ADVERTISING
By Bihongoye Erica
It is a form of marketing communication used to promote or
sell something, usually a business's product orservice. Advertising by a government in favor
of its own policies is often called propaganda.
In
Latin, ad vertere means "to turn toward".[1] The purpose of advertising may also be
to reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and
viewed via various old media;
including mass media such as newspapers, magazines, Television, Radio, outdoor advertising or direct mail;
or new media such as blogs, websites or text
messages.
Commercial
ads seek to generate increased consumption of their products or services
through "branding," which associates a product name or image with
certain qualities in the minds of consumers. Non-commercial advertisers who spend money to
advertise items other than a consumer product or service include political
parties, interest groups, religious organizations and governmental agencies.
Non-profit organizations may use free modes of persuasion,
such as a public service announcement.
Modern
advertising was created with the techniques introduced with tobacco advertising in the 1920s, most significantly with
the campaigns of Edward
Bernays, considered the founder of modern, "Madison
Avenue" advertising.
In
2015, the world spent an estimate of US$592.43 billion on advertising. Internationally, the
largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis,
and WPP.
Television
advertising is one of the most expensive types of advertising; networks charge
large amounts for commercialairtime during popular events. The annual Super Bowl football game
in the United States is known as the most prominent advertising event on
television - with an audience of over 108 million and studies showing that 50%
of those only tuned in to see the advertisements. The average cost of a single
thirty-second television spot during this game reached US$4 million & a
60-second spot double that figure in 2014. Virtual advertisements may be inserted into
regular programming through computer graphics. It is typically inserted into
otherwise blank backdropsor used to replace local billboards that are not
relevant to the remote broadcast audience. More controversially, virtual
billboards may be inserted into the background where none exist in
real-life. This technique is especially used in televised sporting events. Virtual
product placement is also possible.
Infomercials
An
infomercial is a long-format television commercial, typically five minutes or
longer. The word "infomercial" is aportmanteau of
the words "information" and "commercial". The main
objective in an infomercial is to create an impulse
purchase, so that the target 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 customers and industry professionals.
Radio
advertising
Radio advertisements
are broadcast as radio waves to the air from a transmitter to an antenna and a
thus to a receiving device. Airtime is purchased from a station or network in
exchange for airing the commercials. While radio has the limitation of being
restricted to sound, proponents of radio advertising often cite this as an
advantage. Radio is an expanding medium that can be found on air, and also
online. According to Arbitron, radio has approximately 241.6 million weekly
listeners, or more than 93 percent of the U.S. population.
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. Online ads are delivered by an ad server. Examples of
online advertising include contextual ads that appear on search engine results pages, banner ads,
in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail
marketing, includinge-mail spam.
A newer form of online advertising are Native Ads, they go in a website's news feed
and are supposed to improve user experience by being less intrusive, however
some people argue it is deceptive
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