Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners) t$e purpose of advertising ma# also be to reassure emplo#ees or s$are$olders t$at a compan# is viable or successful!
Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners) t$e purpose of advertising ma# also be to reassure emplo#ees or s$are$olders t$at a compan# is viable or successful!
Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners) t$e purpose of advertising ma# also be to reassure emplo#ees or s$are$olders t$at a compan# is viable or successful!
Advertising or advertizing[1][2][3] in business is a form of marketing
communication used to encourage, persuade, or manipulate an audience
(viewers, readers or listeners; sometimes a specific group to take or continue to take some action! "ost commonl#, t$e desired result is to drive consumer be$avior wit$ respect to a commercial offering, alt$oug$ political and ideological advertising is also common! %$is t#pe of work belongs to a categor# called affective labor![citation needed] &n 'atin, ad vertere means (to turn toward!([)] %$e purpose of advertising ma# also be to reassure emplo#ees or s$are$olders t$at a compan# is viable or successful! Advertising messages are usuall# paid for b# sponsors and viewed via various traditional media; including mass media suc$ as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media suc$ as blogs, websites or te*t messages! +ommercial advertisers often seek to generate increased consumption of t$eir products or services t$roug$ (branding,( w$ic$ involves associating a product name or image wit$ certain ,ualities in t$e minds of consumers! -on.commercial advertisers w$o spend mone# to advertise items ot$er t$an a consumer product or service include political parties, interest groups, religious organizations and governmental agencies! -onprofit organizations ma# rel# on free modes of persuasion, suc$ as a public service announcement (/0A! "odern advertising was created wit$ t$e innovative tec$ni,ues introduced wit$ tobacco advertising in t$e 1122s, most significantl# wit$ t$e campaigns of 3dward 4erna#s, w$ic$ is often considered t$e founder of modern, "adison Avenue advertising![5][6][7] &n 2212, spending on advertising was estimated at 81)2!5 billion in t$e 9nited 0tates and 8)67 billion worldwide [:] &nternationall#, t$e largest ((big four( advertising conglomerates are &nterpublic, ;mnicom, /ublicis, and <//![1] +ontents [$ide] 1 =istor# 1!1 11t$ centur# 1!2 22t$ centur# 1!2!1 ;n t$e radio from t$e 1122s 1!2!2 /ublic service advertising in <<2 1!2!3 +ommercial television in t$e 1152s 1!2!) "edia diversification in t$e 1162s 1!2!5 +able television from t$e 11:2s 1!2!6 ;n t$e &nternet from t$e 1112s 2 Advertising t$eor# 2!1 =ierarc$#.of.effects models 2!2 "arketing mi* 3 %#pes of advertising ) /urpose of Advertising 5 0ales promotions 6 "edia and advertising approac$es 6!1 >ise in new media 6!2 -ic$e marketing 6!3 +rowdsourcing 6!) ?lobal advertising 6!5 @oreign public messaging 6!6 Aiversification 6!7 -ew tec$nolog# 6!: Advertising education 7 +riticisms : >egulation 1 Advertising researc$ 12 0emiotics 11 ?ender effects in t$e processing of advertising 12 0ee also 13 >eferences 1) 3*ternal links =istor#[edit] 3do period advertising fl#er from 1:26 for a traditional medicine called Binseitan 3g#ptians used pap#rus to make sales messages and wall posters! +ommercial messages and political campaign displa#s $ave been found in t$e ruins of /ompeii and ancient Arabia! 'ost and found advertising on pap#rus was common in Ancient ?reece and Ancient >ome! <all or rock painting for commercial advertising is anot$er manifestation of an ancient advertising form, w$ic$ is present to t$is da# in man# parts of Asia, Africa, and 0out$ America! %$e tradition of wall painting can be traced back to &ndian rock art paintings t$at date back to )222 4+3![12] ;ut.of.$ome advertising and billboards are t$e oldest forms of advertising![citation needed] As t$e towns and cities of t$e "iddle Ages began to grow, and t$e general populace was unable to read, instead of signs t$at read (cobbler(, (miller(, (tailor(, or (blacksmit$( would use an image associated wit$ t$eir trade suc$ as a boot, a suit, a $at, a clock, a diamond, a $orse s$oe, a candle or even a bag of flour! @ruits and vegetables were sold in t$e cit# s,uare from t$e backs of carts and wagons and t$eir proprietors used street callers (town criers to announce t$eir w$ereabouts for t$e convenience of t$e customers! As education became an apparent need and reading, as well as printing, developed advertising e*panded to include $andbills![citation needed] &n t$e 1:t$ centur#[w$enC] advertisements started to appear in weekl# newspapers in 3ngland! %$ese earl# print advertisements were used mainl# to promote books and newspapers, w$ic$ became increasingl# affordable wit$ advances in t$e printing press; and medicines, w$ic$ were increasingl# soug$t after as disease ravaged 3urope! =owever, false advertising and so.called (,uack( advertisements became a problem, w$ic$ us$ered in t$e regulation of advertising content! 11t$ centur#[edit] A 1122 advertisement for /ears soap! %$omas D! 4arratt from 'ondon $as been called (t$e fat$er of modern advertising(![11][12][13] <orking for t$e /ears 0oap compan#, 4arratt created an effective advertising campaign for t$e compan# products, w$ic$ involved t$e use of targeted slogans, images and p$rases! ;ne of $is slogans, ((?ood morning! =ave #ou used /earsE soapC( was famous in its da#[w$enC] and well into t$e 22t$ centur#![1)][15] 9nder 4arrattEs guidance, /ears 0oap became t$e worldEs first legall# registered brand[w$enC] and is t$erefore t$e worldEs oldest continuousl# e*isting brand![citation needed] An advertising tactic t$at $e used was to associate t$e /ears brand wit$ $ig$ culture and ,ualit#! "ost famousl#, $e used t$e painting 4ubbles b# Do$n 3verett "illais as an advertisement b# adding a bar of /ears soap into t$e foreground! ("illais protested at t$is alteration of $is work, but in vain as 4arrat $ad boug$t t$e cop#rig$t![16] 4arratt continued t$is t$eme wit$ a series of adverts of well groomed middle.class c$ildren, associating /ears wit$ domestic comfort and aspirations of $ig$ societ#! 4arrat establis$ed /ears Annual in 1:11 as a spin.off magazine w$ic$ promoted contemporar# illustration and colour printing and in 1:17 added t$e /ears +#clopedia a one.volume enc#clopedia![17] @rom t$e earl# 22t$ centur# /ears was famous for t$e annual ("iss /ears( competition in w$ic$ parents entered t$eir c$ildren into t$e $ig$.profile $unt for a #oung brand ambassador to be used on packaging and in consumer promotions! =e recruited scientists and t$e celebrities of t$e da# to publicl# endorse t$e product! 'illie 'angtr#, a 4ritis$ music $all singer and stage actress wit$ a famous ivor# comple*ion, received income as t$e first woman to endorse a commercial product, advertising /ears 0oap! 4arratt introduced man# of t$e crucial ideas t$at lie be$ind successful advertising and t$ese were widel# circulated in $is da#! =e constantl# stressed t$e importance of a strong and e*clusive brand image for /ears and of emp$asizing t$e productEs availabilit# t$roug$ saturation campaigns! =e also understood t$e importance of constantl# reevaluating t$e market for c$anging tastes and mores, stating in 1127 t$at (tastes c$ange, fas$ions c$ange, and t$e advertiser $as to c$ange wit$ t$em! An idea t$at was effective a generation ago would fall flat, stale, and unprofitable if presented to t$e public toda#! -ot t$at t$e idea of toda# is alwa#s better t$an t$e older idea, but it is different . it $its t$e present taste!([12] As t$e econom# e*panded across t$e world during t$e 11t$ centur#, advertising grew alongside! &n t$e 9nited 0tates, t$e success of t$is advertising format eventuall# led to t$e growt$ of mail.order advertising! &n Dune 1:36, @renc$ newspaper 'a /resse was t$e first to include paid advertising in its pages, allowing it to lower its price, e*tend its readers$ip and increase its profitabilit# and t$e formula was soon copied b# all titles! Around 1:)2, Folne# 4! /almer establis$ed t$e roots of t$e modern da# advertising agenc# in /$iladelp$ia! &n 1:)2 /almer boug$t large amounts of space in various newspapers at a discounted rate t$en resold t$e space at $ig$er rates to advertisers! %$e actual ad G t$e cop#, la#out, and artwork G was still prepared b# t$e compan# wis$ing to advertise; in effect, /almer was a space broker! %$e situation c$anged in t$e late 11t$ centur# w$en t$e advertising agenc# of -!<! A#er H 0on was founded! A#er and 0on offered to plan, create, and e*ecute complete advertising campaigns for its customers! 4# 1122 t$e advertising agenc# $ad become t$e focal point of creative planning, and advertising was firml# establis$ed as a profession! [1:] Around t$e same time, in @rance, +$arles.'ouis =avas e*tended t$e services of $is news agenc#, =avas to include advertisement brokerage, making it t$e first @renc$ group to organize! At first, agencies were brokers for advertisement space in newspapers! -! <! A#er H 0on was t$e first full.service agenc# to assume responsibilit# for advertising content! -!<! A#er opened in 1:61, and was located in /$iladelp$ia![1:] 22t$ centur#[edit] A print advertisement for t$e 1113 issue of t$e 3nc#clopIdia 4ritannica Advertising increased dramaticall# in t$e 9nited 0tates as industrialization e*panded t$e suppl# of manufactured products! &n order to profit from t$is $ig$er rate of production, industr# needed to recruit workers as consumers of factor# products! &t did so t$roug$ t$e invention of mass marketing designed to influence t$e populationEs economic be$avior on a larger scale![11] &n t$e 1112s and 1122s, advertisers in t$e 9!0! adopted t$e doctrine t$at $uman instincts could be targeted and $arnessed G (sublimated( into t$e desire to purc$ase commodities! [22] 3dward 4erna#s, a nep$ew of 0igmund @reud, became associated wit$ t$e met$od and is now often considered t$e founder of modern advertising![5][6][7] %$e tobacco industr# was one of t$e firsts to make use of mass production, wit$ t$e introduction of t$e 4onsack mac$ine to roll cigarettes! %$e 4onsack mac$ine allowed t$e production of cigarettes for a mass markets, and t$e tobacco industr# needed to matc$ suc$ an increase in suppl# wit$ t$e creation of a demand from t$e masses t$roug$ advertising![21] %$e tobacco companies pioneered t$e new advertising tec$ni,ues w$en t$e# $ired 4erna#s to create positive associations wit$ tobacco smoking![5][6][7] Advertising was also used as a ve$icle for cultural assimilation, encouraging workers to e*c$ange t$eir traditional $abits and communit# structure in favor of a s$ared (modern( lifest#le![22] An important tool for influencing immigrant workers was t$e American Association of @oreign 'anguage -ewspapers (AA@'-! %$e AA@'- was primaril# an advertising agenc# but also gained $eavil# centralized control over muc$ of t$e immigrant press![23][2)] At t$e turn of t$e 22t$ centur#, t$ere were few career c$oices for women in business; $owever, advertising was one of t$e few! 0ince women were responsible for most of t$e purc$asing done in t$eir $ouse$old, advertisers and agencies recognized t$e value of womenEs insig$t during t$e creative process! &n fact, t$e first American advertising to use a se*ual sell was created b# a woman G for a soap product! Alt$oug$ tame b# toda#Es standards, t$e advertisement featured a couple wit$ t$e message (%$e skin #ou love to touc$(![25][non.primar# source needed] ;n t$e radio from t$e 1122s[edit] Advertisement for a live radio broadcast, sponsored b# a milk compan# and publis$ed in t$e 'os Angeles %imes on "a# 6, 1132 &n t$e earl# 1122s, t$e first radio stations were establis$ed b# radio e,uipment manufacturers and retailers w$o offered programs in order to sell more radios to consumers! As time passed, man# non.profit organizations followed suit in setting up t$eir own radio stations, and includedJ sc$ools, clubs and civic groups! [26] Advertisements of $otels in /ic$ilemu, +$ile from 1135! <$en t$e practice of sponsoring programs was popularized, eac$ individual radio program was usuall# sponsored b# a single business in e*c$ange for a brief mention of t$e businessE name at t$e beginning and end of t$e sponsored s$ows! =owever, radio station owners soon realized t$e# could earn more mone# b# selling sponsors$ip rig$ts in small time allocations to multiple businesses t$roug$out t$eir radio stationEs broadcasts, rat$er t$an selling t$e sponsors$ip rig$ts to single businesses per s$ow! [citation needed] /ublic service advertising in <<2[edit] %$e advertising tec$ni,ues used to promote commercial goods and services can be used to inform, educate and motivate t$e public about non.commercial issues, suc$ as =&FKA&A0,[citation needed] political ideolog#, energ# conservation and deforestation! Advertising, in its non.commercial guise, is a powerful educational tool capable of reac$ing and motivating large audiences! (Advertising Lustifies its e*istence w$en used in t$e public interest G it is muc$ too powerful a tool to use solel# for commercial purposes!( Attributed to =oward ?ossage b# Aavid ;gilv#! /ublic service advertising, non.commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of t$e use of sop$isticated advertising and marketing communications tec$ni,ues (generall# associated wit$ commercial enterprise on be$alf of non. commercial, public interest issues and initiatives! &n t$e 9nited 0tates, t$e granting of television and radio licenses b# t$e @++ is contingent upon t$e station broadcasting a certain amount of public service advertising! %o meet t$ese re,uirements, man# broadcast stations in America air t$e bulk of t$eir re,uired public service announcements during t$e late nig$t or earl# morning w$en t$e smallest percentage of viewers are watc$ing, leaving more da# and prime time commercial slots available for $ig$.pa#ing advertisers! /ublic service advertising reac$ed its $eig$t during <orld <ars & and && under t$e direction of more t$an one government! Auring <<&& /resident >oosevelt commissioned t$e creation of %$e <ar Advertising +ouncil (now known as t$e Ad +ouncil w$ic$ is t$e nationEs largest developer of /0A campaigns on be$alf of government agencies and non.profit organizations, including t$e longest.running /0A campaign, 0moke# 4ear![citation needed] +ommercial television in t$e 1152s[edit] %$is practice was carried over to commercial television in t$e late 11)2s and earl# 1152s! A fierce battle was foug$t between t$ose seeking to commercialise t$e radio and people w$o argued t$at t$e radio spectrum s$ould be considered a part of t$e commons G to be used onl# non.commerciall# and for t$e public good! %$e 9nited Bingdom pursued a public funding model for t$e 44+, originall# a private compan#, t$e 4ritis$ 4roadcasting +ompan#, but incorporated as a public bod# b# >o#al +$arter in 1127! &n +anada, advocates like ?ra$am 0pr# were likewise able to persuade t$e federal government to adopt a public funding model, creating t$e +anadian 4roadcasting +orporation! =owever, in t$e 9nited 0tates, t$e capitalist model prevailed wit$ t$e passage of t$e +ommunications Act of 113) w$ic$ created t$e @ederal +ommunications +ommission (@++![26] =owever, t$e 9!0! +ongress did re,uire commercial broadcasting companies to operate in t$e (public interest, convenience, and necessit#(![27] /ublic broadcasting now e*ists in t$e 9nited 0tates due to t$e 1167 /ublic 4roadcasting Act w$ic$ led to t$e /ublic 4roadcasting 0ervice (/40 and -ational /ublic >adio (-/>! &n t$e earl# 1152s, t$e Au"ont %elevision -etwork began t$e modern practice of selling advertisement time to multiple sponsors! /reviousl#, Au"ont $ad trouble finding sponsors for man# of t$eir programs and compensated b# selling smaller blocks of advertising time to several businesses! %$is eventuall# became t$e standard for t$e commercial television industr# in t$e 9nited 0tates! =owever, it was still a common practice to $ave single sponsor s$ows, suc$ as %$e 9nited 0tates 0teel =our! &n some instances t$e sponsors e*ercised great control over t$e content of t$e s$ow G up to and including $aving oneEs advertising agenc# actuall# writing t$e s$ow! %$e single sponsor model is muc$ less prevalent now, a notable e*ception being t$e =allmark =all of @ame! "edia diversification in t$e 1162s[edit] &n t$e 1162s, campaigns featuring $eav# spending in different mass media c$annels became more prominent! @or e*ample, t$e 3sso gasoline compan# spent $undreds of millions of dollars on a brand awareness campaign built around t$e simple and alliterative[2:] t$eme /ut a %iger in Mour %ank![21] /s#c$ologist 3rnest Aic$ter[32] and AA4 <orldwide cop#writer 0and# 0ulcer[31] learned t$at motorists desired bot$ power and pla# w$ile driving, and c$ose t$e tiger as an eas#.to.remember s#mbol to communicate t$ose feelings! %$e -ort$ American and later 3uropean campaign featured e*tensive television and radio and magazine ads, including p$otos wit$ tiger tails supposedl# emerging from car gas tanks, promotional events featuring real tigers, billboards, and in 3urope station pump $oses (wrapped in tiger stripes( as well as pop music songs![21] %iger imager# can still be seen on t$e pumps of successor firm 3**on"obil! +able television from t$e 11:2s[edit] %$e late 11:2s and earl# 1112s saw t$e introduction of cable television and particularl# "%F! /ioneering t$e concept of t$e music video, "%F us$ered in a new t#pe of advertisingJ t$e consumer tunes in for t$e advertising message, rat$er t$an it being a b#.product or aftert$oug$t! As cable and satellite television became increasingl# prevalent, specialt# c$annels emerged, including c$annels entirel# devoted to advertising, suc$ as NF+, =ome 0$opping -etwork, and 0$op%F +anada! ;n t$e &nternet from t$e 1112s[edit] "ain articleJ &nternet marketing <it$ t$e advent of t$e ad server, marketing t$roug$ t$e &nternet opened new frontiers for advertisers and contributed to t$e (dot.com( boom of t$e 1112s! 3ntire corporations operated solel# on advertising revenue, offering ever#t$ing from coupons to free &nternet access! At t$e turn of t$e 22t$ to 21st centur#, a number of websites, including t$e searc$ engine ?oogle, started a c$ange in online advertising b# emp$asizing conte*tuall# relevant, unobtrusive ads intended to $elp, rat$er t$an inundate, users! %$is $as led to a plet$ora of similar efforts and an increasing trend of interactive advertising![citation needed] %$e s$are of advertising spending relative to ?A/ $as c$anged little across large c$anges in media! @or e*ample, in t$e 90 in 1125, t$e main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters! Advertising spending as a s$are of ?A/ was about 2!1 percent! 4# 111:, television and radio $ad become maLor advertising media! -onet$eless, advertising spending as a s$are of ?A/ was slig$tl# lower G about 2!) percent! [32] A recent advertising innovation is (guerrilla marketing(, w$ic$ involves unusual approac$es suc$ as staged encounters in public places, giveawa#s of products suc$ as cars t$at are covered wit$ brand messages, and interactive advertising w$ere t$e viewer can respond to become part of t$e advertising message! ?uerrilla advertising is becoming increasingl# more popular wit$ a lot of companies! %$is t#pe of advertising is unpredictable and innovative, w$ic$ causes consumers to bu# t$e product or idea! %$is reflects an increasing trend of interactive and (embedded( ads, suc$ as via product placement, $aving consumers vote t$roug$ te*t messages, and various innovations utilizing social network services suc$ as @acebook or %witter![citation needed] %$e advertising business model $as also been adapted in recent #ears! A new development is media for e,uit#! =ere, advertising is not sold, but provided to start.up companies in return for e,uit#! &f t$e compan# grows and is sold, media companies receive cas$ for t$eir s$ares![citation needed] Aomain owners (usuall# t$ose w$o bu# domains as an investment sometimes (park( t$eir domains and allow advertising companies to place ads on t$eir sites in return for a per.click pa#ment! Advertising t$eor#[edit] =ierarc$#.of.effects models[edit] %$is section contains information of unclear or ,uestionable importance or relevance to t$e articleEs subLect matter! /lease $elp improve t$is article b# clarif#ing or removing superfluous information! (August 2212 Farious competing models of $ierarc$ies of effects attempt to provide a t$eoretical underpinning to advertising practice![33] %$e model of +low and 4aack[3)] clarifies t$e obLectives of an advertising campaign and for eac$ individual advertisement! %$e model postulates si* steps a consumer or bu#er moves t$roug$ w$en making a purc$aseJ Awareness Bnowledge 'iking /reference +onviction /urc$ase "eans.3nd %$eor# suggests t$at an advertisement s$ould contain a message or means t$at leads t$e consumer to a desired end.state! 'everage /oints aim to move t$e consumer from understanding a productEs benefits to linking t$ose benefits wit$ personal values! "arketing mi*[edit] %$is section contains information of unclear or ,uestionable importance or relevance to t$e articleEs subLect matter! /lease $elp improve t$is article b# clarif#ing or removing superfluous information! (August 2212 "ain articleJ "arketing mi* %$e marketing mi* $as been t$e ke# concept to advertising! %$e marketing mi* was suggested b# professor 3! Derome "c+art$# in t$e 1162s! %$e marketing mi* consists of four basic elements called t$e four /Os! /roduct is t$e first / representing t$e actual product! /rice represents t$e process of determining t$e value of a product! /lace represents t$e variables of getting t$e product to t$e consumer like distribution c$annels, market coverage and movement organization! %$e last / stands for /romotion w$ic$ is t$e process of reac$ing t$e target market and convincing t$em to go out and bu# t$e product![citation needed] %#pes of advertising[edit] @ileJ%$e &mpact ;f <ikipedia!webm An advertisement for t$e <ikimedia @oundation An advertisement for a diner! 0uc$ signs are common on storefronts! /a#ing people to $old signs is one of t$e oldest forms of advertising, as wit$ t$is $uman billboard pictured above A bus wit$ an advertisement for ?A/ in 0ingapore! 4uses and ot$er ve$icles are popular media for advertisers! "obile 4illboard in 3ast +oast /ark, 0ingapore A A4A? +lass 121 wit$ 9-&+3@ ads at &ngolstadt main railwa# station Firtuall# an# medium can be used for advertising! +ommercial advertising media can include wall paintings, billboards, street furniture components, printed fl#ers and rack cards, radio, cinema and television adverts, web banners, mobile telep$one screens, s$opping carts, web popups, sk#writing, bus stop benc$es, $uman billboards and fore$ead advertising, magazines, newspapers, town criers, sides of buses, banners attac$ed to or sides of airplanes ((logoLets(, in.flig$t advertisements on seatback tra# tables or over$ead storage bins, ta*icab doors, roof mounts and passenger screens, musical stage s$ows, subwa# platforms and trains, elastic bands on disposable diapers, doors of bat$room stalls, stickers on apples in supermarkets, s$opping cart $andles (grabertising, t$e opening section of streaming audio and video, posters, and t$e backs of event tickets and supermarket receipts! An# place an (identified( sponsor pa#s to deliver t$eir message t$roug$ a medium is advertising! %elevision advertising K "usic in advertising %$e %F commercial is generall# considered t$e most effective mass.market advertising format, as is reflected b# t$e $ig$ prices %F networks c$arge for commercial airtime during popular %F events! %$e annual 0uper 4owl football game in t$e 9nited 0tates is known as t$e most prominent advertising event on television! %$e average cost of a single t$irt#.second %F spot during t$is game $as reac$ed 9083!5 million (as of 2212! 0ome television commercials feature a song or Lingle t$at listeners soon relate to t$e product! Firtual advertisements ma# be inserted into regular television programming t$roug$ computer grap$ics! &t is t#picall# inserted into ot$erwise blank backdrops[35] or used to replace local billboards t$at are not relevant to t$e remote broadcast audience![36] "ore controversiall#, virtual billboards ma# be inserted into t$e background[37] w$ere none e*ist in real.life! %$is tec$ni,ue is especiall# used in televised sporting events![3:][31] Firtual product placement is also possible![)2][)1] &nfomercials An infomercial is a long.format television commercial, t#picall# five minutes or longer! %$e word (infomercial( is a portmanteau of t$e words (information( H (commercial(! %$e main obLective in an infomercial is to create an impulse purc$ase, so t$at t$e consumer sees t$e presentation and t$en immediatel# bu#s t$e product t$roug$ t$e advertised toll.free telep$one number or website! &nfomercials describe, displa#, and often demonstrate products and t$eir features, and commonl# $ave testimonials from consumers and industr# professionals! >adio advertising >adio advertising is a form of advertising via t$e medium of radio! >adio advertisements are broadcast as radio waves to t$e air from a transmitter to an antenna and a t$us to a receiving device! Airtime is purc$ased from a station or network in e*c$ange for airing t$e commercials! <$ile radio $as t$e limitation of being restricted to sound, proponents of radio advertising often cite t$is as an advantage! >adio is an e*panding medium t$at can be found not onl# on air, but also online! According to Arbitron, radio $as appro*imatel# 2)1!6 million weekl# listeners, or more t$an 13 percent of t$e 9!0! population! ;nline advertising ;nline advertising is a form of promotion t$at uses t$e &nternet and <orld <ide <eb for t$e e*pressed purpose of delivering marketing messages to attract customers! ;nline ads are delivered b# an ad server! 3*amples of online advertising include conte*tual ads t$at appear on searc$ engine results pages, banner ads, in te*t ads, >ic$ "edia Ads, 0ocial network advertising, online classified advertising, advertising networks and e.mail marketing, including e. mail spam! -ew media %ec$nological development and economic globalization favors t$e emergence of new and new communication c$annels and new tec$ni,ues of commercial messaging! /roduct placements +overt advertising, is w$en a product or brand is embedded in entertainment and media! @or e*ample, in a film, t$e main c$aracter can use an item or ot$er of a definite brand, as in t$e movie "inorit# >eport, w$ere %om +ruiseEs c$aracter Do$n Anderton owns a p$one wit$ t$e -okia logo clearl# written in t$e top corner, or $is watc$ engraved wit$ t$e 4ulgari logo! Anot$er e*ample of advertising in film is in &, >obot, w$ere main c$aracter pla#ed b# <ill 0mit$ mentions $is +onverse s$oes several times, calling t$em (classics,( because t$e film is set far in t$e future! &, >obot and 0paceballs also s$owcase futuristic cars wit$ t$e Audi and "ercedes.4enz logos clearl# displa#ed on t$e front of t$e ve$icles! +adillac c$ose to advertise in t$e movie %$e "atri* >eloaded, w$ic$ as a result contained man# scenes in w$ic$ +adillac cars were used! 0imilarl#, product placement for ;mega <atc$es, @ord, FA&;, 4"< and Aston "artin cars are featured in recent Dames 4ond films, most notabl# +asino >o#ale! &n (@antastic @ourJ >ise of t$e 0ilver 0urfer(, t$e main transport ve$icle s$ows a large Aodge logo on t$e front! 4lade >unner includes some of t$e most obvious product placement; t$e w$ole film stops to s$ow a +oca.+ola billboard! /ress advertising /ress advertising describes advertising in a printed medium suc$ as a newspaper, magazine, or trade Lournal! %$is encompasses ever#t$ing from media wit$ a ver# broad readers$ip base, suc$ as a maLor national newspaper or magazine, to more narrowl# targeted media suc$ as local newspapers and trade Lournals on ver# specialized topics! A form of press advertising is classified advertising, w$ic$ allows private individuals or companies to purc$ase a small, narrowl# targeted ad for a low fee advertising a product or service! Anot$er form of press advertising is t$e Aispla# Ad, w$ic$ is a larger ad (can include art t$at t#picall# run in an article section of a newspaper! 4illboard advertising 4illboards are large structures located in public places w$ic$ displa# advertisements to passing pedestrians and motorists! "ost often, t$e# are located on main roads wit$ a large amount of passing motor and pedestrian traffic; $owever, t$e# can be placed in an# location wit$ large amounts of viewers, suc$ as on mass transit ve$icles and in stations, in s$opping malls or office buildings, and in stadiums! %$e >ed3#e newspaper advertised to its target market at -ort$ Avenue 4eac$ wit$ a sailboat billboard on 'ake "ic$igan! "obile billboard advertising "obile billboards are generall# ve$icle mounted billboards or digital screens! %$ese can be on dedicated ve$icles built solel# for carr#ing advertisements along routes preselected b# clients, t$e# can also be speciall# e,uipped cargo trucks or, in some cases, large banners strewn from planes! %$e billboards are often lig$ted; some being backlit, and ot$ers emplo#ing spotlig$ts! 0ome billboard displa#s are static, w$ile ot$ers c$ange; for e*ample, continuousl# or periodicall# rotating among a set of advertisements! "obile displa#s are used for various situations in metropolitan areas t$roug$out t$e world, includingJ %arget advertising, ;ne.da#, and long.term campaigns, +onventions, 0porting events, 0tore openings and similar promotional events, and 4ig advertisements from smaller companies! &n.store advertising &n.store advertising is an# advertisement placed in a retail store! &t includes placement of a product in visible locations in a store, suc$ as at e#e level, at t$e ends of aisles and near c$eckout counters (aka /;/ G /oint of /urc$ase displa#, e#e.catc$ing displa#s promoting a specific product, and advertisements in suc$ places as s$opping carts and in.store video displa#s! +offee cup advertising +offee cup advertising is an# advertisement placed upon a coffee cup t$at is distributed out of an office, cafP, or drive.t$roug$ coffee s$op! %$is form of advertising was first popularized in Australia, and $as begun growing in popularit# in t$e 9nited 0tates, &ndia, and parts of t$e "iddle 3ast![citation needed] 0treet advertising %$is t#pe of advertising first came to prominence in t$e 9B b# 0treet Advertising 0ervices to create outdoor advertising on street furniture and pavements! <orking wit$ products suc$ as >everse ?raffiti, air dancers and 3A pavement advertising, t$e media became an affordable and effective tool for getting brand messages out into public spaces![citation needed] 0$eltered ;utdoor Advertising %$is t#pe of advertising opens t$e possibilit# of combining outdoor wit$ indoor advertisement b# placing large mobile, structures (tents in public places on temporar# bases! %$e large outer advertising space e*erts a strong pull on t$e observer, t$e product is promoted indoor, w$ere t$e creative decor can intensif# t$e impression! +elebrit# branding %$is t#pe of advertising focuses upon using celebrit# power, fame, mone#, popularit# to gain recognition for t$eir products and promote specific stores or products! Advertisers often advertise t$eir products, for e*ample, w$en celebrities s$are t$eir favorite products or wear clot$es b# specific brands or designers! +elebrities are often involved in advertising campaigns suc$ as television or print adverts to advertise specific or general products! %$e use of celebrities to endorse a brand can $ave its downsides, $owever! ;ne mistake b# a celebrit# can be detrimental to t$e public relations of a brand! @or e*ample, following $is performance of eig$t gold medals at t$e 222: ;l#mpic ?ames in 4eiLing, +$ina, swimmer "ic$ael /$elpsE contract wit$ BelloggEs was terminated, as BelloggEs did not want to associate wit$ $im after $e was p$otograp$ed smoking mariLuana! +elebrities suc$ as 4ritne# 0pears $ave advertised for multiple products including /epsi, +andies from Bo$lEs, %wister, -A0+A>, %o#ota and man# more! +onsumer.generated advertising %$is involves getting consumers to generate advertising t$roug$ blogs, websites, wikis and forums, for some kind of pa#ment! Aerial advertising 9sing aircraft, balloons or airs$ips to create or displa# advertising media! 0k#writing is a notable e*ample! /urpose of Advertising[edit] Advertising is at t$e front of delivering t$e proper message to customers and prospective customers! %$e purpose of advertising is to convince customers t$at a compan#Es services or products are t$e best, en$ance t$e image of t$e compan#, point out and create a need for products or services, demonstrate new uses for establis$ed products, announce new products and programs, reinforce t$e salespeopleEs individual messages, draw customers to t$e business, and to $old e*isting customers![)2] 0ales promotions[edit] 0ales promotions are anot$er wa# to advertise! 0ales promotions are double purposed because t$e# are used to gat$er information about w$at t#pe of customers #ou draw in and w$ere t$e# are, and to Lumpstart sales! 0ales promotions include t$ings like contests and games, sweepstakes, product giveawa#s, samples coupons, lo#alt# programs, and discounts! %$e ultimate goal of sales promotions is to stimulate potential customers to action![)3] "edia and advertising approac$es[edit] %$is section possibl# contains original researc$! /lease improve it b# verif#ing t$e claims made and adding inline citations! 0tatements consisting onl# of original researc$ ma# be removed! (April 2212 %$is section needs additional citations for verification! /lease $elp improve t$is article b# adding citations to reliable sources! 9nsourced material ma# be c$allenged and removed! (April 2212 &ncreasingl#, ot$er media are overtaking man# of t$e (traditional( media suc$ as television, radio and newspaper because of a s$ift toward consumerEs usage of t$e &nternet for news and music as well as devices like digital video recorders (AF>s suc$ as %iFo![))] Aigital signage is poised to become a maLor mass media because of its abilit# to reac$ larger audiences for less mone#! Aigital signage also offers t$e uni,ue abilit# to see t$e target audience w$ere t$e# are reac$ed b# t$e medium! %ec$nological advances $ave also made it possible to control t$e message on digital signage wit$ muc$ precision, enabling t$e messages to be relevant to t$e target audience at an# given time and location w$ic$ in turn, gets more response from t$e advertising! Aigital signage is being successfull# emplo#ed in supermarkets![)5] Anot$er successful use of digital signage is in $ospitalit# locations suc$ as restaurants![)6] and malls![)7] Advertising on t$e <orld <ide <eb is a recent p$enomenon! /rices of <eb. based advertising space are dependent on t$e (relevance( of t$e surrounding web content and t$e traffic t$at t$e website receives! >easons for online displa# advertisingJ Aispla# ads generate awareness ,uickl#! 9nlike searc$, w$ic$ re,uires someone to be aware of a need, displa# advertising can drive awareness of somet$ing new and wit$out previous knowledge! Aispla# works well for direct response! Aispla# is not onl# used for generating awareness, itOs used for direct response campaigns t$at link to a landing page wit$ a clear Qcall to actionO! 3.mail advertising is anot$er recent p$enomenon! 9nsolicited bulk 3.mail advertising is known as (e.mail spam(! 0pam $as been a problem for e.mail users for man# #ears! A new form of advertising t$at is growing rapidl# is social network advertising! &t is online advertising wit$ a focus on social networking sites! %$is is a relativel# immature market, but it $as s$own a lot of promise as advertisers are able to take advantage of t$e demograp$ic information t$e user $as provided to t$e social networking site! @riendertising is a more precise advertising term in w$ic$ people are able to direct advertisements toward ot$ers directl# using social network services![citation needed] As t$e mobile p$one became a new mass media in 111: w$en t$e first paid downloadable content appeared on mobile p$ones in @inland, it was onl# a matter of time until mobile advertising followed, also first launc$ed in @inland in 2222! 4# 2227 t$e value of mobile advertising $ad reac$ed 82!2 billion and providers suc$ as Admob delivered billions of mobile ads![citation needed] "ore advanced mobile ads include banner ads, coupons, "ultimedia "essaging 0ervice picture and video messages, advergames and various engagement marketing campaigns! A particular feature driving mobile ads is t$e 2A 4arcode, w$ic$ replaces t$e need to do an# t#ping of web addresses, and uses t$e camera feature of modern p$ones to gain immediate access to web content! :3 percent of Dapanese mobile p$one users alread# are active users of 2A barcodes![citation needed] 0ome companies $ave proposed placing messages or corporate logos on t$e side of booster rockets and t$e &nternational 0pace 0tation![citation needed] 9npaid advertising (also called (publicit# advertising(, can provide good e*posure at minimal cost! /ersonal recommendations ((bring a friend(, (sell it(, spreading buzz, or ac$ieving t$e feat of e,uating a brand wit$ a common noun (in t$e 9nited 0tates, (Rero*( S (p$otocopier(, (Bleene*( S tissue, (Faseline( S petroleum Lell#, (=oover( S vacuum cleaner, and (4and.Aid( S ad$esive bandage G t$ese can be seen as t$e pinnacle of an# advertising campaign! =owever, some companies oppose t$e use of t$eir brand name to label an obLect! 3,uating a brand wit$ a common noun also risks turning t$at brand into a genericized trademark G turning it into a generic term w$ic$ means t$at its legal protection as a trademark is lost! @rom time to time, %$e +< %elevision -etwork airs s$ort programming breaks called (+ontent <raps,( to advertise one compan#Es product during an entire commercial break! %$e +< pioneered (content wraps( and some products featured were =erbal 3ssences, +rest, ?uitar =ero &&, +over?irl, and recentl# %o#ota! >ecentl#, t$ere appeared a new promotion concept, (A>vertising(, advertising on Augmented >ealit# tec$nolog#![citation needed] +ontrovers# e*ists on t$e effectiveness of subliminal advertising (see mind control, and t$e pervasiveness of mass messages (see propaganda![citation needed] >ise in new media[edit] 90 -ewspaper Advertising >evenue -ewspaper Association of America publis$ed data [):] <it$ t$e &nternet came man# new advertising opportunities! /opup, @las$, banner, /opunder, advergaming, and email advertisements (all of w$ic$ are often unwanted or spam in t$e case of email are now commonplace! /articularl# since t$e rise of (entertaining( advertising, some people ma# like an advertisement enoug$ to wis$ to watc$ it later or s$ow a friend! &n general, t$e advertising communit# $as not #et made t$is eas#, alt$oug$ some $ave used t$e &nternet to widel# distribute t$eir ads to an#one willing to see or $ear t$em! &n t$e last t$ree. ,uarters of 2221 mobile and internet advertising grew b# 1:!1T and 1!2T respectivel#! ;lder media advertising saw declinesJ U12!1T (%F, U11!7T (radio, U1)!:T (magazines and U1:!7T (newspapers ![citation needed] -ic$e marketing[edit] Anot$er significant trend regarding future of advertising is t$e growing importance of t$e nic$e market using nic$e or targeted ads! Also broug$t about b# t$e &nternet and t$e t$eor# of %$e 'ong %ail, advertisers will $ave an increasing abilit# to reac$ specific audiences! &n t$e past, t$e most efficient wa# to deliver a message was to blanket t$e largest mass market audience possible! =owever, usage tracking, customer profiles and t$e growing popularit# of nic$e content broug$t about b# ever#t$ing from blogs to social networking sites, provide advertisers wit$ audiences t$at are smaller but muc$ better defined, leading to ads t$at are more relevant to viewers and more effective for companiesE marketing products! Among ot$ers, +omcast 0potlig$t is one suc$ advertiser emplo#ing t$is met$od in t$eir video on demand menus! %$ese advertisements are targeted to a specific group and can be viewed b# an#one wis$ing to find out more about a particular business or practice at an# time, rig$t from t$eir $ome! %$is causes t$e viewer to become proactive and actuall# c$oose w$at advertisements t$e# want to view![)1] ?oogle Ad0ense is a perfect e*ample of -ic$e marketing! ?oogle +alculates t$e primar# purpose of t$e website and adLusts ads accordingl#! %$e# use ke# words on t$e page (or even in emails to find t$e general ideas of topics disused and places ads t$at will most likel# be clicked on b# viewers of t$e email account or website visitors! ?oogle $as pioneered an ingenious met$od of putting ads rig$t w$ere t$e# need to be![citation needed] +rowdsourcing[edit] "ain articleJ +rowdsourcing %$e concept of crowdsourcing $as given wa# to t$e trend of user.generated advertisements! 9ser.generated ads are created b# consumers as opposed to an advertising agenc# or t$e compan# t$emselves, most often t$e# are a result of brand sponsored advertising competitions! @or t$e 2227 0uper 4owl, t$e @rito. 'a#s division of /epsi+o $eld t$e +ras$ t$e 0uper 4owl contest, allowing consumers to create t$eir own Aoritos commercial![52] +$evrolet $eld a similar competition for t$eir %a$oe line of 09Fs![52] Aue to t$e success of t$e Aoritos user.generated ads in t$e 2227 0uper 4owl, @rito.'a#s relaunc$ed t$e competition for t$e 2221 and 2212 0uper 4owl! %$e resulting ads were among t$e most.watc$ed and most.liked 0uper 4owl ads! &n fact, t$e winning ad t$at aired in t$e 2221 0uper 4owl was ranked b# t$e 90A %oda# 0uper 4owl Ad "eter as t$e top ad for t$e #ear w$ile t$e winning ads t$at aired in t$e 2212 0uper 4owl were found b# -ielsenEs 4uzz"etrics to be t$e (most buzzed.about(! [51][52] %$is trend $as given rise to several online platforms t$at $ost user.generated advertising competitions on be$alf of a compan#! @ounded in 2227, Vooppa $as launc$ed ad competitions for brands suc$ as ?oogle, -ike, =ers$e#Es, ?eneral "ills, "icrosoft, -4+ 9niversal, Vinio, and "ini +ooper! +rowdsourced advertisements $ave gained popularit# in part to its cost effective nature, $ig$ consumer engagement, and abilit# to generate word.of.mout$! =owever, it remains controversial, as t$e long.term impact on t$e advertising industr# is still unclear![53] ?lobal advertising[edit] Advertising $as gone t$roug$ five maLor stages of developmentJ domestic, e*port, international, multi.national, and global! @or global advertisers, t$ere are four, potentiall# competing, business obLectives t$at must be balanced w$en developing worldwide advertisingJ building a brand w$ile speaking wit$ one voice, developing economies of scale in t$e creative process, ma*imising local effectiveness of ads, and increasing t$e compan#Os speed of implementation! 4orn from t$e evolutionar# stages of global marketing are t$e t$ree primar# and fundamentall# different approac$es to t$e development of global advertising e*ecutionsJ e*porting e*ecutions, producing local e*ecutions, and importing ideas t$at travel![5)] Advertising researc$ is ke# to determining t$e success of an ad in an# countr# or region! %$e abilit# to identif# w$ic$ elements andKor moments of an ad contribute to its success is $ow economies of scale are ma*imised! ;nce one knows w$at works in an ad, t$at idea or ideas can be imported b# an# ot$er market! "arket researc$ measures, suc$ as @low of Attention, @low of 3motion and branding moments provide insig$t into w$at is working in an ad in an# countr# or region because t$e measures are based on t$e visual, not verbal, elements of t$e ad! [55] @oreign public messaging[edit] 0ee alsoJ 0oft /ower and &nternational %ourism Advertising @oreign governments, particularl# t$ose t$at own marketable commercial products or services, often promote t$eir interests and positions t$roug$ t$e advertising of t$ose goods because t$e target audience is not onl# largel# unaware of t$e forum as a ve$icle for foreign messaging but also willing to receive t$e message w$ile in a mental state of absorbing information from advertisements during television commercial breaks, w$ile reading a periodical, or w$ile passing b# billboards in public spaces! A prime e*ample of t$is messaging tec$ni,ue is advertising campaigns to promote international travel! <$ile advertising foreign destinations and services ma# stem from t$e t#pical goal of increasing revenue b# drawing more tourism, some travel campaigns carr# t$e additional or alternative intended purpose of promoting good sentiments or improving e*isting ones among t$e target audience towards a given nation or region! &t is common for advertising promoting foreign countries to be produced and distributed b# t$e tourism ministries of t$ose countries, so t$ese ads often carr# political statements andKor depictions of t$e foreign governmentEs desired international public perception! Additionall#, a wide range of foreign airlines and travel.related services w$ic$ advertise separatel# from t$e destinations, t$emselves, are owned b# t$eir respective governments; e*amples include, t$oug$ are not limited to, t$e 3mirates airline (Aubai, 0ingapore Airlines (0ingapore, Natar Airwa#s (Natar, +$ina Airlines (%aiwanK>epublic of +$ina, and Air +$ina (/eopleEs >epublic of +$ina! 4# depicting t$eir destinations, airlines, and ot$er services in a favorable and pleasant lig$t, countries market t$emselves to populations abroad in a manner t$at could mitigate prior public impressions![citation needed] Aiversification[edit] &n t$e realm of advertising agencies, continued industr# diversification $as seen observers note t$at Wbig global clients donEt need big global agencies an# moreX! [56] %$is is reflected b# t$e growt$ of non.traditional agencies in various global markets, suc$ as +anadian business %AR& and 0"A>% in Australia and $as been referred to as (a revolution in t$e ad world(![57] -ew tec$nolog#[edit] %$e abilit# to record s$ows on digital video recorders (suc$ as %iFo allow users to record t$e programs for later viewing, enabling t$em to fast forward t$roug$ commercials! Additionall#, as more seasons of pre.recorded bo* sets are offered for sale of television programs; fewer people watc$ t$e s$ows on %F! =owever, t$e fact t$at t$ese sets are sold, means t$e compan# will receive additional profits from t$e sales of t$ese sets! %o counter t$is effect, a variet# of strategies $ave been emplo#ed! "an# advertisers $ave opted for product placement on %F s$ows like 0urvivor! ;t$er strategies include integrating advertising wit$ internet.connected 3/?s, advertising on companion devices (like smartp$ones and tablets during t$e s$ow, and creating %F apps! Additionall#, some like brands $ave opted for social television sponsors$ip![citation needed] Advertising education[edit] Advertising education $as become widel# popular wit$ bac$elor, master and doctorate degrees becoming available in t$e emp$asis![citation needed] A surge in advertising interest is t#picall# attributed to t$e strong relations$ip advertising pla#s in cultural and tec$nological c$anges, suc$ as t$e advance of online social networking! A uni,ue model for teac$ing advertising is t$e student.run advertising agenc#, w$ere advertising students create campaigns for real companies![5:] ;rganizations suc$ as American Advertising @ederation and Ad9 -etwork partner establis$ed companies wit$ students to create t$ese campaigns! +riticisms[edit] "ain articleJ +riticism of advertising <$ile advertising can be seen as necessar# for economic growt$, it is not wit$out social costs! 9nsolicited commercial e.mail and ot$er forms of spam $ave become so prevalent as to $ave become a maLor nuisance to users of t$ese services, as well as being a financial burden on internet service providers![51] Advertising is increasingl# invading public spaces, suc$ as sc$ools, w$ic$ some critics argue is a form of c$ild e*ploitation![62][61] &n addition, advertising fre,uentl# uses ps#c$ological pressure (for e*ample, appealing to feelings of inade,uac# on t$e intended consumer, w$ic$ ma# be $armful! "an# even feel t$at often, advertisements e*ploit t$e desires of a consumer, b# making a particular product more appealing, b# manipulating t$e consumers needs and wants! >egulation[edit] "ain articleJ Advertising regulation %$ere $ave been increasing efforts to protect t$e public interest b# regulating t$e content and t$e influence of advertising! 0ome e*amples areJ t$e ban on television tobacco advertising imposed in man# countries, and t$e total ban of advertising to c$ildren under 12 imposed b# t$e 0wedis$ government in 1111! %$oug$ t$at regulation continues in effect for broadcasts originating wit$in t$e countr#, it $as been weakened b# t$e 3uropean +ourt of Dustice, w$ic$ $ad found t$at 0weden was obliged to accept foreign programming, including t$ose from neig$boring countries or via satellite! ?reeceOs regulations are of a similar nature, Wbanning advertisements for c$ildrenEs to#s between 7 am and 12 pm and a total ban on advertisement for war to#s(![62] &n 3urope and elsew$ere, t$ere is a vigorous debate on w$et$er (or $ow muc$ advertising to c$ildren s$ould be regulated! %$is debate was e*acerbated b# a report released b# t$e Baiser @amil# @oundation in @ebruar# 222) w$ic$ suggested fast food advertising t$at targets c$ildren was an important factor in t$e epidemic of c$ild$ood obesit# in t$e 9nited 0tates! &n -ew Vealand, 0out$ Africa, /akistan, Afg$anistan, +anada, and man# 3uropean countries, t$e advertising industr# operates a s#stem of self.regulation! Advertisers, advertising agencies and t$e media agree on a code of advertising standards t$at t$e# attempt to up$old! %$e general aim of suc$ codes is to ensure t$at an# advertising is Elegal, decent, $onest and trut$fulE! 0ome self. regulator# organizations are funded b# t$e industr#, but remain independent, wit$ t$e intent of up$olding t$e standards or codes like t$e Advertising 0tandards Aut$orit# in t$e 9B! &n t$e 9B, most forms of outdoor advertising suc$ as t$e displa# of billboards is regulated b# t$e 9B %own and +ount# /lanning s#stem! +urrentl# t$e displa# of an advertisement wit$out consent from t$e /lanning Aut$orit# is a criminal offense liable to a fine of Y2,522 per offence! All of t$e maLor outdoor billboard companies in t$e 9B $ave convictions of t$is nature! &n t$e 90, man# communities believe t$at man# forms of outdoor advertising blig$t t$e public realm![63] As long ago as t$e 1162s in t$e 90 t$ere were attempts to ban billboard advertising in t$e open countr#side![6)] +ities suc$ as 0Zo /aulo $ave introduced an outrig$t ban[65] wit$ 'ondon also $aving specific legislation to control unlawful displa#s! "an# advertisers emplo# a wide.variet# of linguistic devices to b#pass regulator# laws (e!g! &n @rance, printing 3nglis$ words in bold and @renc$ translations in fine print to deal wit$ t$e Article 122 of t$e 111) %oubon 'aw limiting t$e use of 3nglis$![66] %$e advertisement of controversial products suc$ as cigarettes and condoms are subLect to government regulation in man# countries! @or instance, t$e tobacco industr# is re,uired b# law in most countries to displa# warnings cautioning consumers about t$e $ealt$ $azards of t$eir products! 'inguistic variation is often used b# advertisers as a creative device to reduce t$e impact of suc$ re,uirements! Advertising researc$[edit] "ain articleJ Advertising researc$ Advertising researc$ is a specialized form of researc$ t$at works to improve t$e effectiveness and efficienc# of advertising! &t entails numerous forms of researc$ w$ic$ emplo# different met$odologies! Advertising researc$ includes pre.testing (also known as cop# testing and post.testing of ads andKor campaigns G pre. testing is done before an ad airs to gauge $ow well it will perform and post. testing is done after an ad airs to determine t$e in.market impact of t$e ad or campaign on t$e consumer! +ontinuous ad tracking and t$e +ommunicus 0#stem are competing e*amples of post.testing advertising researc$ t#pes! [citation needed] 0emiotics[edit] "ain articleJ Advertising researc$ %oda#Os culture is made up of meanings between consumers and marketers! %$ese meanings depict signs and s#mbols t$at are encoded in ever#da# obLects! [67] 0emiotics is t$e stud# of signs and $ow t$e# are interpreted! Advertising $as man# $idden signs and meanings wit$in brand names, logos, package designs, print advertisements, and television advertisements! %$e purpose of semiotics is to stud# and interpret t$e message being conve#ed in advertisements! 'ogos and advertisements can be interpreted at two levels known as t$e surface level and t$e underl#ing level! %$e surface level uses signs creativel# to create an image or personalit# for t$eir product! %$ese signs can be images, words, fonts, colors, or slogan! %$e underl#ing level is made up of $idden meanings! %$e combination of images, words, colors, and slogan must be interpreted b# t$e audience or consumer![6:] %$e Wke# to advertising anal#sisX is t$e signifier and t$e signified! %$e signifier is t$e obLect and t$e signified is t$e mental concept! [61] A product $as a signifier and a signified! %$e signifier is t$e color, brand name, logo design, and tec$nolog#! %$e signified $as two meanings known as denotative and connotative! %$e denotative meaning is t$e meaning of t$e product! A televisionOs denotative meaning would be t$at it is $ig$ definition! %$e connotative meaning is t$e productOs deep and $idden meaning! A connotative meaning of a television would be t$at it is top of t$e line![72] Apple is an e*cellent e*ample of using semiotics in t$eir advertising campaign! AppleOs commercials used a black sil$ouette of a person t$at was t$e age of AppleEs target market! %$e# placed t$e sil$ouette in front of a blue screen so t$at t$e picture be$ind t$e sil$ouette could be constantl# c$anging! =owever, t$e one t$ing t$at sta#s t$e same in t$ese ads is t$at t$ere is music in t$e background and t$e sil$ouette is listening to t$at music on a w$ite i/od t$roug$ w$ite $eadp$ones! %$roug$ advertising, t$e w$ite color on a set of earp$ones now signifies t$at t$e music device is an i/od! %$e w$ite color signifies almost all of AppleOs products![71] %$e semiotics of gender pla#s a ke# influence on t$e wa# in w$ic$ signs are interpreted! <$en considering gender roles in advertising, individuals are influenced b# t$ree categories! +ertain c$aracteristics of stumuli ma# en$ance or decrease t$e elaboration of t$e message (if t$e product is perceived as feminine or masculine! 0econd, t$e c$aracteristics of individuals can affect attention and elaboration of t$e message (traditional or non.traditional gender role orientation! 'astl#, situational factors ma# be important to influence t$e elaboration of t$e message![72] %$ere are two t#pes of marketing communication claims.obLective and subLective! [73] ;bLective claims stem from t$e e*tent to w$ic$ t$e claim associates t$e brand wit$ a tangible product or service feature! @or instance, t$e camera $as auto focus features! 0ubLective claims conve# emotional, subLective, impressions of intangible aspects of a product or service! %$e# are non.p$#sical features of a product or service t$at cannot be directl# perceived, as t$e# $ave no p$#sical realit#! @or instance t$e broc$ure $as a beautiful design![7)] "ales tend to respond better to obLective marketing communications claims w$ile females tend to respond better to subLective marketing communications claims![75] &n advertisements, men are represented as independent! %$e# are s$own in more occupations t$an women! <omen are represented mainl# as $ousewives and mot$ers! "en are more likel# to be s$own advertising cars or business products, w$ile women advertise domestic products! "en are more likel# to be s$own outdoors or in business settings! <omen are depicted in domestic settings! "en are more often portra#ed as aut$orities! As far as ads go, wit$ age men seem to gain wisdom and aut$orit#! ;n t$e ot$er $and women seem to disappear wit$ age! Foiceovers are commonl# used in advertising! "ost voiceovers are men (figures of up to 1)T $ave been reported! %$ere $ave been more female voiceovers in recent #ears but mainl# for food, $ouse$old products, and feminine care products![76] ?ender effects in t$e processing of advertising[edit] According to a 1177 stud# b# Aavid 0tatt, females process information compre$ensivel#, w$ile males process information t$roug$ $euristic devices suc$ as procedures, met$ods or strategies for solving problems, w$ic$ could $ave an effect on $ow t$e# interpret advertising![77] According to t$is stud#, men prefer to $ave available and apparent cues to interpret t$e message w$ere females engage in more creative, associative, imager#.laced interpretation! "ore recentl#, researc$ b# "artin (2223 reveals t$at males and females differ in $ow t$e# react to advertising depending on t$eir mood at t$e time of e*posure to t$e ads, and t$e affective tone of t$e advertising! <$en feeling sad, males prefer $app# ads to boost t$eir mood! &n contrast, females prefer $app# ads w$en t$e# are feeling $app#! %$e television programs in w$ic$ t$e ads are embedded are s$own to influence a consumerEs mood state![7:]