Impact of Advertisement

advertisement From Wikipedia, the free encyclopedia Jump to navigation, anticipate This expression is or so the figure of speech of communication. For a nonher(prenominal) habits, imagine Advertiser (disambiguation). Adverts redirects here. For the English punk band, see The Adverts. For guinea pig guidelines on the role of democraticizing in Wikipedia obliges, see WikipediaSpam. For a proposal on denote nearly Wikipedia, see WikipediaAdvertisements. A Coca-Cola heraldment from the 1890s Marketing Key concepts Product trade * Pricing * distribution * Service * Retail * Brand management * Account-based merchandising * Ethics * Effectiveness * Research * Segmentation * schema * Activation * Management * Dominance * Marketing operations Promotional bailiwicks * earthly concernizing * Branding * Underwriting built in bed * Direct merchandiseing * Personal gross plows * Product organisation * Publi urban center * Sales promotion * raise in advert * Loyalty marting * brisk marketing * Premiums * Prizes Promotional media Printing * third estateplaceation * broadcast * Out-of-home advertizement * Internet * Point of sale * Merchandise * Digital marketing * In-game advertizing * Product materialization * Word-of-m emergeh * Brand ambassador * Drip marketing * Visual merchandising * v * t * e publicise is a form of communication for marketing and utilise to encourage or persuade an hearing (viewers, readers or listeners about seasons a particularised separate) to continue or take some new bodily function. approximately commsolely, the sought after result is to drive consumer behavior with follow to a money reservation(prenominal) offering, although political and ideological advertise is too common. In Latin, ad vertere mean to turn the mind toward. 1 The purpose of denote may overly be to reassure employees or sh argonholders that a high society is vi adequate or successful. Advertising messages are usu totallyy pay for by sponsors and viewed via various traditional media including mount media much(prenominal) as newspaper, magazines, telly moneymaking(prenominal), radio congeal set advert, out-of-door advertize or direct mail or new media much(prenominal) as blogs, websites or text messages.Commercial advertisers a expectant deal seek to generate increased consumption of their wares or services by means of scratching, which involves the repetition of an image or harvest-home name in an effort to associate certain qualities with the send in the minds of consumers. Non-commercial advertisers who spend property to advertise items other than a consumer harvest-feast or service include political rangeies, interest groups, ghostly organizations and regimeal agencies. Nonprofit organizations may rely on free modes of persuasion, much(prenominal) as a cosmos service announcement (PSA).Modern announce was workd with the innovative techniques introduced with tobacco adv ertizement in the mid-twenties, most signifi favourable dealtly with the elbow greases of Edward Bernays, which is much con spotred the fo infra of modern-day, Madison Avenue advertisement. 123 In 2010, outgo on unexclusiveize was estimated at $142. 5 trillion in the linked States and $467 billion existencewide 4 Internationally, the elephantinest (big four) publicise conglomerates are Interpublic, Omnicom, Publicis, and WPP. citation needed fills * 1 History * 1. 19th century * 1. 2 20th century * 1. 2. 1 On the radio from the 1920s * 1. 2. 2 Public service advertisement in WW2 * 1. 2. 3 Commercial goggle box receiver in the fifties * 1. 2. 4 Media diversification in the 1960s * 1. 2. 5 Cable tv from the 1980s * 1. 2. 6 On the internet from the 1990s * 2 Advertising theory * 2. 1 Hierarchy of effects sit around * 2. 2 Marketing mess up * 3 Types of advertizing * 4 Sales promotions * 5 Media and denote startes * 5. 1 rally in new media * 5. deferral marketin g * 5. 3 Crowdsourcing * 5. 4 Global denote * 5. 5 unknow public messaging * 5. 6 Diversification * 5. 7 New technology * 5. 8 Advertising statement * 6 Criticisms * 7 Regulation * 8 Advertising research * 9 Semiotics * 10 sexual activity effects in the touching of advertising * 11 See also * 12 Notes * 13 References * 14 External links History Edo period advertising flyer from 1806 for a traditional euphony called Kinseitan Egyptians theatrical roled papyrus to make sales messages and wall posters.Commercial messages and political campaign pomps confuse been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in galore(postnominal) parts of Asia, Africa, and South the States. The tradition of wall painting locoweed be traced back to Indian rock art paintin gs that date back to 4000 BC. 5 History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.As the t stimulates and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade much(prenominal) as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers.As reading became an apparent need and reading, as headspring as imprint, developed advertising expanded to include handbills. citation needed In the 18th centurywhen? advertisements started to appear in hebdomadary newspapers in England. These early print advertisements were used primary(prenominal)ly to set up book s and newspapers, which became increasingly affordable with advances in the printing press and medicines, which were increasingly sought after as disease ravaged Europe. However, fictive advertising and alleged(prenominal) quack advertisements became a problem, which ushered in the regulation of advertising depicted object. 9th century An 1895 advertisement for a weight ready product. As the economy expanded during the 19th century, advertising grew alongside. In the joined States, the success of this advertising formatting eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include compensable advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B.Palmer established the roots of the modern day advertising mode in Philadelphia. In 1842 Palmer bought large amounts of space in various newspaper s at a discounted rate then resold the space at higher(prenominal) rates to advertisers. The actual ad the copy, layout, and ar cardinalrk was still prepared by the comp whatsoever(prenominal) wishing to advertise in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N. W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers.By 1900 the advertising agency had fuck off the focal fussy of imaginative planning, and advertising was firmly established as a profession. 6 Around the same time, in France, Charles-Louis Havas blanket(a) the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising depicted object. N. W. Ayer opened in 1869, and was located in Philadelphia. 6 20th centuryA print advertisement for the 1913 issue of the Encyclop? dia Britannica At the turn of the century, there were fewer career choices for women in line of credit however, advertising was sensation of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of womens insight during the creative function. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product. Although tame by todays standards,citation needed the advertisement motionured a couple with the message The skin you love to touch. 7non-primary source needed Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered as the fo to a lower place of modern, Madison Avenue advertising. 123 The tobacco industries w as one of the firsts to make use of mass production, with the insertion of the Bonsack machine to roll cigarettes. The Bonsack machine allowed the production of cigarettes for a mass markets, and the tobacco fabrication needed to the liken such(prenominal) an increase in supply with the creation of a demand from the masses done advertising. 8 On the radio from the 1920s Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930 In the early 1920s, the first radio send were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, umpteen non-profit organizations followed suit in setting up their own radio stations, and included schools, clubs and civic groups. 9 Advertisements of hotels in Pichilemu, cayenne pepper from 1935.When the practice of sponsoring programs was popularised, separately individual radio program was usually sponsored by a wizard craft in exchange for a brief mention of the bus topologyiness name at the beginning and end of the sponsored shows. However, radio station owners soon realisticised they could earn more money by selling sponsorship rights in downhearted time allocations to duplex businesses throughout their radio stations broadcasts, rather than selling the sponsorship rights to single businesses per show. Public service advertising in WW2The advertising techniques used to promote commercial goods and services can be used to inform, inform and motivate the public about non-commercial issues, such as HIV/AIDScitation needed, political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of meeting and motivating large hearings. Advertising justifies its populace when used in the public interestit 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 kindly marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques ( broadly speaking associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.In the United States, the granting of television set 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 transport the bulk of their required public service announcements during the late night or early dawn when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots obtainable for high-paying advertisers.Public service advertising r severallyed its height during introduction Wars I and II under the direction of more than one gove rnment. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nations largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear. citation needed Commercial television in the 1950s This practice was carried over to commercial 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 underground company, the British Broadcasting Company, but incorporated as a public body by munificent Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creat ing the Canadian Broadcasting Corporation.However, in the United States, the capitalistic model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications delegating (FCC). 9 However, the U. S. Congress did require commercial broadcasting companies to operate in the public interest, convenience, and necessity. 10 Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public tuner (NPR).In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several(prenominal) businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to set about single spon sor shows, such as The United States Steel Hour.In some instances the sponsors exercised considerable control over the meat of the showup to and including having ones advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the certification Hall of Fame. Media diversification in the 1960s In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For interpreter, the Esso gasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative11 theme Put a Tiger in Your Tank. 12 Psychologist Ernest Dichter13 and DDB originationwide copywriter blond Sulcer14 learned that motorists desired both power and play eyepatch capricious, and chose the tiger as an easyto with maneuver symbol to communicate those feelings. The North American and later European campaign featured extensive television and radio and magazin e ads, including photos with tiger tails supposedly emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses wrapped in tiger stripes as comfortably as pop music songs. 12 Tiger imagery can still be seen on the pumps of switch firm ExxonMobil. Cable tv from the 1980s The late 1980s and early 1990s saw the entre of cable television and particularly MTV. Pioneering the concept of the music delineation, MTV ushered in a new cheekful of advertising the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and air television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, plaza Shopping Network, and ShopTV Canada.On the internet from the 1990s main article Internet marketing With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to th e dot-com boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search locomotive engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.This has led to a plethora of equivalent efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2. 9 percent. By 1998, television and radio had become study advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2. percent. 15 A recent advertising intent is guerrilla marketing, whic h involves unusual mountes such as staged encounters in public places, givea modes of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea.This reflects an increasing trend of interactive and embedded ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social directment services such as Facebook or Twitter. citation needed Advertising theory Hierarchy of effects model This air division contains information of unreadable or questionable importance or relevance to the articles subject matter. Please help ameliorate this article by clarifying or removing superfluous information. August 2012) * Hierarchy of effects model16 It clarifies the marks of an advertising campaign and for each individual advertisement. The model suggests that there are six tone of voices a consumer or a business buyer moves through when making a buy. The steps are 1. Awareness 2. Knowledge 3. Liking 4. mouthful 5. Conviction 6. Purchase * Means-End Theory This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state. Leverage Points It is designed to move the consumer from understanding a products benefits to linking those benefits with personal values. * communicatory and Visual Images The political economy of advertisement is the theory that a few powerful groups, or familiarity monopolies, control the thoughts, behaviors, and actions of the public through mass media as communication. As a form of communication, advertisement uses iterate verbal and visual images to develop and alter society.Over time, these repeated images and symbols become associated with either positive or damaging attributes and can modify the publics evaluation of such cultural objects as people, religions, ethnic groups, and societal roles. Thus, the media forms the beliefs and values of the public through media portrayals. The messages of the ((political economy)) commonly correlate with current economic interests. 17 Marketing mix This divide contains information of unclear or questionable importance or relevance to the articles subject matter.Please help improve this article by clarifying or removing superfluous information. (August 2012) Main article Marketing mix The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix inhabits of four basic elements called the four Ps. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market reportage and movement organization.The last P stands for Promotion which is the process of reaching the cigarette market and convincing them to go out and buy the product. citation needed Types of advertising An advertisement for a diner. Such signs are common on storefronts. gainful people to hold signs is one of the oldest forms of advertising, as with this human billboard pictured above A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station Virtually any medium can be used for advertising.Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, runny skirt screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, tow n criers, sides of buses, banners attached to or sides of airplanes (logojets), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, electron tube platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an identified sponsor pays to deliver their message through a medium is advertising. Television advertising / Music in advertising The TV commercial is generally considered the most in force(p) mass-market advertising format, as is reflected by the high prices TV entanglements charge for commercial airtime during popular TV events. The annual topnotch Bowl football game in the United States is known as the most prominent advertising event on television.The average cost of a single ordinal TV spot during this game has reached US$3. 5 million (as of 2012). roughly 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 backdrops18 or used to replace topical anaesthetic billboards that are not relevant to the remote broadcast audience. 19 More controversially, virtual billboards may be inserted into the background20 where none exist in real-life. This technique is especially used in televised sporting events. 2122 Virtual product placement is also possible. 2324 Infomercials An informercial is a long-format television commercial, typically five minutes or longer. The word infomercial is a portmanteau of the words information commercial. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then imm ediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly expect testimonials from consumers and industry professionals. Radio advertising Radio advertising is a form of advertising via the medium of radio.Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. nervous straintime is purchased from a station or network in exchange for airing the commercials. man radio has the 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 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. 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, recondite Media Ads, Social network advertising, online classified advertising, advertising net whole shebang and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a defined brand, as in the movie Minority Report, where Tom Cruises character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. another(prenominal) example of advertising in film is in I, Robot, where main character played by Will Smith mentions his talk shoes several times, calling them classics, bec ause the film is set far in the future.I, Robot and Spaceballs also suit futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In Fantastic Four renegade of the Silver Surfer, the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement the whole film dough to show a Coca-Cola billboard. Press advertisingPress advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as topical anaesthetic newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboard advertising Mobile bi llboards are generally vehicle mounted billboards or digital screens.These can be on dedicated vehicles built solely for consorting advertisements along routes preselected by clients, they can also be specially outfit cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted some being backlit, and others employing spotlights. Some billboard displays are static, while others change for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, retentiveness openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising In-store advertising is any advertisement placed in a retail store.It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisle s and near checkout counters (aka POPPoint Of Purchase display), attention-getting displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, cafe, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East. citation needed 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.Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. citation needed Sheltered Outdoor Advertising This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer(a) advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression. Celebrity branding This type of advertising focuses upon use celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products.Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be poisonous to the public relations of a brand. For example, following his carry throughance of eight gold medals at the 2008 O lympic Games in Beijing, China, swimmer Michael Phelps contract with Kelloggs was terminated, as Kelloggs did not want to associate with him after he was photographed smoking marijuana.Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohls, Twister, NASCAR, Toyota and many more. Sales promotions Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action. 25 Media and advertising approaches This section may contain original research.Please improve it by verifying the brings make and adding references. Statements consisting only of original research may be re moved. (April 2012) This section needs additional citations for verification. (April 2012) Increasingly, other media are overtaking many of the traditional media such as television, radio and newspaper because of a excite toward consumers usage of the Internet for news and music as well as devices like digital video temperamenters (DVRs) such as TiVo. 26 Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium.Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. 27 Another successful use of digital signage is in hospitality locations such as r estaurants. 28 and malls. 29 Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the relevance of the surrounding web content and the traffic that the website receives. Reasons for online display advertising Display ads generate awareness quickly.Unlike search, which requires psyche to be aware of a need, display advertising can drive awareness of something new and without precedent knowledge. Display works well for direct response. Display is not only used for generating awareness, its used for direct response campaigns that link to a landing page with a clear call to action. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as e-mail spam. Spam has been a problem for e-mail users for many years. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites.This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has submitd to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. citation needed As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2. 2 billion and providers such as Admob delivered billions of mobile ads. citation needed More advanced mobile ads include banner ads, coupons, Multimedia communicate Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, a nd 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. citation needed Some companies have proposed placing messages or corporate logos on the side of tramper rockets and the International Space Station. citation needed Unpaid advertising (also called publicity advertising), can provide good exposure at minimal cost.Personal recommendations (bring a friend, sell it), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, Xerox = photocopier, Kleenex = tissue, Vaseline = petroleum jelly, Hoover = vacancy cleaner, and Band-Aid = adhesive bandage) these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks good turn that brand into a genericized trademark turning it into a generic term which means t hat its legal vindication as a trademark is lost. From time to time, The CW Television Network airs short programming breaks called Content Wraps, to advertise one companys product during an entire commercial break.The CW pioneered content wraps and some products featured were Herbal Essences, Crest, Guitar ace II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, ARvertising, advertising on Augmented Reality technology. citation needed competition exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). citation needed Rise in new media US Newspaper Advertising Revenue Newspaper Association of America published data 30 With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace.Particularly since the rise of entertaining adve rtising, some people may like an advertisement fair to middling 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 get outing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18. 1% and 9. 2% respectively. Older media advertising saw declines ? 10. 1% (TV), ? 11. 7% (radio), ? 14. 8% (magazines) and ? 18. 7% (newspapers ). citation needed Niche marketing Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads.Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popular ity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, booster cable to ads that are more relevant to viewers and more effective for companies marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus.These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view. 31 Crowdsourcing Main article Crowdsourcing The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Su per Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial. 32 Chevrolet held a similar competition for their Tahoe line of SUVs. 32 Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was bedded by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsens BuzzMetrics to be the most buzzed-about. 3334 This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hersheys, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper.Crowdsou rced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear. 35 Global advertising Advertising has gone through five major stages of development domestic, export, international, multi-national, and orbiculate. 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 companys speed of implementation.Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions exporting executions, producing local executions, and importing ideas that travel. 36 Adver tising research is key to determining the success of an ad in any pastoral or region. The ability to identify which elements and/or moments of an ad contribute 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. 37 Foreign public messaging See also Soft formerand International Tourism AdvertisingForeign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing infor mation from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stalking from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region.It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign governments desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respect ive governments examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (Peoples Republic of China).By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions. citation needed Diversification In the soil of advertising agencies, continued industry diversification has seen observers note that big global clients dont need big global agencies any more. 38 This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as a revolution in the ad world. 39 New technology The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast fo rward through commercials.Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected EPGs, advertising on companion devices (like smartphones and tablets) during the show, and creating TV apps. Additionally, some like brands have opted for social television sponsorship. citation needed Advertising education Advertising education has become widely popular with bachelor, master and doctorate degrees becoming easy in the emphasis. citation needed A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies. 40 Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.Criticisms Main article Criticism of advertising While advertising can be seen as inevitable for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial shoot down on internet service providers. 41 Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. 4243 In addition, advertising frequently uses psychological pressure (for example, openhearted to feelings of inadequacy) on the intended consumer, which may be harmful.Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipulating the consumers needs and wants. Regulation Main article Advertising regulation There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are the ban on television Tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European motor inn of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite.Greeces regulations are of a similar nature, banning advertisements for childrens toys between 7 am and 10 pm and a total ban on advertisement for war toys. 44 In Europe and elsew here, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast intellectual nourishment advertising that targets children was an important factor in the epidemic of childhood obesity in the United States. In New Zealand, South Africa,Pakistan, Afghanistan, Canada, and many European countries, the advertising industry operates a system of self-regulation.Advertisers, advertising agencies and the media reconcile 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- restrictive organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards delegacy in the UK. In the UK most forms of outdoor advertising such as the displa y of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of ? 2,500 per offence.All of the major outdoor billboard companies in the UK have convictions of this nature. In the US many communities believe that many forms of outdoor advertising blight the public realm. 45 As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside. 46 Cities such as Sao Paulo have introduced an outright ban47 with London also having specific legislation to control un legal philosophyful displays. Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e. g. In France, printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English). 48 The advertisement of controversial products such as cigarettes and c ondoms are 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 wellness hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements. Advertising research Main article Advertising research Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies.Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaignspre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising researc h types. citation needed Semiotics Main article Advertising research Todays culture is made up of meanings between consumers and marketers. These meanings depict signs and symbols that are encoded in everyday objects. 49 Semiotics is the study of signs and how they are construe.Advertising has many clandestine signs and meanings within brand names, logos, pile designs, print advertisements, and television advertisements. The purpose of semiotics is to study and interpret the message being conveyed in advertisements. give-and-take and advertisements can be interpreted at two levels known as the surface level and the vestigial level. The surface level uses signs creatively to create an image or personality for their product. These signs can be images, words, fonts, colors, or slogan. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogan must be interpreted by the audience or consumer. 50 The key to advertising analysis is the sign ifier and the intend.The signifier is the object and the mean is the mental concept. 51 A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A televisions denotative meaning would be that it is high definition. The connotative meaning is the products deep and hidden meaning. A connotative meaning of a television would be that it is top of the line. 52 Apple is an excellent example of using semiotics in their advertising campaign. Apples commercials used a black project of a person that was the age of Apples target market.They placed the silhouette in front of a sour screen so that the picture behind the silhouette could be constantly changing. However, the one thing that remain the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apples products. 53 The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories.Certain characteristics of stumuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message. 54 There are two types of marketing communication claims-objective and subjective. 55 Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, the camera has auto focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service.They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design. 56 Males tend to respond better to objective marketing communications claims while females tend to respond better to subjective marketing communications claims. 57 In advertisements, men are represented as independent. They are shown in more occupations than women. Women are represented mainly as housewives and mothers. Men are more likely to be shown advertising cars or business products, while women advertise domestic products. Men are more likely to be shown outdoors or in business settings. Women are depicted in domestic settings. Men are more often represent as authorities. As far as ds go, with age men seem to gain learning and effectiveness. On the other hand women seem t o disappear with age. Voiceovers are commonly used in advertising. Most voiceovers are men (figures of up to 94% have been reported). There have been more female voiceovers in recent years but mainly for diet, household products, and feminine care products. 58 Gender effects in the processing of advertising According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising. 59 According to this study, men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation. More recently, research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and the affective tone of the advertising. When feeling sad, m ales prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which the ads are embedded are shown to influence a consumers mood state. 60 Enforcement insurance Statement on Food Advertising May 1994 I. debut II. Legal Framework for Commission process III. wholesome Content Claims A. Claims Describing the arbitrary and Comparative nutritive Content of Foods 1. Absolute Nutrient Content Claims 2. Comparative Nutrient Content Claims 3. Synonyms for Nutrient Content Claims 4. Implied Nutrient Content Claims B. Nutrient Content Claim Disclosures IV. health Claims A. Standard for Substantiation of Health Claims B. Health Claims for Foods That Contain a Nutrient at a Level That Increases the Risk of a Disease C. Nutrient/Substance Levels Sufficient to mark off Meaningful Health Benefits D. Minimum Nutritional Value for Foods Bearing Health Claims E. Relevance of Dietary Factors to Claimed Health Benefit Foot notesIntroduction The Federal Trade Commission (FTC) is bring out this statement to provide guidance regarding its enforcement policy with respect to the use of nourishing content and health claims in food advertising. The Commission believes the statement is appropriate in light of the passage of the Nutrition Labeling and Education Act of 1990 (NLEA),1 and the Food and Drug Administrations (FDA) January 6, 1993, issuance of food labeling regulations implementing the NLEA. 2 The FTC, FDA, and USDA share jurisdiction over claims made by manufacturers of food products pursuant to a regulatory scheme established by Congress through complementary statutes.Section 5 of the Federal Trade Commission Act (FTC Act) (hereinafter Section 5) prohibits unfair or delusory acts or practices, and, in the case of food products, Sections 12 and 15 of the FTC Act prohibit any false advertisement that is misleading in a material respect. 3 FDAs ascendency is embodied in part in Section 403(a) of t he Federal Food, Drug, and nonfunctional Act (FDCA) which prohibits labeling that is false or misleading in any particular. 4 Since 1954, the FTC and the FDA have operated under a Memorandum of Understanding,5 under which the Commission has assumed primary responsibility for regulating food advertising, while FDA has taken primary responsibility for regulating food labeling. 6 The NLEA amended Section 403 of the FDCA and effected broad changes in the regulation of nutrition claims on food labels.In addition to requiring nutrition information on virtually all food products, the NLEA directed FDA to standardize and limit the terms permitted on labels, and allows only FDA-approved nutrient content claims and health claims to appear on food labels. 7 While the NLEA is designed in part to prevent deceptive and misleading claims on labels, Congress also intended that nutrient content and health claims educate consumers in order to assist them in maintaining healthy dietary practices. 8 The NLEA also mandated that FDA undertake a consumer education effort to educate consumers about the new food label and the importance of diet to health. 9 Therefore, in keeping with its recently expanded and unique jurisdictional mandate, the requirements set forth in FDAs regulations have a broader purpose than preventing false and misleading claims in food labeling.The NLEA applies only to labeling and did not change the FTCs statutory authority to prohibit deceptive acts or practices under Section 5 of the FTC Act. Nevertheless, in light of the comprehensive regulatory scheme established for food labeling claims by the NLEA, the Commission is issuing this statement to clarify how its own authority relates to issues raised by FDAs food labeling regulations. The Commission recognizes the importance of consistent treatment of nutrient content and health claims in food advertising and labeling and seeks to harmonize its advertising enforcement program with FDAs food labeling regulat ions to the fullest extent possible under the statutory authority of the FTC Act. The Commission also recognizes the scientific expertise of FDA in this area.The Commission has traditionally accorded great weight to FDAs scientific determinations in matters of nutrition and health and will continue to do so. In addition, as a general matter, it is unlikely that the Commission will take action under Sections 5 and 12 of the FTC Act regarding nutrient content and health claims if they comply with FDAs regulations. 10 The principal elements of the Commissions authority to regulate nutrient content and health claims in food advertising are set forth below in the discussion of the Commissions legal framework in Part II of this statement. Part III of the statement addresses the Commissions approach to harmonization with the NLEA and FDAs regulations in the area of nutrient content claims in food advertising.Part IV of the statement addresses the Commissions approach to health claims in fo od advertising. Claims made in food advertising may raise issues communicate in more than one section of this statement. Advertisers, therefore, should comply with all relevant provisions of the statement and not simply the provision that seems most directly applicable. In issuing this statement, the Commission recognizes that the FDA intends its regulatory approach to be dynamic, designed to respond to changes in science and consumer understanding of nutrition and diet-disease issues. Therefore, while the Commissions purpose in issuing this statement is to provide guidance on how t will enforce Sections 5 and 12 in the food advertising area, the statement is not intended to provide a comprehensive analysis of how each of FDAs regulations relates to the Commissions enforcement policy. Instead, this statement focuses on the general issues that are likely to remain relevant to the Commissions regulation of food advertising over time, as specific provisions in the FDA regulations are amended. Legal Framework for Commission Action As noted above, the FTC regulates food advertising under its statutory authority to prohibit deceptive acts or practices under Section 5 of the FTC Act. The Commission has set forth its interpretations of this authority in its Deception Policy Statement11 and its Statement on Advertising Substantiation. 2 FTC food cases, applying the principles articulated in these statements, have also established a growing body of precedent against which food advertisers can assess the lawfulness of their claims. 13 As set out in the Deception Statement, the Commission will find an advertisement deceptive under Section 5 and, therefore, unlawful, if it contains a representation or omission of fact that is likely to mislead consumers performing reasonably under the circumstances, and that representation or omission is material. 14 The first step in a deception analysis is to identify representations made by an advertisement. A representation may be mad e by express or implied claims. An express claim directly makes a representation.The identification of an implied claim requires an mental testing of both the representation and the overall context of the ad,15 including the juxtaposition of phrases, images, and the nature of the claim and the transaction. 16 In other words, in ascertaining the meaning of an advertisement, the Commission will focus on the ads overall net impression. 17 In addition to deception arising from assentient representations in an advertisement, the omission of material information may also be deceptive in certain circumstances. First, deception can occur through omission of information that is necessary to prevent an affirmative representation from being misleading. 8 Second, it can also be deceptive for a seller to simply remain silent, if he does so under circumstances that constitute an implied but false representation. 19 However, not all omissions are deceptive, even if providing the information woul d benefit consumers. 20 As with advertisements that contain affirmative representations, the test for whether an omission is deceptive is whether the overall impression created by the ad is deceptive. 21 The next step in identifying deception in an ad requires the Commission to consider the representation from the perspective of a consumer acting reasonably under the circumstances. 22 Finally, a representation must be material, i. e. , likely to affect a consumers choice or use of a product or service. 3 Express claims and claims involving health or safety are presumptively material. 24 In addition, objective claims carry with them the implication that they are support by valid march. It is deceptive, therefore, to make an express or implied nutrition or health benefit claim for a food unless, at the time the claim is made, the advertiser possesses and relies upon a reasonable basis indirect the claim. 25 A reasonable basis consists of competent and reliable evidence. In the cont ext of nutrient content or health claims, substantiation will usually require competent and reliable scientific evidence sufficient to support the claim that is made. 6 Commission orders generally require that scientific evidence consist of tests, analyses, research, studies or other evidence conducted and evaluated in an objective manner by persons qualified to do so, using procedures generally accepted in the relevant profes