Advertising is a form of communication for marketing and used to encourage or persuade the audience which are viewers, readers or listeners, sometimes a specific group, to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to ensure employees that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed through various traditional media, including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising, direct mail, new media such as blogs, websites or text messages.
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 certain qualities with the brand in the minds of consumers. Non commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Modern advertising was created with the new and unique techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.
A Bit Of History.
19th Century:
As the economy developed 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.
- Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia.
- In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers.
- In the late 19th century situation has changed, when the advertising agency of N.W. Ayer & Son was founded.
- 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.
Here is an example of an advertisement of Coca Cola in 1890's.
Purple background has been chosen to represent the 1890's, as the patterns on that wall seem to be old fashioned. The woman in the middle ground, dressed so fashionably in green, with a large hat (representing perhaps the class she was in) and pearls, revealing the expensiveness. Holding a Cola Cola drink, which is unusual at those times, therefore it is being advertised. Roses in a vase in the foreground also represent the elegancy in the room, however the "Drink the Coca Cola 5c" advert explains it all.
Types of Advertising:
The TV commercial is generally considered the most effective advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. Most 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 or used to replace local billboards that are not relevant to the remote broadcast audience, virtual billboards may be inserted into the background where none exist in real life. This technique is especially used in televised sporting events. Virtual product placement is also possible.
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 to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often claim this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93% of the U.S. population.
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. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertisin, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
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.
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 advertising a sertain 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.
Lana Del Ray for H&M.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.
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