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From Wikipedia, the free encyclopedia

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the
name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are
usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a mass amount of people in an attempt to convince
them to take a certain action, such as encouraging 'environmentally friendly' behaviors, and even unhealthy behaviors through food consumption, video game and television viewing
promotion, and a "lazy man" routine through a loss of exercise . Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can
be defined as any media meant to reach a mass amount of people. Several types of mass media are television, internet, radio, news programs, and published pictures and articles.[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. 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. Advertising may be placed by an advertising agency on behalf of a
company or other organization.

Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and
governmental agencies. 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.

A Coca-Cola advertisement from the

Contents 1890s

1 History
2 Necessary skills Marketing
2.1 Public service advertising Key concepts
3 Marketing mix Product • Pricing
4 Types of advertising Distribution • Service • Retail
4.1 Digital advertising Brand management
4.2 Physical advertising Account-based marketing
5 Sales promotions Marketing ethics
6 Media and advertising approaches Marketing effectiveness
7 Current trends Market research
7.1 Rise in new media Market segmentation
7.2 Niche marketing Marketing strategy
7.3 Crowdsourcing Marketing management
Market dominance
8 Criticisms
9 Regulation Promotional content
10 Future of advertising
10.1 Global advertising Advertising • Branding • Underwriting
10.2 Diversification Direct marketing • Personal Sales
10.3 New technology Product placement • Publicity
10.4 Advertising education Sales promotion • Sex in advertising
11 Advertising research
11.1 Evidence-based advertising Promotional media

12 See also

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13 References
14 Bibliography Printing • Publication • Broadcasting
15 External links Out-of-home • Internet marketing
Point of sale • Promotional items
Digital marketing • In-game
In-store demonstration • Brand Ambassador
History Word of mouth
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.[3] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.

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. 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. In the 17th century advertisements started to appear in weekly
newspapers in England. 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. 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. 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 Edo period advertising flyer
from 1806 for a traditional
was soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston.[4] Around the same time, in France, Charles-Louis Havas extended the
medicine called Kinseitan
services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W.
Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.[4]

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At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. 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. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".[5]

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.[6] 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.

This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio
and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good.
The United Kingdom pursued a public funding model for the BBC, originally a 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.[6] To placate the socialists, the U.S. Congress did require
commercial broadcasters to operate in the "public interest, convenience, and necessity".[7] Public broadcasting now exists in the United States due to the
A print advertisement for the 1967 Public Broadcasting Act which led to the Public Broadcasting Service and National Public Radio.
1913 issue of the Encyclopædia
Britannica 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. 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. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.
An 1895 advertisement for a weight
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' gain product.
eyes. 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. 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. Entire corporations operated solely on advertising revenue, offering everything from coupons to free
Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than
inundate, users. This has led to a plethora of 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. 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. Nonetheless, advertising spending as a share of GDP was slightly lower—about 2.4 percent.[8]

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. This type of advertising is unpredictable and innovative, which
causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing
social network services such as MySpace.

Necessary skills
The scope of advertising has a lot of future to go because in present life the technology has been increased that much. The scope of advertising management mainly depends on the change in technology,for example now-a-days
advertising can make a blender by increase the sale of onething to many people by publicity such publicity can create along sale and services towards the product used by them.

Public service advertising

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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

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "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.

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. 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.

Public service advertising reached its height during World Wars I and II under the direction of more than one government.

Marketing mix
The marketing mix has been the key concept to advertising. The marketing mix was suggested by Jeremy McCarthy, professor at Harvard Business School, in the 1960’s. The marketing mix consists of four basic elements called the
four P’s Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels,
market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product.Geana, Mugur Valentin.[9]

Types of advertising

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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. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Digital advertising
Television advertising / Music in advertising
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 Paying people to hold signs is
TV events. 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 one of the oldest forms of
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 advertising, as with this Human
directional pictured above
be inserted into regular television programming through computer graphics. 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.[14][15]

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. 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 broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving A bus with an advertisement for
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 GAP in Singapore. Buses and
advertising often cite this as an advantage. other vehicles are popular
mediums for advertisers.
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. 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.

Product placements
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or
other of a 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 A DBAG Class 101 with
"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 UNICEF ads at Ingolstadt main
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 railway station
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.

Physical advertising
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or
magazine, to more narrowly targeted media such as 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. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a

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.

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Mobile billboard advertising

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, and Big advertisements from smaller companies.

In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of 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.

Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising
campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a
celebrity can be 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.
The RedEye newspaper advertised
to its target market at North Avenue
Sales promotions Beach with a sailboat billboard on
Lake Michigan.
Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they
are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of
sales promotions is to stimulate potential customers to action. [16]

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.

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.

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. Digital signage is being successfully employed in supermarkets.[17] Another successful use of digital signage is in hospitality locations such as restaurants.[18] and malls.[19]

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.

Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the
pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common
noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = 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. However, some companies oppose the use of their brand name to label an object. 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.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D
Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of
2D barcodes.

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A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are
able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly
using social network service.

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. 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.

Current trends
Rise in new media
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. Particularly since the
rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to
widely distribute their ads to anyone willing to see or hear them. 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 ).

Niche marketing
Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an
increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing 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. This causes the viewer to become proactive and actually choose what advertisements they want to view.[20]

The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result
of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial.[21]Chevrolet held a
similar competition for their Tahoe line of SUVs.[21] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were
among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in
the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".[22][23]

This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey’s,
General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth.
However, it remains controversial, as the long-term impact on the advertising industry is still unclear.[24]

Main article: Criticism of advertising

Main article: Advertising regulation

In the US many communities believe that many forms of outdoor advertising blight the public realm.[25] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.[26] Cities such as
São Paulo have introduced an outright ban[27] with London also having specific legislation to control unlawful displays.

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There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television tobacco advertising imposed in many countries, and the total ban
of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice,
which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greece’s regulations are of a similar nature, “banning advertisements for children's toys between
7 am and 10 pm and a total ban on advertisement for war toys".[28]

In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which
suggested fast 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. 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. 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).[29] 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. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.

Future of advertising
Global advertising
Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. 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.[30]

Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximised. Once
one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in
any country or region because the measures are based on the visual, not verbal, elements of the ad.[31]


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”.[32] This is reflected by the growth of non-traditional agencies in
various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".[33]

New technology

The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast 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.

Advertising education
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.[34] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.

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Advertising research
Main article: Advertising research

Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research
includes pre-testing (also known as copy testing) and post-testing of ads and/or 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.

Evidence-based advertising

Evidence-based advertising refers to advertising principles, which have been proven through experimental studies.[citation needed] They can be applied to an advertising campaign with high confidence of increasing persuasiveness
regardless of time and place. Principles are usually accompanied with various conditions, which must be taken into consideration when applying them. According to Professor J. Scott Armstrong from The Wharton School,
evidence-based principles “draw upon typical practice, expert opinion, factual evidence and empirical evidence.”[35]

See also

Advertising Adstock Informative advertising Senior media creative

Advertising to children Integrated Marketing Communications SEO Copywriting
American Advertising Federation Hall of Fame Local advertising Sex in advertising
Branded content Market overhang Shock advertising
Classified advertising Meta-advertising Tobacco advertising
Communication design Mobile Marketing Video commerce
Conquesting Performance-based advertising Video news release
Coolhunting Pseudo-event Viral marketing
Copy testing Psychological manipulation Visual communication
Copywriting Public relations Web analytics
Crowd manipulation Reality marketing World Federation of Advertisers
Graphic design

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Arthur Richards, Kent US (2008) Teacher, Pirate, renaissance man
Clark, Eric, "The Want Makers", Viking, 1988. ISBN 0340320281
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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
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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, Montreal ; New York: Black Rose Books, 1994. ISBN
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.

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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, Nov 22, 1999 v36 i47 p13. Retrieved: (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.
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
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
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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.
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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
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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
Advertising Educational Foundation ( , archived advertising exhibits and classroom resources
Duke University Libraries Digital Collections:

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

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On-Line exhibits ( at William F. Eisner Museum of Advertising & Design

CNN on Advertising (
Retrieved from ""
Categories: Advertising | Communication design | Graphic design | Marketing | Promotion and marketing communications

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