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A Coca-Cola ad from the 1890s
Marketing
Key concepts
Promotional content
Promotional media
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. .It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.^ Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.^ Advertising will fail: The internet is the most liberating of all mass media developed to date.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

[1]
.Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers.^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ In fact, I suggest that everyone click on all the ads on TechCrunch and buy the advertised products and services just to prove Clemons wrong :) .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages.^ It is not meant solely to push content, in one direction, to a captive audience, the way movies or traditional network television did.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Advertising may be placed by an advertising agency on behalf of a company or other organization.
.Non-commerical advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies.^ Gadget Sleuth - March 22nd, 2009 at 9:15 am PDT This is the looong version of: no one has money to spend, so the cleverness of the advertising doesn’t matter.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.
.In 2007, spending on advertising was estimated at more than $150 billion in the United States[2] and $385 billion worldwide.^ We will see the information we want, when we want it, from sources that we trust more than paid advertising.” .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Of course there is no intermediary for this interaction, and this is more like direct communication than paid advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ We will see the information we want, when we want it, from sources that we trust more than paid advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

[3]

Contents

History

Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have 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 many parts of Asia, Africa, and South America. .The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.[4] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.^ We no longer rely on advertisements to tell us what our purchasing options are – we research our options carefully online.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ MySpace is probably the closest platform to emulating advertising weight in the digital form to date.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ By the way, I am still advising several firms on internet advertising, so, at least, I fail you “years out of date” test.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.As the towns 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 such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour.^ I guess a generation is growing up who expect to read mutliple versions of a story from different outlets/view points for free.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I think the article also underestimates how difficult it would be to get people to pay for content they are used to reading for free.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I suspect if the Tech Crunch eds had used my heading no one would have read the article.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

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 education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills.^ Publishers and sponsors just need to make a better case for advertising and educate the consumers.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.In the 17th century advertisements started to appear in weekly newspapers in England.^ In the 17th century advertisements started to appear in weekly newspapers in England.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Started in 1988, Weekly Planet is now the third largest newspaper in the Tampa Bay area.

^ I have saved so much time since I started using US Newspapers for my newspaper advertising.” – Gina R., Las Vegas, NV .
  • Newspaper Advertising | Nationwide Classified or Display Ads Cheap 19 January 2010 8:47 UTC www.usnewspapers.com [Source type: FILTERED WITH BAYES]

.These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe.^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.
.As the economy expanded during the 19th century, advertising grew alongside.^ New jobs will be created as the economy expands and generates more products and services to advertise.
  • Advertising and Public Relations Services 19 January 2010 8:47 UTC www.bls.gov [Source type: FILTERED WITH BAYES]

^ The great expansion of business in the 19th century was accompanied by the growth of an advertising industry; it was that century, primarily in the United States , that saw the establishment of advertising agencies .
  • advertising (communication) -- Britannica Online Encyclopedia 19 January 2010 8:47 UTC www.britannica.com [Source type: General]

In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.
.In June 1836, French newspaper La Presse was the first to include paid 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.^ Maybe it has to do with advertisers underestimating their audiences and thinking the same old formula works for all….
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ First of all, you openly admit you are not a part of a virtual community, so how do you know you would pay for goods and this is a model to be copied?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I think it is optimistic (or pessimistic) to pretend that there is any form of evolution that will allow advertising to be the primary revenue source for all internet apps!
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston.[5] .Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize.^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Web publishers don’t know how to monetize through advertising and need to change to charging for content, services, whereever we can make a buck.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ New products and services come along daily and need to be advertised (for people to find them).
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.At first, agencies were brokers for advertisement space in newspapers.^ The first agencies were, in essence, brokers for space in newspapers.
  • advertising (communication) -- Britannica Online Encyclopedia 19 January 2010 8:47 UTC www.britannica.com [Source type: General]

^ Ipswich As the most well-read community newspaper in Ipswich, The Ipswich Advertiser has evolved and prospered with the city since it was first published in 1978 ** .
  • The Ipswich Advertiser 11 September 2009 21:50 UTC apnap.com.au [Source type: General]

^ At first the agencies were just brokers for ad space in newspapers, but it wasn't until N.W. Ayer & Son came along, advertising agencies started to take over responsibility for the content as well.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

.N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content.^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Web publishers don’t know how to monetize through advertising and need to change to charging for content, services, whereever we can make a buck.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

N.W. Ayer opened in 1869, and was located in Philadelphia.[5]
An 1895 advertisement for a weight gain product.
.At the turn of the century, there were few career choices for women in business; however, advertising was one of the few.^ The popularity of blogging has allowed bloggers to sell advertising, turning their sites from pleasurable hobbies to profitable business .
  • advertisement Articles, Posts, Blogs, Videos - Technorati 1 February 2010 1:01 UTC technorati.com [Source type: FILTERED WITH BAYES]

^ Over at One Day, One Internship we checked out a company called Captivate Network that is doing this kind of thing in elevators, so it seems as though there is a lot of room for growth in “digital advertising in the out of home space for business owners.” .
  • Entry level jobs in Advertising | One Day, One Job 19 January 2010 8:47 UTC www.onedayonejob.com [Source type: General]

^ There are two ways in which we can advertise your product on one of our video podcasts.
  • Advertising » Rezzed.TV 19 January 2010 8:47 UTC rezzed.tv [Source type: FILTERED WITH BAYES]

Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. .In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product.^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ In fact, I suggest that everyone click on all the ads on TechCrunch and buy the advertised products and services just to prove Clemons wrong :) .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".[6]
In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. .As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups.^ I was too young to grow up with radio, but it was easy to see this was expert writing suited to the medium.
  • GlyphJockey AKA Glyph Jockey 11 September 2009 21:51 UTC www.glyphjockey.com [Source type: FILTERED WITH BAYES]

^ This article may be reproduced for your non-profit group or organization provided it is not altered in any way and the following is attached: .
  • Six Types of Advertising And How To Use Them by Tom Egelhoff - small town marketing 10 September 2009 21:13 UTC www.smalltownmarketing.com [Source type: General]

^ With each giveaway we will be highlighting the work of a deserving non-profit organizations and making a website donation valued at over $4,000 to the winners selected by public vote.
  • Website Design | Graphic Marketing | Advertising Montrose, Colorado 19 January 2010 8:47 UTC abramsadvertising.com [Source type: General]

[7] When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. .However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.^ The radio station owners soon realized they could earn more money by selling sponsorship rights to other businesses.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ But one thing that they have that most small business owners do not have is this: a business system.
  • Effective New Patient marketing|Doctor Relations|Helmut Flasch 19 January 2010 8:47 UTC unadvertise.com [Source type: General]

^ It's one place and in tough times, it's all the more important to remind ourselves of what we share, rather than what divides us.

A print advertisement for the 1913 issue of the Encyclopædia Britannica
.This practice was carried over to television in the late 1940s and early 1950s.^ This practice was carried over to televsion in the late 1940's and early 1950's.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ The late 1980s and early 1990s saw the introduction of cable television and particularly MTV .
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

.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.^ However, a fierce battle was fought between those seeking to commercialize this new medium and the people who argued that the radio spectrum should be considered the commons, to be used only non-commercially and for the public good.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Like the original, this exhibit is divided into two parts, which represent two psychological approaches used in rallying public support for the war.
  • Advertising Resources :Communication Studies Resources: The University of Iowa 19 January 2010 8:47 UTC www.uiowa.edu [Source type: FILTERED WITH BAYES]

^ Amateur Woodworker bridges the gap between these two camps, offering well-designed challenges to people who have a limited number of power tools.
  • Advertising in Amateur Woodworker 19 September 2009 15:18 UTC www.am-wood.com [Source type: FILTERED WITH BAYES]

The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission.[7] To placate the socialists, the U.S. Congress did require commercial broadcasters to operate in the "public interest, convenience, and necessity".[8] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service and National Public Radio.
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 businesses.^ There are many ways of finding people with a problem in your business niche, then all you have to do is know how to introduce yourself and your solution without spamming.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I’ve felt this way about advertising for quite some time and especially with all the ad blocking programs people are starting to use, advertising revenue is just going down hill.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. .In some instances the sponsors exercised great control over the content of the show—up to and including having one's advertising agency actually writing the show.^ Typhoon - March 22nd, 2009 at 9:56 am PDT Some people are seeing drop in their advertising sales but some are not having much effect..I have seen increase in my advertising sales :) .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.
.The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes.^ Just because consumers have more choice and control does not kill advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

The Volkswagen ad campaign—featuring such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)—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. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period.
The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. .Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought.^ They know that either of those sources is trying to rate the product fairly, rather than just sell it.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising as an industry will surely continue, but it will have a fundamentally new form that is shaped by the evolution of consumer culture that the Internet has forced.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Dan Ariely has demonstrated that messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
.Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s.^ There will be a future with new forms of advertising, and the ad market will be much smaller.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising as an industry will surely continue, but it will have a fundamentally new form that is shaped by the evolution of consumer culture that the Internet has forced.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising/Marketing works – there is no such thing as bad marketing – there is good marketing (TV/Radio, etc) and better marketing (The Internet).
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access.^ If in five years the bulk of internet revenues still come from advertising I will publish a retraction.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Indeed, there has to be some way to create websites that do other than provide free access to content, some of it proprietary, some of it licensed, and some of it stolen, and funded by advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising has always been hypercyclic, and Clemons offers no proof that internet ads would be down this year even without a recession.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.^ I actually began to laugh when you started talking about mobile contextual advertising, as if you know what the future beholds for it.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Personal search is one thrust and Google has announced that it will be capturing ad preferences in the future to help people at least have ad exposure more targeted to their interests, but I have not seen this rolled out yet.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ There are search engines that will let you do that, but Google’s not among them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

This has led to a plethora of similar efforts and an increasing trend of interactive advertising.
.The share of advertising spending relative to GDP has changed little across large changes in media.^ This would attribute the large decrease in spending and yet simultaneously wouldn’t mean advertising death, either.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

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 major advertising media.^ The ultimate failure of broadcast media advertising is likewise becoming clear.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Nonetheless, advertising spending as a share of GDP was slightly lower—about 2.4 percent.[9]
.A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways 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 increasing more popular with a lot of companies.^ The companies with a lot of money who can afford to be up top in Google, have shown their products aren’t always the best, therefore, the evolution of what people are finding is advertisement can mean lower credibility.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Of course there is no intermediary for this interaction, and this is more like direct communication than paid advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ All advertisement has sales as a final target (Brand building is a means to create more sales) - People don’t have an income that grows exponentially.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea.^ In fact, I suggest that everyone click on all the ads on TechCrunch and buy the advertised products and services just to prove Clemons wrong :) .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The expected drop in internet advertising revenues this year is neither unpredictable nor unpredicted, nor was it caused solely by the general recession and the decline in retail sales” .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.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 network services such as MySpace.^ The trend in Internet advertising will move away from affiliate/ad networks, and move toward direct sales/local advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ In fact, I suggest that everyone click on all the ads on TechCrunch and buy the advertised products and services just to prove Clemons wrong :) .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Yes, I can imagine SMS ads initially succeeding if they provide discounts, but ultimately this leads to little more than a bidding war for traffic and benefits no one other than the firm that provides the text messaging services.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Public service advertising

.The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation.^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ So then more reputable services who advertise in the same block will now have a less valuable ad placement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ AdvertisingLocator.com - March 22nd, 2009 at 9:49 am PDT do not trust advertising – there is nothing wrong with the positive promotion of quality goods and services.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences.^ Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Newspaper advertising is a great way to reach a large, broad audience.
  • Newspaper Advertising | Nationwide Classified or Display Ads Cheap 19 January 2010 8:47 UTC www.usnewspapers.com [Source type: FILTERED WITH BAYES]

^ JCE reaches a global audience of loyal chemistry teachers with an excellent reputation for patronizing our advertisers.
  • Journal of Chemical Education Advertisers 11 September 2009 21:50 UTC jce.divched.org [Source type: Academic]

"Advertising justifies its existence when used in the public interest—it 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 social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Charles Borwick - March 23rd, 2009 at 10:41 am PDT There is a big difference between email marketing and advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising.^ Public service advertising .
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Although in some countries radio and television are state-run and accept no advertising, in others advertisers are able to buy short “spots” of time, usually a minute or less in duration.
  • advertising (communication) -- Britannica Online Encyclopedia 19 January 2010 8:47 UTC www.britannica.com [Source type: General]

.To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers.^ I only do CPA. Traditional advertisers are only going to flock to the CPA model more now that times are tough – they only have pay on returns.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Public service advertising reached its height during World Wars I and II under the direction of several governments.^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above
A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums 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, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town 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, subway 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.^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Any place an "identified" sponsor pays to deliver their message through a medium is advertising.^ The method of claim 13 wherein for each targeted advertisement, the at least one queue includes advertiser data identifying the advertiser sponsoring the advertisement.
  • Advertisement distribution system ... - Google Patent Search 1 February 2010 1:01 UTC www.google.com [Source type: Reference]

^ Agencies don’t know how to push the right message through the right mediums.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The system of claim 1, wherein for each targeted advertisement, the at least one queue includes advertiser data identifying the advertiser sponsoring the advertisement.
  • Advertisement distribution system ... - Google Patent Search 1 February 2010 1:01 UTC www.google.com [Source type: Reference]

Television

.The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events.^ Advertising will fail: The internet is the most liberating of all mass media developed to date.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Think of watching network TV news and remember that the commercials on all the major networks are as closely synchronized as possible.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009).
The majority of 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.^ Virtual advertisements may be inserted into regular television programming through computer graphics.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ A simple way to understand the objectives in television programming is to compare contents from channels paid and chosen by the viewer with channels that get their income mainly from advertisements.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Because of this access to our Right-side Graphical Ads are limited and it may be a short time until your advertisement makes it into our weekly/monthly rotation.
  • Advertisement @ ChristianBlog.Com, Christian Blog, Christian Blogs, ChristianBlog.Com 1 February 2010 1:01 UTC www.christianblog.com [Source type: FILTERED WITH BAYES]

It is typically inserted into otherwise blank backdrops[10] or used to replace local billboards that are not relevant to the remote broadcast audience.[11] More controversially, virtual billboards may be inserted into the background[12] where none exist in real-life. .This technique is especially used in televised sporting events [13] Virtual product placement is also possible.^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

[14][15]

Infomercials

An infomercial 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 immediately buys the product through the advertised toll-free telephone number or website.^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ And it is the best and the most trusted source of commercial product information on cost, selection, availability, and suitability, using community content, professional reviews and peer reviews.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Indeed, there has to be some way to create websites that do other than provide free access to content” .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio advertising

Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage.

Press advertising

.Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.^ BTW, Newspapers are failing because they no longer print NEWS they only print COMMENTARY. There is no balanced journalism.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

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 local 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.^ There will be a future with new forms of advertising, and the ad market will be much smaller.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I mean for television primetime or magazine ads at least we see big reputable companies that can afford to advertise there doing so.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

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.^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ When companies deliver useful information as part of their marketing people are willing to listen.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ There will be a future with new forms of advertising, and the ad market will be much smaller.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.^ It is frequently argued that the advertising industry will provide sufficient innovation to replace the loss of traditional ads on traditional mass media.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The trend in Internet advertising will move away from affiliate/ad networks, and move toward direct sales/local advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I hear you, I think advertising online as we know it will be replaced by reviews, personal testimonials, and smart aggregation of data and personal preferences and this is where social networking can easily step in to fill in the blanks, but we are not there yet.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

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.

Mobile billboard advertising

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially-equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often 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
  • Store openings and similar promotional events
  • Big advertisements from smaller companies
  • Others

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 aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.^ Every initiative I’ve seen from them is to promote honest and fair placement of relevant organic links near the top of your results (excluding the small areas dedicated to advertisements that you can easily skim past).
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Covert advertising

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 definite brand, as in the movie Minority Report, where Tom Cruise's 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 example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase 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: Rise 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 stops to show a Coca-Cola billboard.

Celebrities

.This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products.^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers.^ Since the article metioned IPod, lets use that example – is it just a great product that’d do just as fine without any advertising at all or a great brand created with even greater effort?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

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 detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

Media and advertising approaches

.Increasingly, other media are overtaking many of the "traditional" media such as 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 (DVRs) such as TiVo.^ My own research suggests that consumers behave as if they get much of their information about product offerings from the internet, through independent professional rating sites like dpreview.com or community content rating services like Ratebeer.com or TripAdvisor Yes, both network executives and their ad agencies have noted that we are not watching traditional ads, and they attribute this to the fact that we have moved beyond newspapers, televised network news, and broadcast movies, to video games, iPods, and the internet.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising as an industry will surely continue, but it will have a fundamentally new form that is shaped by the evolution of consumer culture that the Internet has forced.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertisements have no weight on the internet as they do in traditional media.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

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.^ Whether it be the content of a website or the content of an advertisement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ WeCareToo make no representation as to the content of the ads placed on the WeCareToo web site as a service to the advertisers.
  • WeCareToo Advertisers 11 September 2009 21:50 UTC www.wecaretoo.com [Source type: FILTERED WITH BAYES]

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. .Technology advances has 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.^ I only do CPA. Traditional advertisers are only going to flock to the CPA model more now that times are tough – they only have pay on returns.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ All advertisement has sales as a final target (Brand building is a means to create more sales) - People don’t have an income that grows exponentially.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ In this one, I think Google is actually leading the pack… Radio and TV advertising was all about massive dumps of ads… in Internet, you can be far more targeted and relevant to what people are looking for.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Digital signage is being successfully employed in supermarkets.[16] Another successful use of digital signage is in hospitality locations such as restaurants.[17] and malls.[18]
E-mail advertising is another recent phenomenon. .Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for email users for many years.^ If in five years the bulk of internet revenues still come from advertising I will publish a retraction.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ There are many ways of finding people with a problem in your business niche, then all you have to do is know how to introduce yourself and your solution without spamming.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Thus advertisment needs SOOO many views to even create some notion to the end user.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.^ People do not trust advertising because the message does not come from a neutral source, not because they think the company is some sort of fraud.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).^ Controversy exists on the effectiveness of subliminal advertising (see mind control ), and the pervasiveness of mass messages (see propaganda ).
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Love the ads or hate the ads, it's always good to see people using effective media to get their message across.

^ Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

.Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost.^ When it costs over $11 a click for a cosmetic dentist in San Jose CA as one example, advertisers feel that the price for exposure is just too high and does not provide the return on investment.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.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" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) — these can be seen as the pinnacle of any advertising campaign.^ You represent the type of liberal (not to say I am different), DIGG using type person (with Ad-Blocker) that is too smart for the advertising and thus can find many ways to pick apart why it’s not working.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ As for you in particular, you might want to look in the mirror when you’re accusing others of using too many words to state their point.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.However, some companies oppose the use of their brand name to label an object.^ However, some companies oppose the use of their brand name to label an object.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ If you ran one of the biggest companies in the world and you had a chance to change your name and reinvent your brand, you'd probably go with something that had a little personality.
  • Advertising: News & Videos about Advertising - CNN.com 19 January 2010 8:47 UTC topics.cnn.com [Source type: FILTERED WITH BAYES]

^ When I am watching TV or using my e-mail, I do not want some company forcing me to stop what I’m doing to listen what they have to say.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost.
.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.^ It is frequently argued that the advertising industry will provide sufficient innovation to replace the loss of traditional ads on traditional mass media.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising will fail: The internet is the most liberating of all mass media developed to date.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ This is why they also enforce strict rules about how you can advertise on Google… if people stop trusting Google ads, they stop clicking on them… and the value of their advertising drops.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns.^ So then more reputable services who advertise in the same block will now have a less valuable ad placement.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Yes, I can imagine SMS ads initially succeeding if they provide discounts, but ultimately this leads to little more than a bidding war for traffic and benefits no one other than the firm that provides the text messaging services.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.A particular feature driving mobile ads is the 2D Barcode, 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.^ Web publishers don’t know how to monetize through advertising and need to change to charging for content, services, whereever we can make a buck.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Better targeting of ads using individual interests and individual behaviors will ensure that we do not bore or annoy as many people with each ad, but cannot address the trust issue.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising is hear to stay, if anything the Web enables more slippery types of ads that are difficult to avoid.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

83 percent of Japanese mobile phone users already are active users of 2D barcodes.
.A new form of advertising that is growing rapidly is social network advertising.^ There will be a future with new forms of advertising, and the ad market will be much smaller.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising as an industry will surely continue, but it will have a fundamentally new form that is shaped by the evolution of consumer culture that the Internet has forced.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.It is online advertising with a focus on social networking sites.^ I hear you, I think advertising online as we know it will be replaced by reviews, personal testimonials, and smart aggregation of data and personal preferences and this is where social networking can easily step in to fill in the blanks, but we are not there yet.
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^ I have the top blog for ‘Economics of Advertising’ at http://adecon101.blogspot.com and a network of publisher sites.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Up to now and for most online, non e-commerce sites, that someone has been the advertiser.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.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.^ Everybody’s falling all over themselves to take advantage of Web 2.0 – I swear to God if another client asks for “some Web 2.0″ again, none of this will matter since I’ll be rotting away in jail – and social marketing.
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^ A Consumer March 22nd, 2009 at 4:49 pm A Digital Perspective » The internet is not replacing advertising but shattering it March 22nd, 2009 at 5:09 pm Information Architects » Blog Archive » Social Media Marketing?
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^ I have the top blog for ‘Economics of Advertising’ at http://adecon101.blogspot.com and a network of publisher sites.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service.^ The trend in Internet advertising will move away from affiliate/ad networks, and move toward direct sales/local advertising.
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^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
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^ So then more reputable services who advertise in the same block will now have a less valuable ad placement.
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.From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break.^ Is it during the content or the commercials?
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^ I mean for television primetime or magazine ads at least we see big reputable companies that can afford to advertise there doing so.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ And it is the best and the most trusted source of commercial product information on cost, selection, availability, and suitability, using community content, professional reviews and peer reviews.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.
.Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology.^ There will be a future with new forms of advertising, and the ad market will be much smaller.
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^ The hole is closing on that reality and we will see a new reality closer to that we knew before ad blocking technologies started to take over the web.
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^ AdvertisingLocator.com - March 22nd, 2009 at 9:49 am PDT do not trust advertising – there is nothing wrong with the positive promotion of quality goods and services.
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Criticism of advertising

.While advertising can be seen as necessary for economic growth, it is not without social costs.^ While advertising can be seen as necessary for economic growth, it is not without social costs.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Beside that online advertising is more economical anyway, the fact that you can check every campaign can help you to reduce your costs further.
  • Online Advertising Sydney | Wispa - Customer Engagement Agency - Sydney Australia 19 January 2010 8:47 UTC www.wispa.com.au [Source type: General]

^ It almost goes without saying, but the cost of advertising in newspapers and magazines is prohibitive for many potential advertisers.
  • Tips for Attracting Advertisers - Associated Content - associatedcontent.com 11 September 2009 21:50 UTC www.associatedcontent.com [Source type: General]

.Unsolicited Commercial Email 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 burden on internet service providers.^ I recently worked at an internet company that offered a valuable service for free for the first couple of years, after we built a solid user base we started to monetize with ads.
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[19] .Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.^ Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.
  • Advertisement - Journawiki 1 February 2010 1:01 UTC journalism.wikia.com [Source type: FILTERED WITH BAYES]

^ Drugs.com shall not be liable for any failure to publish any Advertisement, however, Drugs.com shall use its best endeavors to place such Advertisements in subsequent available space.
  • Healthcare & Pharmaceutical Advertising on Drugs.com 19 January 2010 8:47 UTC www.drugs.com [Source type: FILTERED WITH BAYES]

^ In criticism of advertising it has been argued that the consumer must pay for the cost of advertising in the form of higher prices for goods; against this point it is argued that advertising enables goods to be mass marketed, thereby bringing prices down.
  • advertising (communication) -- Britannica Online Encyclopedia 19 January 2010 8:47 UTC www.britannica.com [Source type: General]

[20] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.

Hyper-commercialism and the commercial tidal wave

Criticism of advertising is closely linked with criticism of media and often interchangeable. They can refer to its audio-visual aspects (e. g. cluttering of public spaces and airwaves), environmental aspects (e. g. pollution, oversize packaging, increasing consumption), political aspects (e. g. media dependency, free speech, censorship), financial aspects (costs), ethical/moral/social aspects (e. g. sub-conscious influencing, invasion of privacy, increasing consumption and waste, target groups, certain products, honesty) and, of course, a mix thereof. .Some aspects can be subdivided further and some can cover more than one category.^ That said my ability to market directly to some one looking for “small blue wdgets in indiana” online is worth far more to me as a small blue widget maker than a display advertisement in a print media in indianapolis.
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^ The conventional wisdom is that this is exactly what paid search helps us to do, but all too often they are nothing more than a form of misdirection, as I explain further below.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

As advertising has become increasingly prevalent in modern Western societies, it is also increasingly being criticized. .A person can hardly move in the public sphere or use a medium without being subject to advertising.^ With you being an industry person with an incentive for advertising to sustain itself as it has been, your incentive is to keep believing that advertising needs to succeed the same as it always has.
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.Advertising occupies public space and more and more invades the private sphere of people, many of which consider it a nuisance.^ All advertisement has sales as a final target (Brand building is a means to create more sales) - People don’t have an income that grows exponentially.
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^ It is a wrong place to give that kind of opinions because many of the people you see here have more experience than you do about the impacts of the internet.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

“It is becoming harder to escape from advertising and the media. … Public space is increasingly turning into a gigantic billboard for products of all kind. The aesthetical and political consequences cannot yet be foreseen.”[21] Hanno Rauterberg in the German newspaper ‘Die Zeit’ calls advertising a new kind of dictatorship that cannot be escaped.[22]
.Ad creep: "There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals, gas stations, elevators, convenience stores, on the Internet, on fruit, on ATMs, on garbage cans and countless other places.^ There is no shortage of places to put ads .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Internet ads are not a particularly good way of doing #1 either, but they are (mostly) the only one there is.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

There are ads on beach sand and restroom walls.”[23] “One of the ironies of advertising in our times is that as commercialism increases, it makes it that much more difficult for any particular advertiser to succeed, hence pushing the advertiser to even greater efforts.”[24] Within a decade advertising in radios climbed to nearly 18 or 19 minutes per hour; on prime-time television the standard until 1982 was no more than 9.5 minutes of advertising per hour, today it’s between 14 and 17 minutes. With the introduction of the shorter 15-second-spot the total amount of ads increased even more dramatically. Ads are not only placed in breaks but e. g. also into baseball telecasts during the game itself. They flood the internet, a market growing in leaps and bounds.
Other growing markets are ‘’product placements’’ in entertainment programming and in movies where it has become standard practice and ‘’virtual advertising’’ where products get placed retroactively into rerun shows. Product billboards are virtually inserted into Major League Baseball broadcasts and in the same manner, virtual street banners or logos are projected on an entry canopy or sidewalks, for example during the arrival of celebrities at the 2001 Grammy Awards. Advertising precedes the showing of films at cinemas including lavish ‘film shorts’ produced by companies such as Microsoft or DaimlerChrysler. “The largest advertising agencies have begun working aggressively to co-produce programming in conjunction with the largest media firms”[25] creating Infomercials resembling entertainment programming.
Opponents equate the growing amount of advertising with a “tidal wave” and restrictions with “damming” the flood. Kalle Lasn, one of the most outspoken critics of advertising on the international stage, considers advertising “the most prevalent and toxic of the mental pollutants. From the moment your radio alarm sounds in the morning to the wee hours of late-night TV microjolts of commercial pollution flood into your brain at the rate of around 3,000 marketing messages per day. .Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped into North America’s collective unconscious”.^ Gfy - March 24th, 2009 at 12:32 am PDT you are a complete idiot, people click ads every day I own websites that earn clicks that monthly are more than your mortgage.
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^ It’s obvious that it will be ever more pervasive in every day living and everything we do.
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^ Text ads may perform better in some industries than display.
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[26] In the course of his life the average American watches three years of advertising on television.[27]
More recent developments are video games incorporating products into their content, special commercial patient channels in hospitals and public figures sporting temporary tattoos. .A method unrecognisable as advertising is so-called ‘’guerrilla marketing’’ which is spreading ‘buzz’ about a new product in target audiences.^ Advertising on the internet is about engaging your audience building trust and relationships and offering value way before you stick a product or link in their face.
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^ New products and services come along daily and need to be advertised (for people to find them).
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ There will be a future with new forms of advertising, and the ad market will be much smaller.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Cash-strapped U.S. cities do not shrink back from offering police cars for advertising.[28] A trend, especially in Germany, is companies buying the names of sports stadiums. The Hamburg soccer Volkspark stadium first became the AOL Arena and then the HSH Nordbank Arena. The Stuttgart Neckarstadion became the Mercedes-Benz Arena, the Dortmund Westfalenstadion now is the Signal Iduna Park. The former SkyDome in Toronto was renamed Rogers Centre. Other recent developments are, for example, that whole subway stations in Berlin are redesigned into product halls and exclusively leased to a company. Düsseldorf even has ‘multi-sensorial’ adventure transit stops equipped with loudspeakers and systems that spread the smell of a detergent. Swatch used beamers to project messages on the Berlin TV-tower and Victory column, which was fined because it was done without a permit. The illegality was part of the scheme and added promotion.[22]
It’s standard business management knowledge that advertising is a pillar, if not “the” pillar of the growth-orientated free capitalist economy. “Advertising is part of the bone marrow of corporate capitalism.”[29] “Contemporary capitalism could not function and global production networks could not exist as they do without advertising.”[1]
.For communication scientist and media economist Manfred Knoche at the University of Salzburg, Austria, advertising isn’t just simply a ‘necessary evil’ but a ‘necessary elixir of life’ for the media business, the economy and capitalism as a whole.^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
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.Advertising and mass media economic interests create ideology.^ It is frequently argued that the advertising industry will provide sufficient innovation to replace the loss of traditional ads on traditional mass media.
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^ Advertising will fail: The internet is the most liberating of all mass media developed to date.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Knoche describes advertising for products and brands as ‘the producer’s weapons in the competition for customers’ and trade advertising, e. g. by the automotive industry, as a means to collectively represent their interests against other groups, such as the train companies. In his view editorial articles and programmes in the media, promoting consumption in general, provide a ‘cost free’ service to producers and sponsoring for a ‘much used means of payment’ in advertising.[30] Christopher Lasch argues that advertising leads to an overall increase in consumption in society; "Advertising serves not so much to advertise products as to promote consumption as a way of life."[31]

Advertising and constitutional rights

Advertising is equated with constitutionally guaranteed freedom of opinion and speech.[32] Therefore criticizing advertising or any attempt to restrict or ban advertising is almost always considered to be an attack on fundamental rights[citation needed] (First Amendment in the US) and meets the combined and concentrated resistance of the business and especially the advertising community. “Currently or in the near future, any number of cases are and will be working their way through the court system that would seek to prohibit any government regulation of ... commercial speech (e.g. advertising or food labelling) on the grounds that such regulation would violate citizens’ and corporations’ .First Amendment rights to free speech or free press.”[33] An example for this debate is advertising for tobacco or alcohol but also advertising by mail or fliers (clogged mail boxes), advertising on the phone, in the internet and advertising for children.^ I recently worked at an internet company that offered a valuable service for free for the first couple of years, after we built a solid user base we started to monetize with ads.
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^ March 22nd, 2009 at 3:33 pm Advertising is failing on the Internet?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Various legal restrictions concerning spamming, advertising on mobile phones, addressing children, tobacco, alcohol have been introduced by the US, the EU and various other countries. .Not only the business community resists restrictions of advertising.^ Eric K. Clemons - March 22nd, 2009 at 12:16 pm PDT Thankfully so … only if you are in the advertising business.
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Advertising as a means of free expression has firmly established itself in western society[citation needed]. McChesney argues, that the government deserves constant vigilance when it comes to such regulations, but that it is certainly not “the only antidemocratic force in our society. ...corporations and the wealthy enjoy a power every bit as immense as that enjoyed by the lords and royalty of feudal times” and “markets are not value-free or neutral; they not only tend to work to the advantage of those with the most money, but they also by their very nature emphasize profit over all else….Hence, today the debate is over whether advertising or food labelling, or campaign contributions are speech...if the rights to be protected by the First Amendment can only be effectively employed by a fraction of the citizenry, and their exercise of these rights gives them undue political power and undermines the ability of the balance of the citizenry to exercise the same rights and/or constitutional rights, then it is not necessarily legitimately protected by the First Amendment.” In addition, “those with the capacity to engage in free press are in a position to determine who can speak to the great mass of citizens and who cannot”.[34] Critics in turn argue, that advertising invades privacy which is a constitutional right. For, on the one hand, advertising physically invades privacy, on the other, it increasingly uses relevant, information-based communication with private data assembled without the knowledge or consent of consumers or target groups.
For Georg Franck at Vienna University of Technology advertising is part of what he calls “mental capitalism”,[35][36] taking up a term (mental) which has been used by groups concerned with the mental environment, such as Adbusters. Franck blends the “Economy of Attention” with Christopher Lasch’s culture of narcissm into the mental capitalism:[37] In his essay „Advertising at the Edge of the Apocalypse“, Sut Jhally writes: “20. century advertising is the most powerful and sustained system of propaganda in human history and its cumulative cultural effects, unless quickly checked, will be responsible for destroying the world as we know it.[38]

The price of attention and hidden costs

Advertising has developed into a billion-dollar business on which many depend. In 2006 391 billion US dollars were spent worldwide for advertising. In Germany, for example, the advertising industry contributes 1.5% of the gross national income; the figures for other developed countries are similar.[citation needed] Thus, advertising and growth are directly and causally linked. As far as a growth based economy can be blamed for the harmful human lifestyle (affluent society) advertising has to be considered in this aspect concerning its negative impact, because its main purpose is to raise consumption. “.The industry is accused of being one of the engines powering a convoluted economic mass production system which promotes consumption.^ To promote the Progressive view of Jesus having 2 human parents and God being the power of love in his life.

^ The Truth About Word Of Mouth Promotion We all know word of mouth is one of the most powerful forms of advertisement available to a business of any size.
  • Modern Advertising Methods, Types of Advertising Appeals and Techniques 19 January 2010 8:47 UTC www.buzzle.com [Source type: FILTERED WITH BAYES]

[39]
Attention and attentiveness have become a new commodity for which a market developed. “The amount of attention that is absorbed by the media and redistributed in the competition for quotas and reach is not identical with the amount of attention, that is available in society. The total amount circulating in society is made up of the attention exchanged among the people themselves and the attention given to media information. Only the latter is homogenised by quantitative measuring and only the latter takes on the character of an anonymous currency.”[35][36] According to Franck, any surface of presentation that can guarantee a certain degree of attentiveness works as magnet for attention, e. g. media which are actually meant for information and entertainment, culture and the arts, public space etc. It is this attraction which is sold to the advertising business. The German Advertising Association stated that in 2007 30.78 billion Euros were spent on advertising in Germany,[40] 26% in newspapers, 21% on television, 15% by mail and 15% in magazines. In 2002 there were 360.000 people employed in the advertising business. The internet revenues for advertising doubled to almost 1 billion Euros from 2006 to 2007, giving it the highest growth rates.
Spiegel-Online reported that in the US in 2008 for the first time more money was spent for advertising on internet (105.3 billion US dollars) than on television (98.5 billion US dollars). The largest amount in 2008 was still spent in the print media (147 billion US dollars).[41] For that same year, Welt-Online reported that the US pharmaceutical industry spent almost double the amount on advertising (57.7 billion dollars) than it did on research (31.5 billion dollars). But Marc-André Gagnon und Joel Lexchin of York University, Toronto, estimate that the actual expenses for advertising are higher yet, because not all entries are recorded by the research institutions.[42] Not included are indirect advertising campaigns such as sales, rebates and price reductions. Few consumers are aware of the fact that they are the ones paying for every cent spent for public relations, advertisements, rebates, packaging etc. since they ordinarily get included in the price calculation.

Influencing and conditioning

Advertising for McDonald's on the Via di Propaganda, Rome, Italy
The most important element of advertising is not information but suggestion more or less making use of associations, emotions (appeal to emotion) and drives dormant in the sub-conscience of people, such as sex drive, herd instinct, of desires, such as happiness, health, fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure, distraction, reward, of fears (appeal to fear), such as illness, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinions and comforts. “All human needs, relationships, and fears – the deepest recesses of the human psyche – become mere means for the expansion of the commodity universe under the force of modern marketing. With the rise to prominence of modern marketing, commercialism – the translation of human relations into commodity relations – although a phenomenon intrinsic to capitalism, has expanded exponentially.”[43] ’Cause-related marketing’ in which advertisers link their product to some worthy social cause has boomed over the past decade.
Advertising exploits the model role of celebrities or popular figures and makes deliberate use of humour as well as of associations with colour, tunes, certain names and terms. Altogether, these are factors of how one perceives himself and one’s self-worth. In his description of ‘mental capitalism’ Franck says, “the promise of consumption making someone irresistible is the ideal way of objects and symbols into a person’s subjective experience. Evidently, in a society in which revenue of attention moves to the fore, consumption is drawn by one’s self-esteem. As a result, consumption becomes ‘work’ on a person’s attraction. From the subjective point of view, this ‘work’ opens fields of unexpected dimensions for advertising. Advertising takes on the role of a life councillor in matters of attraction. (…) The cult around one’s own attraction is what Christopher Lasch described as ‘Culture of Narcissism’.”[36][37]
For advertising critics another serious problem is that “the long standing notion of separation between advertising and editorial/creative sides of media is rapidly crumbling” and advertising is increasingly hard to tell apart from news, information or entertainment. The boundaries between advertising and programming are becoming blurred. According to the media firms all this commercial involvement has no influence over actual media content, but, as McChesney puts it, “this claim fails to pass even the most basic giggle test, it is so preposterous.”[44]
Advertising draws “heavily on psychological theories about how to create subjects, enabling advertising and marketing to take on a ‘more clearly psychological tinge’ (Miller and Rose, 1997, cited in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has switched from providing ‘factual’ information to the symbolic connotations of commodities, since the crucial cultural premise of advertising is that the material object being sold is never in itself enough. Even those commodities providing for the most mundane necessities of daily life must be imbued with symbolic qualities and culturally endowed meanings via the ‘magic system (Williams, 1980) of advertising. In this way and by altering the context in which advertisements appear, things ‘can be made to mean "just about anything"’ (McFall, 2002, p.162) and the ‘same’ things can be endowed with different intended meanings for different individuals and groups of people, thereby offering mass produced visions of individualism.”[1]
Before advertising is done, market research institutions need to know and describe the target group to exactly plan and implement the advertising campaign and to achieve the best possible results. A whole array of sciences directly deal with advertising and marketing or is used to improve its effects. Focus groups, psychologists and cultural anthropologists are ‘’’de rigueur’’’ in marketing research”.[45] Vast amounts of data on persons and their shopping habits are collected, accumulated, aggregated and analysed with the aid of credit cards, bonus cards, raffles and internet surveying. With increasing accuracy this supplies a picture of behaviour, wishes and weaknesses of certain sections of a population with which advertisement can be employed more selectively and effectively. The efficiency of advertising is improved through advertising research. Universities, of course supported by business and in co-operation with other disciplines (s. above), mainly Psychiatry, Anthropology, Neurology and behavioural sciences, are constantly in search for ever more refined, sophisticated, subtle and crafty methods to make advertising more effective. “Neuromarketing is a controversial new field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) -- not to heal, but to sell products. Advertising and marketing firms have long used the insights and research methods of psychology in order to sell products, of course. But today these practices are reaching epidemic levels, and with a complicity on the part of the psychological profession that exceeds that of the past. The result is an enormous advertising and marketing onslaught that comprises, arguably, the largest single psychological project ever undertaken. Yet, this great undertaking remains largely ignored by the American Psychological Association.”[46] Robert McChesney calls it "the greatest concerted attempt at psychological manipulation in all of human history."[47]

Dependency of the media and corporate censorship

Almost all mass media are advertising media and many of them are exclusively advertising media and, with the exception of public service broadcasting are privately owned. Their income is predominantly generated through advertising; in the case of newspapers and magazines from 50 to 80%. Public service broadcasting in some countries can also heavily depend on advertising as a source of income (up to 40%).[48] In the view of critics no media that spreads advertisements can be independent and the higher the proportion of advertising, the higher the dependency. This dependency has “distinct implications for the nature of media content…. In the business press, the media are often referred to in exactly the way they present themselves in their candid moments: as a branch of the advertising industry.”[49]
In addition, the private media are increasingly subject to mergers and concentration with property situations often becoming entangled and opaque. This development, which Henry A. Giroux calls an “ongoing threat to democratic culture”,[50] by itself should suffice to sound all alarms in a democracy. Five or six advertising agencies dominate this 400 billion U.S. dollar global industry.
“Journalists have long faced pressure to shape stories to suit advertisers and owners …. the vast majority of TV station executives found their news departments ‘cooperative’ in shaping the news to assist in ‘non-traditional revenue development.”[51] Negative and undesired reporting can be prevented or influenced when advertisers threaten to cancel orders or simply when there is a danger of such a cancellation. Media dependency and such a threat becomes very real when there is only one dominant or very few large advertisers. The influence of advertisers is not only in regard to news or information on their own products or services but expands to articles or shows not directly linked to them. In order to secure their advertising revenues the media has to create the best possible ‘advertising environment’. Another problem considered censorship by critics is the refusal of media to accept advertisements that are not in their interest. A striking example of this is the refusal of TV stations to broadcast ads by Adbusters. Groups try to place advertisements and are refused by networks.[52]
It is principally the viewing rates which decide upon the programme in the private radio and television business. “Their business is to absorb as much attention as possible. The viewing rate measures the attention the media trades for the information offered. The service of this attraction is sold to the advertising business”[36] and the viewing rates determine the price that can be demanded for advertising.
“Advertising companies determining the contents of shows has been part of daily life in the USA since 1933. Procter & Gamble (P&G) …. offered a radio station a history-making trade (today know as “bartering”): the company would produce an own show for “free” and save the radio station the high expenses for producing contents. Therefore the company would want its commercials spread and, of course, its products placed in the show. Thus, the series ‘Ma Perkins’ was created, which P&G skilfully used to promote Oxydol, the leading detergent brand in those years and the Soap opera was born …”[53]
While critics basically worry about the subtle influence of the economy on the media, there are also examples of blunt exertion of influence. The US company Chrysler, before it merged with Daimler Benz had its agency, PentaCom, send out a letter to numerous magazines, demanding them to send, an overview of all the topics before the next issue is published to “avoid potential conflict”. Chrysler most of all wanted to know, if there would be articles with “sexual, political or social” content or which could be seen as “provocative or offensive”. PentaCom executive David Martin said: “Our reasoning is, that anyone looking at a 22.000 $ product would want it surrounded by positive things. There is nothing positive about an article on child pornography.”[53] In another example, the USA Network held top-level‚ off-the-record meetings with advertisers in 2000 to let them tell the network what type of programming content they wanted in order for USA to get their advertising.”[54] Television shows are created to accommodate the needs for advertising, e.g. splitting them up in suitable sections. Their dramaturgy is typically designed to end in suspense or leave an unanswered question in order to keep the viewer attached.
The movie system, at one time outside the direct influence of the broader marketing system, is now fully integrated into it through the strategies of licensing, tie-ins and product placements. The prime function of many Hollywood films today is to aid in the selling of the immense collection of commodities.[55] The press called the 2002 Bond film ‘Die Another Day’ featuring 24 major promotional partners an ‘ad-venture’ and noted that James Bond “now has been ‘licensed to sell’” As it has become standard practise to place products in motion pictures, it “has self-evident implications for what types of films will attract product placements and what types of films will therefore be more likely to get made”.[56]
Advertising and information are increasingly hard to distinguish from each other. “The borders between advertising and media …. become more and more blurred…. What August Fischer, chairman of the board of Axel Springer publishing company considers to be a ‘proven partnership between the media and advertising business’ critics regard as nothing but the infiltration of journalistic duties and freedoms”. According to RTL-executive Helmut Thoma “private stations shall not and cannot serve any mission but only the goal of the company which is the ‘acceptance by the advertising business and the viewer’. The setting of priorities in this order actually says everything about the ‘design of the programmes’ by private television.”[53] Patrick Le Lay, former managing director of TF1, a private French television channel with a market share of 25 to 35%, said: "There are many ways to talk about television. But from the business point of view, let’s be realistic: basically, the job of TF1 is, e. g. to help Coca Cola sell its product. (…) For an advertising message to be perceived the brain of the viewer must be at our disposal. The job of our programmes is to make it available, that is to say, to distract it, to relax it and get it ready between two messages. It is disposable human brain time that we sell to Coca Cola.”[57]
Because of these dependencies a widespread and fundamental public debate about advertising and its influence on information and freedom of speech is difficult to obtain, at least through the usual media channels; otherwise these would saw off the branch they are sitting on. “The notion that the commercial basis of media, journalism, and communication could have troubling implications for democracy is excluded from the range of legitimate debate” just as “capitalism is off-limits as a topic of legitimate debate in US political culture”.[58]
An early critic of the structural basis of US journalism was Upton Sinclair with his novel The Brass Check in which he stresses the influence of owners, advertisers, public relations, and economic interests on the media. In his book “Our Master's Voice – Advertising” the social ecologist James Rorty (1890–1973) wrote: "The gargoyle’s mouth is a loudspeaker, powered by the vested interest of a two-billion dollar industry, and back of that the vested interests of business as a whole, of industry, of finance. It is never silent, it drowns out all other voices, and it suffers no rebuke, for it is not the voice of America? That is its claim and to some extent it is a just claim...”[59]
It has taught us how to live, what to be afraid of, what to be proud of, how to be beautiful, how to be loved, how to be envied, how to be successful.. Is it any wonder that the American population tends increasingly to speak, think, feel in terms of this jabberwocky? That the stimuli of art, science, religion are progressively expelled to the periphery of American life to become marginal values, cultivated by marginal people on marginal time?"[60]

The commercialisation of culture and sports

Performances, exhibitions, shows, concerts, conventions and most other events can hardly take place without sponsoring.[citation needed] The increasing lack arts and culture they buy the service of attraction. Artists are graded and paid according to their art’s value for commercial purposes. Corporations promote renown artists, therefore getting exclusive rights in global advertising campaigns. Broadway shows, like ‘La Bohème’ featured commercial props in its set.[61]
Advertising itself is extensively considered to be a contribution to culture. Advertising is integrated into fashion. On many pieces of clothing the company logo is the only design or is an important part of it. There is only little room left outside the consumption economy, in which culture and art can develop independently and where alternative values can be expressed. A last important sphere, the universities, is under strong pressure to open up for business and its interests.[62]
Inflatable billboard in front of a sports stadium
Competitive sports have become unthinkable without sponsoring and there is a mutual dependency.[citation needed] High income with advertising is only possible with a comparable number of spectators or viewers. On the other hand, the poor performance of a team or a sportsman results in less advertising revenues. Jürgen Hüther and Hans-Jörg Stiehler talk about a ‘Sports/Media Complex which is a complicated mix of media, agencies, managers, sports promoters, advertising etc. with partially common and partially diverging interests but in any case with common commercial interests. The media presumably is at centre stage because it can supply the other parties involved with a rare commodity, namely (potential) public attention. In sports “the media are able to generate enormous sales in both circulation and advertising.”[63]
“Sports sponsorship is acknowledged by the tobacco industry to be valuable advertising. A Tobacco Industry journal in 1994 described the Formula One car as ‘The most powerful advertising space in the world’. …. In a cohort study carried out in 22 secondary schools in England in 1994 and 1995 boys whose favourite television sport was motor racing had a 12.8% risk of becoming regular smokers compared to 7.0% of boys who did not follow motor racing.”[64]
Not the sale of tickets but transmission rights, sponsoring and merchandising in the meantime make up the largest part of sports association’s and sports club’s revenues with the IOC (International Olympic Committee) taking the lead. The influence of the media brought many changes in sports including the admittance of new ‘trend sports’ into the Olympic Games, the alteration of competition distances, changes of rules, animation of spectators, changes of sports facilities, the cult of sports heroes who quickly establish themselves in the advertising and entertaining business because of their media value[65] and last but not least, the naming and renaming of sport stadiums after big companies. “In sports adjustment into the logic of the media can contribute to the erosion of values such as equal chances or fairness, to excessive demands on athletes through public pressure and multiple exploitation or to deceit (doping, manipulation of results …). It is in the very interest of the media and sports to counter this danger because media sports can only work as long as sport exists.[65]

Occupation and commercialisation of public space

Every visually perceptible place has potential for advertising. Especially urban areas with their structures but also landscapes in sight of through fares are more and more turning into media for advertisements. Signs, posters, billboards, flags have become decisive factors in the urban appearance and their numbers are still on the increase. “Outdoor advertising has become unavoidable. Traditional billboards and transit shelters have cleared the way for more pervasive methods such as wrapped vehicles, sides of buildings, electronic signs, kiosks, taxis, posters, sides of buses, and more. Digital technologies are used on buildings to sport ‘urban wall displays’. In urban areas commercial content is placed in our sight and into our consciousness every moment we are in public space. The German Newspaper ‘Zeit’ called it a new kind of ‘dictatorship that one cannot escape’.[22] Over time, this domination of the surroundings has become the “natural” state. Through long-term commercial saturation, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. The steady normalization of invasive advertising dulls the public’s perception of their surroundings, re-enforcing a general attitude of powerlessness toward creativity and change, thus a cycle develops enabling advertisers to slowly and consistently increase the saturation of advertising with little or no public outcry.”[66]
The massive optical orientation toward advertising changes the function of public spaces which are utilised by brands. Urban landmarks are turned into trademarks. The highest pressure is exerted on renown and highly frequented public spaces which are also important for the identity of a city (e.g. Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are public commodities and in this capacity they are subject to “aesthetical environment protection”, mainly through building regulations, heritage protection and landscape protection. “It is in this capacity that these spaces are now being privatised. They are peppered with billboards and signs, they are remodelled into media for advertising.”[35][36]

Socio-cultural aspects: sexism, discrimination and stereotyping

“Advertising has an “agenda setting function” which is the ability, with huge sums of money, to put consumption as the only item on the agenda. In the battle for a share of the public conscience this amounts to non-treatment (ignorance) of whatever is not commercial and whatever is not advertised for. Advertising should be reflection of society norms and give clear picture of target market. Spheres without commerce and advertising serving the muses and relaxation remain without respect. With increasing force advertising makes itself comfortable in the private sphere so that the voice of commerce becomes the dominant way of expression in society.”[67] Advertising critics see advertising as the leading light in our culture. Sut Jhally and James Twitchell go beyond considering advertising as kind of religion and that advertising even replaces religion as a key institution.[68]
"Corporate advertising (or commercial media) is the largest single psychological project ever undertaken by the human race. Yet for all of that, its impact on us remains unknown and largely ignored. When I think of the media’s influence over years, over decades, I think of those brainwashing experiments conducted by Dr. Ewen Cameron in a Montreal psychiatric hospital in the 1950s (see MKULTRA). The idea of the CIA-sponsored "depatterning" experiments was to outfit conscious, unconscious or semiconscious subjects with headphones, and flood their brains with thousands of repetitive "driving" messages that would alter their behaviour over time….Advertising aims to do the same thing."[26]
Advertising is especially aimed at young people and children and it increasingly reduces young people to consumers.[50] For Sut Jhally it is not “surprising that something this central and with so much being expended on it should become an important presence in social life. Indeed, commercial interests intent on maximizing the consumption of the immense collection of commodities have colonized more and more of the spaces of our culture. For instance, almost the entire media system (television and print) has been developed as a delivery system for marketers its prime function is to produce audiences for sale to advertisers. Both the advertisements it carries, as well as the editorial matter that acts as a support for it, celebrate the consumer society. The movie system, at one time outside the direct influence of the broader marketing system, is now fully integrated into it through the strategies of licensing, tie-ins and product placements. The prime function of many Hollywood films today is to aid in the selling of the immense collection of commodities. As public funds are drained from the non-commercial cultural sector, art galleries, museums and symphonies bid for corporate sponsorship.”[55] In the same way effected is the education system and advertising is increasingly penetrating schools and universities. Cities, such as New York, accept sponsors for public playgrounds. “Even the pope has been commercialized … The pope’s 4-day visit to Mexico in …1999 was sponsored by Frito-Lay and PepsiCo.[69] .The industry is accused of being one of the engines powering a convoluted economic mass production system which promotes consumption.^ To promote the Progressive view of Jesus having 2 human parents and God being the power of love in his life.

^ The Truth About Word Of Mouth Promotion We all know word of mouth is one of the most powerful forms of advertisement available to a business of any size.
  • Modern Advertising Methods, Types of Advertising Appeals and Techniques 19 January 2010 8:47 UTC www.buzzle.com [Source type: FILTERED WITH BAYES]

As far as social effects are concerned it does not matter whether advertising fuels consumption but which values, patterns of behaviour and assignments of meaning it propagates. Advertising is accused of hijacking the language and means of pop culture, of protest movements and even of subversive criticism and does not shy away from scandalizing and breaking taboos (e.g. Benneton). This in turn incites counter action, what Kalle Lasn in 2001 called ‘’Jamming the Jam of the Jammers’’. Anything goes. “It is a central social-scientific question what people can be made to do by suitable design of conditions and of great practical importance. For example, from a great number of experimental psychological experiments it can be assumed, that people can be made to do anything they are capable of, when the according social condition can be created.”[70]
Advertising often uses stereotype gender specific roles of men and women reinforcing existing clichés and it has been criticized as “inadvertently or even intentionally promoting sexism, racism, and ageism… At very least, advertising often reinforces stereotypes by drawing on recognizable "types" in order to tell stories in a single image or 30 second time frame.”[39] Activities are depicted as typical male or female (stereotyping). In addition people are reduced to their sexuality or equated with commodities and gender specific qualities are exaggerated. Sexualized female bodies, but increasingly also males, serve as eye-catchers. In advertising it is usually a woman being depicted as
  • servants of men and children that react to the demands and complaints of their loved ones with a bad conscience and the promise for immediate improvement (wash, food)
  • a sexual or emotional play toy for the self-affirmation of men
  • a technically totally clueless being (almost always male) that can only manage a childproof operation
  • female expert, but stereotype from the fields of fashion, cosmetics, food or at the most, medicine
  • as ultra thin, slim, and very skinny.
  • doing ground-work for others, e.g. serving coffee while a journalist interviews a politician[71]
A large portion of advertising deals with promotion of products that pertain to the "ideal body image." This is mainly targeted toward women, and, in the past, this type of advertising was aimed nearly exclusively at women. Women in advertisements are generally portrayed as good-looking women who are in good health. This, however, is not the case of the average woman. Consequently, they give a negative message of body image to the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" feel almost obligated to take care of themselves and stay fit. They feel under high pressure to maintain an acceptable bodyweight and take care of their health. Consequences of this are low self-esteem,eating disorders, self mutilations, and beauty operations for those women that just cannot bring themselves eat right or get the motivation to go to the gym. The EU parliament passed a resolution in 2008 that advertising may not be discriminating and degrading. This shows that politicians are increasingly concerned about the negative impacts of advertising. However, the benefits of promoting overall health and fitness are often overlooked. Men are also negatively portrayed as incompetent and the butt of every joke in advertising.

Children and adolescents as target groups

The children’s market, where resistance to advertising is weakest, is the “pioneer for ad creep”.[72] “Kids are among the most sophisticated observers of ads. They can sing the jingles and identify the logos, and they often have strong feelings about products. What they generally don't understand, however, are the issues that underlie how advertising works. Mass media are used not only to sell goods but also ideas: how we should behave, what rules are important, who we should respect and what we should value.”[73] Youth is increasingly reduced to the role of a consumer. Not only the makers of toys, sweets, ice cream, breakfast food and sport articles prefer to aim their promotion at children and adolescents. For example, an ad for a breakfast cereal on a channel aimed at adults will have music that is a soft ballad, whereas on a channel aimed at children, the same ad will use a catchy rock jingle of the same song to aim at kids. Advertising for other products preferably uses media with which they can also reach the next generation of consumers.[74] “Key advertising messages exploit the emerging independence of young people”. Cigarettes, for example, “are used as a fashion accessory and appeal to young women. Other influences on young people include the linking of sporting heroes and smoking through sports sponsorship, the use of cigarettes by popular characters in television programmes and cigarette promotions. Research suggests that young people are aware of the most heavily advertised cigarette brands.”[64]
Product placements show up everywhere, and children aren't exempt. Far from it. The animated film, Foodfight, had ‘thousands of products and character icons from the familiar (items) in a grocery store.’ Children's books also feature branded items and characters, and millions of them have snack foods as lead characters.“[75] Business is interested in children and adolescents because of their buying power and because of their influence on the shopping habits of their parents. As they are easier to influence they are especially targeted by the advertising business. “The marketing industry is facing increased pressure over claimed links between exposure to food advertising and a range of social problems, especially growing obesity levels.”[76] In 2001, children’s programming accounted for over 20% of all US television watching. The global market for children’s licensed products was some 132 billion US dollars in 2002.[45] Advertisers target children because, e.g. in Canada, they “represent three distinct markets:
  1. Primary Purchasers ($2.9 billion annually)
  2. Future Consumers (Brand-loyal adults)
  3. Purchase Influencers ($20 billion annually)
Kids will carry forward brand expectations, whether positive, negative, or indifferent. Kids are already accustomed to being catered to as consumers. The long term prize: Loyalty of the kid translates into a brand loyal adult customer”[77]
The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Québec banned advertising for children under age 13.[78] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’”[79] Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.[80][81]

Opposition and campaigns against advertising

Billboard in Lund, Sweden, saying "One Night Stand?" (2005)
According to critics, the total commercialization of all fields of society, the privatization of public space, the acceleration of consumption and waste of resources including the negative influence on lifestyles and on the environment has not been noticed to the necessary extent. The “hyper-commercialization of the culture is recognized and roundly detested by the citizenry, although the topic scarcely receives a whiff of attention in the media or political culture”.[82] “The greatest damage done by advertising is precisely that it incessantly demonstrates the prostitution of men and women who lend their intellects, their voices, their artistic skills to purposes in which they themselves do not believe, and …. that it helps to shatter and ultimately destroy our most precious non-material possessions: the confidence in the existence of meaningful purposes of human activity and respect for the integrity of man.”[83] “The struggle against advertising is therefore essential if we are to overcome the pervasive alienation from all genuine human needs that currently plays such a corrosive role in our society. But in resisting this type of hyper-commercialism we should not be under any illusions. Advertising may seem at times to be an almost trivial of omnipresent aspect of our economic system. Yet, as economist A. C. Pigou pointed out, it could only be ‘removed altogether’ if ‘conditions of monopolistic competition’ inherent to corporate capitalism were removed. To resist it is to resist the inner logic of capitalism itself, of which it is the pure expression.”[84]
“Visual pollution, much of it in the form of advertising, is an issue in all the world's large cities. But what is pollution to some is a vibrant part of a city's fabric to others. New York City without Times Square's huge digital billboards or Tokyo without the Ginza's commercial panorama is unthinkable. Piccadilly Circus would be just a London roundabout without its signage. Still, other cities, like Moscow, have reached their limit and have begun to crack down on over-the-top outdoor advertising.”[85] “Many communities have chosen to regulate billboards to protect and enhance their scenic character. The following is by no means a complete list of such communities, but it does give a good idea of the geographic diversity of cities, counties and states that prohibit new construction of billboards. Scenic America estimates the nationwide total of cities and communities prohibiting the construction of new billboards to be at least 1500. A number of States in the US prohibit all billboards:
  • Vermont - Removed all billboards in 1970s
  • Hawaii - Removed all billboards in 1920s
  • Maine - Removed all billboards in 1970s and early 80s
  • Alaska - State referendum passed in 1998 prohibits billboards[86]
  • Almost two years ago the city of São Paulo, Brazil, ordered the downsizing or removal of all billboards and most other forms of commercial advertising in the city.”[87]
Technical appliances, such as Spam filters, TV-Zappers, Ad-Blockers for TVs and stickers on mail boxes: “No Advertising” and an increasing number of court cases indicate a growing interest of people to restrict or rid themselves of unwelcome advertising.
Consumer protection associations, environment protection groups, globalization opponents, consumption critics, sociologists, media critics, scientists and many others deal with the negative aspects of advertising. “Antipub” in France, “subvertising”, culture jamming and adbusting have become established terms in the anti-advertising community. On the international level globalization critics such as Naomi Klein and Noam Chomsky are also renown media and advertising critics. These groups criticize the complete occupation of public spaces, surfaces, the airwaves, the media, schools etc. and the constant exposure of almost all senses to advertising messages, the invasion of privacy, and that only few consumers are aware that they themselves are bearing the costs for this to the very last penny. Some of these groups, such as the ‘The Billboard Liberation Front Creative Group’ in San Francisco or Adbusters in Vancouver, Canada, have manifestos.[88] Grassroots organizations campaign against advertising or certain aspects of it in various forms and strategies and quite often have different roots. Adbusters, for example contests and challenges the intended meanings of advertising by subverting them and creating unintended meanings instead. Other groups, like ‘Illegal Signs Canada’ try to stem the flood of billboards by detecting and reporting ones that have been put up without permit.[89] Examples for various groups and organizations in different countries are ‘L'association Résistance à l'Agression Publicitaire’[90] in France, where also media critic Jean Baudrillard is a renown author. [91] The ‘Anti Advertising Agency’ works with parody and humour to raise awareness about advertising.[92] and ‘Commercial Alert’ campaigns for the protection of children, family values, community, environmental integrity and democracy.[93] Media literacy organisations aim at training people, especially children in the workings of the media and advertising in their programmes. In the US, for example, the ‘Media Education Foundation’ produces and distributes documentary films and other educational resources.[94] ‘MediaWatch’, a Canadian non-profit women's organization works to educate consumers about how they can register their concerns with advertisers and regulators.[95] The Canadian ‘Media Awareness Network/Réseau éducation médias’ offers one of the world’s most comprehensive collections of media education and Internet literacy resources. Its member organizations represent the public, non-profit but also private sectors. Although it stresses its independence it accepts financial support from Bell Canada, CTVGlobeMedia, CanWest, TELUS and S-VOX.[96]
To counter the increasing criticism of advertising aiming at children media literacy organizations are also initiated and funded by corporations and the advertising business themselves. In the US ‘The Advertising Educational Foundation’ was created in 1983 supported by ad agencies, advertisers and media companies. It is the “advertising industry's provider and distributor of educational content to enrich the understanding of advertising and its role in culture, society and the economy”[97] sponsored for example by American Airlines, Anheuser-Busch, Campbell Soup, Coca-Cola, Colgate-Palmolive, Walt Disney, Ford, General Foods, General Mills, Gillette, Heinz, Johnson & Johnson, Kellogg, Kraft, Nestle, Philip Morris, Quaker Oats, Nabisco, Schering, Sterling, Unilever, Warner Lambert, advertising agencies like Saatchi & Saatchi Compton and media companies like American Broadcasting Companies, CBS, Capital Cities Communications, Cox Enterprises, Forbes, Hearst, Meredith, The New York Times, RCA/NBC, Reader’s Digest, Time, Washington Post, just to mention a few. Canadian businesses established ‘Concerned Children's Advertisers’ in 1990 “to instill confidence in all relevant publics by actively demonstrating our commitment, concern, responsibility and respect for children”.[98] Members are CanWest, Corus, CTV, General Mills, Hasbro, Hershey’s, Kellogg’s, Loblaw, Kraft, Mattel, McDonald’s, Nestle, Pepsi, Walt Disney, Weston as well as almost 50 private broadcast partners and others.[99] Concerned Children's Advertisers was example for similar organizations in other countries like ‘Media smart’ in the United Kingdom with offspring in Germany, France, the Netherlands and Sweden. New Zealand has a similar business-funded programme called ‘Willie Munchright’. “While such interventions are claimed to be designed to encourage children to be critical of commercial messages in general, critics of the marketing industry suggest that the motivation is simply to be seen to address a problem created by the industry itself, that is, the negative social impacts to which marketing activity has contributed…. By contributing media literacy education resources, the marketing industry is positioning itself as being part of the solution to these problems, thereby seeking to avoid wide restrictions or outright bans on marketing communication, particularly for food products deemed to have little nutritional value directed at children…. The need to be seen to be taking positive action primarily to avert potential restrictions on advertising is openly acknowledged by some sectors of the industry itself…. Furthermore, Hobbs (1998) suggests that such programs are also in the interest of media organizations that support the interventions to reduce criticism of the potential negative effects of the media themselves.”[76]

Taxation as revenue and control

Public interest groups suggest that “access to the mental space targeted by advertisers should be taxed, in that at the present moment that space is being freely taken advantage of by advertisers with no compensation paid to the members of the public who are thus being intruded upon. This kind of tax would be a Pigovian tax in that it would act to reduce what is now increasingly seen as a public nuisance. Efforts to that end are gathering more momentum, with Arkansas and Maine considering bills to implement such a taxation. Florida enacted such a tax in 1987 but was forced to repeal it after six months, as a result of a concerted effort by national commercial interests, which withdrew planned conventions, causing major losses to the tourism industry, and cancelled advertising, causing a loss of 12 million dollars to the broadcast industry alone”.[39]
In the US, for example, advertising is tax deductible and suggestions for possible limits to the advertising tax deduction are met with fierce opposition from the business sector, not to mention suggestions for a special taxation. In other countries, advertising at least is taxed in the same manner services are taxed and in some advertising is subject to special taxation although on a very low level. In many cases the taxation refers especially to media with advertising (e.g. Austria, Italy, Greece, Netherlands, Turkey, Estonia). Tax on advertising in European countries:[100]
  • Belgium: Advertising or billboard tax (taxe d'affichage or aanplakkingstaks) on public posters depending on size and kind of paper as well as on neon signs
  • France: Tax on television commercials (taxe sur la publicité télévisée) based on the cost of the advertising unit
  • Italy: Municipal tax on acoustic and visual kinds of advertisements within the municipality (imposta communale sulla publicità) and municipal tax on signs, posters and other kinds of advertisements (diritti sulle pubbliche offisioni), the tariffs of which are under the jurisdiction of the municipalities
  • Netherlands: Advertising tax (reclamebelastingen) with varying tariffs on certain advertising measures (excluding ads in newspapers and magazines) which can be levied by municipalities depending on the kind of advertising (billboards, neon signs etc.)
  • Austria: Municipal announcement levies on advertising through writing, pictures or lights in public areas or publicly accessible areas with varying tariffs depending on the fee, the surface or the duration of the advertising measure as well as advertising tariffs on paid ads in printed media of usually 10% of the fee.
  • Sweden: Advertising tax (reklamskatt) on ads and other kinds of advertising (billboards, film, television, advertising at fairs and exhibitions, flyers) in the range of 4% for ads in newspapers and 11% in all other cases. In the case of flyers the tariffs are based on the production costs, else on the fee
  • Spain: Municipalities can tax advertising measures in their territory with a rather unimportant taxes and fees of various kinds.
In his book “When Corporations Rule the World” US author and globalization critic David Korten even advocates a 50% tax on advertising to counterattack what he calls "an active propaganda machinery controlled by the world's largest corporations” which “constantly reassures us that consumerism is the path to happiness, governmental restraint of market excess is the cause of our distress, and economic globalization is both a historical inevitability and a boon to the human species."[101]

Regulation

In the US many communities believe that many forms of outdoor advertising blight the public realm.[102] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.[103] Cities such as São Paulo have introduced an outright ban[104] with London also having specific legislation to control unlawful displays.
.There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising.^ In an effort to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as well as public relations, sales, marketing, and interactive media services.
  • Advertising and Public Relations Services 19 January 2010 8:47 UTC www.bls.gov [Source type: FILTERED WITH BAYES]

^ Advertising Internship We are looking for students who have an interest in advertising, marketing and public relations.

^ Instead of attempting to secure favorable public opinion about their clients, they attempt to influence legislators in favor of their clients' special interests.
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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 Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite.
.In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated.^ The reason is because of just how many advertisements there are out there.
  • Modern Advertising Methods, Types of Advertising Appeals and Techniques 19 January 2010 8:47 UTC www.buzzle.com [Source type: FILTERED WITH BAYES]

^ The first time I went there I couldn’t believe how much free sushi they kept putting in front of me.

^ Dos and Donts for Effective Advertising There are so many ways to advertise these days that it is hard to know what options to use and how to use them.
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This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States.
In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of self-regulation. .Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold.^ Advertising Agency Internship Our company is a unit of Starcom Mediavest Group dedicated to strategic media planning and buying for the General Motors Corporation.

^ In an effort to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as well as public relations, sales, marketing, and interactive media services.
  • Advertising and Public Relations Services 19 January 2010 8:47 UTC www.bls.gov [Source type: FILTERED WITH BAYES]

^ Greenville, SC based Erwin-Penland is an agency that does it all—interactive, public relations, direct mail, event planning, advertising, strategic planning, and media—and they don’t farm any of it out to freelancers or other agencies.
  • Entry level jobs in Advertising | One Day, One Job 19 January 2010 8:47 UTC www.onedayonejob.com [Source type: General]

The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK.
In the UK most forms of outdoor advertising such as the display 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.
.Naturally, many advertisers view governmental regulation or even self-regulation as intrusion of their freedom of speech or a necessary evil.^ The cases themselves might seem a little absurd — an argument over hyped-up advertising copy that not many consumers even take at face value.
  • Above the Law - A Legal Tabloid - News, Gossip, and Colorful Commentary on Law Firms and the Legal Profession - Advertising 19 January 2010 8:47 UTC abovethelaw.com [Source type: News]

^ Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff.
  • Advertising and Public Relations Services 19 January 2010 8:47 UTC www.bls.gov [Source type: FILTERED WITH BAYES]

^ The Art of a Good Advertisement Advertising is a necessary evil for every small business.
  • Modern Advertising Methods, Types of Advertising Appeals and Techniques 19 January 2010 8:47 UTC www.buzzle.com [Source type: FILTERED WITH BAYES]

Therefore, they employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. 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 in French advertising).[105] The advertisement of controversial products such as cigarettes and condoms 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 health hazards of their products.^ "What we see is consumers are increasingly turning to friends, family and news articles as credible sources of information about products, more so than in the past ...

.Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.^ Advertising : Pictures, Videos, Breaking News Using a mobile device?
  • Advertising : Pictures, Videos, Breaking News 19 January 2010 8:47 UTC www.huffingtonpost.com [Source type: FILTERED WITH BAYES]

^ The Fluid Imagination Blog » Blog Archive » Creative Advertisements Around The World - Hemmy.net, A source of varied interests Says: October 16th, 2006 at 9:01 am [...
  • Creative Advertisements Around The World 1 February 2010 1:01 UTC www.hemmy.net [Source type: FILTERED WITH BAYES]

^ Useful Information » Blog Archive » Creative Advertisements Around The World (w/ pics) Says: October 17th, 2006 at 2:22 pm [...
  • Creative Advertisements Around The World 1 February 2010 1:01 UTC www.hemmy.net [Source type: FILTERED WITH BAYES]

Future

Global advertising

.Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global.^ We got our start in 1985 when a group of senior executives from national and international agencies fled the stifling bureaucracy and got back to the basics of advertising ?

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 company’s 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.^ Tagged as: advertising , California , e-mail , entry-level jobs , marketing , software development , television , web development .
  • Entry level jobs in Advertising | One Day, One Job 19 January 2010 8:47 UTC www.onedayonejob.com [Source type: General]

^ Tagged as: advertising , engineering , entry-level jobs , marketing , Massachusetts , product management , software development , telecommunications , web development .
  • Entry level jobs in Advertising | One Day, One Job 19 January 2010 8:47 UTC www.onedayonejob.com [Source type: General]

^ They think that online advertising has developed some amazing ideas, while outdoor advertising (and other similar mediums) have lost their effectiveness.
  • Entry level jobs in Advertising | One Day, One Job 19 January 2010 8:47 UTC www.onedayonejob.com [Source type: General]

[106]
.Advertising research is key to determining the success of an ad in any country or region.^ We don’t mind advertising per se, as the success of some of these TV shows that show nothing but weird and wonderful ads from around the world has shown.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximised.^ Means that they are educated MF. They identify every ad, starting on a scale with insult, ending with personal problem.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Once one knows what works in an ad, that idea or ideas can be imported by any other market.^ This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ If you have cheap ideas that have worked for you, leave a comment and let the world know!

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.[107]

Trends

With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace.
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 ).
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 forward 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, many advertisers have opted for product placement on TV shows like Survivor.
.Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend.^ And since I give all my revenues to charity , that's $125 to help out some needy people.

^ And since you're likely a week or so away from some sort of feasting, I thought I'd suggest you consider some for your upcoming holiday celebration.

^ I've known PeTA was on collision course with patriarchy for some time, since they started advertising in Playboy and using slogans like "Fur trim: unattractive."
  • PETA: WHERE 10 September 2009 21:13 UTC www.nostatusquo.com [Source type: FILTERED WITH BAYES]

.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.^ I mean for television primetime or magazine ads at least we see big reputable companies that can afford to advertise there doing so.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising Internship Communication: Company-wide with some client communication The Intern will work to develop an interpersonal action plan in order to ensure communication and interpersonal skills are 'where they need to be' to achieve success in this position.

^ I haven’t started yet (as usual - usually I start right around December 22nd) but I have been using this for some time and it really will open your eyes.

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 popularity of niche content brought about by everything from blogs 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, 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.^ Check out more Advertising articles » .
  • Get Advertising Jobs - Your Advertising Jobs Site at GetAdvertisingJobs.com 19 January 2010 8:47 UTC www.getadvertisingjobs.com [Source type: News]

^ What really scares me is the shear volume of people I am talking to these days that are having an incredibly tough time getting their business to work.

^ Abrams Advertising understands that each business is unique and works closely with each client to refine target audiences and achieve their goals and objectives.
  • Website Design | Graphic Marketing | Advertising Montrose, Colorado 19 January 2010 8:47 UTC abramsadvertising.com [Source type: General]

.This causes the viewer to become proactive and actually choose what advertisements they want to view.^ They wanted me to blog about this new form of advertising that's "completely different from the television commercials and magazine ads people are used to," according to their press release.

[108]
In the realm of advertising agencies, continued industry diversification has seen observers note that “big global clients don't need big global agencies any more”.[109] This trend 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".[110]
In freelance advertising, companies hold public competitions to create ads for their product, the best one of which is chosen for widespread distribution with a prize given to the winner(s). During the 2007 Super Bowl, PepsiCo held such a contest for the creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet held a similar competition for their Tahoe line of SUVs. This type of advertising, however, is still in its infancy. .It may ultimately decrease the importance of advertising agencies by creating a niche for independent freelancers.^ Why would Google be looking to an agency to create advertising?

[citation needed]
Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis. 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.[111] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.

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 campaigns—pre-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 research types.

See also

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  97. ^ Advertising Educational Foundation (2008-05-20). "Advertising Educational Foundation - Educational Advertising Content". AEF. http://www.aef.com/index.html. Retrieved 2009-04-20. 
  98. ^ "Mission and Mandate". Cca-kids.ca. http://www.cca-kids.ca/about_cca/mission_mandate.html. Retrieved 2009-04-20. 
  99. ^ "Concerned Children's Advertisers". Cca-kids.ca. http://www.cca-kids.ca/. Retrieved 2009-04-20. 
  100. ^ http://dip21.bundestag.de/dip21/btd/13/082/1308226.asc
  101. ^ Korten, David. (1995) When Corporations Rule the World. 2. Edition 2001: Berrett-Koehler, San Francisco, California, ISBN 1-887208-04-6
  102. ^ "Welcome to SCRUB". Urbanblight.org. http://www.urbanblight.org/. Retrieved 2009-04-20. 
  103. ^ "How the Highway Beautification Act Became a Law". Fhwa.dot.gov. http://www.fhwa.dot.gov/infrastructure/beauty.htm. Retrieved 2009-04-20. 
  104. ^ "Billboard ban in São Paulo angers advertisers - Americas - International Herald Tribune". International Herald Tribune. 2009-03-29. http://www.iht.com/articles/2006/12/12/news/brazil.php. Retrieved 2009-04-20. 
  105. ^ Bhatia and Ritchie 2006:542
  106. ^ Global marketing Management, 2004, pp.13-18
  107. ^ Young, p.131
  108. ^ "Interactive - VOD" "Comcast Spotlight website". Retrieved October 5, 2006.
  109. ^ Howard, Theresa (2005-10-10). "USA Today, October 9, 2005". Usatoday.com. http://www.usatoday.com/money/companies/management/2005-10-09-goodson-profile_x.htm. Retrieved 2009-04-20. 
  110. ^ Leonard, Devin (2005-12-12). "Madison Ave. Lights Up" (in en). Fortune. http://money.cnn.com/magazines/fortune/fortune_archive/2005/12/12/8363132/index.htm. 
  111. ^ Avery, James (1992-08-00). "Student-Run Advertising Agency: A Showcase for Student Work." (in en). http://www.eric.ed.gov/ERICWebPortal/custom/portlets/recordDetails/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED351711&ERICExtSearch_SearchType_0=no&accno=ED351711. 

Bibliography

General

.
  • Bhatia, Tej K. 2000. Advertising in Rural India: Language, Marketing Communication, and Consumerism.^ Advertising Internship Our company is the first Technology Services Company exclusively dedicated to Marketing and Communications.

    ^ Advertising Internship The graphic design internship for our company will work directly with the graphic design specialist and the Marketing and Communications department on a variety of internal and external projects.

    ^ Advertising Agency Internship Must have background coursework in marketing, advertising or communications.

    Institute for the Study of Languages and Cultures of Asia and Africa. Tokyo University of Foreign Studies. Tokyo Press: Japan. ISBN 4-87297-782-3
  • Arthur Richards, Kent US (2008) Teacher, Pirate, renaissance man
  • Clark, Eric, "The Want Makers", Viking, 1988. ISBN 0340320281
  • Cook, Guy (2001 2nd edition) "The Discourse of Advertising", London: Routledge, ISBN 0-415-23455-7
  • Graydon, Shari (2003) "Made You Look - How Advertising Works and Why You Should Know", Toronto: Annick Press, ISBN 1-55037-814-7
  • Johnson, J. Douglas, "Advertising Today", Chicago: Science Research Associates, 1978. ISBN 0-574-19355-3
  • Kleppner, Otto, "Advertising Procedure", Englewood Cliffs, N.J., Prentice-Hall, 1966.
  • Kotabe, Masaki and Kristiaan Helsen, Global Marketing Management, 3rd Edition, John Wiley & Sopns, Inc, publishers, Copyright 2004, ISBN 0-471-23062-6
  • Laermer, Richard; Simmons, Mark, Punk Marketing, New York : Harper Collins, 2007. ISBN 978-0-06-115110-1 (Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing 24(7), 2007)
  • Lears, Jackson, Fables of Abundance: A Cultural History of Advertising in America, Basic Books, 1995, ISBN 0465090753
  • Leon, Jose Luis (1996) "Los effectos de la publicidad". Barcelona: Ariel, ISBN 84-344-1266-7
  • Leon, Jose Luis (2001) "Mitoanálisis de la publicidad". Barcelona. Ariel, ISBN 84-344-1285-3
  • McFall, Liz, Advertising: A Cultural Economy, Thousand Oaks, CA: Sage Publications Inc., 2004. ISBN 0-7619-4255-6
  • Mulvihill, Donald F., "Marketing Research for the Small Company", Journal of Marketing, Vol. 16, No. 2, Oct., 1951, pp. 179–183.
  • Packard, Vance, The Hidden Persuaders, New York, D. McKay Co., 1957.
  • Petley, Julian (2002) "Advertising". North Mankato, Minnesota: Smart Apple Media, ISBN 1-58340-255-1
  • Young, Charles E., The Advertising Handbook, Ideas in Flight, Seattle, WA April 2005, ISBN 0-9765574-0-1
  • Wernick, Andrew (1991) "Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.)", London: Sage Publications Ltd, ISBN 0-8039-8390-5

Advertising critics

  • Achbar, Mark (editor), Manufacturing consent : Noam Chomsky and the media : the companion book to the award-winning film by Peter Wintonick and Mark Achbar, Montréal ; New York : Black Rose Books, 1994. ISBN 1551640031
  • Baines, Paul. (2001) "A Pie in the Face" in Alternatives Journal, Spring 2001 v27 i2 p14. Retrieved: InfoTrac Web: Expanded Academic ASAP plus. (24/07/2002).
  • Blisset, Luther: Handbuch der Kommunikationsguerilla. Assoziation a, August 2001, ISBN 978-3-922611-64-6.
  • Boiler, David in: Silent Theft. The Private Plunder of Our Common Wealth, Routledge, New York, February 2003, ISBN 9780415944823, ISBN 0415944821
  • Chomsky, Noam, (edited by Peter R. Mitchell and John Schoeffel) Understanding Power: The Indispensable Chomsky, New York: The New Press, 2002. Cf. "An Exchange on Manufacturing Consent"
  • De Certeau, Michel. (1984) The Practice of Everyday Life. Berkley, London: University of California Press.
  • Franck, Georg: Mentaler Kapitalismus. Eine politische Ökonomie des Geistes. 1. Edition. Carl Hanser, August 2005, ISBN 978-3-446-20687-8
  • Franck, Georg: Ökonomie der Aufmerksamkeit. Ein Entwurf. 1. Edition. Carl Hanser, März 1998, ISBN 978-3-446-19348-2.
  • Fraser, Nancy. (2000) "Rethinking the Public Sphere: A contribution to the critique of actually existing democracy" in S. During (ed), The Cultural Studies Reader. London and New York: Routledge.
  • Goldman, Debra. (1999) "Consumer Republic" in Adweek.Com , Nov22, 1999 v36 i47 p13. Retrieved: www.adweek.com (8/08/2002).
  • Habermas, Jürgen. (c1989) The Structural Transformation of the Public Sphere: an Inquiry into a Category of Bourgeois Society. Cambridge, Mass.: MIT Press.
  • Harkin, James. (1996) "The Logos Fight Back" in New Statesman, June 18, 20001 v130 i4542 p 25. Retrieved: InfoTrac Web: Expanded Academic ASAP plus. (8/08/2002).
  • Hoepfner, Friedrich Georg (1976). Verbraucherverhalten. Stuttgart: Kohlhammer (Urban TB).
  • Hoffmann, Hans-Joachim (). Werbepsychologie. Berlin DeGruyter (Sammlung Göschen 5009).
  • Hodge, R. and Kress, G. (1988) Social Semiotics. Cambridge: Polity Press.
  • Holt, D. (2002) "Why Brands Cause Trouble? A dialectical theory of Consumer Culture and Branding" in Journal of Consumer Research, June 2002 v29 i1 p 70(21). Retrieved: InfoTrac Web: Expanded Academic ASAP plus. (29/07/2002).
  • Horkheimer, Max and Adorno, Theodor W. (1973) Dialectic of Enlightenment. London: Allen Lane.
  • Irle, Martin & Bussmann, Wolfs (1983, Hrsg.). Marktpsychologie. Handbuch der Psychologie, Vol. 12., 2. Halbbände. 1. Halbband: Marktpsychologie als Sozialwissenschaft. 2. Halbband: Methoden und Anwendungen in der Marktpsychologie. Göttingen: Hogrefe
  • Jhully, Sut. (2006) The Spectacle of Accumulation. Essays in Media. Culture & Politics, Peter Lang Publishing (June 24, 2006), ISBN 0820479047, ISBN 978-0820479040
  • Jhully, Sut (1990) The Codes of Advertising: Fetishism and the political Economy of Meaning, Routledge; 1 edition (December 12, 1990), ISBN 041590353X, ISBN 978-0415903530
  • Jhully, Sut, Leiss, William, Kline, Stephen, Botterill, Jacqueline (2005): Social Communication in Advertising: Consumption in the Mediated Marketplace, Routledge; 3 edition (September 28, 2005), ISBN 0415966760, ISBN 978-0415966764
  • Kaiser, Andreas (1980, Hrsg.). Werbung. Theorie und Praxis werblicher Beeinflussung. München: Vahlen.
  • Kilbourne, Jean: Can't Buy My Love: How Advertising Changes the Way We Think and Feel, Free Press; 1 edition (November 2, 2000), ISBN 0684866005
  • Klein, Naomi. (2000) No Logo: Taking Aim at the Brand Bullies. New York: Picador, ISBN 0-312-20343-8
  • Korten, David. (1995) When Corporations Rule the World. 2. Edition 2001: Berrett-Koehler, San Francisco, California, ISBN 1-887208-04-6
  • Lasch, Christopher: Zeitalter des Narzissmus. 1. Edition. Hoffmann und Campe, Hamburg 1995.
  • Lasch, Christopher. The Culture of Narcissism: American Life in an Age of Diminishing Expectations, Norton, New York, ISBN 978-0393307382
  • Lasn, Kalle. (2000) Culture Jam: how to reverse America's suicidal consumer binge - and why we must, Harper Paperbacks (November 7, 2000), ISBN 0688178057. ISBN 978-0688178055
  • Lasn, Kalle. (1999) Culture Jam: The Uncooling of America, William Morrow & Company; 1st edition (November 1999), ISBN 0688156568
  • Lees, Loretta, (1998) "Urban Renaissance and the Street" in Nicholas R. Fyfe (ed) Images of the Street: Planning, Identity and Control in Public Space. London; New York: Routledge.
  • Leiss, William: (1990) Social Communication in Advertising, Routledge; 2 edition (July 27, 1990), ISBN 0415903548, ISBN 978-0415903547
  • Lemke, Jay L. (1995) Textual Politics: Discourse and Social Dynamics. London: Taylor & Francis.
  • Livingston, Sonia and Lunt, Peter. (1994) Talk on Television: Audience Participation and Public Debate. London & New York: Routledge.
  • Louw, Eric. (2001) The Media and Cultural Production. London: Sage Publications.
  • McChesney, Robert W., Stolzfus, Duane C. S. and Nerone, John C, (2007) Freedom from Advertising: E. W. Scripps's Chicago Experiment (History of Communication), Univ of Illinois Pr (March 30, 2007)
  • McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), ISBN 978-1583671610
  • Prothers, Lisa (1998) "Culture Jamming: An Interview with Pedro Carvajal", in Bad Subjects: Political Education for Everyday Life, Issue #37, March 1998.
  • Quart, Alissa: Branded. Wie wir gekauft und verkauft werden. Riemann, März 2003, ISBN 978-3-570-50029-3.
  • Richter, Hans-Jürgen (1977). Einführung in das Image-Marketing. Feldtheoretische Forschung. Stuttgart: Kohlhammer (Urban TB).
  • Rorty, James: “Our Master's Voice: Advertising” Ayer Co Pub, 1976, ISBN 978-0405080449
  • Schmölders, Günter (1978). Verhaltensforschung im Wirtschaftsleben. Reinbek: Rowohlt.
  • Schmidt, S. J. & Spieß, B. (1994). Die Geburt der schönen Builder (1994)
  • Schmidt, S. J. & Spieß, B. (1995). Werbung, Medien und Kultur, Westdeutscher Verlag,1995,Opladen
  • Sinclair, Upton (1919): The Brass Check
  • Stuart, Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture, Basic Books, ISBN 9780465021550, ISBN 0465021557
  • Williamson, Judith (1994): Decoding Advertisements (Ideas in Progress), Marion Boyars Publishers Ltd (March 1, 1994),ISBN 0714526150, ISBN 978-0714526157

External links

  • Ad*Access, over 7,000 U.S. and Canadian advertisements, dated 1911-1955, includes World War II propaganda.
  • Emergence of Advertising in America, 9,000 advertising items and publications dating from 1850 to 1920, illustrating the rise of consumer culture and the birth of a professionalized advertising industry in the United States.
  • AdViews, vintage television commercials

Quotes

Up to date as of January 14, 2010

From Wikiquote

Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled.

Sourced

Listed in chronological order.
.
  • Many a small thing has been made large by the right kind of advertising.^ It was typical soft-pedal academic “surely there must be something other than advertising” kind of thing.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

  • You can tell the ideals of a nation by its advertisements.
    • Norman Douglas, South Wind, 1917
  • Living in age of advertisement, we are perpetually disillusioned. The perfect life is spread before us every day, but it changes and withers at a touch.
    • J. B. Priestley, "The Disillusioned", 1929; in The Balconinny, and Other Essays, 1969, p. 30.
  • It is never silent, it drowns out all other voices, and it suffers no rebuke, for is it not the voice of America? [...]
    It has taught us how to live, what to be afraid of, how to be beautiful, how to be loved, how to be envied, how to be successful. [...]
    Is it any wonder that the American population tends increasingly to speak, think, feel in terms of this jabberwocky? That the stimuli of art, science, religion are progressively expelled to the periphery of American life to become marginal values, cultivated by marginal people on marginal time? .
    • James Rorty, Our Master's Voice: Advertising (New York: John Day, 1934); pages 32-33, 70-72, 270.
  • The Federal Radio Commission has interpreted the concept of public interest so as to favor in actual practice one particular group ...^ I doubt any internet advertiser can actually convert all their advertisement budget to a per product or per service direct expense, and still be profitable on that particular unit used in that conversion.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ In this one, I think Google is actually leading the pack… Radio and TV advertising was all about massive dumps of ads… in Internet, you can be far more targeted and relevant to what people are looking for.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    the commercial broadcasters.
  • "Papa, what is the moon supposed to advertise?"
  • They deny good luck, love, power, romance, and inspiration
    From La Jac Brite ointment and incense of all kinds,
    And condemn in writing skin brightening and whitening
    and whitening of minds.

    There is upon the federal trade commission a burden of glory
    So to defend the fact, so to impel
    The plucking of hope from the hand, honor from the complexion,
    Sprite from the spell.
    • Josephine Miles, "Government Injunction Restraining Harlem Cosmetic Co." (1941) St. 2–3; Collected Poems, University of Illinois Press, 1983
  • From any cross-section of ads, the general advertiser's attitude would seem to be: if you are a lousy, smelly, idle, underpriveleged and oversexed status-seeking neurotic moron, give me your money.^ This is why they also enforce strict rules about how you can advertise on Google… if people stop trusting Google ads, they stop clicking on them… and the value of their advertising drops.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ Advertising has always been hypercyclic, and Clemons offers no proof that internet ads would be down this year even without a recession.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ You are a part of the content community, and seem to easily be able to bash the idea that you would ever interact with someone’s display ad.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    .
  • Half the money I spend on advertising is wasted, and the trouble is I don't know which half.^ Gadget Sleuth - March 22nd, 2009 at 9:15 am PDT This is the looong version of: no one has money to spend, so the cleverness of the advertising doesn’t matter.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ I just don’t get the sales/advertising hate…creating content/products takes resources, time, money etc…to think that content/products are created entirely for altruistic motivations is naive.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ He writes the article as if we all had money we wouldn’t spend it on advertising, come on come on !
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    .
  • It is sometimes argued that advertising really does little harm because no one believes it any more anyway.^ Gadget Sleuth - March 22nd, 2009 at 9:15 am PDT This is the looong version of: no one has money to spend, so the cleverness of the advertising doesn’t matter.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ Watershed wasted money adverting because there is no credibility in that little ad up top to most people.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ Of course there is no intermediary for this interaction, and this is more like direct communication than paid advertising.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    We consider this view to be erroneous. .The greatest damage done by advertising is precisely that it incessantly demonstrates the prostitution of men and women who lend their intellects, their voices, their artistic skills to purposes in which they themselves do not believe, and that it teaches [in the words of Leo Marx] ‘the essential meaninglessness of all creations of the mind: words, images, and ideas.’ The real danger from advertising is that it helps to shatter and ultimately destroy our most precious non-material possessions: the confidence in the existence of meaningful purposes of human activity and respect for the integrity of man.^ My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ Once this article is indexed by Google, your ideas about advertisement will be potential material to make fun of!
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    • Paul Baran and Paul Sweezy, 1964
    • quoted by Robert W. McChesney & John Bellamy Foster in "The Commercial Tidal Wave" in Monthly Review (3/2003)
  • The sponsor may be viewed as a potentate with a strong influence over currents of thought in our society, exercised mainly through television [...] It has tended to displace or overwhelm other influences such as newspapers, school, church, grandpa, grandma. It has become the definer and transmitter of society's values.
    • Erik Barnouw, The Sponsor: Notes On a Modern Potentate (Oxford University Press, 1978), page 74-75, ISBN 0-19-502614-4
  • Advertising reaches out to touch the fantasy part of people's lives. .And you know, most people's fantasies are pretty sad.^ There are many ways of finding people with a problem in your business niche, then all you have to do is know how to introduce yourself and your solution without spamming.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ As you may know, I have since patented my software application to answer pretty much all of the issues brought up in this article.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

  • Society drives people crazy with lust and calls it advertising.

Unsourced

  • Advertising may be described as the science of arresting the human intelligence long enough to get money from it.
  • I honestly believe that advertising is the most fun you can have with your clothes on.^ Once this article is indexed by Google, your ideas about advertisement will be potential material to make fun of!
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ If some of your advertisers read this non-sense they may stop advertising with you.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ What a great time for them to text you an advertisement for a nearby Thai restaurant, sent directly to your phone.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    • Jerry Della Femina
  • In the Popular Media world of today over eating is dangerous, under eating is self-destructing and those who do neither simply complain that we see too much of both.
    • Daniel Siddins
  • Advertising is the rattling of a stick inside a swill bucket. .
  • Advertising is the modern substitute for argument; its function is to make the worse appear the better.^ Publishers and sponsors just need to make a better case for advertising and educate the consumers.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ So using the recession-hit numbers to make a point about the downfall of internet advertising is lame and faulty argumentation.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    .
  • Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.^ Internet ads are not a particularly good way of doing #1 either, but they are (mostly) the only one there is.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ CPM’s anymore, but that more a function of the economic situation & demand (not because advertising is failing).
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

    ^ I don’t think he is saying that advertising is failing because of the economy, although that might be a factor in speeding things along.
    • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Wiktionary-logo-en.png
Look up advertising in Wiktionary, the free dictionary

Study guide

Up to date as of January 14, 2010

From Wikiversity

Crystal Clear app kaddressbook.png
Please help develop this page
.This page was created, but so far, little content has been added.^ Scanning the page content to place ads is no longer enough.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Everyone is invited to help expand and create educational content for Wikiversity. .If you need help learning how to add content, see the editing tutorial and the MediaWiki syntax reference.^ Web publishers don’t know how to monetize through advertising and need to change to charging for content, services, whereever we can make a buck.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ TechCrunch and ANY OTHER vertical specific sites where you don’t need targeting because the content provides the targeting are still selling a ton of ads.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.To help you get started with content, we have automatically added references below to other Wikimedia Foundation projects.^ You are a part of the content community, and seem to easily be able to bash the idea that you would ever interact with someone’s display ad.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ TechCrunch and ANY OTHER vertical specific sites where you don’t need targeting because the content provides the targeting are still selling a ton of ads.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ If your banner ad appears on a site with great content, you may have a low clickthrough because people are staying on the site.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.This will help you find materials such as information, media and quotations on which to base the development of "Advertising" as an educational resource.^ Advertising will fail: The internet is the most liberating of all mass media developed to date.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Perhaps it will be wise for advertisers to develop a new model based on word of mouth.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ There are definitely times when advertising is very helpful as you aren’t looking for that thing at any specific time.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

However, please do not simply copy-and-paste large chunks from other projects. .You can also use the links in the blue box to help you classify this page by subject, educational level and resource type.^ Sure, you can get some revenue through their blue box servers… but enough to run a company like Google?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Wikipedia-logo.png Run a search on Advertising at Wikipedia.
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List of Courses
  • Introduction to Advertising
  • Persuasion Through Social Networking

Some basics

Advertising can be strictly defined as a message:
  • from an identified sponsor
  • distributed using mass media
  • paid by the identified sponsor, and differentiated from non-advertising content
  • has a persuasive intent, whether direct or indirect
The most prevalent mass media today include newspaper, magazine, out-of-home (OOH), radio, television, and digital (internet, mobile phone)
Other marketing activities and media channels sometimes fall under the advertising category and these services are often provided by advertising agencies, but strictly speaking, they are marketing communications:
  • Public relations (events, press releases)
  • Guerilla advertising
  • Sponsorships, especially of events
  • Direct Mail
  • Product Placement
These are not strictly advertising because they do not meet one of the criteria, especially when the marketing cannot be distinguished from non-advertising content. For example, product placement in a film or television show is mass communicated, paid for, and identified (e.g. an actor clearly drinks a .Pepsi), but there is no real way for a viewer to determine whether Pepsi paid for this, or if the placement was strictly the choice of the movie or TV writers.^ Of course there is no intermediary for this interaction, and this is more like direct communication than paid advertising.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Advertising/Marketing works – there is no such thing as bad marketing – there is good marketing (TV/Radio, etc) and better marketing (The Internet).
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Press releases have the same problem of distinction. However, most commercials are obviously commercials, and viewers can distinguish paid, branded commercials from regular programming. However, as you will see, there is a modern trend toward intentionally blurring these lines.
The "topic" namespace contains pages that are for management and organization of small academic units at Wikiversity such as departments (see: Wikiversity:Topics).
Sciences humaines.svg Educational level: this is a tertiary (university) resource.

Wikibooks

Up to date as of January 23, 2010

From Wikibooks, the open-content textbooks collection

Contents

History

Claude Hopkins

Claude Hopkins (1866-1932) was a pioneer who wrote the groundbreaking book Scientific Advertising. .He developed the concept of "reason why" advertising.^ But advertising will never die, and the reason why is that everybody wants something.
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He first cut his teeth designing ads for the Bissell Carpet Sweeper Company.

Helen Lansdowne

Helen Lansdowne (1886-1964) was a famous copywriter known for her work for Woodbury's Facial Soaps and Pond's Cold Cream. She was the first woman to present ads to the board of Procter & Gamble.

Raymond Rubicam

Raymond Rubicam was the co-founder of prodigious ad firm Young & Rubicam. He managed to get pollster George Gallup to join Y&R, where he formed the first advertising research department.

Rosser Reeves

David Ogilvy

Leo Burnett

Dan Welden

Bill Bernbach

Howard Gossage

Basics

.Advertisers refer to the standard communications model of a source transmitting a message through a channel (which contains a degree of noise) to a target.^ Dan - March 24th, 2009 at 9:41 am PDT Completely agree that product references/contextual recommendations are great contextual recommendations (”advertising”) but it is not a scalable nor sustainable biz model.
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^ Another important variable affecting advertising and monetizing models, aside from medium and message, is the audience.
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^ People do not trust advertising because the message does not come from a neutral source, not because they think the company is some sort of fraud.
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Feedback is received by the source in response to the message. .Good feedback typically comes in the form of money spent on the product advertised.^ I just don’t get the sales/advertising hate…creating content/products takes resources, time, money etc…to think that content/products are created entirely for altruistic motivations is naive.
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^ He writes the article as if we all had money we wouldn’t spend it on advertising, come on come on !
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^ But one lecturer in consumer behavior and advertising says that this money is being spent foolishly : .

.Customer Relations Management (CRM) is concerned with (among other things) the conversion rate: percentage of customers who "try and buy" the product.^ They know that either of those sources is trying to rate the product fairly, rather than just sell it.
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.There are three types of appeals in advertising: logical, ethical, and emotional.^ Advertising will fail for three reasons: There are three problems with advertising in any form, whether broadcast or online: .
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The MarCom Matrix.
.Advertising is just one way to spend your marketing dollar.^ Spend advertising dollars actually reaching your target audience.

^ Watching with a non-Christian friend may be the obvious next step for a Christian, but you can't spend advertising dollars hoping people will make that mental step.

^ Gadget Sleuth - March 22nd, 2009 at 9:15 am PDT This is the looong version of: no one has money to spend, so the cleverness of the advertising doesn’t matter.
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.There are a variety of ways to promote a product, collectively called Marketing Communications (MarCom).^ Plus, there is well over 1,100 ides in the 2010 Cash Flow Calendar for promoting your products and services.

^ Marketing wisely via event support and involvement in the community I believe wants my product.
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They are illustrated by the MarCom Matrix.
.Marketing Public Relations (MPR) is an attractive alternative to advertising.^ Account Executive Intern An interest in marketing, advertising or public relations.

^ Advertising Intern The ideal candidate is: Working towards, or has earned, a Bachelor's degree in Marketing, Advertising or Public Relations.

^ Advertising Internship We are looking for students who have an interest in advertising, marketing and public relations.

.MPR uses public relations techniques as part of a marketing campaign.^ Advertising Intern The ideal candidate is: Working towards, or has earned, a Bachelor's degree in Marketing, Advertising or Public Relations.

^ Advertising Internship We are looking for students who have an interest in advertising, marketing and public relations.

^ When companies deliver useful information as part of their marketing people are willing to listen.
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PR tools used by marketers include newsletters, events, endorsements, demonstrations, contests, and interviews.
There are two main types of promotion: trade promotion and consumer promotion. .The differences in ad strategies are characterized as "push" and "pull": trade promotions are designed to push the product (into the market), and consumer promotions are made to pull the product (into the shopping cart).^ Does your marketing and advertising materials explain what it is you want them to do immediately after reading the ad or promotion?

^ Full-service agency: account management, creative development, broadcast and print production, media planning and buying services, online marketing (media, creative and promotion), internet design, direct marketing, public relations.

^ Advertising Internships Tasks/Training will include most or all of the following: Working with the Creative Director on various projects, Video Production, Graphic Design/Logo Production, Web Design and Production, Photography, Administrative, Marketing and Promotions...

Promotions

The three types of promotions are Win, Free, and Save.

Win

Examples of "win"-type promotions are games and contests. Sweepstakes are probably the most popular "win" promotion. According to US law, purchase cannot be necessary to win a sweepstakes. If purchase were necessary, that would make it a lottery; and lotteries can only be conducted by the state.

Free

A "free"-type promotion offers the consumer something for no charge. .These are premiums (buy one product, get another for a discount, or for free), bonus packs ("more for less"), and sampling (free samples).^ So if you start a company, which would you prefer, the one which is more effective or the less effective.
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.A continuity program is a free-type promotion that makes the consumer part of a "club". An example of this are coffeeshops that give their customers a card that is punched or stamped each time they buy coffee; after a certain number of purchases are made, they are given a free coffee.^ The first time I went there I couldn’t believe how much free sushi they kept putting in front of me.

^ People amaze me when they believe they should be able to run a single $200 ad one time and make themselves a small fortune.

^ They buy them like this because they can now give away beautiful, framed artwork, instead of a baseball cap or golf shirt (which is what everyone else gives away).

Save

Examples of "save" promotions are coupons, rebates, and other money-saving ads. Another is the FSI (Free-Standing Insert), a sheet of coupons typically inserted into newspapers.

Strategies

.When planning your advertisment, you should first define your product's Unique Selling Proposition (USP).^ You do not need to always be selling a product or service (not recommended), you should be selling your prospects and clients on you, your ideas, your values, etc.

^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
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^ You might patronize today or perhaps recommend to your friends or maybe even patronize the products or services in the future.
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.To find the USP, ask yourself "How is this product different?"^ There are many ways of finding people with a problem in your business niche, then all you have to do is know how to introduce yourself and your solution without spamming.
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^ So I ask, how many of you can see yourself using a marketing ploy like this in your ministry context and culture?

.Make a list of your product's pros and cons.^ Then make sure you do mutual mailings to your list and theirs.

.This will help you think about what message you want your ad to send.^ Not something the media wants you to think about.

^ It helps you think big.

^ They knew that an unobtrusive web site would bring just the proper message--we don't merely want to tally converts, but we want you to discover us.

Positioning is an attempt to place a product into a certain category in consumers' minds: "the best", for example (best deodorant, best soda, etc.) ("The best" is, however, extremely difficult to establish for a new brand). Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional.
A Brand Character Statement sets the tone for an entire campaign.
.A simple way to start planning your advertisement is with this statement: "Advertising will ____A_____ ____B_____ that ____C_____ is ____D_____.^ Advertising on the internet is about engaging your audience building trust and relationships and offering value way before you stick a product or link in their face.
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Support will be ____E_____. Tone will be ____F_____." where .A is a verb, B is a target demographic (such as, "girls between 14-18 years old"), C is your product, D is an adjective or phrase.^ All year, we get articles like Seven Ways to Turbocharge Your Productivity Output Efficiency and Twelve Optimized Brand-Solution Strategies .

E is what the meat of your ad will be. F is your ad's "attitude".
For example, "Advertising will convince artististic types age 18-35 that Apple computers are hip and cool. Support will be two men discussing Macs and PCs. Tone will be humorous."
Part B of this strategy statement is the target audience. .Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups.^ Let’s think about how it will evolve.
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^ They wanted me to blog about this new form of advertising that's "completely different from the television commercials and magazine ads people are used to," according to their press release.

^ But think about how you form your opinion of a product, from online ads or online reviews?
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Part C is the product itself. Advertisers spend time studying this as well. .Important questions to ask are "Why would anybody buy this?"^ The long and short of it left a community asking hard questions like, "Why didn't the church spend this money on the community?"

"What's the product's advantage?" and "What is the client's image?" .The last one is important to consider in order to make sure that your ad doesn't jar with the public perception the company has created for itself.^ People amaze me when they believe they should be able to run a single $200 ad one time and make themselves a small fortune.

^ In your shopping travels you may just find the idea that makes you and your company stand out from all others.

^ Keep in touch regularly with your existing clients and make sure they are getting special materials that are ONLY available to paying clients.

.For example, hip or edgy ads probably won't go over well with a company that has a public image of being "conservative" and/or "family friendly."^ And how the CEO of another little company (ticker: MSFT) spends all his waking hours being jealous about GOOG’s ad revenues.
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Support is anything that can demonstrate or otherwise back up the premise presented in the first sentence. Some examples are facts (e.g., statistics), images, or a scenario.
  • Reason Why - How a product delivers a benefit.
  • Combination - Two or more benefits are demonstrated.
  • Permission to Believe - A clever story or character(s) make claim(s) believable.
  • Nine-Wheel Logic - Specious support used when real support would be too awkward.
  • Image - An attitude or lifestyle that advertiser attempts to link to product.
A strong "call to action" is another element used to good effect.

Exercises

  1. Pick 5 products and write up USPs for them.
  2. Pick 10 products and write a strategic statement for each one using the formula above.
  3. For each of the 5 types of support mentioned above, find one ad that exemplifies it.
  4. Choose a brand and reposition it.

The FCB Grid

The FCB Grid.
The FCB Grid was created by Richard Vaughn. With this model, messages are categorized by "thinking" and "feeling", "low" and "high."
  • Low Think (practicality, pragmatism)
  • High Think
  • Low Feel (sensuality, pleasure)
  • High Feel (product as extension of self)
A Low Feel commercial demonstrates the pleasure obtained by using the product. This approach is popular for foods.
.A High Feel commercial could emphasize how the product makes the consumer hip or cool.^ Interns will learn how post production works from the initial rough cutting of a commercial to finishing and in between.

This approach is popular for advertising products like clothing, shoes, or sportscars.

The Harris Grid

The Harris Grid.
Tom Harris created the Harris Grid for planning MPR campaigns. .It measures a product's level of interest in consumers versus the level of interest in mass media.^ Interested in blogs and other social media and how it is changing how marketing is created, distributed and consumed?

Some examples:
  • High Consumer/High Media. .Computers, cars, movies, and high-tech gadgets fall into this category.^ These activities fall into three categories: .
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    .These products make news, so they should have high-profile campaigns.
  • Low Consumer/High Media.^ People amaze me when they believe they should be able to run a single $200 ad one time and make themselves a small fortune.

    ^ Or what kind of new customer communication campaigns they have sent out to their prospects and buyers in the past work week.

    ^ The fact that, given the subject matter of the article, the author should have already KNOWN these things…makes me doubt his expertise in this area.
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    .Cereals, vitamins, and medications fall into this category.^ These activities fall into three categories: .
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    .These products also make news, but are not very interesting to consumers.^ I understand that these ads finance free websites, and consumers that are interested can look at the ads.
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    ^ "What we see is consumers are increasingly turning to friends, family and news articles as credible sources of information about products, more so than in the past ...

    It is therefore important to highlight new scientific findings that are beneficial to the product's image.

Y&R Creative Workplan

The firm of Young & Rubicam have a process called the "Creative Workplan." This crafts a strategy that plans how to attain an objective, which solves a problem, defined by a key fact. In other words, the advertising is designed in order to solve a problem. For example, the problem may be low sales, or a need to change the corporation's image.
.To start, define the problem and identify the key fact showing the cause of it.^ Means that they are educated MF. They identify every ad, starting on a scale with insult, ending with personal problem.
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Then, state your objective (what to do to solve the problem).
The four parts of the Creative Workplan's Creative Strategy are:
.
  1. Prospect Definition - The "prospect" referred to here is the demographic you are aiming your ad at (also known as a target audience).^ Have you considered purchasing a small display ad that gives people a little extra taste of what your church is all about?

    ^ Spend advertising dollars actually reaching your target audience.

    ^ But think about how you form your opinion of a product, from online ads or online reviews?
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    How is the product used by the prospect? Use demographics and psychographics.
  2. Principal Competition - Why would the consumer buy the competition's product instead?
  3. Consumer Benefit or Promise - What does the product do for the prospect?
  4. Reason Why - Rationale for how a product delivers on its claim (e.g., "Avocados are good for you because they contain 'heart-healthy' fats that help lower cholesterol")

GE Focus System

  • Focus on the Receiver
  • Focus on the Proposition
  • Dramatize the Proposition - "Break the boredom barrier!"

Return on Investment (ROI) System

The ROI System was designed the firm of DDB/Needham. While covering the same territory as other systems (the target, a product claim, support for the claim) it also looks at creating a corporate "personality", as well as personality of individual products. Another important aspect of the ROI System is "aperture": the timing and placement of the ad to maximize success. .The system helps you to determine the cheapest media for the greatest impact.^ And it helps reprogram your mind for success, with a daily boost to keep out all the negative stuff the media is throwing at you.

The Ladder

Ladder.png
.Types of advertising messages can be arranged in a hierarchical ladder, based on what perspective they use to discuss the product.^ The Boston Herald reports on churches using advertising , though the whopping two examples they give doesn't illustrate the trend very well.

^ They are bombarded with advertising messages--so they have more tools to avoid that advertising today."

^ They wanted me to blog about this new form of advertising that's "completely different from the television commercials and magazine ads people are used to," according to their press release.

  • Values (This product makes me Y)
  • Consumer Benefit (This product helps me Y)
  • Product Benefit (X does Y)
  • Product Feature (X can do Y)
  • Attribute (X is Y)
.The further up the ladder you go, the more consumer-based the message becomes.^ Based on the cases and cases of Pocky he had up against the back wall … he is going through a LOT of free samples.

^ So in a few year wee see internet advertising not dead you’ll just end up more wrong then if you took a more moderate stance.
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^ The more tightly you define your market, the easier it become to reach them and match your message to their needs.

.The further down you go, the more product-based it becomes.^ The more tightly you define your market, the easier it become to reach them and match your message to their needs.

^ Do you believe strongly enough in your “Death of Advertising” thesis to bet on GOOG stock going down significantly?
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^ And if you are saying the ad model is going to fail, then you must also be saying that IMPORTANT services consumers use will become paid OR die…hurting the CONSUMER. .
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.You can see that the first two statements tell how the product helps the consumer ("me"), while the other statements focus more and more on the product (X).^ See you on the other side!

^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
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^ So in a few year wee see internet advertising not dead you’ll just end up more wrong then if you took a more moderate stance.
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Here are some examples:
  • Values (Axe Body Spray makes me irresistable to women)

Try/Keep/Retry

This strategy works on three types of customers: future, current, and past. .Instead of just trying to get new customers, work on maintaining current ones, and find out how to bring former customers back.^ Changes in the internet are accelerating constantly and just like all other cases of change old ways struggle to survive and new ones struggle to exist.
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^ It forced many of them to close up shop and go back to the dreaded j-o-b …if they could find one.

^ In your shopping travels you may just find the idea that makes you and your company stand out from all others.

  • TRY to get new customers
  • KEEP current customers
  • RETRY former customers
.TRY techniques focus on offers to bring in new customers, and something to bring them back (a "bounceback").^ A good way to shake things up and try something new.

.KEEP techniques work on increasing current customers' frequency of purchases and "ticket size" (how much money they spend).^ No matter how much you optimize your placements for X customer, they are blind to the advert after years of exposure.
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^ Misdirection most frequently takes the form of diverting customers to companies that they do not wish to find, simply because the customer’s preferred company underbid.
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.RETRY techniques attempt to figure out why the customer left the company, and how to give them a reason to return.^ I’ll give you 3 reasons why you are out of line.
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^ We have yet to figure out how to deliver really useful information within the constraints of advertising.
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Brainstorming

Exploding the Dot

Learn/Feel/Do Circle

The Time/Money/Quality Triangle

.The Time/Money/Quality Triangle illustrates an advertising truism, that "you can't have all three."^ You need to develop a shield around you that makes you impervious to all the energy and time vampires that surround you.

^ So all you church marketers, here's AdAge's best advertising of 2008 and Media Bistro's 10 worst ad spots .

.If there is little time or money, then ad quality will suffer.^ Watershed wasted money adverting because there is no credibility in that little ad up top to most people.
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The more time and/or money that is available to the project, the higher the quality can be. .However, the level of quality must be appropriate to the product...not all products should have high-quality ads!^ In fact, I suggest that everyone click on all the ads on TechCrunch and buy the advertised products and services just to prove Clemons wrong :) .
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^ We have very high standards and to qualify as a Casamona 'unique and different' home, a property must have special qualities that m...

The Time/Money/Quality Triangle. You can't have all three!
.In her book Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising, Lisa Fortini-Campbell argues that an advertising "sweet spot" can be attained by combining consumer insight and brand insight.^ Branding Internships Must have a general understanding of brands, marketing and advertising, with some knowledge of computers and technology.

^ Advertising Internships Support staff position for Chicago marketing agency with clients in the consumer, food service and healthcare arenas.

^ Publishers and sponsors just need to make a better case for advertising and educate the consumers.
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.A concept board can be used to demonstrate your ad campaign to your client.^ Interns will work directly with Account Executives and will attend client meetings and develop campaigns and budgets, as well as oversee ads and collateral pieces from concept to completion.

.These boards (often quite large, so they can be appreciated by a group) outline the core idea of your campaign, a "key visual", and perhaps some bullet points.^ What about putting your youth group's logo on the hands of students as they enter your events, concerts or lock-ins?

^ Now they want to have large scale tracking in order to determine your intent across disparate pages on the internet.
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^ While it’s not exactly the same idea, some denominations are using national campaigns on a local scale , making better quality commercials that are easy on the small budgets of local congregations.

Political

Tony Schwartz pioneered the concept of "resonance". Some of his most well-known work are his political ads. One of his TV ads for Lyndon Johnson's 1964 presidential campaign against Barry Goldwater was legendary. .As a little girl picked petals off a daisy, a voice counted down from 10, followed by a nuclear explosion.^ Use the following exclusive coupon for the bonus 10% off: SKGN10 .
  • DansDeals.com » Advertisement 1 February 2010 1:01 UTC www.dansdeals.com [Source type: FILTERED WITH BAYES]

^ Use the following exclusive coupon for the bonus 30% off: DAN30 Day 4) Save An Additional 10% Off All Skagen Watches Already Marked Down Up To 65%!!!
  • DansDeals.com » Advertisement 1 February 2010 1:01 UTC www.dansdeals.com [Source type: FILTERED WITH BAYES]

^ Use the following code for $10 off any swatch or skagen priced above $75: Dans10 .
  • DansDeals.com » Advertisement 1 February 2010 1:01 UTC www.dansdeals.com [Source type: FILTERED WITH BAYES]

Known as Daisy, this commercial is considered to be instrumental in Johnson's victory.
.Another well-known political ad that is believed to have tipped an election are the anti-Dukakis, "Willie Horton" ads during the 1988 presidential campaign of Michael Dukakis and George Bush.^ They asked ad agencies around Australia to create a campaign for, well, Jesus.

^ Interns will work directly with Account Executives and will attend client meetings and develop campaigns and budgets, as well as oversee ads and collateral pieces from concept to completion.

Willie Horton was a convict serving time for murder in Massachusetts. When Dukakis was governor of Massachusetts, he escaped while on furlough and raped someone. This incident was alluded to in Republican ads, attempting to convince the public that Horton's escape showed that the Democrats were soft on crime. Like the Daisy ad, it is believed that the ad was instrumental in Bush's victory.

Radio

Important aspects of a radio ad are duration and tempo. Some ways to use tempo include pausing for emphasis, and making the tone competitive or mellow. .Radio advertisers try to make a "natural rhythm": using emphasis to create beats in words and phrases.^ To gain credibilty you create word of mouth or the buyer sees the service/product first hand… not through some cheap blinking advertisement.
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^ Brandon Kirkland - March 22nd, 2009 at 9:20 am PDT The simple truth that is there is no credibilty in Advertising and business try to use it as ‘what you must do’.
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^ So using the recession-hit numbers to make a point about the downfall of internet advertising is lame and faulty argumentation.
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Types

  • Pitch - An announcer talking.
  • Situation - A dramatization, or "story"
  • Song
Other types of radio ads are combinations of these three:
  • Bed - Pitch with a Song background.
  • Donut - A Song with a Pitch in the middle.
  • Tag - A Song with a Pitch at the end.
  • Vignette - A Pitch, followed by a Situation, followed by a Song
The basic structure of a radio ad is Context (beginning), Content (middle), Conclusion (end).

Print

There are six types of print ads: One-Liner, News, Spiral, Story, Sermon, and Outline.
Print ads use a combination of headlines, subheadings, body text and/or images. Often, there is a logo or slug, for brand identification, as well.
To be effective, headlines must be attention-grabbing. They should "draw in" a viewer. A headline should also be a complete message.
Types of headlines are News, Questions, and Testimonials.
.However, it has been estimated that only 10% of readers will actually read an ad.^ Joe - March 22nd, 2009 at 10:06 am PDT Has Mr. Clemons actually run a successful ad funded content site?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ I actually only find bad and excessive ads bothersome.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

So, make sure the product appears in a picture or is mentioned in the headline.

Direct Marketing

Direct Marketing is mailed to the target audience. .One type of mailing is sent in a standard business envelope.^ His competitors were getting very aggressive on the price, and his type of business isn't that much different from one competitor to the next.

.The envelope-mailing has many parts: the Insert, Letter, Brochure, and BRE (Business Reply Envelope), as well as the Envelope itself.^ Think about what Peter did here and how well he is doing in a time when business is down for many.

The mailing may have some of these elements, or all of them.
The first key to a successful envelope mailing is to get your target to open it. .Obviously, if the target doesn't open the envelope and read some of the material, your money is wasted.^ I haven’t started yet (as usual - usually I start right around December 22nd) but I have been using this for some time and it really will open your eyes.

^ If some of your advertisers read this non-sense they may stop advertising with you.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Does your marketing and advertising materials explain what it is you want them to do immediately after reading the ad or promotion?

The envelope may have exhortations to get the recipient to open the letter (e.g., "URGENT!").
The Insert is a small one or two-sided sheet of paper with a summary of the mailing. .If you want to use bullet points, here's a good place to put them.^ Last, here is a great profitable tip for you to use in the next few days while Christmas shopping.

^ No more need to filter through tons of irrelevant and unclean videos anymore, everything you want is right here on FrumTube!!
  • DansDeals.com » Advertisement 1 February 2010 1:01 UTC www.dansdeals.com [Source type: FILTERED WITH BAYES]

^ As for you in particular, you might want to look in the mirror when you’re accusing others of using too many words to state their point.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

For the Letter, have a good first line that hooks them. Try to hit on a topic of discontent for the reader (which your product will solve). .Avoid talking about the company or the product's history.^ Maybe I want a company with the perfect product for me to think about the exact keyword combination I’ll be searching for and find me?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ If we assume that all (publicly traded) companies are inherently selfish and driven by their bottom line, you can’t talk about all their free services and products without considering how those impact their bottom line.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Talk about the reader, and his/her interests. .Make sure to sum up the product's main points in the first paragraph.^ By the by, IF you’re going to criticize grammar make sure yours is spot on first.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Repeat those benefits often throughout the letter.
The "Lift" Note is a trifold pamphlet, often with testimonials extolling the worthiness of the product. .It may end with a closer ("But wait...there's more!"^ You may get an amazing clickthrough if people think your ad could be more relevant than the site they’re on (and they can’t wait to leave).
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

).
The Business Reply Envelope is a postage-paid, pre-addressed envelope to make it easy for the target to reply. .You should use a BRE even if you supply a "more convenient" method of reply or payment.^ Particularly sites that have more dedicated but smaller bases should not use an ad supported model, while sites with larger bases should use one.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Television

.One important thing to remember is that a TV commercial has many more variables than a print or radio ad.^ Will you try it is more important than how simple it is.

^ Look, if an eight-year-old can do more than what most 50-year-olds can do (not many 50-year-olds have a net worth to rival his), then what could YOU do with some of Ryan’s motivation?

^ The reason print media is failing is because things like full page print ads aren’t measurable enough.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.This means that there is much more that can go wrong.^ Does that mean there is no advertising going on there?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ There are more steps in the sequence just about to go out, that will grow the response rate quite a bit.

It is important to decide, during early planning stages, what the job positions for the ad will be (art directors, copywriters, video technicians, etc.), and who will fulfill each one.
.To make a rough draft of the ad, storyboards or animatics are used.^ I love how folks make it seem like it is all the WEBSITE OWNER’S fault to be using ad model.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

(Animatics are like an animated storyboard.)
The three stages of making a TV ad are: Planning, Production, and Post-production.

Types

The six types of TV commercials are Slice, Talking Person, Demo, Visual, Graphic Collage, and Combination.
The Slice, or "Slice of Life", is a dramatization (story). To make an effective Slice, create a situation where the product plays a key role. Make it simple and interesting.
A Talking Person presents a spokesman for the brand (e.g. Jack-in-the-Box's Jack, or Wendy's Dave Thomas). A testimonial commercial is a type of Talking Person.
A Demo is a presentation of the product's usage. Typical Demo types are:
.
  • Side-by-Side: The product is pitted against its competition (or imaginary competition, such as "Brand X").
  • Before and After: Demonstration of the problem and solution.
  • Product Performance: An exhibition of the product's strengths.
  • In-Use and New-Use: In-Use shows the product being used.^ How can you use this to launch a new product, service or bundle?

    New-Use shows a new use for an old product.
  • Torture Test: An (often humorous) demonstration of the product's durability.
The Visual primarily uses imagery to sell the product.
Graphic Collage is a postmodern style often used in music videos. It appropriates audio and video, and may employ supers (super-imposition).
A Combination uses two or more of these types together.

Planning

Planning steps:
  1. Start at the end. Decide what the ad's final impact will be.
  2. Plan visuals.
  3. Plan movement.
The beginning provides context. Common mistakes encountered here are overwriting, audience confusion, and irrelevancy.
The middle connects the target to the brand. Here is where the support is given. This part requires extreme clarity.
The end presents the ad's punchline, or final thought. A logo or other brand identification is typically displayed here.
Make pre-production notes. Things to include are
  • Location (Where will the footage be shot?)
  • Talent (Who will be acting? Providing music?)
  • Special effects (if any)
  • Props (if any)
  • Bids & budgeting (How will we pay for this?)
  • Scheduling
Profiling consumers: Know your audience. Be careful not to offend them!
.You're not just selling a product, you're selling an image.^ They know that either of those sources is trying to rate the product fairly, rather than just sell it.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Things like selling virtual goods is not a a direction everyone can follow, just as you said not everyone can buy their keywords on Google, so it is not a sustainable or scalable business model.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Extreme close-ups of the product are used to create a sense of intimacy.
Sometimes conceptual art (storyboards, etc.) turn out to be unrealistic (such as a winking dog in a dog food commercial). This is called the "Winking Dog Syndrome". The question to ask is: "Can the final cut meet the expectations made by the design?"
.A similar problem, the "Rubber Pencil", comes about when impossible proportions or angles create problems with the ad during production.^ But think about how you form your opinion of a product, from online ads or online reviews?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ Ads are not about instant sales there more about brand recognision, and stamping that recognision in peoples hearts and mind, so should you later have a need for a product or service, i’m sure one will come to mind.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

It is important to resolve all these issues during the planning stages.

Production

Make a "shot list." Make sure that only one person talks to the director, to avoid confusion.

Post-Production

Audio post-production involves "direct voice" (synchronized to video) or "voice tracks" (such as announcers), as well as music and sound effects.
Video post-production includes usage of animation and addition of stock footage. Pre-scoring is preparing audio before video, and post-scoring is preparing audio after video.
Direct Response Television (DRTV) often takes the form of infomercials.

Ethics

.Advertisers, like lawyers, are sometimes criticized for the clients they accept, and the messages they send.^ People do not trust advertising because the message does not come from a neutral source, not because they think the company is some sort of fraud.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Advertising is arguably a powerful tool that can be used to influence the masses to a large extent.^ The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

Therefore, it is important that advertisers be made aware of their responsibilities to the public good.

Feminist Criticism

Social critics like Jean Kilbourne have blamed many of women's image problems on commercials. In her film series Killing Us Softly, Kilbourne argues that ads deliver powerful messages that shape women's self-images. .She claims these ads equate romance and success with normalcy, and make it appear that beauty is the most important concern of women.^ We don’t mind advertising per se, as the success of some of these TV shows that show nothing but weird and wonderful ads from around the world has shown.
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

^ And what kind of sites are these ads on that make people not want to trust them?
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

.Furthermore, ads perpetuate a stereotype of the "perfect" woman, implying that this goal is attainable by buying the right beauty products, diet aids, etc.^ In fact, I suggest that everyone click on all the ads on TechCrunch and buy the advertised products and services just to prove Clemons wrong :) .
  • Why Advertising Is Failing On The Internet 19 January 2010 8:47 UTC www.techcrunch.com [Source type: FILTERED WITH BAYES]

In reality, only about 5% of women have model bodies. Kilbourne also points out that ads containing both sexes often have the male literally looking down on the female, implying a subtle sexism.

Simple English

Advertising is the companies encouraging people to buy goods, services, companies and ideas, usually performed by an identified sponsor, and performed through a variety of media. Advertisers influence our identity by making adverts. Many people agree that they influence our identity and they have a huge impact on our life. They influence our identity by using things such as techniques, stereotypes and targeting our audience. Our personal identity is who we are and what things make us up such as occupation, beliefs, personality, self esteem, lifestyle, relation ships, friends, how we look and what we wear. Advertisers use techniques to grab people's attention. For example, to make a burger look tasty in advertising, it may be painted with brown food colouring, sprayed with waterproofing to prevent it from going soggy and sesame seeds may be superglued in place. Advertising can bring new customers and more sales for the business. It can be expensive but can help make a business make more money.

Contents

Types of advertising

Advertising happens in many different ways. Many products are advertised on television, although not all channels permit advertising. Billboards advertise products on city streets, these may simply be freestanding billboards or may be part of street furniture such as a bus shelter. Buses and taxis are often covered in adverts, while budget airlines sometimes allow advertsing inside their planes. Adverts also appear in newspapers, magazines and sports programmes. Many stadiums have adverts set around them. Sports teams, tournaments, television programmes and public events sometimes have sponsors. Advertising also takes place on the internet and teletext.

Techniques

Advertisers use many different techniques to get people to notice there adverts, often using deliberately shocking or provocative images. Sex is also often used by advertisers in this way. Once they have managed to make people notice their advert, they need to 'sell' the product or brand. They may try to make the product look appealing, however often advertisers use humour to get people to remember the brand without actually promoting the product. Poor adverts can damage sales or spoil a brands identity.

Regulations

Advertising is often strictly regulated, for instance in the United Kingdom it is illegal to advertise tobacco, except in the shop where it is sold and this is also restricted. In France it is illegal to advertise alcohol, meaning that when many European football teams play in France, they cannot play in their usual shirts as breweries often advertise on sports shirts. It is also illegal to advertise on some television channels, the BBC in the United Kingdom and RTE in Ireland are not allowed to permit advertising and instead make their revenue from selling a compulsory television licence.

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Citable sentences

Up to date as of December 11, 2010

Here are sentences from other pages on Advertising, which are similar to those in the above article.








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