Free Essays on Advertising

ADVERTISING A collective term for public announcements designed to promote the sale of specific products or services Advertising is a form of mass selling occurring when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple notices in the classified-advertising columns of newspapers, to integrated marketing communications, involving the concerted use of advertising in newspapers, magazines, television, and radio, as well as direct response, sales promotion, and other communications vehicles in the course of a single campaign. From its unrefined beginnings in ancient times, advertising has flourished into a worldwide industry. In 1999, the U.S. alone spent about $240 billion on advertising to influence the purchase of products and services. Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser; and trade (or business-to-business) advertising, in which the appeal is made to business users through trade journals and other media. Both consumer and trade advertising employ many specialized types of commercial persuasion. A relatively minor, but important, form of advertising is institutional (or image) advertising, designed solely to build prestige and public respect for particular items. Each year millions are spent on institutional advertising, which usually mentions products or services only incidentally. Another minor, but increasingly popular form of advertising is co-operative advertising, in which the manufacturer shares the expense of local television, radio, or newspaper advertising with the retailer who signs the advertisement. National advertisers occasionally share the same space in magazine advertising. For example, makers of pancake... Free Essays on Advertising Free Essays on Advertising ADVERTISING A collective term for public announcements designed to promote the sale of specific products or services Advertising is a form of mass selling occurring when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple notices in the classified-advertising columns of newspapers, to integrated marketing communications, involving the concerted use of advertising in newspapers, magazines, television, and radio, as well as direct response, sales promotion, and other communications vehicles in the course of a single campaign. From its unrefined beginnings in ancient times, advertising has flourished into a worldwide industry. In 1999, the U.S. alone spent about $240 billion on advertising to influence the purchase of products and services. Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser; and trade (or business-to-business) advertising, in which the appeal is made to business users through trade journals and other media. Both consumer and trade advertising employ many specialized types of commercial persuasion. A relatively minor, but important, form of advertising is institutional (or image) advertising, designed solely to build prestige and public respect for particular items. Each year millions are spent on institutional advertising, which usually mentions products or services only incidentally. Another minor, but increasingly popular form of advertising is co-operative advertising, in which the manufacturer shares the expense of local television, radio, or newspaper advertising with the retailer who signs the advertisement. National advertisers occasionally share the same space in magazine advertising. For example, makers of pancake... Free Essays on Advertising Advertising and Information Technology (I.T.) Introduction "Advertising is mass communication, an advertiser pays for in order to convince a certain segment of the public to adopt ideas or take actions of benefit to the advertiser." One of the first known methods of advertising was an outdoor display, usually an eye-catching sign painted on the wall of a building. Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. In medieval times a simple but effective form of advertising was very popular. Merchants employed so called "town criers" which shouted the praises of the merchant’s wares. Printed advertising played no big role until the invention of the printing press by Johannes Gutenberg in 1445. Now the printers and later the merchants used little flyers to advertise their products. These flyers often contained characteristic symbols of the guild members and the trades people and were also used as a poster on walls. This form of advertisement lasted for a very long time. In terms of volume and technique, advertising made its greatest early advances in the United States of America. In the early times, the nation was underdeveloped and had a lack of transcontinental transportation and communication systems. That's why nationwide promotion was impractical. In the 1880s a new era of advertising began: New methods of manufacturing led to greatly increased output and decreased the costs for the producers of consumer goods. The products now could be packaged at the plant. Moreover a telegraph network was in place and the continent had been crisscrossed by a network of railroads. All these were assumptions that now allowed nation-wide distribution and nation-wide advertising. This state necessitated the growth of advertising agencies and dictated their activities. The most widely advertised consumer products at this time had been patent medicines. In 1893 more than half of ove... Free Essays on Advertising An essay about advertising Advertising Makes Good Things Happen There are few people who do not hate advertising. It interrupts our television programs, it screams at us from billboards on city streets, and it thickens our newspapers and magazines with often useless messages. Yet there are even fewer people who do not watch, listen to, or read these same advertisements. Advertisements are designed to attract our attention and small children will often sit through hours of television, only to jump up and dance when the commercials come on the air. But most of us appreciate advertising because it provides information about new products and services, it pays for the cost of the medium and it often politely makes its message with wit and humour. Advertising provides information about new products and services which we might otherwise never discover if left to find for ourselves. The television advertisement is really just an extension of a peasant standing in the market calling out the merits of his cabbage. In a sophisticated society, the marketplace is too big and a manufacturer needs more efficient ways to communicate new ideas such as the computer, a new drug or a better mousetrap. For this, however, there is a charge. Television time in North America can cost as much as US$250,000 for 30 seconds. This money ends up being used for better programming. Television stations could never afford the cost of popular programs if not for advertising revenues. Advertisers are learning that to better market products and services, they need to pack their commercials with bits of humour. A recent ad for Polaroid cameras shows the portrait of a man with an instant picture of a leaky drainpipe where his mouth should be. This simple image carries an old message with humour: a picture is worth a thousand words. But advertising also has a dark side; products can be misrepresented and those which are harmful to health, such as cigarettes, can be dis... Free Essays on Advertising Amongst marketing management, there is a pretty broad division about the cost-effectiveness of using celebrities. Some people are really on it, and some are really off. It depends on the celebrity used and the product they are endorsing. When a marketing manager has to select the right person for the advertisement, they have a lot of factors they need to take into account, because that person is now representing the brands image. For example, if Nike hires a sports star that is on top of their game, and dominating other players, it gives Nike an image of being better than other brands. But if Nike gets someone who is arrested the next day for drug abuse for example, it doesn’t make Nikes image seem respectable. The endorser needs to select famous people, who have similar life styles to the brand image that is to be portrayed. The consumers are much smarter than advertising agencies give them credit to be. Consumers know that they will not become better people over night, for consuming a certain type of product. This is why some marketing advertisers put off high paid celebrities in their commercials. To them it’s not worth paying the hundreds of thousands of dollars to endorse a celebrity for a small percentage increase in sales or brand recognition. On the other hand, some products are ‘made’ because of the right representative. Having a celebrity endorse a product, when they are in their prime, can be one of the best moves made by an advertising agency. Not only does the company gain from their advertisements, but also when the celebrity is getting other free publicity for being popular. People recognize the celebrity as being part of your brand, and link your brand with their names in other advertisements. Marketing managers have to determine which celebrity would be most effective for representing their product. Using someone like Elvis for a pizza brand would not be the most effective advertising. Elvis... Free Essays on Advertising Nkosi Anri is a men’s apparel line of clothing. The man who wears Nkosi Anri is smart, stylish, and unique. Individuality is important to him and he is able to express himself through his Nkosi Anri wardrobe. The line includes everything from business suits to sweat suits, dress shirts to t-shirts. No man is left out. Nkosi Anri uses only top quality fabrics and low quantity production. National distribution is limited to 1000 pieces per item in a collection. For example in the fall collection we offer 6 dress shirt designs, 10 t-shirts, 10 jeans, 4 sport coats, 3 suits, 4 polo shirt, 3 casual pants (kakis), and a line of accessories (belts, socks, hats etc†¦). These designs they are available in several colors and each color is an item, which we will produce only 1000 pieces. This creates the sense of exclusiveness and individuality that Nkosi Anri represents. We offer style that can reflect a man’s attitude. We are here to help him dress the part, what ever it is . You are allowed to be yourself in our fashions. That is our mission statement: BE YOURSELF. People are always trying to assimilate into culture. We are here to let culture assimilate to you. No matter a mans occupation, age, or nationality, Nkosi Anri has something that will allow him to express himself. The target market for Nkosi Anri consists of men 18-34. We are appealing to all walks of men. From the college student to the professional, if they believe in quality and take pride in their own style we want them in our product. Men in the major cities of the country want a choice. They want the option of wearing a logos or a classic design. They don’t always fell like advertising for a designer. I find that is the major problem with the denim market. The logos are very large and are plastered all over the product it sometimes turns the customer off. Nkosi Anri will provide the customer with the option. Logos or no logos there should be a choice. The positionin... Free Essays on Advertising An important element in advertising, of which Marlboro has taken full advantage. Marlboro has gained allies in the art and entertainment world by sponsoring sales promotions on its packs that donate money to local museums and by budgeting money toward cultural recipients from the American Crafts Museum to the Dance Theater of Harlem. (Business Week 8/8/88) New York's Lincoln Center for performing Arts, in 1987 allowed a huge banner advertising the Marlboro Country Music Festival featuring Dolly Parton, Alabama, and the Judds, to hang on the front of the public building flashing the red and white triangular logo of Marlboro cigarettes. The Country Music Festival banner follows the Marlboro Western image, but like the Marlboro Country ads the placement of the banner, hanging in New York, shows the appeal is not limited to a country Western audience. Before the ban of cigarette commercials in 1972, Philip Morris sponsored television events including the weekly coast to coast pro-football and championship playoffs, Perry Mason, Rawhide, a western series, and Troubleshooters, an adventure-thriller.(Esquire 1960). Mike Wallace's Night Beat, sponsored by Marlboro after it's first night on the air, embodied the qualities the company was looking to associate itself with, "Shock impact, originality, a talented reporter obviously in the ascendant...and an intimation of public service through fearless reporting"(Esquire 1960). After the ban, Marlboro chose sports events for their promotions. Once off the TV air waves, the company stopped sponsoring big, team sports such as football and baseball which were sponsored by other cigarette companies. Marlboro preferred to be the solo sponsor of solo sports. Emphasizing the rough individual, Marlboro invited all of its patrons who sat safe at home smoking Marlboros from the red and white pack to feel a part of the win each of the 28 times Marlboro Formula One driver, Alan Prost, cross... Free Essays on Advertising â€Å"Should the government forbid tobacco and alcohol advertising or not?† The whole world is fighting with smoking and alcohol drinking. The front side of this contest is to decrease the impact of the environment to our craving to smoking and drinking. Advertising plays a big role in influencing on our preferences. At this point the government can downsize the impact of advertisements on people, especially on teenagers. But what will happen to tobacco and alcohol producing companies, to mass media companies, if the government forbids advertising on TVs, newspapers, and radio? In my point of view tobacco and alcohol advertisements should be permitted, but should be controlled by laws and by some restrictions. What will happen if government forbids that kind of advertisements? Firstly, tobacco and alcohol producing companies are going to suffer. They won’t be able to convey marketing properly, to promote their brands. That will lead to losses in terms of incomes and many employees working in those industries will be fired, that will hurt many families. Also the quality of products will go down because there will be less quality control and research and development. Secondly, mass media companies are going to suffer and as result TV spectators, newspaper readers, radio listeners will suffer too. It’s in a practice that when the companies are under pressure of the government and have losses, the side that suffers more is final customers due to higher prices and lower quality. The income of mass media companies comes from advertising. The bigger the amount of advertisements the better information, films, soap operas, sports we watch, the better news we read, the better music we listen. In conclusion, I want to say that removing tobacco and alcohol advertisements won’t solve the problem. If the government wants to reduce the impact of the society on teenagers then it should also forbid their parents to smoke. But it is stupid... Free Essays on Advertising Literacy & Propaganda Advertising is a plague that has swept every medium known to man. Greek tavern owners pioneered the art of advertising using simple relieves to quench any passerby’s visual thirst. Since then, advertisements have taken many forms and continue to harass with 3000 ads a day, magazine readers, radio listeners, television viewers, and Internet surfers are continuously bombarded with useless advertisements. People are now paying to purchase advertisements, some have become walking billboards promoting popular designers and styles. Television has become polluted with endless commercials, during a half hour segment, nine minutes of your favorite show has been replaced with commercials. Advertisers use clever ways to trick an audience into purchasing a product. A magazine ad for diapers uses some avant-garde advertising techniques. The use of a popular icon captures the eye of the targeted audience. An icon is a product’s mascot, it is a cartoon that humanizes the products and is easily relatable to, the Luvs icon is Barney the Dinosaur, he helps the consumers relate the product with a loveable cartoon that is associated with child care. Barney is synonymous with effeminacy and gentility; who better to promote a product that promises a gentle cloth-like feel. The advertisers weren’t convinced that one technique would suffice their hunger for consumers. The advertisers used positioning as an under-handed way to convince the audience to purchase the product. Positioning is the placement of an object to stimulate thoughts and associate the product with its location. In this advertisement, the product is placed next to a dainty undergarment; this alludes to the diapers cloth-like fabric. The diaper is also set against a blue sky with fluffy clouds; the clouds also advert to the diapers softness and comfortable fabric. The Luvs advertising campaign is generally targeting young housewives who want ... Free Essays on Advertising ADVERTISING a collective term for public announcements designed to promote the sale of specific products or services. Advertising is a form of mass selling employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple notices in the classified-advertising columns of newspapers to integrated marketing communications, involving the concerted use of advertising in newspapers, magazines, television, and radio, as well as direct response, sales promotion, and other communications vehicles in the course of a single campaign. From its unsophisticated beginnings in ancient times, advertising has flourished into a worldwide industry. In the U.S. alone in the early 1990s, about $138 billion was spent in a single year on advertising to influence the purchase of products and services. Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade (or business-to-business) advertising, in which the appeal is made to business users through trade journals and other media. Both consumer and trade advertising employ many specialised types of commercial persuasion. A relatively minor, but important, form of advertising is institutional (or image) advertising, designed solely to build prestige and public respect for particular items. Each year millions are spent on institutional advertising, which usually mentions products or services only incidentally. Another minor, but increasingly popular, form of advertising is co-operative advertising, in which the manufacturer shares the expense of local television, radio, or newspaper advertising with the retailer who signs the advertisement. National advertisers occasionally share the same space in magazine ... Free Essays on Advertising The advantages and disadvantages of pan – European advertising The advertising in pan – European countries has a huge impact on promotion in business all over the world. it can provide truly global coverage for companies job vacancies, attracting best of breed candidates from numerous locations. Advertising is the preferred methodology when the candidate skill sets are plentiful in the market, or where candidate relocation may be required. It is also a cost effective way to raise a company's profile. In addition, you can choose a discrete or "under cover" advertising for clients who do not wish to announce their strategic intentions. Mass Communication Process, advertising is a necessary market force that is responsible for the success of most, and involved in all, forms of Multimedia. Advertising, like it or not, is everywhere. It is on buses, billboards and hot-air balloons. It invades our living rooms, our classrooms and almost every aspect of human life. Not surprisingly, professionals have disputed advertising’s effect across the globe. I intend to argue and support that the several techniques used by advertisers are underhanded and, in some cases, downright unethical. Advertisers use several different techniques for selling products. One can analyze these as persuasive techniques. This first point summarizes the oldest and most conventional persuasive technique. Most are considered perfectly ethical at first glance, but when you examine them further, things are not always as they appear. Two of these techniques include the plain-folks pitch, and snob appeal. Both hope to attract your attention by get ting you to establish a need for the products. In the Plain-folks pitch, advertisers try to make things appear much simpler than they are. An example of a typical Plain-folks pitch is Toyota’s current pitch, â€Å"Everyday†; as in everyday people drive Toyota cars. The Snob approach, on the other hand tries to make you belie...