Ads are forms of audio or visual marketing communications that use openly sponsored and non-personal messages to promote or sell products, services, or ideas. Advertising sponsors are usually businesses that want to promote their products or services. Ads are distinguished from public relationships because advertisers pay and have control over those messages. This is different from personal sales because the message is not personal, that is, not directed to a particular individual. Ads are communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of a message in the medium is referred to as an advertisement or "advertisement" for the short term.
Commercial advertisements often seek to increase the consumption of their products or services through "branding", which links the name or image of a product of a certain quality in the minds of consumers. On the other hand, ads that intend to earn direct sales are known as direct response ads. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations, and government agencies. Nonprofits can use free persuasion mode, such as public service announcements. Ads can also be used to convince employees or shareholders that the company is viable or successful.
The modern ad originated with a technique introduced with tobacco advertising in 1920, most significantly with the Edward Bernays campaign, regarded as the founder of the modern ad, "Madison Avenue".
Spending on advertising worldwide by 2015 is estimated to reach US $ 529.43 billion . Estimated ad distribution for 2017 is 40.4% on TV, 33.3% in digital, 9% in newspapers, 6.9% in magazines, 5.8% outdoors and 4.3% on radio. Internationally, the largest ad agency group ("the top four") are Interpublic, Omnicom, Publicis, and WPP.
In Latin, advertere means "reverse direction".
Video Advertising
Histori
Egyptians use papyrus to create sales messages and wall posters. Commercial messages and the appearance of political campaigns have been found in the ruins of ancient Pompeii and Arabia. Ads missing and found in papyrus are common in ancient Greece and ancient Rome. Wall paintings or stones for commercial advertising are yet another manifestation of the ancient forms of advertising, which are present to this day in many parts of Asia, Africa, and South America. Wall painting traditions can be traced back to Indian rock art paintings dating from 4000 BC.
In ancient China, the earliest known ad was oral, as recorded in the Classic of Poetry (11th century to 7th century BC) from the bamboo flute that was played to sell the confectionery. The ads usually take the form of calligraphy signs and inked papers. The copper printing plate dated back to the Song Dynasty used to print posters in the form of a piece of square paper with a rabbit logo with a "Liquid Fine Needle Shop of Liu Liu" and "We buy high quality steel rods and make good quality needles, ready for use at home in time short "written above and below is considered an identifiable print advertising medium in the world.
In Europe, as cities and towns of the Middle Ages began to grow, and the general population could not read, instead of signs of "cobblers," "mills," "tailors," or "blacksmiths, related to their trade will be used like boot, suit, hat, clock, diamond, horse shoes, candle, or even a bag of flour. Fruits and vegetables are sold in the town square from behind the wagon and carts and the owners use street callers to announce their whereabouts. The first compilation of such advertisements was collected in "Les Crieries de Paris", a 13th century poem by Guillaume de la Villeneuve.
In the 18th century ads began to appear in weekly newspapers in the UK. These early print ads were primarily used to promote books and newspapers, which became increasingly affordable with advances in the printing press; and drugs, which are increasingly sought after. However, false advertising and so-called "quack" ads are an issue, which leads to ad content settings.
19th century
Thomas J. Barratt of London has been called "the father of modern advertising". Working for the Pears Soap company, Barratt creates an effective advertising campaign for company products, which involves the use of targeted slogans, images and phrases. One of his slogans, "Good morning. Did you use Pears soap?" famous in his day and into the 20th century.
Barratt introduces many important ideas that lie behind successful advertising and is widely circulated in his day. He continues to emphasize the importance of a strong and exclusive brand image for Pir and emphasizes product availability through saturation campaigns. He also understood the importance of continuing to re-evaluate the market to change tastes and customs, declaring in 1907 that "changes in taste, fashion changed, and advertisers had to change with them." An effective idea of ​​generations ago would fall flat, stale, and unprofitable if presented to the public today.Not that today's idea is always better than the older idea, but it's different - it touches the current appetite. "
As the economy expanded throughout the world during the 19th century, advertisements grew together. In the United States, the success of this advertising format ultimately drives the growth of mail-order advertising.
In June 1836, the French newspaper La Presse was the first to include paid advertisements on its pages, allowing it to lower its prices, expand its readers and increase its profits and the formula was immediately copied by all titles. Around 1840, Volney B. Palmer built the roots of a modern advertising agency in Philadelphia. In 1842, Palmer bought large amounts of space in various newspapers at a discount, then resold them at a higher price to advertisers. The actual ads - copies, layouts, and artwork - are still set up by companies that want to advertise; basically, Palmer is a space broker. The situation changed when the first full service advertising agency of N.W. Ayer & amp; Son was founded in 1869 in Philadelphia. Ayer & amp; The child offers to plan, create, and execute a complete advertising campaign for his customers. By 1900, advertising agencies had become the focal point of creative planning, and advertising was firmly defined as a profession. Around the same time, in France, Charles-Louis Havas expanded the services of his office, Havas to include advertising brokers, making it the first French group to organize. Initially, agencies are the intermediaries for advertising space in newspapers.
20th century
Advertising increased dramatically in the United States as industrialization expanded the supply of manufactured products. To benefit from this higher level of production, the industry needs to recruit workers as consumers of factory products. It does so through the invention of mass marketing designed to influence the economic behavior of the population on a larger scale. In the 1910s and 1920s, advertisers in the US adopted the doctrine that human instinct could be targeted and utilized - "sublimated" into the desire to buy commodities. Edward Bernays, the niece of Sigmund Freud, became associated with the method and is sometimes called the founder of modern advertising and public relations. Bernays claims that:
"The general principle, that men are largely driven by the motives they hide from themselves, are as the truth of the masses as individual psychology.It is clear that successful propagandists must understand the real motives and are not content to accept the reasons men give for what which they do. "
In other words, selling a product by appealing to the customer's rational mind (the primary method used before Bernays) is far less effective than selling a product based on Bernays' perceived desire as the true motivator of human action. "Sex selling" is a controversial issue, with techniques to stimulate and enlarge an audience that poses challenges to conventional morality.
In the 1920s, under the Trade Minister Herbert Hoover, the American government promoted advertising. Hoover himself delivered the address to the World Related Advertising Club in 1925 called 'Advertising Is A Significant Power in Our National Lives. "In October 1929, the head of the Bureau of Foreign Trade and Domestic US, Julius Klein, stated" Advertising is the key to the prosperity of the world. "This is part of an" unrivaled "collaboration between business and government in 1920, according to a 1933 European economic journal.
Tobacco companies are the main advertisers to sell packaged cigarettes. Tobacco companies pioneered new advertising techniques when they hired Bernays to create a positive relationship with tobacco smoking.
Advertising is also used as a vehicle for cultural assimilation, encouraging workers to exchange their traditional habits and community structures that support a "modern" lifestyle together. An important tool for influencing immigrant workers is the American Association of Foreign Language Newspapers (AAFLN). AAFLN is essentially an advertising agency but also has a highly centralized control over many immigrant presses.
At the turn of the 20th century, advertising is one of the few career choices for women. Because women are responsible for most household purchases made, advertisers and agents recognize the value of women's insights during the creative process. In fact, the first American ads to use sexual sales were created by a woman - for soap products. Although benign by current standards, ads display a partner with the message "A skin you love to touch".
In the 1920s psychologists Walter D. Scott and John B. Watson contributed to applying psychological theory to the field of advertising. Scott said, "Man has been called an animal of reason but he can with a greater truth called a creature of suggestion, he makes sense, but he is much more easily persuaded". He shows this through his advertising techniques about direct orders to consumers.
On the radio from the 1920s
In the early 1920s, the first radio station was established by radio equipment manufacturers, followed by nonprofit organizations such as schools, clubs, and civil groups that also established their own stations. Retailers and consumer goods manufacturers quickly recognize the potential of radio to reach consumers in their homes and immediately adopt advertising techniques that will enable their messages to stand out; slogans, mascots, and jingles began to appear on radio in the 1920s and early television in the 1930s.
The emergence of mass media communications enables branded goods manufacturers to pass through retailers with direct advertising to consumers. This is a major paradigm shift that forces manufacturers to focus on brands and pushes the need for superior insight into consumer purchases, consumption and usage behavior; their needs, desires, and aspirations. The earliest radio drama series was sponsored by soap manufacturers and the genre was known as a soap opera. Before long, owners of radio stations realized that they could increase advertising revenue by selling 'air time' in small time allocations. which can be sold to many businesses. In the 1930s, these advertising spots, when time packs became known, were sold by geographic sales representatives of stations, delivering the era of national radio advertising.
In the 1940s, manufacturers began to recognize the way consumers develop personal relationships with their brands in a social/psychological/anthropological sense. Advertisers are beginning to use motivational research and consumer research to collect insights about consumer purchases. Strong branded campaigns for Chrysler and Exxon/Esso, using research methods drawn from pischology and cultural anthropology, lead to some of the most enduring campaigns of the 20th century.
Commercial television in the 1950s
In the early 1950s, DuMont Television Network started a modern practice of selling advertising time to many sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and was compensated by selling smaller advertising time blocks to multiple businesses. This has finally become the standard for the commercial television industry in the United States. However, it is still a common practice to have a single sponsoring event, such as The Steel Hour of the United States. In some cases, sponsors have great control over the event's content - up to and including having an advertising agency that actually writes events. The single sponsor model is much less common now, the main exception to Hallmark Hall of Fame.
Cable television from the 1980s
The late 1980s and early 1990s saw the introduction of cable television and in particular MTV. Pioneering the concept of music videos, MTV ushered in a new type of advertising: consumer voice within for advertising messages, not as a by-product or an afterthought. As cable and satellite television became more prevalent, special channels emerged, including channels fully intended for advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
On the Internet from the 1990s
With the advent of ad servers, online advertising grew, contributing to the "dot-com" boom of the 1990s. All companies operate solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, some websites, including the Google search engine, change online ads by personalizing ads based on web browsing behavior. This has led to other similar endeavors and improvements in interactive ads.
The share of advertising spending relative to GDP has changed little in all major changes in the media since 1925. In 1925, the main advertising media in America was newspapers, magazines, signs on the streetcar, and outside posters. Ad spending as a share of GDP is about 2.9 percent. In 1998, television and radio have become the main advertising media; in 2017, the balance between broadcast and online advertising has shifted, with online shopping exceeding broadcasting. Nevertheless, advertising spending as a share of GDP is slightly lower - about 2.4 percent.
Guerilla marketing involves unusual approaches such as public staged meetings, product gifts such as cars covered with brand messages, and interactive ads where viewers can respond to become part of an advertising message. This type of ad is unpredictable, leading consumers to buy products or ideas. This reflects an increasing trend of interactive and "embedded" ads, such as through product placement, making consumers choose via text messages, and campaigns utilizing social networking services like Facebook or Twitter.
The advertising business model has also been adapted in recent years. In the media for equity, advertising is not sold, but is given to start-up companies in exchange for equity. If companies grow and sell, media companies receive cash for their shares.
Domain name registrars (usually those who register and renew domains as investments) sometimes "park" their domains and allow advertising companies to place ads on their sites in exchange for pay-per-click. These ads are usually driven by pay per click search engines like Google or Yahoo, but ads can sometimes be placed directly on domain names targeted through domain leases or by making contact with domain name registrars that describe the product. Domain name registrars are usually easily identified through WHOIS records that are publicly available on the registrar's website.
Maps Advertising
Classification
Ads can be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or destination. For example, in print advertising, style-based classifications can include display advertising (ads with design elements sold by size) vs. classified ads (ads without design elements sold by word or line). Ads can be local, national, or global. Ad campaigns can be directed to consumers or to businesses. The purpose of the ads may be to raise awareness (brand ads), or to earn direct sales (direct response ads). The term above the line is used for ads involving the mass media; other types of advertising and promotion are referred to as below the line .
Traditional media
Increasingly, other media overtake many "traditional" media such as television, radio and newspapers due to a shift towards Internet use for news and music and devices such as digital video recorders (DVRs) such as TiVo.
Online advertising begins with an unknown bulk e-mail ad known as "spam e-mail". Spam has been a problem for e-mail users since 1978. As new online communication channels become available, advertising is followed. The first banner ad appeared on the World Wide Web in 1994. The price of web-based ad space depends on the "relevance" of the surrounding web content and the traffic the website receives.
In online display advertising, display ads generate awareness quickly. Unlike searching, which requires a person to recognize a need, the appearance of an advertisement can encourage awareness of something new and without prior knowledge. Display works well for direct response. Display is not only used for awareness raising, it is used for direct response campaigns that link to landing pages with a clear 'call to action'.
Since mobile phones became the new mass media in 1998 when the first paid download content appeared on mobile in Finland, mobile advertising followed, also first launched in Finland in 2000. In 2007, the value of mobile ads has reached $ 2 billion and providers such as Admob delivered billions of mobile ads.
More sophisticated mobile ads include banner ads, coupons, Multimedia Messaging service pictures and video messages, advergames and engagement marketing campaigns. A special feature that drives mobile ads is a 2D barcode, which replaces the need for typing web addresses, and uses the modern mobile camera feature to gain immediate access to web content. 83 percent of Japanese mobile users have become active users of 2D barcodes.
Some companies have proposed placing corporate messages or logos on the booster side of the booster and the International Space Station.
Unpaid advertising (also called "publicity ads"), may include personal recommendations ("bring a friend", "sell it"), spread buzz, or achieve brand equity with a common noun (in the United States, "Xerox" = "machine" photocopy "," Kleenex "= network," Vaseline "= petroleum jelly," Hoover "= vacuum cleaner, and" Band-Aid "= band gluing). However, some companies oppose the use of their brand names to label an object. Equating brands with common nouns also risks transforming the brand into a common trademark - turning it into a generic term meaning that its legal protection as a trademark is lost.
From time to time, The CW Television Network delivers a short programming break called "Content Wraps", to advertise a single company's product during the entire commercial break. CW pioneered "content wrapping" and some of the products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.
A new promotional concept has emerged, "ARvertising", advertising augmented reality technology.
Controversy lies in the effectiveness of subliminal advertising (see mind control), and the spread of mass messages (Propaganda).
Rise in new media
With the internet comes many new advertising opportunities. Pop-ups, Flash, banners, pop-unders, advergaming, and email ads (all of which are often unwanted or spam in the case of emails) are now commonplace. Particularly since the advent of "entertaining" ads, some people may like ads that simply want to watch later or show friends. In general, the advertising community has not made this easy, although some have used the Internet to distribute their ads extensively to anyone who wants to see or hear it. In the last three quarters of 2009, mobile and Internet ads grew by 18% and 9%, respectively, while older media ads declined: -10.1% (TV), -11.7% (radio), - 14.8% (magazine) and - 18.7% (newspapers). Between 2008 and 2014, US newspapers lost more than half their print advertising revenue.
Niche marketing
Another significant trend about the future of advertising is the growing importance of niche markets using niche or targeted advertising. Also brought by the Internet and long tail theory, advertisers will have an increased ability to reach a certain audience. In the past, the most efficient way to deliver a message was to envelop the largest possible mass market audience. However, usage tracking, customer profiles, and the growing popularity of customized content generated by everything from blogs to social networking sites, providing advertisers with smaller but clearer audiences that lead to more relevant ads for viewers and more effectively for the company's marketing products. Among other things, Comcast Spotlight is one of the advertisers who use this method in their on demand video menu. These ads are targeted to specific groups and can be viewed by anyone who wants to know more about a particular business or practice, from their home. This causes the audience to be proactive and really choose what ads they want to see. Niche marketing can also be helped by bringing color issues into advertising. Different colors play a major role when it comes to marketing strategies, for example, blue viewing can promote a sense of calm and provide a sense of security which is why many social networks like Facebook use blue in their logos. Google AdSense is a niche marketing example. Google calculates the main objectives of the website and adjusts the appropriate ads; it uses key words on the page (or even in an email) to find common ideas from unused topics and placing ads that viewers will likely click from email accounts or website visitors.
Crowdsourcing
The concept of crowdsourcing has given way to user generated ad trends. User-generated ads are created by people, not the agency or the company itself, often resulting from brand-sponsored ad competitions. For the 2007 Super Bowl, PepsiCo's Frito-Lays division held a Crash the Super Bowl contest, allowing people to create their own Doritos ads. Chevrolet held a similar competition for their SUV line in Tahoe. Due to the success of the ad created by Doritos users in Super Bowl 2007, Frito-Lays relaunched the competition for Super Bowl 2009 and 2010. The resulting ad is the most watched and most liked Super Bowl ad. In fact, the winning ad that aired on the 2009 Super Bowl was rated by the USA Today Super Bowl Ad Measurner as the top ad for the year while the winning ad that aired on Super Bowl 2010 was found by Nielsen BuzzMetrics to be "the most crowded about." Another example of companies that use crowdsourcing successfully is the Jones Soda beverage company that encourages consumers to participate in the design of the label itself.
This trend has spawned several online platforms hosting the advertising competition created by users on behalf of the company. Founded in 2007, Zooppa has launched advertising competitions for brands such as Google, Nike, Hershey, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced is still controversial, because the long-term impact on the advertising industry remains unclear.
Global advertising
Advertising has passed five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competitive business goals that must be balanced when developing advertising worldwide: building brands while speaking with one voice, developing economies of scale in the creative process, maximizing the effectiveness of local advertising, and improving enterprise implementation speed. Born into the evolutionary stage of global marketing are the three main and fundamentally different approaches to the development of global ad execution: export execution, resulting in local execution, and importing travel ideas.
Advertising research is the key to determining the success of advertising in any country or region. The ability to identify the elements and/or moments of an ad that contribute to its success is how the economies of scale are maximized. Once someone knows what works in an ad, the idea or idea can be imported by another market. Measurement of market research, such as Flow of Attention, Emotional Flow, and branding moments provide insights into what works in advertising in any country or region because the action is based on visual, non-verbal advertising elements.
Foreign public messaging
Foreign governments, especially those with marketable commercial products or services, often promote their interests and positions through the advertisement of these items because the target audience is not only largely unaware of the forum as a vehicle for foreign messages but also willing to receive temporary messages in a state of mental absorbing information from advertisements during television commercial breaks, while reading periodically, or when passing billboards in public spaces. A key example of this messaging technique is an advertising campaign to promote international travel. While advertising of foreign destinations and services may be derived from the general goal of increasing revenue by attracting more tourism, some travel campaigns carry additional or alternative goals intended to promote good sentiments or improve existing ones among target audiences to specific countries or regions. It is common for ads promoting foreign countries to be produced and distributed by the tourism ministries of these countries, so these advertisements often contain political statements and/or portrayals of international public perceptions desired by foreign governments. In addition, various foreign airlines and travel-related services that advertise separately from destinations, own, are owned by their respective governments; examples include, but are not limited to, Emirates (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/China) and Air China (People's Republic of China) airlines. By describing their goals, airlines and other services in a fun and fun way, countries market themselves to overseas populations in a way that reduces the public's previous impression.
Diversification
In the world of advertising agencies, sustainable industry diversification has seen observers note that "large global clients do not need a big global agency anymore." This is reflected in the growth of non-traditional institutions in various global markets, such as Canada's TAXI business and SMART in Australia and has been referred to as "a revolution in the advertising world".
New technology
The ability to record events on digital video recorders (such as TiVo) allows observers to record programs for later viewing, enabling them to fast forward through advertising. In addition, as more season sets of pre-recorded boxes are offered for the sale of television programs; fewer people watching the show on TV. However, the fact that this set sold , means the company will receive additional benefits from this set.
To overcome this effect, various strategies have been used. Many advertisers choose product placements on TV shows like Survivor. Other strategies include integrating ads with EPGs connected to the internet, advertising on companion devices (such as smartphones and tablets) during shows, and creating TV apps. In addition, some brands like have chosen a social television sponsor.
Ad education
In recent years there have been several media literacy initiatives, and more specifically about advertising, which seeks to empower citizens in the face of media advertising campaigns.
Advertising education has become popular with bachelor's, master's and doctoral degrees becoming available in emphasis. Advertising interest spikes are typically associated with strong relationships advertisements play in cultural and technological changes, such as the advancement of online social networks. A unique model for advertising teaching is a student-run advertising agency, where student ads create campaigns for real companies. Organizations such as the American Advertising Federation founded companies with students to create this campaign.
Destination
Ads are up front to deliver the right message to customers and potential customers. The purpose of advertising is to inform consumers about their products and convince customers that the company's services or products are the best, enhance the company's image, demonstrate and create the need for products or services, demonstrate new uses for established products, announce new products and programs, strengthen individual salesperson messages, attract customers to business, and retain existing customers.
Sales promotion and brand loyalty
Sales promotion is another way to advertise. Sales promotions are dual-purpose because they are used to gather information about what types of customers are interesting and where they are, and to start selling. Sales promotions include things like contests and games, sweepstakes, product prizes, sample coupons, loyalty programs, and discounts. The main purpose of sales promotion is to stimulate potential customers to act.
Criticism
Although advertising can be deemed necessary for economic growth, it is not without social cost. Unsolicited commercial e-mail and other forms of spam have become so common that it becomes a major annoyance for users of this service, as well as being a financial burden on internet service providers. Ads increasingly invade public spaces, such as schools, which, according to some critics, are a form of child exploitation. The increasing difficulty in limiting exposure to specific audiences can result in negative reactions to advertisers. Along with these critiques, the advertising industry has seen a low level of approval in surveys and negative cultural depictions.
One of the most controversial criticisms of advertising in the present is that the advertising dominance of foods high in sugar, fat, and salt exclusively for children. Critics claim that food advertisements that target children are exploitative and not quite balanced with proper nutrition education to help children understand the consequences of their food choices. In addition, children may not understand that they are sold for something, and therefore more easily influenced. Michelle Obama has criticized major food companies for advertising unhealthy foods that are mostly aimed at children and have asked food companies to restrict their advertisements to children or advertise foods that are more in line with dietary guidelines. Other criticisms include the changes brought by the ads in the community as well as the deceptive advertisements that are broadcast and published by the company. The cosmetics and health industry is an industry that exploits the highest reason for concern and is made.
Rule
There is an increasing effort to protect the public interest by organizing the content and influence of advertising. Some examples include restrictions for alcohol, tobacco or gambling advertisements that are imposed in many countries, as well as bans on advertising for children, which are in parts of Europe. The advertising regulations are heavily focused on the truth of the claims and therefore, there are often more restrictive restrictions placed around advertisements for food and health products.
The advertising industry in some countries is less dependent on law and more on self-regulating systems. Advertisers and media agree on the standard code of advertising they are trying to maintain. The general purpose of the codes is to ensure that each ad is 'legal, polite, honest and honest'. Some self-regulatory organizations are industry-funded, but remain independent, with a view to upholding standards or codes like the Advertising Standards Authority in the UK.
In the UK, most forms of outdoor advertising such as billboard displays are governed by the UK Town and County Planning system. Currently, the display of advertisements without the consent of the Planning Officer is a crime charged a fine of £ 2,500 per violation. In the US, many communities believe that many forms of outdoor advertising harm the public sphere. Since the 1960s in the US there have been attempts to ban billboards advertisements in open countryside. Cities like Sao Paulo have introduced a direct ban with London also having a special law to control unlawful displays.
Some governments restrict the language that can be used in ads, but advertisers can use tricks to try to avoid them. In France for example, advertisers sometimes print English words in bold and French translations with subtle prints to handle Article 120 of the 1994 Toubon Act limiting the use of English).
Price information advertising is another topic of concern to the government. In the United States, for example, it is common for a company to simply specify the existence and amount of taxes applicable at a later stage of a transaction. In Canada and New Zealand, taxes may be listed as separate items, as long as quoted in advance. In most other countries, the advertised price must include all applicable taxes, allowing customers to easily identify how much they cost.
Theory
Hierarchy-effect model
Various competing hierarchical effects models seek to provide theoretical support for advertising practices.
- The Clow and Baack models explain the purpose of the ad campaign and for each individual ad. The model postulates the six steps the buyer makes when purchasing:
- Awareness
- Knowledge
- Like
- Preferences
- Confidence
- Buy
- The Final Means Theory states that the advertisement must contain a message or means that leads the consumer to the desired end state.
- Leverage points aim to move consumers from understanding the benefits of a product to link those benefits to personal value.
Marketing mix
The marketing mix was proposed by professor E. Jerome McCarthy in the 1960s. It consists of four basic elements called " four Ps ". Items are the first P representing the actual product. Price represents the process of determining the value of a product. Places represent variables to get products to consumers like distribution channels, market coverage, and movement organizations. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product.
In the 1990s, the concept of four Cs was introduced in lieu of four P's more customer driven. There are two theories based on four Cs: Lauterborn four Cs ( consumer , cost , communication , convenience ) and Shimizu's four Cs ( commodity cost , communications , channel ) in 7Cs Compass Model ( Marketing together). Communication may include advertising, sales promotion, public relations, publicity, personal selling, corporate identity, internal communications, SNS, MIS.
Advertising research
Advertising research is a special form of research that serves to improve the effectiveness and efficiency of advertising. This requires different forms of research using different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns.
Pre-tests cover a variety of qualitative and quantitative techniques, including: focus groups, in-depth target audience interviews (one-on-one interviews), small-scale quantitative research and physiological measurements. The purpose of this investigation is to better understand how different groups respond to messages and visual cues, thereby providing an assessment of how well the ads meet their communication objectives.
Post-testing uses many of the same techniques as pre-testing, typically focusing on understanding changes in awareness or attitudes associated with advertising. With the advent of digital advertising technology, many companies have begun to post-test ads using real-time data. This may take the form of separate A/B testing or multivariate testing.
Ongoing ad tracking and the Communist System are a competitive example of this type of post-test advertising research.
Semiotics
The meaning between consumers and marketers describes the signs and symbols encoded in everyday objects. Semiotics is the study of signs and how they are interpreted. Ads have many signs and hidden meanings in brand names, logos, packaging designs, print ads, and television ads. Semiotics aims to learn and interpret messages conveyed in (for example) advertising. Logos and advertisements can be interpreted on two levels - known as the surface level and the underlying level. The surface level uses creative signs to create an image or personality for a product. These signs can be images, words, fonts, colors, or slogans. The underlying level consists of hidden meanings. The combination of images, words, colors, and slogans must be interpreted by the audience or the consumer. "The key to ad analysis" is a marker and a signature. The marker is the object and the signified is the mental concept. A product has markers and tags. Markers are 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. The significance of television denotation is probably high definition. The connotative meaning is the deep and hidden meaning of the product. The connotative meaning of television is that it is top-of-the-line.
Apple ads use the black silhouette of someone who is Apple's target market age. They put the silhouette in front of the blue screen so that the image behind the silhouette can keep changing. However, one thing that remains the same in this ad is that there is music in the background and the silhouette is listening to that music on the white iPod via 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 Apple products.
Gender semiotics play a key influence on the way in which signs are interpreted. When considering the role of gender in advertising, the individual is affected by three categories. Certain characteristics of the stimulus may increase or decrease the elaboration of the message (if the product is regarded as feminine or masculine). Second, individual characteristics can influence message attention and elaboration (traditional or non-traditional gender role orientation). Finally, situational factors may be important to influence message elaboration.
There are two types of marketing communications that claim objective and subjective. Objective claims derive from the extent to which claims associate a brand with a real product or service feature. For example, the camera may have an auto focus feature. Subjective claims convey the emotional, subjective, and intangible impression of a product or service. They are non-physical features of a product or service that can not be perceived directly, because they have no physical reality. For example, the brochure has a beautiful design. Men tend to respond better to objective marketing-communication claims while women tend to respond better to subjective marketing communication claims.
Voiceovers are commonly used in advertisements. Most of the dubbing done by men, with numbers up to 94% have been reported. There are more female voices in recent years, but mainly for food, household products, and feminine care products.
Sex effects in ad processing
According to a 1977 study by David Statt, women process information comprehensively, while men process information through heuristic devices such as procedures, methods or strategies to solve problems, which can have an effect on how they interpret advertisements. According to this study, men prefer to have an available and tangible cue to interpret the message, while women engage in more creative, associative, and image interpretation interpretations. Subsequent research by Danish teams found that advertising efforts to persuade men to improve their appearance or performance, while his approach towards women aims to transform into the impossible ideals of a women's presentation. In Paul Suggett's article "The Objection of Women in Advertising" he discusses the negative impact women make on advertising, which is too perfect to be real, to women in real life. And giving young men and young men unrealistic and unrealistic expectations for women. The advertising manipulation of women's aspirations against ideal types as depicted in films, in erotic art, in advertising, on stage, in music videos, and through other media exposure requires at least a conditioned rejection of the reality of women, and thus takes a very ideological high. tossed. Studies show that these women and young girls' expectations have a negative impact on their views on their body and appearance. These ads are for men. Not everyone agrees: one critic looks at the monologue and gender-specific interpretation of this ad as being too skewed and politicized. But there are some companies like Dove and Aerie that create ads to portray more natural women, with less post-production manipulation, so more women and young girls can connect with them. These ads provide more natural beauty standards.
More recent research by Martin (2003) reveals that men and women differ in terms of how they react to advertising depending on their mood at the time of exposure to the ad, and to the affective tone of the advertisement. When feeling sad, men prefer fun ads to improve their mood. Instead, women prefer happy ads when they are happy. Television programs where pinned ads affect the mood of viewers. Susan Wojcicki, author of the article "Women Empowering Ads Not Just Disconnecting Stereotypes - They Are Also Effective" discusses how ads for women have changed since the first commercial Barbie in which a little girl told the doll she wanted to be just like her. The little girls grew up watching the advertisements of dressed-up women advertise things from trucks to burgers and Wojcicki states that it shows girls that they are candy arms or eye candy.
See also
Influential thinkers in advertising theory and practice
References
Note
Further reading
External links
- Advertising Educational Foundation, archives ad exhibits and classroom resources
- Hartman Center for Sales, Advertising & amp; History of Marketing at Duke University
- Duke University Digital Library Collection:
- Advertisements * Access, over 7,000 US and Canadian ads, dated from 1911-1955, including World War II propaganda.
- The rise of advertising in America, 9,000 advertising items and publications dating from 1850 to 1940, illustrates the rise of consumer culture and the birth of the advertising industry of repute in the United States.
- AdViews, classic television ads
- ROAD 2.0, 30,000 outdoor ad images
- Medicine & amp; Madison Avenue, advertising documents of medical and pharmaceutical products
- Duke University Digital Library Collection:
- Art & amp; Copy , a 2009 documentary about the advertising industry
Source of the article : Wikipedia
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