Advertising

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Advertising

Advertisingis a form ofis a form of communicationcommunicationused toused to persuadepersuadean audience (viewers, readers oran audience (viewers, readers or listeners) to take some action with respect to

listeners) to take some action with respect to products, ideas, or services. Most commonly, theproducts, ideas, or services. Most commonly, the desired result is to drive

desired result is to drive consumer behavior with respect to a consumer behavior with respect to a commercial offering, althoughcommercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for political and ideological advertising is also common. Advertising messages are usually paid for by

by sponsorssponsorsand viewed via variousand viewed via various traditional mediatraditional media;; includingincluding mass mediamass mediasuchsuch as

as newspapernewspaper,, magazinesmagazines,,television commercialtelevision commercial,, radio advertisementradio advertisement,, outdooroutdoor advertising

advertisingoror direct maildirect mail;; oror new medianew media such assuch aswebsiteswebsitesandand text messagestext messages..

Surrogate advertising is advertising which embeds a brand or product message inside an Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. For example, a cigarette company advertisement which is ostensibly for another brand or product. For example, a cigarette company might issue public service announcements relating to a topic such as lung cancer, using the might issue public service announcements relating to a topic such as lung cancer, using the company's logo or distinctive brand colors in the ads so that people are exposed to the company's company's logo or distinctive brand colors in the ads so that people are exposed to the company's branding without seeing an explicit ad for the company's product. The company would justify the branding without seeing an explicit ad for the company's product. The company would justify the advertisement by claiming that it's an e

advertisement by claiming that it's an example of social responsibility.xample of social responsibility.

There are a number of reasons for companies to use surrogate advertising. One of the most There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products. Many common reasons is to circumvent a ban on direct advertisements of particular products. Many nations have laws restricting alcohol and tobacco advertising, for example, so companies use nations have laws restricting alcohol and tobacco advertising, for example, so companies use surrogate advertising to market their products. Techniques used might include advertising another surrogate advertising to market their products. Techniques used might include advertising another product with the same

product with the same brand namebrand name,, sponsoring community events, issuing public servicesponsoring community events, issuing public service announcements, or sponsoring sports teams. All of these activities technically do not violate the ban announcements, or sponsoring sports teams. All of these activities technically do not violate the ban on

on direct advertisingdirect advertising,, but they still get consumers familiar with but they still get consumers familiar with the company's brandingthe company's branding

yellow pages yellow pages

A volume or section of a telephone directory that lists businesses, services, or products A volume or section of a telephone directory that lists businesses, services, or products alphabetically according to field

alphabetically according to field

According to the American Marketing Association, marketing can be defined as "

According to the American Marketing Association, marketing can be defined as "the activity, set of the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients,

have value for customers, clients, partners, and society at largepartners, and society at large". Thus,". Thus, marketingmarketingis a combination of is a combination of all the activities that help to increase the sale of products, that includes a combination of one or more all the activities that help to increase the sale of products, that includes a combination of one or more

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things among direct

things among direct marketing,marketing, advertisingadvertising,, brandingbranding,, public relations and other public relations and other promotionalpromotional activities.

activities.

Public relations (PR), on th

Public relations (PR), on th e other hand, is managing te other hand, is managing t he flow of information between the companyhe flow of information between the company and the people, thus maintaining

and the people, thus maintaining favorable relations between the two. Through public relations, thefavorable relations between the two. Through public relations, the company can keep a tab on the pulse of the market and know the public opinion of its products. Public company can keep a tab on the pulse of the market and know the public opinion of its products. Public relations is also considered an investment for the futu

relations is also considered an investment for the futu re as a good PR re as a good PR campaign remains stronglycampaign remains strongly embedded in the minds of the

embedded in the minds of the people for a longer time.people for a longer time.

Marketing vs Public Relations Marketing vs Public Relations

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1. _{The primary function of marketing is product awareness and promotions, while the primary}_{The primary function of marketing is product awareness and promotions, while the primary}

function of public relations involves public perception of the company and brand. This function of public relations involves public perception of the company and brand. This is theis the main difference between marketing and public relations. One can say t

main difference between marketing and public relations. One can say t hat, at times, hat, at times, thethe inferences gained from a PR campaign form the

inferences gained from a PR campaign form the foundation for the marketing strategies.foundation for the marketing strategies. 2.

2. In marketing, the products are promoted. In public relations, the company is promoted. A PRIn marketing, the products are promoted. In public relations, the company is promoted. A PR person promotes the name and image of the

person promotes the name and image of the entire company while a marketer usually looks atentire company while a marketer usually looks at how to promote one product or a product line.

how to promote one product or a product line. 3.

3. Marketing involves selling the goods. Public relations involves selling the Marketing involves selling the goods. Public relations involves selling the brand. A marketingbrand. A marketing activity is directed at making the products/services seem more appealing to people. PR activity is directed at making the products/services seem more appealing to people. PR activities involve making the company more appealing to people.

activities involve making the company more appealing to people. 4.

4. Marketers are trying to see how and at what Marketers are trying to see how and at what price goods/services can be sold. PR persons tryprice goods/services can be sold. PR persons try to gauge public perception and reactions to the product and its

to gauge public perception and reactions to the product and its marketing strategies. A PRmarketing strategies. A PR person senses the market for public reaction of previous marketing attempts and impact of person senses the market for public reaction of previous marketing attempts and impact of thethe strategies on the public. A marketer can use this

strategies on the public. A marketer can use this valuable information to reposition thevaluable information to reposition the product, or stick to the current plan, as

product, or stick to the current plan, as required.required. 5.

5. Marketing is trying to achieve profits. PR Marketing is trying to achieve profits. PR is trying to achieve positive reputation. The aim of is trying to achieve positive reputation. The aim of marketing is to sell the products and achieve profits. PR is like an investment that a company marketing is to sell the products and achieve profits. PR is like an investment that a company makes for maintaining a positive image in the market, which the company will be able to cash makes for maintaining a positive image in the market, which the company will be able to cash in on in the future as well.

in on in the future as well. 6.

6. Marketing is a wider term which includes alMarketing is a wider term which includes al l the promotional activities that l the promotional activities that help boost sales,help boost sales, including public relations. Public relations activity is

including public relations. Public relations activity is considered to be a part of the considered to be a part of the entireentire marketing strategy of a company.

marketing strategy of a company. 7.

7. Marketing is an older, more traditional concept of selling. Marketing is an older, more traditional concept of selling. PR is a PR is a relatively new concept whichrelatively new concept which sells goods by creating a positive impression of the product among the

sells goods by creating a positive impression of the product among the people. The publicpeople. The public relations concept is a new way to

relations concept is a new way to look at positive product positioning.look at positive product positioning. 8.

8. Marketing is quite a short-term activity. PR is a long-term activity that bears fruit over aMarketing is quite a short-term activity. PR is a long-term activity that bears fruit over a longer period of time. The benefits of

longer period of time. The benefits of a PR program accrue and can be a PR program accrue and can be used over an extendedused over an extended period of time.

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Definition

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1. The non-personal communication of information usually The non-personal communication of information usually paid for & usuallypaid for & usually persuasive in nature, about products (goods & services) or ideas by identified persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes 1996)

sponsor through various media. (Arenes 1996) 2.

2. Any paid form Any paid form of non-personal communication about an of non-personal communication about an organisation,organisation, product,service, or idea from an identified sponsor. (Blech & Blech 1998) product,service, or idea from an identified sponsor. (Blech & Blech 1998) 3.

3. Paid non-personal communication frPaid non-personal communication from an identified om an identified sponsor using mass mediasponsor using mass media to persuade influence an audience. (Wells, Burnett, & Moriaty 1998)

to persuade influence an audience. (Wells, Burnett, & Moriaty 1998) 4.

4. The element of the marketing communication mix The element of the marketing communication mix that is non personal paid for anthat is non personal paid for an identified sponsor, & disseminated through channels of mass communication to identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas. (Bearden, Ingram, & promote the adoption of goods, services, person or ideas. (Bearden, Ingram, & Laforge 1998)

Laforge 1998) 5.

5. An informative or persuasive message carried by a non personal mAn informative or persuasive message carried by a non personal medium & paidedium & paid for by an identified sponsor whose organization or product is identified in some for by an identified sponsor whose organization or product is identified in some way. (Zikmund & D'amico 1999)

way. (Zikmund & D'amico 1999) 6.

6. Impersonal; one way communication about a product or organization that Impersonal; one way communication about a product or organization that is paidis paid by a marketer. (Lamb, Hair & Mc.Daniel 2000)

by a marketer. (Lamb, Hair & Mc.Daniel 2000)

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7. Any paid form of non-personal presentation and promotion of ideas,goods orAny paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor. (Kotler et al, 2006)

services by an identified sponsor. (Kotler et al, 2006)

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Reasons for display advertising

Display ads generate awareness quickly. Unlike search, which requires someone

Display ads generate awareness quickly. Unlike search, which requires someone to beto be aware of a need, display advertising can drive awareness of something new and without aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used fo previous knowledge. Display works well for direct response. Display is not only used fo rr

generating awareness, it‟s used for direct response campaigns that link to

generating awareness, it‟s used for direct response campaigns that link to a landinga landing

page with a clear „call to action‟. page with a clear „call to action‟.

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Public service advertising

The advertising techniques used to promote commercial goods a

The advertising techniques used to promote commercial goods and services can bend services can be used to inform, educate and motivate the public about non-commercial issues, such as used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and

HIV/AIDS, political ideology, energy conservation and deforestation.deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of Advertising, in its non-commercial guise, is a powerful educational tool capable of

reaching and motivating large audiences. "Advertising justifies its existence when used reaching and motivating large audiences. "Advertising justifies its existence when used

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in the public interest

in the public interest——it is much too powerful a tool to use solely for commercialit is much too powerful a tool to use solely for commercial purposes." Attributed to

purposes." Attributed to Howard GossageHoward Gossage byby David OgilvyDavid Ogilvy.. Public service advertising

Public service advertising,, non-commercial advertisingnon-commercial advertising,, public interestpublic interest advertising,

advertising, cause marketingcause marketing,, andand social marketingsocial marketing are different terms for (or aspects of)are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques

the use of sophisticated advertising and marketing communications techniques

(generally associated with commercial enterprise) on behalf of non-commercial, public (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is 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. 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 To meet these requirements, many broadcast stations in America air the bulk of their required

requiredpublic service announcementspublic service announcementsduring the late night or early morning when theduring the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time

smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers.

commercial slots available for high-paying advertisers. Public service advertising reached its height during

Public service advertising reached its height during World Wars IWorld Wars I andand IIII under theunder the direction of more than one

direction of more than one government. During WWII President Rooseveltgovernment. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the

commissioned the creation of The War Advertising Council (now known as the AdAd

Council

Council)) which is the nation's largest developer of PSA campaigns on behalf ofwhich is the nation's largest developer of PSA campaigns on behalf of

government agencies and non-profit organizations, including the longest-running PSA government agencies and non-profit organizations, including the longest-running PSA campaign,

campaign, Smokey BearSmokey Bear.. [[editedit]]

Marketing mix

Main article:

Main article: Marketing mix Marketing mix

The marketing mix has been the key concept to advertising. The marketing mix was The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor

suggested by professor E. Jerome McCarthyE. Jerome McCarthy in the 1960s. The marketing mix consistsin the 1960s. The marketing mix consists of four basic elements called

of four basic elements called the four P‟s. Product is the first P representing the actualthe four P‟s. Product is the first P representing the actual

product. Price represents the process of determining the value of a product. Place 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 represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for 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 Promotion which is the process of reaching the target market and convincing them to go out and buy the product.

out and buy the product.

[[editedit]]

Advertising theory



 Hierarchy of effects modeHierarchy of effects modell

[8] [8]

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It clarifies the objectives of an advertising campaign and for each individual It clarifies the objectives of an advertising campaign and for each individual

advertisement. The model suggests that there are six steps a consumer or a business advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are:

buyer moves through when making a purchase. The steps are: 1. Awareness 1. Awareness 2. Knowledge 2. Knowledge 3. Liking 3. Liking 4. Preference 4. Preference 5. Conviction 5. Conviction 6. Purchase 6. Purchase 

 Means-End TheoryMeans-End Theory

This approach suggests that an advertisement should

This approach suggests that an advertisement should contain a message or means thatcontain a message or means that leads the consumer to a desired end state.

leads the consumer to a desired end state.



 Leverage PointsLeverage Points

It is designed to move the consumer from understanding a product's benefits to linking It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

those benefits with personal values.



 Verbal and Visual ImagesVerbal and Visual Images

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An Advertisement for a diner. Such signs

An Advertisement for a diner. Such signs are common on storefronts.are common on storefronts.

Paying people to hold signs is one of the oldest forms of advertising, as with thi

Paying people to hold signs is one of the oldest forms of advertising, as with thi ssHuman billboardHuman billboardpicturedpictured above

above

A bus with an advertisement for

A bus with an advertisement for GAPGAPin Singapore. Buses and other vehicles are popular media forin Singapore. Buses and other vehicles are popular media for advertisers.

advertisers.

A

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Virtually any medium can be used for advertising. Commercial advertising media can Virtually any medium can be used for advertising. Commercial advertising media can include

include wall paintingswall paintings,, billboardsbillboards,, street furniturestreet furniture components, printed flyers andcomponents, printed flyers and rackrack

cards

cards,, radio, cinema and television adverts,radio, cinema and television adverts, web bannersweb banners,, mobile telephone screens,mobile telephone screens, shopping carts, web

shopping carts, web popupspopups,, skywritingskywriting,, bus stop benches,bus stop benches, human billboardshuman billboards,,

magazines, newspapers, town criers, sides of buses, banners attached to or sides of magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (

airplanes (""logojetslogojets""),), in-flight advertisementsin-flight advertisements onon seatback tray tablesseatback tray tables or overheador overhead storage bins, taxicab doors, roof mounts and

storage bins, taxicab doors, roof mounts and passenger screenspassenger screens,, musical stage shows,musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of bathroom subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets,

stalls,stickers on apples in supermarkets, shopping cart handlesshopping cart handles (grabertising), the(grabertising), the opening section of

opening section of streamingstreaming audio and video, posters, and the backs of event ticketsaudio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their

and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

message through a medium is advertising. [[editedit]]

Digital advertising

Television advertising

Television advertising // Music in advertisingMusic in advertising

The TV commercial is generally considered the most effective mass-market The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for advertising format, as is reflected by the high prices TV networks charge for commercial

commercial airtimeairtime during popular TV events. The annualduring popular TV events. The annual SuperSuper

Bowl

Bowlfootballfootball game in the United States is known as the most prominentgame in the United States is known as the most prominent

advertising event on television. The average cost of a single thirty-second TV 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 spot during this game has reached US$3 million (as of 2009). The majority of television commercials feature a song or

television commercials feature a song or jingle jingle that listeners soon relate to thethat listeners soon relate to the product. Virtual advertisements may be inse

product. Virtual advertisements may be inserted into regular televisionrted into regular television programming through computer graphics. It is

programming through computer graphics. It is typically inserted into otherwisetypically inserted into otherwise blank backdrops

blank backdrops[9][9] or used to replace local billboards that are not relevant to theor used to replace local billboards that are not relevant to the remote broadcast audience

remote broadcast audience..[10][10] More controversially, virtual billboards may beMore controversially, virtual billboards may be inserted into the background

inserted into the background[11][11] where none exist in real-life. This technique iswhere none exist in real-life. This technique is especially used in televised sporting events

especially used in televised sporting events..[12][13][12][13]Virtual product placement isVirtual product placement is also possible

also possible..[14][15][14][15] Infomercials

Infomercials

An

An infomercialinfomercialis a long-format television commercial, typically five minutes is a long-format television commercial, typically five minutes oror longer. The word "infomercial" combining the words "information" &

longer. The word "infomercial" combining the words "information" & "commercial". The main objective in an infomercial is to create an

"commercial". The main objective in an infomercial is to create an impulseimpulse

purchase

purchase,, so that the consumer sees the presentation and then immediatelyso that the consumer sees the presentation and then immediately buys the product through the advertised

buys the product through the advertised toll-free telephone numbertoll-free telephone numberoror websitewebsite.. Infomercials describe, display, and often demonstrate products and their

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features, and commonly have testimonials from consumers and

features, and commonly have testimonials from consumers and industryindustry

professionals

professionals..

Radio advertising

Radio advertising is a form of advertising via the medium ofis a form of advertising via the medium of radioradio.. RadioRadio

advertisements are broadcast as radio waves to the air from a transmitter to an 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

antenna and a thus to a receiving device. Airtime is purchased from a

a stationstation oror networknetworkin exchange for airing the commercials. While radio has thein exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only 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 on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population. million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form of

Online advertising is a form of promotionpromotionthat uses the Internet andthat uses the Internet and World WideWorld Wide

Web

Webfor the expressed purpose of deliveringfor the expressed purpose of delivering marketingmarketingmessages to attractmessages to attract customers. Online ads are delivered by an

customers. Online ads are delivered by an ad serverad server.. Examples of onlineExamples of online advertising include contextual ads that appear on

advertising include contextual ads that appear on search engine resultssearch engine results

pages

pages,, banner adsbanner ads,, inin text adstext ads,, Rich MediaRich Media Ads,Ads, Social networkSocial network

advertising

advertising,, online classified advertisingonline classified advertising,, advertising networksadvertising networks andand e-maile-mail

marketing

marketing,, includingincluding e-mail spame-mail spam.. Product placements Product placements Covert advertising

Covert advertising, also known as guerrilla advertising, is when a product , also known as guerrilla advertising, is when a product oror brand is embedded in entertainment and media. For example, in a film, the main 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

character can use an item or other of a definite brand, as in the movie Minority Minority

Report

Report ,, wherewhere Tom CruiseTom Cruise''s character John Anderton owns a phone withs character John Anderton owns a phone with the

the Nokia Nokia logo clearly written in the top corner, or his watch engraved withlogo clearly written in the top corner, or his watch engraved with the

the Bulgari Bulgari logo. Another example of advertising in film is inlogo. Another example of advertising in film is in I, Robot I, Robot ,, where mainwhere main character played by

character played by Will SmithWill Smith mentions hismentions his Converse Converse shoes several times,shoes several times, calling them "classics," because the film is set far in the future.

calling them "classics," because the film is set far in the future. I,I, Robot

Robot andand Spaceballs Spaceballs also showcase futuristic cars with thealso showcase futuristic cars with the Audi Audi andand Mercedes- Mercedes-

Benz

Benz logos clearly displayed on the front of the vehicles.logos clearly displayed on the front of the vehicles. CadillacCadillac chose tochose to advertise in the movie

advertise in the movie The Matrix Reloaded The Matrix Reloaded ,, which as a result contained manywhich as a result contained many scenes in which Cadillac cars were used. Similarly, product placement

scenes in which Cadillac cars were used. Similarly, product placement for

for Omega WatchesOmega Watches,, FordFord,, VAIOVAIO,, BMWBMW andand Aston MartinAston Martin cars are featured incars are featured in recent

recent James BondJames Bondfilms, most notably Casino Royale films, most notably Casino Royale .. InIn ""Fantastic Four: RiseFantastic Four: Rise

of the Silver Surfer

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front.

front. Blade Runner Blade Runner includes some of the most obvious product placement; theincludes some of the most obvious product placement; the whole film stops to show a

whole film stops to show a Coca-ColaCoca-Cola billboard.billboard. [[editedit]]

Physical advertising

Press advertising

Press advertising describes advertising in a printed medium such as Press advertising describes advertising in a printed medium such as a

a newspapernewspaper,, magazinemagazine,, or trade journal. This encompasses everything fromor trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or 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 magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of

journals on very specialized topics. A form of press advertising ispress advertising is classifiedclassified

advertising

advertising,, which allows private individuals or companies to purchase a small,which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form 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 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.

typically run in an article section of a newspaper. Billboard advertising

Billboard advertising Billboards

Billboards are large structures located in public places which displayare large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian 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 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 viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

office buildings, and in stadiums.

The

TheRedEye RedEye newspaper advertised to its target market atnewspaper advertised to its target market at North AvenueNorth Avenue

Beach

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Mobile billboard advertising Mobile billboard advertising Mobile billboards

Mobile billboardsare generally vehicle mountedare generally vehicle mounted billboardsbillboardsor digital screens.or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks 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 or, in some cases, large banners strewn from planes. The billboards are often lighted; some being

lighted; some being backlitbacklit,, and others employing spotlights. Some billboardand others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the

situations in metropolitan areas throughout the world, including: Targetworld, including: Target

advertising, One-day, and long-term campaigns, Conventions, Sporting events, advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from Store openings and similar promotional events, and Big advertisements from smaller companies.

smaller companies.

In-store advertising In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes 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 placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP

ends of aisles and near checkout counters (aka POP——Point Of PurchasePoint Of Purchase

display), eye-catching displays promoting a specific product, and advertisements display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

in such places as shopping carts and in-store video displays. Coffee cup advertising

Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This form of distributed out of an office, café, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.

popularity in the United States, India, and parts of the Middle East.[[citation needed citation needed ]] Street advertising

Street advertising

This type of advertising first came to prominence in the UK by Street Advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements.

Services to create outdoor advertising on street furniture and pavements. Working with products such as

Working with products such as Reverse GraffitiReverse Graffiti and 3d pavement advertising, theand 3d pavement advertising, the media became an affordable and effective tool for getting brand messages out media became an affordable and effective tool for getting brand messages out into public spaces.

into public spaces.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when

products. Advertisers often advertise their products, for example, when

celebrities share their favorite products or wear clothes by specific brands or celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of television or print adverts to advertise specific or general products. The use of

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celebrities to endorse a brand can have its downsides, however. One mistake by 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, 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 following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with

Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated,Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed

as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

smoking marijuana.

Radio advertising

Radio advertising is a form of advertising via the medium ofis a form of advertising via the medium of radioradio.. RadioRadio

advertisements are broadcast as radio waves to the air from a transmitter to an 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

antenna and a thus to a receiving device. Airtime is purchased from a

a stationstation oror networknetworkin exchange for airing the commercials. While radio has thein exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only 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 on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population. million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form ofis a form of promotionpromotion that uses the Internet andthat uses the Internet and World WideWorld Wide

Web

Webfor the expressed purpose of deliveringfor the expressed purpose of delivering marketingmarketingmessages to attractmessages to attract customers. Examples of online advertising include contextual ads that appear customers. Examples of online advertising include contextual ads that appear on

on search engine results pagessearch engine results pages,, banner adsbanner ads,, inin text adstext ads,, Rich MediaRich MediaAds,Ads, SocialSocial

network advertising

network advertising,, online classified advertisingonline classified advertising,, advertising networksadvertising networks andand e-maile-mail

marketing

marketing,, includingincluding e-mail spame-mail spam..

Product placements Product placements Covert advertising

Covert advertising, also known as guerrilla advertising, is when a product or, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main 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

character can use an item or other of a definite brand, as in the movie Minority Minority

Report

Report ,, wherewhere Tom CruiseTom Cruise''s character John Anderton owns a phone withs character John Anderton owns a phone with the

the Nokia Nokia logo clearly written in the top corner, or his watch engraved withlogo clearly written in the top corner, or his watch engraved with the

theBulgari Bulgari logo. Another example of advertising in film is inlogo. Another example of advertising in film is in I, Robot I, Robot ,, where mainwhere main character played by

character played by Will SmithWill Smith mentions hismentions his Converse Converse shoes several times,shoes several times, calling them "classics," because the film is set far in the future.

calling them "classics," because the film is set far in the future. I,I, Robot

Robot andand Spaceballs Spaceballs also showcase futuristic cars with thealso showcase futuristic cars with the Audi Audi andand Mercedes- Mercedes-

Benz

Benz logos clearly displayed on the front of the vehicles.logos clearly displayed on the front of the vehicles. CadillacCadillac chose tochose to advertise in the movie

advertise in the movie The Matrix Reloaded The Matrix Reloaded ,, which as a result contained manywhich as a result contained many scenes in which Cadillac cars were used. Similarly, product placement

scenes in which Cadillac cars were used. Similarly, product placement for

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recent

recent James BondJames Bondfilms, most notably Casino Royale films, most notably Casino Royale .. InIn ""Fantastic Four: RiseFantastic Four: Rise

of the Silver Surfer

of the Silver Surfer"", the main transport vehicle shows a large, the main transport vehicle shows a large DodgeDodge logo on thelogo on the front.

front. Blade Runner Blade Runner iincludes some of the most obvious product placement; thencludes some of the most obvious product placement; the whole film stops to show a

whole film stops to show a Coca-ColaCoca-Cola billboard.billboard.

[[editedit]]

Sales promotions

Sales promotions are another Sales promotions are another way to advertise. Sales

way to advertise. Sales

promotions are double purposed promotions are double purposed because they are used to gather because they are used to gather information about what type of information about what type of customers you draw in and where customers you draw in and where they are, and to jumpstart sales. they are, and to jumpstart sales. Sales promotions include things Sales promotions include things like contests and games,

like contests and games,

sweepstakes, product giveaways, sweepstakes, product giveaways, samples coupons, loyalty

samples coupons, loyalty programs, and discounts. The programs, and discounts. The ultimate goal of sales promotions ultimate goal of sales promotions is to stimulate potential

is to stimulate potential customers to action customers to action..[16][16] [[editedit]]

Media and

advertising

approaches

Increasingly, other media are Increasingly, other media are overtaking many of the

overtaking many of the "traditional" media such as "traditional" media such as

television, radio and newspaper television, radio and newspaper because of a shift toward

because of a shift toward

consumer's usage of the Internet consumer's usage of the Internet for news and music as well as for news and music as well as devices like

devices like digital videodigital video

recorders

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Advertising on the

Advertising on the World WideWorld Wide

Web

Web is a recent phenomenon.is a recent phenomenon. Prices of Web-based advertising Prices of Web-based advertising space are dependent on the space are dependent on the "relevance" of the surrounding "relevance" of the surrounding web content and the traffic that web content and the traffic that the website receives.

the website receives. Digital signage

Digital signage is poised tois poised to become a major mass media become a major mass media because of its ability to reach because of its ability to reach larger audiences for less money. larger audiences for less money. Digital signage also offer the Digital signage also offer the unique ability to see the

unique ability to see the targettarget

audience

audience where they are reachedwhere they are reached by the medium. Technological by the medium. Technological advances have also made it advances have also made it possible to control the message possible to control the message on digital signage with much on digital signage with much

precision, enabling the messages precision, enabling the messages to be relevant to the target

to be relevant to the target audience at any given time and audience at any given time and location which in turn, gets more location which in turn, gets more response from the advertising. response from the advertising. Digital signage is being

Digital signage is being successfully employed in successfully employed in supermarkets

supermarkets..[17][17]AnotherAnother

successful use of digital signage successful use of digital signage is in hospitality locations such as is in hospitality locations such as restaurants

restaurants..[18][18] and mallsand malls..[19][19] E-mail advertising is another E-mail advertising is another recent phenomenon. Unsolicited recent phenomenon. Unsolicited bulk E-mail advertising is known bulk E-mail advertising is known as

as ""e-mail spame-mail spam"". Spam has. Spam has been a problem for e-mail users been a problem for e-mail users for many years.

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Some companies have proposed Some companies have proposed placing messages or

placing messages or corporate

corporate logoslogos on the side ofon the side of booster

booster rocketsrockets andand the

the International Space StationInternational Space Station.. Controversy exists on the

Controversy exists on the effectiveness of

effectiveness of subliminalsubliminal

advertising

advertising(see mind control(see mind control)),, and the pervasiveness of mass and the pervasiveness of mass messages (see

messages (see propagandapropaganda)).. Unpaid advertising (also called Unpaid advertising (also called "publicity advertising"), can "publicity advertising"), can provide good exposure at provide good exposure at minimal cost. Personal minimal cost. Personal recommendations ("bring a recommendations ("bring a

friend", "sell it"), spreading buzz, friend", "sell it"), spreading buzz, or achieving the feat of equating or achieving the feat of equating a brand with a common noun (in a brand with a common noun (in the United States,

the United States, ""XeroxXerox"" ==

""photocopierphotocopier"",, ""KleenexKleenex"" == tissuetissue,, ""VaselineVaseline"" == petroleum jellypetroleum jelly,,

""HooverHoover"" == vacuum cleanervacuum cleaner,, ""NintendoNintendo"" (often used by those(often used by those exposed to many video games) exposed to many video games) =

= video gamesvideo games,, andand ""Band-AidBand-Aid"" =

= adhesive bandageadhesive bandage)) —— thesethese can be seen as the pinnacle of can be seen as the pinnacle of any advertising campaign. any advertising campaign. However, some companies However, some companies oppose the use of their brand oppose the use of their brand name to label an object. Equating name to label an object. Equating a brand with a common noun a brand with a common noun also risks turning that brand into also risks turning that brand into a

a genericized trademarkgenericized trademark - turning- turning it into a generic term which

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means that its legal protection as means that its legal protection as a

a trademarktrademark is lost.is lost.

As the mobile phone became a As the mobile phone became a new mass media in 1998 when new mass media in 1998 when the first paid downloadable the first paid downloadable content appeared on mobile content appeared on mobile phones in Finland, it was only a phones in Finland, it was only a matter of time until

matter of time until mobilemobile

advertising

advertisingfollowed, also firstfollowed, also first launched in Finland in 2000. By launched in Finland in 2000. By 2007 the value of mobile

2007 the value of mobile advertising had reached $2.2 advertising had reached $2.2 billion and providers such billion and providers such as

as AdmobAdmob delivered billions ofdelivered billions of mobile ads.

mobile ads.

More advanced mobile ads More advanced mobile ads include banner ads,

include banner ads, coupons,

coupons, Multimedia MessagingMultimedia Messaging

Service

Servicepicture and videopicture and video messages, advergames and messages, advergames and various

various engagementengagement

marketing

marketing campaigns. Acampaigns. A

particular feature driving mobile particular feature driving mobile ads is the

ads is the 2D Barcode2D Barcode,, whichwhich replaces the need to do any replaces the need to do any typing of web addresses, and typing of web addresses, and uses the camera feature of uses the camera feature of modern phones to gain modern phones to gain immediate access to web immediate access to web

content. 83 percent of Japanese content. 83 percent of Japanese mobile phone users already are mobile phone users already are active users of 2D barcodes. active users of 2D barcodes. A new form of advertising that is A new form of advertising that is growing rapidly is

growing rapidly is social networksocial network

advertising

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advertising with a focus on social advertising with a focus on social networking sites. This is a

networking sites. This is a

relatively immature market, but it relatively immature market, but it has shown a lot of promise as has shown a lot of promise as advertisers are able to take advertisers are able to take advantage of the demographic advantage of the demographic information the user has provided information the user has provided to the social networking site.

to the social networking site. Friendertising is a more precise Friendertising is a more precise advertising term in which people advertising term in which people are able to direct advertisements are able to direct advertisements toward others directly

toward others directly using

using social network servicesocial network service.. From time to time,

From time to time, The CWThe CW

Television Network

Television Networkairs shortairs short programming breaks called programming breaks called "Content Wraps," to advertise "Content Wraps," to advertise one company's product during an one company's product during an entire commercial break. The CW entire commercial break. The CW pioneered "content wraps" and pioneered "content wraps" and some products featured

some products featured were

were HerbalHerbal

Essences

Essences,, CrestCrest,, Guitar HeroGuitar Hero

II

II,, CoverGirlCoverGirl,, and recentlyand recently ToyotaToyota.. Recently, there appeared a new Recently, there appeared a new promotion concept, "ARvertising", promotion concept, "ARvertising", advertising on

advertising on AugmentedAugmented

Reality

Realitytechnology.technology.

[[editedit]]

Rise in new media

With the dawn of the Internet With the dawn of the Internet came many new advertising came many new advertising opportunities.

opportunities. Popup,

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Popunder,

Popunder, advergamingadvergaming,, andand email advertisements (the last email advertisements (the last often being a form of spam) are often being a form of spam) are now commonplace. Particularly now commonplace. Particularly since the rise of

since the rise of "entertaining""entertaining" advertising, some people may advertising, some people may like an advertisement enough to like an advertisement enough to wish to watch it later or show a wish to watch it later or show a friend. In general, the advertising friend. In general, the advertising community has not yet made this community has not yet made this easy, although some have used easy, although some have used the Internet to widely distribute the Internet to widely distribute their ads to anyone willing to see their ads to anyone willing to see or hear them. In the last three or hear them. In the last three quarters of 2009 mobile and quarters of 2009 mobile and internet advertising grew by internet advertising grew by 18.1% and 9.2% respectively. 18.1% and 9.2% respectively. Older media advertising saw Older media advertising saw

declines: −10.1% (TV), −11.7% declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and (radio), −14.8% (magazines) and −18.7% (newspapers ).

−18.7% (newspapers ).[[citation citation needed

needed ]]

[[editedit]]

Niche marketing

Another significant trend Another significant trend

regarding future of advertising is regarding future of advertising is the growing importance of

the growing importance of the

the niche marketniche marketusing niche orusing niche or targeted ads. Also brought about targeted ads. Also brought about by the Internet and the theory by the Internet and the theory of

of The Long TailThe Long Tail,, advertisers willadvertisers will have an increasing ability to have an increasing ability to reach specific audiences. In the reach specific audiences. In the past, the most efficient way to past, the most efficient way to deliver a message was to blanket deliver a message was to blanket the largest

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market

marketaudience possible.audience possible. However, usage tracking, However, usage tracking, customer profiles and the customer profiles and the growing popularity of niche growing popularity of niche content brought about by content brought about by everything from

everything from blogsblogs to socialto social networking sites, provide

networking sites, provide

advertisers with audiences that advertisers with audiences that are smaller but much better are smaller but much better defined, leading to ads that are defined, leading to ads that are more relevant to viewers and more relevant to viewers and more effective for companies' more effective for companies' marketing products. Among marketing products. Among others,

others, Comcast SpotlightComcast Spotlightis oneis one such advertiser employing this such advertiser employing this method in their

method in their video onvideo on

demand

demandmenus. Thesemenus. These

advertisements are targeted to a advertisements are targeted to a specific group and can be viewed specific group and can be viewed by anyone wishing to find out by anyone wishing to find out more about a particular business more about a particular business or practice at any time,

or practice at any time, right fromright from their home. This causes the

their home. This causes the viewer to become proactive and viewer to become proactive and actually choose what

actually choose what

advertisements they want to advertisements they want to view

view..[20][20]

[[editedit]]

Crowdsourcing

Main article:

Main article: Crowdsourcing Crowdsourcing

The concept The concept of

of crowdsourcingcrowdsourcinghas given wayhas given way to the trend of

to the trend of user-

user-generated

generatedadvertisements. User-advertisements. User-generated ads are created by generated ads are created by consumers as opposed to an consumers as opposed to an

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advertising agency or the advertising agency or the

company themselves, most often company themselves, most often they are a result of brand

they are a result of brand sponsored advertising sponsored advertising competitions. For the 2007

competitions. For the 2007 SuperSuper

Bowl

Bowl,, the Frito-Lays divisionthe Frito-Lays division of

of PepsiCoPepsiCo held theheld the Crash the Crash the Super Bowl

Super Bowl contest, allowingcontest, allowing consumers to create their consumers to create their own

own DoritosDoritos commercial..commercial[21][21] ChevChev

rolet

rolet held a similar competition forheld a similar competition for their Tahoe line of SUVs

their Tahoe line of SUVs..[21][21] DueDue to the success of the Doritos to the success of the Doritos user-generated ads in the 2007 user-generated ads in the 2007 Super Bowl, Frito-Lays

Super Bowl, Frito-Lays

relaunched the competition for relaunched the competition for the 2009 and 2010 Super Bowl. the 2009 and 2010 Super Bowl. The resulting ads were among The resulting ads were among the most-watched and most-liked the most-watched and most-liked Super Bowl ads. In fact, the

Super Bowl ads. In fact, the winning ad that aired in the 2009 winning ad that aired in the 2009 Super Bowl was ranked by

Super Bowl was ranked by the

the USA Today Super Bowl AdUSA Today Super Bowl Ad

Meter

Meteras the top ad for the yearas the top ad for the year while the winning ads that aired while the winning ads that aired in the 2010 Super Bowl were in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to found by Nielsen's BuzzMetrics to be the "most buzzed-about"

be the "most buzzed-about"..[22][23][22][23] This trend has given rise to

This trend has given rise to several online platforms that several online platforms that host

host user-generateduser-generatedadvertisingadvertising competitions on behalf of a competitions on behalf of a company. Founded in

company. Founded in 2007,

2007, ZooppaZooppa has launched adhas launched ad competitions for brands such competitions for brands such

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as

as GoogleGoogle,, NikeNike,, Hershey‟sHershey‟s,, GenGen

eral Mills

eral Mills,, MicrosoftMicrosoft,, NBCNBC

Universal

Universal,, ZinioZinio,, andand MiniMini

Cooper

Cooper.. CrowdsourcedCrowdsourced advertisements have gained advertisements have gained popularity in part to its cost popularity in part to its cost effective nature, high consumer effective nature, high consumer engagement, and ability to engagement, and ability to generate word-of-mouth. generate word-of-mouth. However, it remains However, it remains

controversial, as the long-term controversial, as the long-term impact on the advertising industry impact on the advertising industry is still unclear

is still unclear..[24][24]

[[editedit]]

Global advertising

Advertising has gone through five Advertising has gone through five major stages of development: major stages of development: domestic, export, international, domestic, export, international, multi-national, and global. multi-national, and global. For

For global advertisersglobal advertisers,, there arethere are four, potentially competing, four, potentially competing,

business objectives that must be business objectives that must be balanced when developing

balanced when developing

worldwide advertising: building a worldwide advertising: building a brand while speaking with one brand while speaking with one voice, developing economies of voice, developing economies of scale in the creative process, scale in the creative process, maximising local effectiveness of maximising local effectiveness of ads, and increasing the

ads, and increasing the

company‟s speed of company‟s speed of

implementation. Born from the implementation. Born from the evolutionary stages of global evolutionary stages of global marketing are the three primary marketing are the three primary and fundamentally different and fundamentally different approaches to the development approaches to the development of global advertising executions: of global advertising executions:

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exporting executions, producing exporting executions, producing local executions, and importing local executions, and importing ideas that travel

ideas that travel..[25][25]

Advertising research is key to Advertising research is key to determining the success of an ad determining the success of an ad in any country or region. The in any country or region. The ability to identify which elements ability to identify which elements and/or moments of an ad

and/or moments of an ad

contribute to its success is how contribute to its success is how economies of scale are

economies of scale are

maximised. Once one knows maximised. Once one knows what works in an ad, that idea or what works in an ad, that idea or ideas can be imported by any ideas can be imported by any other market.

other market. MarketMarket

research

research measures, such asmeasures, such as FlowFlow of Attention

of Attention,, Flow ofFlow of Emotion

Emotion andandbrandingbranding moments

moments provide insight intoprovide insight into what is working in an ad in any what is working in an ad in any country or region because the country or region because the measures are based on the measures are based on the

visual, not verbal, elements of the visual, not verbal, elements of the ad

ad..[26][26]

[[editedit]]

Foreign public

messaging

Foreign governments, particularly Foreign governments, particularly those that own marketable

those that own marketable

commercial products or services, commercial products or services, often promote their interests and often promote their interests and positions through the advertising positions through the advertising of those goods because the of those goods because the

target audience is not only largely target audience is not only largely unaware of the forum as vehicle unaware of the forum as vehicle for foreign messaging but also for foreign messaging but also willing to receive the message willing to receive the message

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while in a mental state of while in a mental state of absorbing information from absorbing information from

advertisements during television advertisements during television commercial breaks, while reading commercial breaks, while reading a periodical, or while passing by a periodical, or while passing by billboards in public spaces. A billboards in public spaces. A prime example of this messaging prime example of this messaging technique is

technique is advertisingadvertising

campaigns to promote

international travel

international travel.. WhileWhile

advertising foreign destinations advertising foreign destinations and services may stem from the and services may stem from the typical goal of increasing revenue typical goal of increasing revenue by drawing more tourism, some by drawing more tourism, some travel campaigns carry the travel campaigns carry the

additional or alternative intended additional or alternative intended purpose of promoting good

purpose of promoting good

sentiments or improving existing sentiments or improving existing ones among the target audience ones among the target audience towards a given nation or region. towards a given nation or region. It is common for advertising It is common for advertising

promoting foreign countries to be promoting foreign countries to be produced and distributed by the produced and distributed by the tourism ministries of those

tourism ministries of those countries, so these ads often countries, so these ads often carry political statements and/or carry political statements and/or depictions of the foreign

depictions of the foreign government's

government's desireddesired

international public perception

international public perception.. Additionally, a wide range of Additionally, a wide range of foreign airlines and travel-related foreign airlines and travel-related services which advertise

services which advertise

separately from the destinations, separately from the destinations, themselves, are owned by their themselves, are owned by their respective governments;

respective governments;

examples include, though are not examples include, though are not

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limited to, the

limited to, the EmiratesEmirates

airline

airline ((DubaiDubai)),, SingaporeSingapore

Airlines

Airlines((SingaporeSingapore)),, QatarQatar

Airways

Airways((QatarQatar)),, ChinaChina

Airlines

Airlines((TaiwanTaiwan / / Republic ofRepublic of

China

China)), and, and Air ChinaAir China ((People'sPeople's

Republic of China

Republic of China)). By depicting. By depicting their destinations, airlines, and their destinations, airlines, and other services in a favorable and other services in a favorable and pleasant light, countries market pleasant light, countries market themselves to populations abroad themselves to populations abroad in a manner that could mitigate in a manner that could mitigate prior public impressions.

prior public impressions.See: See: Soft Soft

Power

Power 

 See also: See also: International Travel International Travel

Advertising

[[editedit]]

Diversification

In the realm of

In the realm of advertisingadvertising

agencies

agencies,, continued industrycontinued industry diversification has seen diversification has seen

observers note that “big global observers note that “big global

clients don't need big global clients don't need big global

agencies any more”

agencies any more”..[27][27]This isThis is reflected by the growth of reflected by the growth of non-traditional agencies in various traditional agencies in various global markets, such as

global markets, such as Canadian

Canadian business

business TAXITAXI andand SMARTSMART inin Australia and has been referred Australia and has been referred to as "a revolution in the ad to as "a revolution in the ad world".

world".[28][28]

[[editedit]]

New technology

The ability to record shows The ability to record shows on

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as TiVo) allow users to record the as TiVo) allow users to record the programs for later viewing,

programs for later viewing, enabling them to fast forward enabling them to fast forward through commercials.

through commercials.

Additionally, as more seasons of Additionally, as more seasons of pre-recorded

pre-recorded box setsbox setsare offeredare offered for sale of

for sale of television programstelevision programs;; fewer people watch the shows on fewer people watch the shows on TV. However, the fact that these TV. However, the fact that these sets are

sets are soldsold, means the, means the

company will receive additional company will receive additional profits from the sales of these profits from the sales of these sets.

sets.

To counter this effect, a variety of To counter this effect, a variety of strategies have been employed. strategies have been employed. Many advertisers have opted for Many advertisers have opted for product placement on TV shows product placement on TV shows like

like SurvivorSurvivor.. Other strategiesOther strategies include integrating advertising include integrating advertising with internet-connected

with internet-connected EPGsEPGs,, advertising on companion advertising on companion devices (like smartphones and devices (like smartphones and tablets) during the show, and tablets) during the show, and creating

creating TV appsTV apps.. Additionally,Additionally, some like brands have opted some like brands have opted for

for social televisionsocial televisionsponsorship.sponsorship. [[editedit]]

Advertising

education

Advertising education

Advertising educationhashas become widely popular with become widely popular with bachelor, master and doctorate bachelor, master and doctorate degrees becoming available in degrees becoming available in the emphasis. A surge in

the emphasis. A surge in advertising interest is typically advertising interest is typically attributed to the strong

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relationship advertising plays in relationship advertising plays in cultural and technological

cultural and technological

changes, such as the advance of changes, such as the advance of online social networking. A

online social networking. A unique model for teaching unique model for teaching advertising is the

advertising is the student-runstudent-run

advertising agency

advertising agency,, wherewhere advertising students create advertising students create campaigns for real

campaigns for real companies

companies..[29][29]OrganizationsOrganizations such as

such as American AdvertisingAmerican Advertising

Federation

Federationand AdU Networkand AdU Network partner established companies partner established companies with students to create these with students to create these campaigns.

campaigns.

[[editedit]]

Criticisms

Main article:

Main article: Criticism of Criticism of

advertising

While advertising can be seen as While advertising can be seen as necessary for economic growth, it necessary for economic growth, it is not without social

is not without social costs.

costs. Unsolicited commercial e-Unsolicited commercial

e-mail

mailand other formsand other forms of

of spamspam have become sohave become so

prevalent as to have become a prevalent as to have become a major nuisance to users of these major nuisance to users of these services, as well as being a

services, as well as being a financial burden on

financial burden on internetinternet

service providers

service providers..[30][30]AdvertisingAdvertising is increasingly invading public is increasingly invading public spaces, such as schools, which spaces, such as schools, which some critics argue is a form of some critics argue is a form of child exploitation

child exploitation..[31][31] In addition,In addition, advertising frequently uses advertising frequently uses