and Facebook.Right now, this is the toughest
nut to crack. This kind of advertising is not only disruptive, but can leave the customers with
a lot of ill will. If you do it, do it right. For a while, native advertising was a good way to get
into the feed, but even that has come under scrutiny for being deceptive.

3. Print Advertising

Once a huge driver of sales, print is taking a back seat to the many digital forms of
advertising now available to marketers. However, if there is one thing that's certain about
advertising, it's that being different is good. And when consumers tire of digital ads, a return
to printed pieces, and the tactile feeling and permanence they provide, is definitely on the
cards.

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Typically, print can be split into three sub-categories:

1. Periodical Advertising
If it's in a magazine, a newspaper, or anything else that comes out at regular
intervals, then it's periodical advertising (aka a print ad). For decades, print ads were
the gold standard for advertisers and their clients. To grab the center spread of a big
magazine, or the back cover of a newspaper, meant millions of people were seeing
the message.
2. Brochures, Leaflets, Flyers, Handouts and Point of Sale Advertising
Although some of these can be placed within the pages of newspapers and
magazines, they are treated as a separate entity (usually because they have less
chance of being seen). From something that sits on a counter or customer service
desk, to a glossy car brochure, this is a more intimate, and long-form, way of
engaging the consumer. Use this when you have more information than you can
cram into a print ad.
3. Direct Mail Advertising
Either of the techniques mentioned above can be incorporated into direct mail. It
simply means that your printed pieces are mailed direct to the consumer. This is a
technique that has been, and continues to be, abused by inferior marketing agencies
that have turned the craft into "junk mail." Done right, direct mail can be a fantastic
way to engage the customer, if it is creative and intelligently conceived and executed.
Do not count it out.

4. Guerrilla Advertising

Also known as ambient media, guerrilla advertising (or marketing) has become
prominent over the last 20 years. It is a broadly used term for anything unconventional, and
usually invites the consumer to participate or interact with the piece in some way. Location
is important, as is timing. The driving forces behind guerrilla advertising or marketing are
creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness
rather than permission with these campaigns, and they will spread via word of mouth and
social media.

5. Broadcast Advertising

A mass-market form of communication including television and radio, broadcast

advertising has, until recently, been the most dominant way to reach a large number of
consumers. Broadcast advertising has really taken a beating over the last few years,
especially with the rise of DVRs and "ad skipping" technology. However, it is still a popular
way to reach millions of people, especially when the Super Bowl comes around.

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 6. Outdoor Advertising

Also known as out-of-home (OOH) advertising, this is a broad term that describes any
type of advertising that reaches the consumer when he or she is outside of the home. You
will know it as billboards, bus shelter posters, fly posters, and even those big digital boards in
Times Square.

7. Public Service Advertising

Unlike traditional commercials, Public Service Advertisements (PSA) are primarily

designed to inform and educate rather than sell a product or service. PSAs traditionally
appear on TV and radio, but are also being heavily promoted online these days.

8. Product Placement Advertising

In a nutshell, product placement is the promotion of branded goods and services within
the context of a show or movie, rather than as an explicit advertisement. If you have ever
seen a movie and wondered "wow, they sure are driving a lot of Ford cars in this scene," or
"does everyone in this TV show drink Pepsi?" then you are noticing product placement. It's a
way that these films and shows get funding, and is a great way for advertisers to reach a
targeted demographic.