Effective Advertising

Table of Contents

Se. # Contents Page

1 Advertising 2

1 History 2

2 Media 3

3 Objectives 5

4 Techniques 7

5 Public service advertising 9

6 Social impact 10

6.1 Regulation 10

6.2 Critiques of the medium 11

6.3 Public perception of the medium 12

7 Future 12

8 Bibliography 14

Advertising

Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion.

"Advertising has developed and supported great industries, bulwarked-"or increased- "entire economies, and changed a sufficient number of human habits". Advertising has different effects on consumers, it changes their perspective on what is, or is not, worth buying; what they buy, when they buy it and how much are bought. Advertising "symbolizes and concentrates in its image all that is considered good and bad in present day commercial and industrial capitalism in America." When advertisers plan their strategies for the sale of a certain product, they look at who would use the item. If the product was make-up, the type of person that would use it would most likely be a woman, around the age of thirteen and up. The advertisers would then find an ideal looking woman to model for ads to show the makeup on a person and try to get women to use it. The way that the advertisers describe the model will also get your attention; they might say that she is not really beautiful until she puts on the makeup, or something along those lines. Advertising is an effective method of public relations communication for several reasons.

It is economical, making it possible to carry out a public relations message to a large number of readers at a relatively low cost per reader. It can be highly selective and concentrated on a particular segment of the public such as stockholders, suppliers, or opinion leaders. Intensive community coverage may be secured through the use of local newspapers, radio, or television advertising. Which will provide enough space to tell a complete story and inform and educate people. The advertiser can control the timing and space given a public relations message by buying a certain amount of time on the air, or space in a specific article or paper. Advertisers grab your attention with funny, or serious, statements and pictures. They aim at getting you to at least look at their article to see a picture or name of the product they are trying to get you to purchase.

Sometimes advertisers use just the product itself trying to get you to notice it, and maybe if you see it in the store you will know what it is. "Other advertisers have had to seek out the symbols, characters, brands and slogans with which they identify and advertise their product". The slogans are aimed at being "catchy" so that you will remember them, and keep repeating, so you can remember it, and buy it. Advertising can then be a type of telephone effect, you say it in front of someone else they hear it remember it and start saying it themselves, then they say it to someone else and they remember it, and so on. So word of mouth was a reliable source, as well as the newspapers, radio, and television. "Vocal advertisement came first; visual second,".

Advertising is used to promote goods, services, images, and anything else that advertisers want to publicize. It is becoming a major part of mass media. At times, we may view it positively, at other times we may just skip or ignore it. In order to attract audience, advertisers use various techniques on their advertisement to make people aware of the firm's products, services, or brands. Although the methods used by advertisers are infinitely, they have a common goal to persuade those who may become their customers to buy their products. An excellent advertisement will create a deep impression on its potential customers through particular techniques.

History

In ancient times the most common form of advertising was 'word of mouth'. However, commercial messages and election campaign displays were found in the ruins of Pompeii. Egyptians used papyrus to create sales messages and wall posters. Lost-and-found advertising on papyrus was common in Greece and Rome. As printing developed in the 15th and 16th century, advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England.

Advertisements painted on the side of buildings were common in the early-20th century U.S. This instance, now faded from lack of upkeep, is an example of a ghost ad.

These early print ads were used mainly to promote books (which were increasingly affordable) and medicines (which were increasingly sought after as disease ravaged Europe and Britain). Quack ads became a problem, which ushered in regulation of advertising content.

As the economy was expanding during the 19th century, (i love Taylor)the need for advertising grew at the same pace. In America, the classified ad became popular, filling pages of newspapers with small print messages promoting all kinds of goods. The success of this advertising format led to the growth of mail-order advertising. In 1843 the first advertising agency was established by Volney Palmer in Philadelphia. At first the agencies were just brokers for ad space in newspapers, but by the 20th century, advertising agencies started to take over responsibility for the content as well.

The 1960's saw advertising transform into a modern, more scientific approach in which creativity was allowed to shine, producing unexpected messages that made advertisements interesting to read. The Volkwagen ad campaign featuring such headlines as "Think Small" and "Lemon" ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind.

Today,