Marketing

Key concepts

Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance

Promotional content

Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion Underwriting

Promotional media

Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth

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Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. In popular usage "marketing" is the promotion of products especially Advertising and Branding However in professional usage the term has a wider meaning of Product marketing deals with the first of the "4P"'s of Marketing, which are Product, Pricing, Place, and Promotion. Pricing is one of the Four p's of the Marketing mix. The other three aspects are product promotion and place. Promotion involves disseminating information about a product, Product line, Brand, or company Distribution (or place) is one of the four elements of Marketing mix. A service is the non-material equivalent of a good. A service provision is an economic activity that does not result in Ownership, and this is what differentiates Brand management is the application of Marketing techniques to a specific product, Product line, or Brand. Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term Market research is the process of systematically gathering recording and analyzing data and information about Customers, Competitors and the Market A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive Marketing management is a Business discipline focused on the practical application of marketing techniques and the Management of a firm's marketing resources Market dominance is a measure of the strength of a Brand, product, service, or firm, relative to competitive offerings A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a Direct marketing is a sub-discipline and type of Marketing. There are two main definitional characteristics which distinguish it from other types of marketing Product placement, or embedded marketing, is a type of Advertising, in which promotional Advertisements placed by marketers using Public relations (PR is the practice of managing the flow of Information between an Organization and its Publics Public relations - often referred Publicity is the deliberate attempt to manage the public's perception of a subject Sales promotion is one of the four aspects of Promotional mix. An underwriting spot is an announcement made on Public broadcasting outlets especially in the United States in exchange for funding Printing is a process for reproducing text and image typically with ink on Paper using a printing press To publish is to make content Publicly known. The term is most frequently applied to the distribution of text or images on paper or to the placing of content For the band see Broadcast (band Broadcasting is the distribution of audio and/or Video signals which transmit Out-of-home advertising (also referred to as OOH) is essentially any type of Advertising that reaches the consumer while he or she is outside the home (or office Internet marketing, also referred to as web marketing, online marketing, Internet advertising, or eMarketing, is the Marketing A point-of-sale display (POS is a specialized form of Sales promotion that is found near on or next to a checkout counter (the "point of sale" Promotional items or promotional products refers to articles of merchandise that are used in marketing and communication programs Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely relevant personal and cost-effective manner In-game advertising ( IGA) refers to the use of Computer and video games as a medium in which to deliver Advertising. Word of mouth, is a reference to the passing of Information by verbal means especially recommendations but also general information in an informal person-to-person Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Internet marketing, also referred to as web marketing, online marketing, Internet advertising, or eMarketing, is the Marketing Advertising is often placed by an advertising agency on behalf of a company or other organization.

Advertisements are seen on the seats of shopping carts, on the walls of an airport walkway, on the sides of buses, and are heard in telephone hold messages and in-store public address systems. A shopping cart (also called a trolley in British, Australian English, and New Zealand English; sometimes referred to as a carriage A public address or " PA " system is an electronic amplification system with a mixer, Amplifier and Loudspeakers used to Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information.

Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking,l a product or service include political parties, interest groups, religious organizations, and military recruiters. A political campaign is an organized effort which seeks to influence the decision making process within a specific group An interest group (also advocacy group, lobby group, pressure group or special interest group) is an organized collection of people who seek Religious activities generally need some infrastructure to be conducted A military is an Organization authorized by its Nation to use force usually including use of Weapons in defending its Country (or by attacking Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements. A non-profit organization ( abbreviated "NPO" also "not-for-profit" is a legally constituted Organization whose objective is to support or engage A public service announcement (PSA or community service announcement (CSA is a non-commercial advertisement broadcast on radio or television ostensibly for the Public

Advertising spending has increased dramatically in recent years. In 2006, spending on advertising has been estimated at $155 billion in the United States^[1] and $385 billion worldwide^[2] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. ^[3][4]

Contents 1 History 1.1 Mobile Billboard Advertising 1.2 Public service advertising 2 Types of advertising 2.1 Media 2.2 Covert advertising 2.3 Television commercials 2.4 Newer media and advertising approaches 2.5 Measuring the impact of mass advertising 3 Effect on memories and behavior 4 Public perception of the medium 5 Negative effects of advertising 6 Regulation 7 Future 7.1 Global advertising 7.2 Trends 8 See also 9 References 10 Bibliography 11 External links 11.1 Vintage archives

History

Commercial messages and political campaign displays have been found in the ruins of ancient Arabia. The Louvre Museum (Musée du Louvre located in Paris is the world's most visited art museum a historic monument and a national museum of France An advertising campaign is a series of Advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC A political campaign is an organized effort which seeks to influence the decision making process within a specific group The Arabian Peninsula (in Arabic: شبه الجزيرة العربية šibh al-jazīra al-ʻarabīya or جزيرة العرب jazīrat al-ʻarab) Egyptians used papyrus to create sales messages and wall posters, while lost-and-found advertising on papyrus was common in Ancient Greece and Ancient Rome. Papyrus (/pəˈpaɪrəs/ (Rhymes -aɪrəs)is a thick paper-like material produced from the Pith of the papyrus plant Cyperus papyrus A lost and found ( American English and Canadian English) lost property ( British English) or lost articles (also Canadian English The term ancient Greece refers to the period of Greek history lasting from the Greek Dark Ages ca Ancient Rome was a Civilization that grew out of a small agricultural community founded on the Italian Peninsula as early as the 10th century BC 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. South America is a Continent of the Americas, situated entirely in the Western Hemisphere and mostly in the Southern Hemisphere, with a The tradition of wall painting can be traced back to Indian rock-art paintings that date back to 4000 BCE. India, officially the Republic of India (भारत गणराज्य inc-Latn Bhārat Gaṇarājya; see also other Indian languages) is a country Rock art is a term in Archaeology for any man-made markings made on natural stone ^[5] As printing developed in the 15th and 16th century, 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. A printing press is a mechanical device for applying pressure to an inked surface resting upon a medium (such as paper or cloth thereby transferring an image However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content. False advertising is the use of false or misleading statements in Advertising.

As the economy expanded during the 19th century, advertising grew alongside. The, also referred to as the Tokugawa period (徳川時代 Tokugawa-jidai) is a division of Japanese history running from 1603 to 1868 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 is the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability. In 1836 Émile de Girardin inaugurated Penny press journalism in a popular conservative Newspaper, La Presse, the subscription The formula is soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston. An advertising agency or ad agency is a service Business dedicated to creating planning and handling Advertising (and sometimes other forms of promotion ^[6] 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. This article is about the country For a topic outline on this subject see List of basic France topics. Charles-Louis Havas ( 5 July, 1783 – 21 May, 1858) was a French writer and founder of the news agency Agence France-Presse Havas ( is the second largest advertising group in France and is a "Global advertising and communications services group" and the sixth-largest global advertising and communications 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 & Son was the first advertising agency in the United States, founded in Philadelphia Pennsylvania in 1869 N. W. Ayer opened in 1869, and was located in Philadelphia. ^[6]

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 recognised 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".

When radio stations began broadcasting in the early 1920s, the programs were however nearly exploded. The Encyclopædia Britannica is a general English-language encyclopaedia published by Encyclopædia Britannica Inc This was so because 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. ^[7] When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. 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 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. Graham Spry, CC ( February 20 1900 - November 24 1983) was a Canadian broadcasting pioneer business executive diplomat However, in the United States, the capitalist model prevailed with the passage of the 1934 Communications Act which created the Federal Communications Commission. The Communications Act of 1934 was a United States federal law enacted as Public Law Number 416 Act of June 19 1934 ch ^[7] To placate the socialists, the U. S. Congress did require commercial broadcasters to operate in the "public interest, convenience, and necessity". ^[8] Nevertheless, public radio does exist in the United States of America. In the early 1950s, the Dumont television network began the modern trend 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 norm for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as the U. S. 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 poster boy was Bill Bernbach who helped create the revolutionary Volkswagen ads among others. William (Bill Bernbach ( August 13, 1911, New York City - October 2, 1982, New York City was a legendary figure in the history of Some of the most creative and long-standing American advertising dates to this incredibly creative period.

The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. MTV ( Music Television) is an American Cable television network based in New York City. 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 byproduct or afterthought. A music video is a Short film or video that accompanies a complete piece of music most commonly a Song with lyrics 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. A cable is one or more Wires or Optical fibers bound together typically in a common protective jacket or sheath Satellite television is Television delivered by the means of Communications satellites as compared to conventional Terrestrial television and Cable QVC is a West Chester Pennsylvania, USA, multinational corporation specializing in televised home shopping. The old Home Shopping Network (HSN was mostly a 24-hour basic cable shopping network that could be seen seen on cable, satellite, and some terrestrial

Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. The " dot-com bubble " (or sometimes the " IT bubble " was a speculative bubble covering roughly 1995–2001 (with a climax on March 10 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. Google Inc is an American public corporation, earning revenue from advertising related to its Internet search, e-mail, online This has led to a plethora of similar efforts and an increasing trend of interactive advertising. Interactive advertising uses Online or offline interactive media to communicate with consumers and to promote products brands services and public service announcements corporate

The share of advertising spending relative to GDP has changed little across large changes in media. "Popular press" redirects here note that the University of Wisconsin Press publishes under the imprint "The Popular Press" For example, in the U. S. in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. A newspaper is a written Publication containing News, information and Advertising, usually printed on low-cost paper called Newsprint. Magazines, periodicals or serials are Publications generally published on a regular schedule containing a variety of articles, generally A tram, tramcar, trolley, trolley car, or streetcar is a railborne vehicle, of lighter weight and construction than a Train A poster is any piece of printed Paper designed to be attached to a wall or vertical surface Advertising spending as a share of GDP was about 2. 9 percent. By 1998, television and radio had become major advertising media. Television ( TV) is a widely used Telecommunication medium for sending ( Broadcasting) and receiving moving Images, either monochromatic Radio is the transmission of signals by Modulation of electromagnetic waves with frequencies below those of visible Light. Nonetheless, advertising spending as a share of GDP was slightly lower—about 2. 4 percent. ^[9]

A recent advertising innovation is "guerrilla promotions", 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. The term guerrilla marketing was coined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing as an unconventional system of promotions on a very 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 networking sites (e. Product placement, or embedded marketing, is a type of Advertising, in which promotional Advertisements placed by marketers using Text messaging, or texting is the common term for the sending of "short" (160 characters or fewer including spaces text messages from Mobile phones g. MySpace). MySpace is a popular social networking Website offering an interactive user-submitted network of friends personal profiles blogs groups photos music and

Paul McManus, the Creative Director of TBWA\Europe in the late 90s summed up advertising as being "…all about understanding. Understanding of the brand, the product or the service being offered and understanding of the people (their hopes and fears and needs) who are going to interact with it. Great advertising is the creative expression of that understanding. "

Mobile Billboard Advertising

Mobile Billboards are flat-panel campaign units in which their sole purpose is to carry advertisements along dedicated routes selected by clients prior to the start of a campaign. Mobile Billboard companies do not typically carry third-party cargo or freight. Mobile displays are used for various situations in metropolitan areas throughout the world, including:

• Target advertising
• One day, and long term campaigns
• Convention
• Sporting events
• Store openings or other similar promotional events
• Big advertisements from smaller companies

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 AIDS, political ideology, energy conservation, religious recruitment, 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. David MacKenzie Ogilvy CBE ( June 23, 1911 – July 21, 1999) was a notable advertising executive Cause marketing or cause-related marketing refers to a type of Marketing involving the cooperative efforts of a "for profit" business and a Non-profit Social marketing is the systematic application of Marketing along with other concepts and techniques to achieve specific behavioral goals for a social good

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 several governments. Now in days, people average around 500 advertisements a day, found one researcher.

Types of advertising

Media

Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television ads, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human directional, magazines, newspapers, town criers, sides of buses or airplanes ("logojets"), taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. DBAG Class 101 is a class of three-phase Electric locomotives built by Adtranz and operated by DB Fernverkehr in Germany. "Popular press" redirects here note that the University of Wisconsin Press publishes under the imprint "The Popular Press" A flyer (also spelled flier or called handbill) is a single page leaflet Advertising a Nightclub, event, service, or other A rack card is a document used for commercial advertising, frequently in convenience stores hotels landmarks restaurants Rest areas and other locations that enjoy A web banner or banner ad is a form of Advertising on the World Wide Web. Pop-up ads or popups are a form of online advertising on the World Wide Web intended to attract Web traffic or capture email addresses Skywriting is the process of using a small Aircraft, able to expel special Smoke during flight to fly in certain patterns to create Writing readable by A human billboard is someone who applies an Advertisement on his or her person A town crier is a person who is employed by a Town council to make public announcements in the streets A logojet is an Airliner with an Advertising paint scheme Logojets used for advertising companies remain uncommon due to the time and cost of repainting an entire Cabvision is a Narrowcast private recorded television service provided in London Taxicabs Technology and content Supported by a number Customer divider barjpg|thumb|In supermarkets sellers periodically change prices for classes of goods in response to market conditions rather than negotiating the price of each good Streaming multimedia is Multimedia that is constantly received by and normally presented to an end-user while it is being delivered by a streaming provider (the A poster is any piece of printed Paper designed to be attached to a wall or vertical surface Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Another way to measure advertising effectiveness is known as ad tracking. This advertising research methodology measures shifts in target market perceptions about the brand and product or service. Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. These shifts in perception are plotted against the consumers’ levels of exposure to the company’s advertisements and promotions. In popular usage "marketing" is the promotion of products especially Advertising and Branding However in professional usage the term has a wider meaning of The purpose of Ad Tracking is generally to provide a measure of the combined effect of the media weight or spending level, the effectiveness of the media buy or targeting, and the quality of the advertising executions or creative. Ad tracking, also known as post-testing or ad effectiveness tracking is continuous in-market research that monitors a brand’s performance including brand and advertising Advertising media selection is the process of choosing the most cost-effective media to achieve the necessary coverage and number of exposures among the Target audience Ad Tracking Article

See also Advertising media scheduling and Advertising-free media

Covert advertising

Main article: Product placement

Covert advertising is when a product or brand is embedded in entertainment and media. In Advertising media planning scheduling refers to the pattern in which advertising is timed Advertising-free media refers to media outlets whose output is not funded or subsidised by the sale of Advertising space Product placement, or embedded marketing, is a type of Advertising, in which promotional Advertisements placed by marketers using 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. A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a Minority Report is a 2002 Science fiction film directed by Steven Spielberg, loosely based on the Philip K Thomas Cruise Mapother IV ( born July 3 1962 better known by his screen name Tom Cruise, is an American Actor and Film producer Nokia Corporation (pronunciation /'nɔkiɑ/),,) is a Finnish multinational Communications Corporation, headquartered Bulgari ( is an Italian jeweler and Luxury goods Retailer. The name is usually written "BVLGARI" in ancient Roman style and comes from 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 is a Science fiction film set in a world where humans and Humanoid robots interact ( Chicago in the year 2035) I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. I Robot is a Science fiction film set in a world where humans and Humanoid robots interact ( Chicago in the year 2035) Spaceballs is a 1987 Science fiction Parody film of Star Wars co-written directed by and starring Mel Brooks. AUDI AG, ( Xetra: NSU commonly known as Audi (aˈʊdi is a German Automobile manufacturer which produces Audi branded cars with headquarters Mercedes-Benz is a German manufacturer of luxury Automobiles Buses coaches and Trucks It is currently a division of the Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Cadillac is a Brand of Luxury vehicles owned by General Motors. The Matrix Reloaded is a 2003 Film, the second installment in ''The Matrix'' trilogy, written and directed by the Wachowski Brothers Similarly, product placement for Omega Watches, Ford, Vaio, BMW and Aston-Martin cars are featured in recent James Bond films, most notably Casino Royale. Omega SA is a high-end Watch company based in Biel / Bienne Switzerland. Ford Motor Company is an American Multinational corporation and the world's fourth largest automaker based on Worldwide vehicle sales, following VAIO, originally an Acronym for Video Audio Integrated Operation, but since 2008 amended to Visual Audio Intelligence Organizer to celebrate the ( BMW) (Bavarian Motor Works is an independent German automobile manufacturer founded in 1916 Aston Martin Lagonda Limited is a British manufacturer of luxury performance cars, whose headquarters are at Gaydon, England. James Bond 007 is a Fictional character created in 1953 by writer Ian Fleming, who featured him in twelve Novels and two Short story Casino Royale ( 2006) is the twenty-first film in the James Bond series; it is directed by Martin Campbell and the first to star

Television commercials

Main article: Television advertisement

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. A television advertisement or television commercial (often just commercial or advert (US or ad (UK is a span of television programming produced A television advertisement or television commercial (often just commercial or advert (US or ad (UK is a span of television programming produced For the band see Broadcast (band Broadcasting is the distribution of audio and/or Video signals which transmit The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. professional American football, the Super Bowl is the Championship game of the National Football League (NFL American football, known in the United States and Canada simply as football, is a competitive Team sport known for mixing strategy with The average cost of a single thirty-second TV spot during this game has reached $2. 7 million (as of 2007).

The majority of television commercials feature a song or jingle that listeners soon relate to the product. See Music in Advertising

Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[1] or used to replace local billboards that are not relevant to the remote broadcast audience. ^[10] More controversially, virtual billboards may be inserted into the background^[11] where none existing in real-life. Virtual product placement is also possible. ^{[12] [13]}

Newer media and advertising approaches

Increasingly, other media are overtaking television because of a shift towards consumer's usage of the internet as well as devices such as TiVo. TiVo (pronounced ˈtiːvoʊ is a brand of Digital video recorder (DVR in the United States, Canada, and Australia created by TiVo

Advertising on the World Wide Web is a recent phenomenon. The World Wide Web (commonly shortened to the Web) is a system of interlinked Hypertext documents accessed via the Internet. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

E-mail advertising is another recent phenomenon. Electronic mail, often abbreviated to e-mail, email, or originally eMail, is a Store-and-forward method of writing sending receiving Unsolicited bulk E-mail advertising is known as "spam". E-mail spam, also known as "bulk e-mail" or "junk e-mail" is a subset of spam that involves nearly identical messages sent to numerous recipients by

Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station. There are many types of business entity defined in the legal systems of various countries A logo ( Greek el λογότυπος = el-Latn logotypos is a graphical element ( Ideogram, Symbol, Emblem, Icon, Sign) A rocket or rocket vehicle is a Missile, Aircraft or other Vehicle which obtains Thrust by the reaction of the Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). A controversy or dispute is a commencement of a conflict between statements of accepted fact and a new or unaccepted proposal that disagrees with argues against A subliminal message is a signal or message embedded in another medium designed to pass below the normal limits of the human Mind 's perception Mind control is a broad range of psychological tactics able to subvert an individual's control of his own thinking, behavior emotions or decisions Propaganda is a concerted set of messages aimed at influencing the opinions or behaviors of large numbers of people

Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost. Word of mouth, is a reference to the passing of Information by verbal means especially recommendations but also general information in an informal person-to-person 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, and "Band-Aid" = adhesive bandage) — these are the pinnacles of any advertising campaign. A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a Xerox Corporation ( (name ˈziːrɒks is a global document management company which manufactures and sells a range of color and black-and-white printers, multifunction A photocopier (or copier is a machine that makes Paper copies of documents and other visual images quickly and cheaply Kleenex is a Brand name for a variety of products such as Facial tissue, Bathroom tissue, Paper towels, and Diapers. Facial tissue refers to a class of soft absorbent disposable Paper that is suitable for use on the Face. Vaseline (Vasenol in Portugal Brazil Italy and Spain is a brand of Petroleum jelly based products owned by Anglo-Dutch company Unilever. Petroleum jelly, petrolatum or soft paraffin is a Semi-solid mixture of Hydrocarbons (with Carbon numbers mainly higher than 25 The Hoover Company started out as an American floor care manufacturer based in North Canton, Ohio. A vacuum cleaner (in colloquial British English also hoover) is a device that uses an air Pump to create a partial Vacuum to Suck History The Band-Aid was invented in 1920 by Earle Dickson, an employee of Johnson & Johnson for his wife Josephine who frequently cut and burned herself while cooking 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. A genericized trademark (also known as a generic trademark or proprietary eponym) is a Trademark or Brand name that has become the colloquial

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. Mobile advertising is a form of Advertising via mobile (wireless phones or other mobile devices By 2007 the value of mobile advertising had reached 2. 2 billion dollars and providers such as Admob delivered billions of mobile ads.

One type of mobile ad is based on SMS (Short Message Service) text messages. SMS has become the largest data application on the planet with over 2. 4 billion active users. The addition of a text-back number is gaining prevalence as a www address of yesterday. Used as part of your companies 'how to contact us' these can be very effective. These can be a (rented) keyword on a short-code or your own system on a standard number (like Mojio Messenger). The benefit of SMS text messages is people can respond where they are, right now, stuck in traffic, sitting on the metro. The use of SMS text messages can also be a great way to get a viral (word-of-mouth) campaign off the ground to build your own database of prospects see Viral marketing. Viral marketing and viral advertising refer to Marketing techniques that use pre-existing Social networks to produce increases in Brand awareness Interstitial advertisement is a form of advertisement which takes place while a page loads. On the World Wide Web, interstitials are Web pages that are displayed before an expected content page often to display advertisements or confirm the user's

More advanced mobile ads include banner ads, coupons, MMS 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. Social Network Advertising is a term that is used to describe a form of Online advertising that focuses on social networking sites It is Online Advertising with a focus on social networking sites. Online advertising is a form of Advertising that uses the Internet and World Wide Web in order to deliver Marketing messages and attract customers 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.

From time to time, The CW airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW Television Network ( The CW) is a Television network in the United States launched at the beginning of the 2006-2007 television season. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2, Cover Girl, and recently Toyota.

Measuring the impact of mass advertising

The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage of a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer.

Effect on memories and behavior

"Half the money I spend on advertising is wasted; the trouble is, I don't know which half. " - popular quote generally attributed to either John Wanamaker or William Lever; also one of the Wrigley people from the gum company. John Nelson Wanamaker ( July 11, 1838 – December 12, 1922) was a United States merchant religious leader civic and political figure William Hesketh Lever 1st Viscount Leverhulme ( 19 September 1851 &ndash 7 May 1925) was an English Industrialist philanthropist

The impact of advertising has been a matter of considerable debate and many different claims have been made in different contexts. During debates about the banning of cigarette advertising, a common claim from cigarette manufacturers was that cigarette advertising does not encourage people to smoke who would not otherwise. The (eventually successful) opponents of advertising, on the other hand, claim that advertising does in fact increase consumption.

According to many sources, the past experience and state of mind of the person subjected to advertising may determine the impact that advertising has. Children under the age of four may be unable to distinguish advertising from other television programs, while the ability to determine the truthfulness of the message may not be developed until the age of 8.

Over the past fifteen years a whole science of marketing analytics and marketing effectiveness has been developed to determine the impact of marketing actions on consumers, sales, profit and market share. Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term Market share, in Strategic management and Marketing, is the percentage or proportion of the total available Market or Market segment that is Marketing Mix Modeling, direct response measurement and other techniques are included in this science.

Public perception of the medium

As advertising and marketing efforts become increasingly ubiquitous in modern Western societies, the industry has come under criticism of groups such as Adbusters via culture jamming which criticizes the media and consumerism using advertising's own techniques. Adbusters Media Foundation (called Adbusters or the Media Foundation is a Not-for-profit, anti-consumerist organization founded in 1989 by Kalle Lasn The industry is accused of being one of the engines powering a convoluted economic mass production system which promotes consumption. Recognizing the social impact of advertising, Mediawatch-uk, a British special interest group, works to educate consumers about how they can register their concerns with advertisers and regulators. mediawatch-uk, formerly known as the National Viewers' and Listeners' Association (NVALA is a special interest Pressure group in the United Kingdom, which It has developed educational materials for use in schools.

Public interest groups are increasingly suggesting that access to the mental space targeted by advertisers should be taxed, in that at the present moment that space is being freely taken advantage of by advertisers with no compensation paid to the members of the public who are thus being intruded upon. This kind of tax would be a Pigovian tax in that it would act to reduce what is now increasingly seen as a public nuisance. A Pigovian tax (also spelled Pigouvian tax) is a Tax levied to correct the negative externalities of a market activity Efforts to that end are gathering more momentum, with Arkansas and Maine considering bills to implement such a taxation. Florida enacted such a tax in 1987 but was forced to repeal it after six months, as a result of a concerted effort by national commercial interests, which withdrew planned conventions, causing major losses to the tourism industry, and canceled advertising, causing a loss of 12 million dollars to the broadcast industry alone.

Negative effects of advertising

An extensively documented effect is the control and vetoing of free information by the advertisers. (lɵnd is a city in the province of Scania, southern Sweden. The town has 76188 inhabitants out of a muncipal total of 105000 "Sverige" redirects here For other uses see Sweden (disambiguation and Sverige (disambiguation. Any negative information on a company or its products or operations often results in pressures from the company to withdraw such information lines, threatening to cut their ads. This behavior makes the editors of the media self-censor content that might upset their ad payers. The bigger the companies are, the bigger their relation becomes, maximizing control over a single piece of information.

Advertisers may try to minimize information about or from consumer groups, consumer-controlled purchasing initiatives (as joint purchase systems), or consumer-controlled quality information systems.

Another indirect effect of advertising is to modify the nature of the communication media where it is shown. Media that get most of their revenues from publicity try to make their medium a good place for communicating ads before anything else. The clearest example is television, where broadcasters try to make the public stay for a long time in a mental state that encourages spectators not to switch the channel during advertisements. Programs that are low in mental stimulus, require light concentration and are varied are best for long sitting times. These also make for much easier emotional transition to ads, which are occasionally more entertaining than the regular shows. A simple way to understand objectives in television programming is to compare the content of programs paid for and chosen by the viewer with those on channels that get their income mainly from advertisements.

In several books, articles and videos, communication professor Sut Jhally has argued that pervasive commercial advertising, by constantly reinforcing a bogus association between consumption and happiness and by focusing on individual immediate needs, leads to a squandering of resources and stands in the way of a discussion of fundamental societal and long-term needs. Sut Jhally (born 29 May 1955) is a professor of Communication at the University of Massachusetts Amherst and is a cultural studies scholar in

Regulation

Main article: Advertising regulation

In the US many communities believe that many forms of outdoor advertising blight the public realm [2]. Advertising regulation refers to the Laws and rules defining the ways in which products can be advertised in a particular region As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside [3]. Cities such as São Paulo have introduced an outright ban [4] with the UK capital 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 twelve 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. This article refers to the European Union court not the European Court of Human Rights of the Council of Europe The Court of Justice

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 that food advertising targeting children was an important factor in the epidemic of childhood obesity in the United States of America. The Henry J Kaiser Family Foundation (KFF, or just Kaiser Family Foundation, is a U Childhood Obesity is a condition where excess body fat negatively affects a child's health or wellbeing

In many countries - namely 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 £2500 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 12 of the 1994 Toubon Law limiting the use of English in French advertising); see Bhatia and Ritchie 2006:542. The Toubon Law (full name law 94-665 of 4 August 1994 relating to usage of the French language) is a law of the French government mandating The advertisement of controversial products such as cigarettes and condoms is subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.

Future

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. The Oxford University Press defines global marketing as “ marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences similarities and 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. (Global marketing Management, 2004, pg 13-18)

Advertising research is key to determining the success of an ad in any country or region. Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. 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. Market research is the process of systematically gathering recording and analyzing data and information about Customers, Competitors and the Market (Young, p. 131)

Trends

With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. Pop-up ads or popups are a form of online advertising on the World Wide Web intended to attract Web traffic or capture email addresses Adobe Flash (previously called Shockwave Flash and Macromedia Flash) is a set of Multimedia software created by Macromedia and currently A banner is a Flag or other piece of cloth bearing a symbol logo slogan or other message Advergaming is the practice of using Video games to advertise a product organization or viewpoint

The ability to record shows on DVRs (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. TiVo (pronounced ˈtiːvoʊ is a brand of Digital video recorder (DVR in the United States, Canada, and Australia created by TiVo Additionally, as more seasons of pre-recorded “Boxed Sets” are offered for sale of Television show series; fewer people watch the shows on TV. A television program (US television programme (UK or television show (U 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. Product placement, or embedded marketing, is a type of Advertising, in which promotional Advertisements placed by marketers using Survivor is a popular Reality television Game show format produced in many countries throughout the world

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.

Another significant trend regarding future of advertising is the growing importance of 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. The phrase The Long Tail (as a Proper noun with capitalized letters was first coined by Chris Anderson in an October 2004 Wired magazine 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. Comcast Spotlight is the advertising sales division of Comcast Cable. Video on demand ( VOD) or Audio video on demand ( AVOD) systems allow users to select and watch/listen 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. ^[14]

In freelance advertising, companies hold public competitions to create ads for their product, the best one of which is chosen for widespread distribution with a prize given to the winner(s). A freelancer, freelance worker, or freelance is a person who pursues a profession without a long-term commitment to any one employer During the 2007 Super Bowl, Pepsico held such a contest for the creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the winner. PepsiCo Incorporated (Short for Pepsi Company ( is a large conglomerate with interests in manufacturing marketing and selling a wide variety of carbonated and non- carbonated Doritos-iljpg|thumb|Mexican Nacho Flavored Doritos Israel (old style]] Doritos (dəˈriːɾoʊz is a brand of flavored Tortilla chips produced since 1966 by the American Chevrolet held a similar competition for their Tahoe line of SUVs. Chevrolet (ˌʃɛvroʊˈleɪ - French origin (also known as Chevy) is a Brand of Automobile, produced by General Motors (GM A sport utility vehicle ( SUV) is a generic marketing description for a rugged automotive vehicle similar to a Station wagon but built on a light-truck chassis This type of advertising, however, is still in its infancy. It may ultimately decrease the importance of advertising agencies by creating a niche for independent freelancers.

Embedded advertising or in-film ad placements are happening on a larger scale now than ever before. “Embedded Advertising is not about recall Radio TV and other media enjoy greater recall Films like Krrish had over a dozen placements including Lay’s, Bournvita, Samsung, Faber Castell and Hero Honda. Krrish is a 2006 Bollywood Science fiction Superhero film directed by Rakesh Roshan.

See also

Ad Tracking Adbusters Advertising Adstock Advertising campaign Advertising Research American Advertising Federation Hall of Fame Brand Branded content Conquesting Copy testing Coolhunting Communication design Copywriting Global Marketing Graphic design Human directional Integrated Marketing Communications

Interactive advertising Local advertising Market overhang Marketing Mobile Marketing Music in advertising Online advertising Propaganda Public relations Reality marketing Shockvertising Social marketing Video news release Video commerce Visual Communication Web analytics World Federation of Advertisers

References

Bibliography

• Anthony,A,Abdo AU (2007) professor, history and geography
• Bhatia, Tej K. 2000. Advertising in Rural India: Language, Marketing Communication, and Consumerism. Institute for the Study of Languages and Cultures of Asia and Africa. Tokyo University of Foreign Studies. Tokyo Press: Japan. ISBN 4-87297-782-3
• Clark, Eric, "The Want Makers", Viking, 1988. ISBN 0340320281
• Cook, Guy (2001 2nd edition) "The Discourse of Advertising", London: Routledge, ISBN 0-415-23455-7
• Graydon, Shari (2003) "Made You Look - How Advertising Works and Why You Should Know", Toronto: Annick Press, ISBN 1-55037-814-7
• Johnson, J. Douglas, "Advertising Today", Chicago: Science Research Associates, 1978. ISBN 0-574-19355-3
• Klein, Naomi (2000) No Logo . Harper-Collins, ISBN 0-00-653040-0
• Kleppner, Otto, "Advertising Procedure", Englewood Cliffs, N. J. , Prentice-Hall, 1966.
• Kotabe, Masaki and Kristiaan Helsen, Global Marketing Management, 3rd Edition, John Wiley & Sopns, Inc, publishers, Copyright 2004, ISBN 0-471-23062-6
• Lears, Jackson, Fables of Abundance: A Cultural History of Advertising in America, Basic Books, 1995, ISBN 0465090753
• Leon, Jose Luis (1996) "Los efectos de la publicidad". Barcelona: Ariel, ISBN 84-344-1266-7
• Leon, Jose Luis (2001) "Mitoanálisis de la publicidad". Barcelona. Ariel, ISBN 84-344-1285-3
• Mulvihill, Donald F. , "Marketing Research for the Small Company", Journal of Marketing, Vol. 16, No. 2, Oct. , 1951, pp. 179-183.
• Petley, Julian (2002) "Advertising". North Mankato, Minnesota: Smart Apple Media. , ISBN 1-58340-255-1
• Young, Charles E. , The Advertising Handbook, Ideas in Flight, Seattle, WA April 2005, ISBN 0-9765574-0-1
• Wernick, Andrew (1991) "Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S. )", London: Sage Publications Ltd, ISBN 0-8039-8390-5

External links

• On-Line exhibits at William F. Eisner Museum of Advertising and Design
• The British Library - finding information on the advertising industry
• Bibliography on Web Advertising
• Advertising Educational Foundation, archived advertising exhibits and classroom resources
• Online Interactive History of Advertising

Vintage archives

• Ad*Access, Duke University Library
• Archive Advertisements from Old Theatre Programmes
• Retro Cars Advertisements - 19 Posters from the 19th International Motor Exhibition, 1925.
• American print advertising archive 1930 - 1969

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