Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention Of a “brand image” . For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the internet, direct mail, billboards, outdoor posters and sponsorship (the list is getting longer as new media are developed).
Advertising is often placed in these media by an advertising agency acting on leaf of the client company or other organization, therefore they are acting as agents. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, government departments, interest groups, religious organizations, non-profit organizations and charities. However, just like brands they are competing for the consumer’s attention – if not to consume a product ?? to influence their behavior.
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Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion (El 00 ban in the united States and $385 billion worldwide (IEEE ban). While there might have been a decline in the recessionary years, it is predicted that spending on advertising will exceed $450 billion (OBOE brow after 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial email and direct mail have become prevalent.
Advertising Industry: While overall growth in the advertising industry is predicted, sectors of the industry appear to be in a mature phase with traditional media such swapper advertising revenue falling in the IIS and the rise of digital media and search engines such as Google and Yahoo. This has meant that both media owners and advertising agencies have had to take this into account and think carefully about their strategy. With the dawn of the internet came many new advertising opportunities. Popup, Flash, banner, Ponder, adverting, and email advertisements (the last often being a form of spam) are now commonplace. Particularly since the rise of “entertaining” advertising, some people may like an advertisement enough to sis to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. Another significant trend regarding future of advertising is the growing importance of 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 Seibel. However, usage tracking, customer profiles and the growing popularity Of niche content brought about by everything from blobs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies’ marketing products.
Among others, Compass 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 bout a particular business or practice at any time, right from Particularly since the rise of “entertaining” advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. Popularity of niche content brought about by everything from blobs to social Growing need for advertising: Increasingly, other media are overtaking many of the “traditional” media such s television, radio and newspaper because of a shift toward consumer’s usage of the Internet for news and music as well as devices like digital video recorders (DVD’s) such as Tivoli. Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money.
Digital signage also offers the unique ability to see targeted 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 ND location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. Another successful use of digital signage is in hospitality locations such as restaurants and malls. 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 someone to be aware Of a need, display advertising can drive wariness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, it’s 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 provided to the social networking site.
Predestining is a more precise advertising term in which people are able to direct advertisements toward others directly using social network services. As the mobile phone became a new mass media in 1 998 when the first paid downloaded 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 billion and providers such as Adman delivered billions of mobile ads.
More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advertises and various engagement impracticalness. A particular feature driving mobile ads is the AD barded, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users Of AD Barbados. Some companies have proposed placing messages or reporter logos on the side of booster rockets and the International Space Station.
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, “Baseline” = petroleum jelly, “Hoover” = vacuum 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.