Download (PPT, 1.02MB)

• Advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Baidu Baidu advertising
1
Baidu's primary advertising product
is called Baidu Tuiguang and is
similar to Google Adwords and
Adsense. It is a pay per click
advertising platform that allows
advertisers to have their ads shown in
Baidu search results pages and on
other websites that are part of Baidu
Union.
https://store.theartofservice.com/the-advertising-toolkit.html
Baidu Baidu advertising
1
Baidu sells its advertising products
via a network of resellers.
https://store.theartofservice.com/the-advertising-toolkit.html
Baidu Baidu advertising
1
Baidu's web administrative tools are all in
Chinese, which makes it tough for nonChinese speakers to use. Recently, a
third-party company began to develop a
tool with an English-language interface for
Baidu advertising programs.
https://store.theartofservice.com/the-advertising-toolkit.html
Baidu Baidu advertising
1
Moreover, the service may only be used
by advertisers with a registered business
address in China or in several other East
Asian countries.
https://store.theartofservice.com/the-advertising-toolkit.html
Credit card Advertising, solicitation, application and approval
1
Creditcard advertising regulations in the
US include the Schumer box disclosure
requirements. A large fraction of junk
mail consists of Creditcard offers
created from lists provided by the major
credit reporting agencies. In the United
States, the three major US credit bureaus
(Equifax, TransUnion and Experian)
allow consumers to opt out from related
Creditcard solicitation offers via its Opt
Out Pre Screen program.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising campaign
1
Not to be confused with
Campaign advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising campaign
1
An advertising campaign is a series of
advertisement messages that share a
single idea and theme which make up
an integrated marketing
communication (IMC). Advertising
campaigns appear in different media
across a specific time frame.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising campaign
The critical part of making an
advertising campaign is determining
a campaign theme as it sets the tone
for the individual advertisements and
other forms of marketing
communications that will be used
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising
Advertising or advertizing is a form of
communication for marketing and used to
encourage, persuade, or manipulate an
audience (viewers, readers or listeners;
sometimes a specific group) to continue
or take some new action. Most commonly,
the desired result is to drive consumer
behavior with respect to a commercial
offering, although political and ideological
advertising is also common. This type of
work belongs to a category called
affective labor.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising
In Latin, ad vertere means "to turn
toward." 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 traditional media; including
mass media such as newspaper,
magazines, television commercial,
radio advertisement, outdoor
advertising or direct mail; or new media
such as blogs, websites or text messages.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising
1
Commercial advertisers often seek to
generate increased consumption of
their products or services through
"branding," which involves
associating a product name or image
with certain qualities in the minds of
consumers
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising
1
Modern advertising was created with
the innovative techniques introduced
with tobacco advertising in the 1920s,
most significantly with the campaigns
of Edward Bernays, which is often
considered the founder of modern,
Madison Avenue advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising
1
In 2010, spending on advertising was
estimated at $142.5 billion in the
United States and $467 billion
worldwide
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising
Internationally, the largest ("big four")
advertising conglomerates are Interpublic,
Omnicom, Publicis, and WPP.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising History
1
History tells us that Out-of-home advertising
and billboards are the oldest forms of
advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising History
1
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
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising History
However, false advertising and socalled "quack" advertisements
became a problem, which ushered in
the regulation of advertising content.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 19th century
1
Working for the Pears Soap company,
Barratt created an effective advertising
campaign for the company products,
which involved the use of targeted
slogans, images and phrases
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 19th century
An advertising tactic that he used was to
associate the Pears brand with high culture and
quality
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 19th century
1
Lillie Langtry, a British music hall singer
and stage actress with a famous ivory
complexion, received income as the first
woman to endorse a commercial product,
advertising Pears Soap.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 19th century
Barratt introduced many of the crucial
ideas that lie behind successful advertising
and these were widely circulated in his day
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 19th century
As the economy expanded across the
world 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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 19th century
1
Ayer & Son was the first full-service agency to
assume responsibility for advertising content
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 20th century
Edward Bernays, a nephew of
Sigmund Freud, became associated
with the method and is now often
considered the founder of modern
advertising.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 20th century
1
The tobacco industry was one of the firsts
to make use of mass production, with the
introduction of the Bonsack machine to
roll cigarettes. The Bonsack machine
allowed the production of cigarettes for a
mass markets, and the tobacco industry
needed to match such an increase in
supply with the creation of a demand from
the masses through advertising. The
tobacco companies pioneered the new
advertising techniques when they hired
Bernays to create positive associations
with tobacco smoking.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 20th century
1
Advertising was also used as a vehicle for
cultural assimilation, encouraging workers to
exchange their traditional habits and
community structure in favor of a shared
"modern" lifestyle. An important tool for
influencing immigrant workers was the
American Association of Foreign Language
Newspapers (AAFLN). The AAFLN was
primarily an advertising agency but also
gained heavily centralized control over much
of the immigrant press.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 20th century
In fact, the first American advertising to
use a sexual sell was created by a woman
– for a soap product
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising On the radio from the 1920s
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising On the radio from the 1920s
When the practice of sponsoring
programs was popularized, 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
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Public service advertising in WW2
The advertising techniques used to
promote commercial goods and services
can be used to inform, educate and
motivate the public about non-commercial
issues, such as HIV/AIDS, political
ideology, energy conservation and
deforestation.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Public service advertising in WW2
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Public service advertising in WW2
1
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.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Public service advertising in WW2
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Public service advertising in WW2
Public service advertising reached its
height during World Wars I and II under
the direction of more than one
government. During WWII President
Roosevelt commissioned the creation of
The War Advertising Council (now known
as the Ad Council) which is the nation's
largest developer of PSA campaigns on
behalf of government agencies and nonprofit organizations, including the
longest-running PSA campaign, Smokey
Bear.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Commercial television in the 1950s
1
This practice was carried over to commercial
television in the late 1940s and early 1950s
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Commercial television in the 1950s
1
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
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media diversification in the 1960s
1
In the 1960s, campaigns featuring
heavy spending in different mass
media channels became more
prominent
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Cable television from the 1980s
1
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 byproduct 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.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising On the Internet from the 1990s
1
This has led to a plethora of similar efforts and
an increasing trend of interactive advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising On the Internet from the 1990s
1
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.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising On the Internet from the 1990s
1
This type of advertising is unpredictable
and innovative, which causes consumers
to buy the product or idea
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising On the Internet from the 1990s
1
The advertising business model has also
been adapted in recent years. A new
development is media for equity. Here,
advertising is not sold, but provided to
start-up companies in return for equity. If
the company grows and is sold, media
companies receive cash for their shares.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising On the Internet from the 1990s
1
Domain owners (usually those who
buy domains as an investment)
sometimes "park" their domains and
allow advertising companies to place
ads on their sites in return for a perclick payment.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Hierarchy-of-effects models
1
Various competing models of hierarchies
of effects attempt to provide a theoretical
underpinning to advertising practice.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Hierarchy-of-effects models
1
The model of Clow and Baack clarifies
the objectives of an advertising
campaign and for each individual
advertisement. The model postulates
six steps a consumer or buyer moves
through when making a purchase:
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Hierarchy-of-effects models
1
Means-End Theory suggests that an
advertisement should contain a
message or means that leads the
consumer to a desired end-state.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Hierarchy-of-effects models
Leverage Points aim to move the
consumer from understanding a product's
benefits to linking those benefits with
personal values.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Marketing mix
1
The marketing mix has
been the key concept
to advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
Any place an "identified" sponsor pays to
deliver their message through a medium is
advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
Television advertising /
Music in advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
The annual Super Bowl football game in
the United States is known as the most
prominent advertising event on television
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
An infomercial is a long-format television
commercial, typically five minutes or longer
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
While radio has the limitation of being
restricted to sound, proponents of radio
advertising often cite this as an advantage
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of 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 text
ads, Rich Media Ads, Social network
advertising, online classified
advertising, advertising networks and e1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
Technological development and
economic globalization favors the
emergence of new and new
communication channels and new
techniques of commercial messaging.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
Another example of advertising in film is in
I, Robot, where main character played by
Will Smith mentions his Converse shoes
several times, calling them "classics,"
because the film is set far in the future
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
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 newspaper.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
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.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of 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 (aka POP –
Point of Purchase display), eyecatching displays promoting a
specific product, and advertisements
in such places as shopping carts and
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
Coffee cup advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
Coffee cup advertising is any
advertisement placed upon a coffee
cup that is distributed out of an office,
café, or drive-through coffee shop.
This form of advertising was first
popularized in Australia, and has
begun growing in popularity in the
United States, India, and parts of the
Middle East.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
This type of advertising first came to
prominence in the UK by Street
Advertising Services to create outdoor
advertising on street furniture and
pavements. Working with products such
as Reverse Graffiti, air dancers and 3D
pavement advertising, the media became
an affordable and effective tool for getting
brand messages out into public spaces.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
Sheltered Outdoor
Advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
This type of advertising opens the
possibility of combining outdoor with
indoor advertisement by placing large
mobile, structures (tents) in public places
on temporary bases. The large outer
advertising space exerts a strong pull on
the observer, the product is promoted
indoor, where the creative decor can
intensify the impression.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
Celebrities are often involved in
advertising campaigns such as television
or print adverts to advertise specific or
general products
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
Consumer-generated
advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
This involves getting consumers to
generate advertising through blogs,
websites, s and forums, for some kind of
payment.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Types of advertising
1
Using aircraft, balloons or airships to
create or display advertising media.
Skywriting is a notable example.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Purpose of Advertising
1
Advertising is at the front of delivering the
proper message to customers and
prospective customers. The purpose of
advertising is to convince customers that
the company products are the best,
enhance the image of the company, point
out and create a need for products or
services, demonstrate new uses for
established products, announce new
products and programs, reinforce the
salespeople's individual messages, draw
customers to the business, and to hold
existing customers.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Sales promotions
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising 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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
Technological advances have 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
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
1
Advertising on the World Wide Web is a
recent phenomenon. Prices of Webbased advertising space are
dependent on the "relevance" of the
surrounding web content and the
traffic that the website receives.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
Reasons for online display advertising:
Display ads generate awareness quickly.
Unlike search, which requires someone to
be aware of a need, display advertising
can drive awareness of something new
and without previous knowledge. Display
works well for direct response. Display is
not only used for generating awareness,
it’s used for direct response campaigns
that link to a landing page with a clear ‘call
to action’.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
E-mail advertising is another recent
phenomenon. Unsolicited bulk E-mail
advertising is known as "e-mail spam".
Spam has been a problem for e-mail users
for many years.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
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 services.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
1
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
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
1
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.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
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, and "BandAid" = adhesive bandage) – these can be
seen as the pinnacle of any advertising
campaign
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
1
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.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
Recently, there appeared a new
promotion concept, "ARvertising",
advertising on Augmented Reality
technology.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Media and advertising approaches
1
Controversy exists on the effectiveness of
subliminal advertising (see mind control),
and the pervasiveness of mass messages
(see propaganda).
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Rise in new media
1
Older media advertising saw declines:
−10.1% (TV), −11.7% (radio), −14.8%
(magazines) and −18.7% (newspapers ).
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Niche marketing
1
Another significant trend regarding future
of advertising is the growing importance of
the niche market using niche or targeted
ads
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Niche marketing
1
Google AdSense is a perfect example
of Niche marketing. Google
Calculates the primary purpose of the
website and adjusts ads accordingly.
They use key words on the page (or
even in emails) to find the general
ideas of topics disused and places ads
that will most likely be clicked on by
viewers of the email account or
website visitors. Google has pioneered
an ingenious method of putting ads
right where they need to be.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Crowdsourcing
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
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Crowdsourcing
1
However, it remains controversial, as the
long-term impact on the advertising
industry is still unclear.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Global advertising
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Global advertising
1
Advertising research is key to determining the
success of an ad in any country or region
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Foreign public messaging
1
It is common for advertising promoting
foreign countries to be produced and
distributed by the tourism ministries of
those countries, so these ads often carry
political statements and/or depictions of
the foreign government's desired
international public perception
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Diversification
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”. 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".
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising New technology
1
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
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising New technology
To counter this effect, a variety of
strategies have been employed. Many
advertisers have opted for product
placement on TV shows like Survivor.
Other strategies include integrating
advertising with internet-connected EPGs,
advertising on companion devices (like
smartphones and tablets) during the show,
and creating TV apps. Additionally, some
like brands have opted for social television
sponsorship.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Advertising education
Organizations such as American
Advertising Federation and AdU Network
partner established companies with
students to create these campaigns.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Criticisms
1
In addition, advertising frequently uses
psychological pressure (for example,
appealing to feelings of inadequacy) on
the intended consumer, which may be
harmful
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Criticisms
1
Today many advertisements are centered
around women posing seductively. From
Carl's Jr. burgers (Also known as Hardes),
to Mentos mints, American Apparel, and
almost any beer commercial, women are
featured to lure in customers through their
sex appeal. These thin, beautiful women
are portrayed purely as objects, intended
to please those who find their images
pleasurable. Advertisers take advantage of
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Regulation
1
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
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Regulation
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Regulation
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Regulation
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.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Regulation
1
In the US, many communities believe that
many forms of outdoor advertising blight
the public realm. As long ago as the 1960s
in the US there were attempts to ban
billboard advertising in the open
countryside. Cities such as São Paulo
have introduced an outright ban with
London also having specific legislation to
control unlawful displays.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Regulation
1
Many advertisers employ a wide-variety of
linguistic devices to bypass regulatory laws
(e.g
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Advertising research
Continuous ad tracking and the
Communicus System are competing
examples of post-testing advertising
research types.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Semiotics
The “key to
advertising
analysis” is the
signifier and the
signified
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Semiotics
1
Through advertising, the white color
on a set of earphones now signifies
that the music device is an iPod
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Semiotics
1
When considering gender roles in advertising,
individuals are influenced by three categories
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Semiotics
There are two types of marketing
communication claims-objective and
subjective
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Semiotics
1
Voiceovers are commonly used in
advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Gender effects in the processing of advertising
1
According to a 1977 study by David Statt,
females process information
comprehensively, while males process
information through heuristic devices such
as procedures, methods or strategies for
solving problems, which could have an
effect on how they interpret advertising.
According to this study, men prefer to have
available and apparent cues to interpret
the message where females engage in
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Gender effects in the processing of advertising
1
More recently, research by Martin (2003)
reveals that males and females differ in
how they react to advertising depending
on their mood at the time of exposure to
the ads, and the affective tone of the
advertising. When feeling sad, males
prefer happy ads to boost their mood. In
contrast, females prefer happy ads when
they are feeling happy. The television
programs in which the ads are
embedded are shown to influence a
consumer's mood state.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Age
1
The topic of this article may not meet 's notability
guidelines for products and services.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Age
1
Country United States
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Age
1
Advertising Age (or AdAge) is a magazine, delivering
news, analysis and data on marketing and media
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Age
1
www.adage.com also features a bookstore
and a number of blogs, some created by
the publication's editorial team, others,
such as Small Agency Diary are created
by members of the Ad Age community.
Among its notable columnists is Simon
Dumenco as the "Media Guy".
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Age
AdAge's parent company also
publishes Creativity, about the
creative process, which has its own
website, www.creativity-online.com,
featuring what its editors believe to be
the best video, print and interactive
ads. The site www.adcritic.com was
acquired by The Ad Age Group in
March 2002, and www.creativityonline.com is still reached by that
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising Age
1
The editorial component of AdAge
is based in New York City
https://store.theartofservice.com/the-advertising-toolkit.html
Yelp, Inc. Advertising
1
As of 2013 about half of Yelp Inc.'s
staff were advertising salespersons.
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
1
AOL Advertising – AOL Advertising offers
advertisers, agencies and publishers
access to AOL’s online advertising tools,
and the ability to advertise on the original
brands available through the AOL
Huffington Post Media Group.
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
Advertising.com – AOL’s ad network,
Advertising.com, helps advertisers reach
highly targeted audiences at scale, and
helps publishers increase revenue.
Advertising.com utilizes AdLearn, an
advanced optimization and bid
management system. AdLearn processes
up to 10 billion transactions per day.
1
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
AOL Advertising.com Group – The
AOL Advertising.com Group
comprises eight businesses:
Advertising.com, ADTECH, AOL On
Network, goviral, Pictela, Studio Now,
5min Media and Sponsored Listings.
1
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
ADTECH – ADTECH's integrated ad
serving solutions enable web publishers,
ad networks, agencies and advertisers to
manage, serve and report on their online
advertising campaigns – including display,
video and mobile formats.
1
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
1
AOL On Network – The AOL On Network
comprises 14 curated video channels. It
features original series by AOL Studios
and other production houses, and a library
of content from AOL partners. The site is
refreshed with content surrounding
breaking stories and trending topics. AOL
On also features the custom playlists of
celebrity curators.
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
5min Media – 5min Media offers
publishers access to a curated video
library, white-label player and
proprietary technology that allows
them to integrate 5min Media’s videos
across their sites to reach and engage
with targeted audiences.
1
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
1
goviral – goviral distributes branded video content
on a pay-for-performance basis.
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
Pictela – Pictela is an award-winning,
high-definition global content marketing
platform for serving and distributing brand
content across online advertising and
Social Media. The Pictela platform powers
the backend of AOL Premium Formats.
1
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
StudioNow – StudioNow works with
businesses to create, produce and
distribute affordable custom video that's
hyper, high-quality and scaled to their
needs.
1
https://store.theartofservice.com/the-advertising-toolkit.html
AOL Advertising
Sponsored Listings – The
Advertising.com Sponsored Listings
network includes AOL Media
properties and many of the web's top
sites. The network is pay-per-click and
enables advertisers to target ads by
content and by audience.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Social Media Advertising on Social Media
In 2013, the ASA began to advise
celebrities and sportstars to make it
clear if they had been paid to tweet
about a product or service by using
the hashtag #spon or #ad within
tweets containing endorsements. In
July 2013, Wayne Rooney was accused
of mis-leading followers by not
including either of these tags in a
tweet promoting Nike. The tweet read:
1
https://store.theartofservice.com/the-advertising-toolkit.html
Social Media Advertising on Social Media
1
"“The pitches change. The killer
instinct doesn’t. Own the turf,
anywhere. @NikeFootball
#myground."
https://store.theartofservice.com/the-advertising-toolkit.html
Social Media Advertising on Social Media
1
The tweet was investigated by the ASA
but no charges were pressed. The ASA
stated that “We considered the reference
to Nike Football was prominent and
clearly linked the tweet with the Nike
brand." When asked about whether the
number of complaints regarding
misleading social advertising had
increased, the ASA stated that the
number of complaints had risen
marginally since 2011 but that
complaints were "very low" in the
https://store.theartofservice.com/the-advertising-toolkit.html
Bloomberg Businessweek Advertising
1
Since 1975, Businessweek has carried
more annual advertising pages than any
other magazine in the United States.
https://store.theartofservice.com/the-advertising-toolkit.html
Bloomberg Businessweek Advertising
1
During the 1990s, Businessweek's
advertising campaign expanded,
creating efforts to try to solicit new
readers from outside the business
world
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Etymology and nomenclature
It has come to mean in its
contemporary sense, a distinctive
advertising motto, or advertising
phrase, used by any entity to convey a
purpose or ideal; Or, a catchphrase
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
1
Further information:
Marketing
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
1
A marketing slogan can play a part in the
interplay between rival companies. A
functional slogan usually:
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
states product
benefits (or brand
benefits) for users
(or potential buyer)
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
1
implies a distinction between it and
other firms' products — of course,
within the usual legal constraints
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
1
gives a credible
impression of a
brand or
product[note 5]
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
1
makes the consumer experience an emotion; Or,
creates a need or desire[note 6]
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
The business sloganeering process
communicates the value of a product or
service to customers, for the purpose of
selling the product or service. It is a
business function for attracting customers.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Functional slogans
1
See also: Visual
marketing and
Promotion
(marketing)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Social Control
Advertising slogans as a system of social
control include devices similar to watchwords,
catchwords, and mottoes.[note 8] Advertising
slogans has extended into other areas, such
as politics and religion. Fountainheads of
strength are found in such features as
antithesis, alliteration, euphoniousness,
punning, obviousness, and brevity. The use
of slogans may be examined in so far as the
slogans continues unconscious and
unintentional responses.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan Social Control
1
See also: Consumer
confusion and Media
manipulation
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Allstate - Are you in good
hands?
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Apple Computers - List of
Apple Inc. slogans
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Asda - Saving you money
everyday.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
AT&T Corporation - Reach out and touch
someone. (US, 1979, music written by David
Lucas)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Avis - We're No. 2. We Try
Harder. (US, 1962)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Cadbury - A glass and
a half in every half
pound (UK, 1920s)2010
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
California Milk
Processor Board - Got
Milk? (US, 1993)
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Carl's Jr. - Eat Like You Mean It
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Crest toothpaste - Life
opens up when you do.
(US, 2011-)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Disneyland - The happiest
place on earth (US, 1960s)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
FedEx - When it absolutely,
positively has to be there
overnight (US, 1982)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Ford - Built for the road ahead, No Boundaries,
Make Everyday Exciting, Go Further
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
General Electric - We
Bring Good Things to
Life. (US, 1981)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Guinness is good for you (UK)
also Guinnless isn't good for
you.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
John Deere Tractor - Nothing
runs like a Deere.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Kodak - Share moments.
Share life. (US, 1990s)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
L'Oreal - Because you're worth it
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
M&M's - Melts in your
mouth, not in your hands.
(US, 1954)
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Nintendo - Now You're
Playing with Power
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Office Max - Relentless focus on
you
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
The Partnership for a Drug-Free America This is your brain. This is drugs. This is
your brain on drugs. Any questions? (US,
1987)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Ronseal - Does exactly
what it says on the tin
(UK, 1994)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Samsung - Everyone's
invited
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
Southwestern Bell
Yellow Pages - Let
your fingers do the
walking. (US, 1962)
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
Toonami - The
revolution will be
televised
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
United Negro College Fund - A
mind is a terrible thing to waste.
(US, 1972)
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Verizon - Rule the Air
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising slogan List of marketing slogans
1
Wal-Mart - Always
Low Prices; Save
money. Live better.
(US)
https://store.theartofservice.com/the-advertising-toolkit.html
Billboard - Advertising style
1
Billboard advertisements are designed to
catch a person's attention and create a
memorable impression very quickly,
leaving the reader thinking about the
advertisement after they have driven past
it. They have to be readable in a very short
time because they are usually read while
being passed at high speeds. Thus there
are usually only a few words, in large print,
and a humorous or arresting image in
brilliant color.
https://store.theartofservice.com/the-advertising-toolkit.html
Billboard - Advertising style
1
Some billboard designs spill outside the
actual space given to them by the
billboard, with parts of figures hanging off
the billboard edges or jutting out of the
billboard in three dimensions
https://store.theartofservice.com/the-advertising-toolkit.html
Billboard - Advertising style
1
The first "scented billboard," an outdoor
sign emitting the odors of black pepper
and charcoal to suggest a grilled steak,
was erected on NC 150 near Mooresville,
North Carolina by the Bloom grocery
chain. The sign depicted a giant cube of
beef being pierced by a large fork that
extended to the ground. The scents were
emitted between 7–10 a.m. and 4– to 7
pm from 28 May 2010 through 18 June
2010.
https://store.theartofservice.com/the-advertising-toolkit.html
Billboard - Tobacco advertising
1
Mail Pouch Barn advertisement: A bit of
Americana in southern Ohio. Mail Pouch
painted the barns for free.
https://store.theartofservice.com/the-advertising-toolkit.html
Billboard - Tobacco advertising
For example, in the US, tobacco
advertising was banned on radio and
television in 1971, leaving billboards
and magazines as some of the last
places tobacco could be advertised
1
https://store.theartofservice.com/the-advertising-toolkit.html
Billboard - Tobacco advertising
The company has long since
abandoned this form of advertising,
and none of these advertisements
have been painted in many years, but
some remain visible on rural
highways.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising
1
Political advertising is a form of
campaigning used by political
candidates to reach and influence
voters
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
Political advertising has
changed drastically over the last
several decades
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
In 1960, Vice President Nixon used a
formal television address in his
presidential campaign, designed to answer
questions about The Cold War and
government corruption, and to show
Americans that he was the stronger, more
experienced candidate
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
The ad ends with an appeal to vote
Johnson, “because the stakes are too high
for you to stay home.” The commercial
used fear and guilt, an effective
advertising principle, to make people take
action to protect the next generation
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
1
His attempt proved to be too late, but
his neutral style of attack ads against
Nixon, featuring white text scrolling
across a black background, became
what is now seen as a fairly common
method used in political and product
advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
1
However, in his reelection bid in 1984,
we saw the beginning of a different
form of political advertising; one with a
much more positive flow and a
stronger, more powerful message
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
In the following
election, attack ads
returned with a
renewed vigor
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
With the stark contrast of attack
advertising and limited charisma
coming from the opposition, George H
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
Web-based advertising was easily
distributed by both campaigns, and for the
first time, advertisements were tailored to
target specific audiences, a process
known as narrowcasting
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - History
1
Both parties spent a great
deal on political
advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - United States of America
1
The Bipartisan Campaign Reform Act of
2002 addressed the issue of "soft money”
or money contributed through political
action committees, it raised the legal limits
of hard money that could be raised for any
candidate, and set limits on what funds
could be spent on election broadcasts, but
it did nothing to challenge the lack of truth
in political campaign advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - European Union
In most EU Member States
campaign advertising is heavily
regulated.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - European Union
In some Member States, the United
Kingdom and Ireland for example, party
political advertisements on broadcast
media (known as Party Political
Broadcasts) are restricted to specific
circumstances such as political party
conferences and a limited time period
before a General Election
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - European Union
1
Some Member States regulate the posting
of election posters at both national and
municipal level. In Ireland there are
restrictions on the erection of election
posters which mandate the time period
after an election by which time the poster
must be removed, with fines as a potential
sanction. Some local councils have voted
to ban the placement of election posters,
citing the cost of removal and the waste
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - European Union
Many municipalities in France
restriction the placement of election
posters to specific areas, often
erecting stands specifically for that
purpose.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - European Union
1
In contrast to advertising in the print, radio
and internet media, many Member States
of the European Union have consistently
restricted advertising on broadcast media
which are aimed at political ends, both
party political advertising and political
advocacy by non-partisan groups
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - European Union
1
An attempted television ad campaign by
the Association against Industrial Animal
Production (VGT) which draws a
comparison between battery farming and
the Holocaust was persistently refused in
line with Swiss law, and has been the
subject of two ECtHR cases, the second
case resulting from the persistent refusal
by Switzerland to modify its laws on
political advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - Effects of political advertising
Direct effects of political campaign
advertising include informing voters about
candidates' positions and affecting the
"preferences and participatory ethos of the
electorate". Studies show that voting
results are affected by voters'
characteristics and the type of ad they are
exposed to.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - Effects of political advertising
Both positive and negative
advertisement have been proven to
play different roles in regards to
candidate evaluation. Positive ads,
which usually start at the beginning of
a campaign aim at introducing or
reintroducing a candidate through
reinforcing his or her positive image
and qualities.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - Effects of political advertising
Negative or attack ads have been
studied for their effects on memory and
ability to shape attitude towards
candidates. Both variables are
measured to determine the
effectiveness of negative ads, which
tend to be well remembered. The
limitation of this technique is that it can
sometimes be highly counterproductive
as ads turn out to harm the attacking
1
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - Effects of political advertising
1
In fact one study conducted by Gina
Garramone on the effects of political
advertising on the political process
shows that "by discerning clear
differences between candidates,
voters may be more likely to strongly
like one candidate while strongly
disliking the other." This typically
leads to higher levels of confidence
within voters choices and can widen
the degree of participation in the
electoral process.
https://store.theartofservice.com/the-advertising-toolkit.html
Campaign advertising - List of election advertising techniques
1
Personalized audio messaging
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising regulation
1
In the United Kingdom advertising of
tobacco on television, billboards or at
sporting events is banned
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising regulation
1
Two of the most highly regulated forms
of advertising are tobacco advertising
and alcohol advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising regulation - Regulatory authorities
In the United States, the Federal Trade
Commission is the highest authority on the
subject. States and more local political
divisions can have their own laws on the
subject.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising regulation - United Kingdom
In the United Kingdom, advertising
content regulation is governed by the
Advertising Standards Authority
whereas 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
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising regulation - South Africa
In South Africa, advertising content is
self-regulated and is governed according
to standards contained in a Code of
Advertising Practice established by the
Advertising Standards Authority (ASA) of
South Africa, whose members are
advertisers, advertising agencies, and
media sources that carry advertising.
The ASA of South Africa's Code of
Advertising Practice is based on the
International Code of Advertising
Practice prepared by the International
Chamber of Commerce.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising regulation - New Zealand
1
The ASA's complaints board (ASCB)
consists of public representatives and
representatives of media, advertising
agencies, and advertisers, and its
decisions are based on the ASA's
Advertising Codes of Practice
https://store.theartofservice.com/the-advertising-toolkit.html
Mobile commerce - Mobile marketing and advertising
In the context of mobile commerce, mobile
marketing refers to marketing sent to mobile devices
1
https://store.theartofservice.com/the-advertising-toolkit.html
Mobile commerce - Mobile marketing and advertising
1
For example, a busy mom tending to
her houshold chores with a baby in
her arm could receive a marketing
message on her mobile about baby
products from a local store
https://store.theartofservice.com/the-advertising-toolkit.html
Mobile commerce - Mobile marketing and advertising
Research demonstrates that
consumers of mobile and wireline
markets represent two distinct groups
who are driven by different values and
behaviors, and who exhibit dissimilar
psychographic and demographic
profiles
1
https://store.theartofservice.com/the-advertising-toolkit.html
Social network advertising
It has been suggested that Social
Media Targeting be merged into this
article. (Discuss) Proposed since July
2010.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Social network advertising
1
Social network advertising is a term
that is used to describe a form of
Online advertising that focuses on
social networking sites. One of the
major benefits of advertising on a
social networking site (e.g. Facebook,
Myspace, Friendster, Bebo, Orkut,
etc.) is that advertisers can take
advantage of the users demographic
information and target their ads
https://store.theartofservice.com/the-advertising-toolkit.html
Red Bull - Advertising
1
Red Bull's slogan is "it gives you
wings"
https://store.theartofservice.com/the-advertising-toolkit.html
Red Bull - Advertising
1
In the PlayStation 3's social gaming
platform, PlayStation Home, Red Bull
developed its own in-game island,
specifically advertising its energy
drink and the Red Bull Air Race event
(for which the space is named)
released in January 2009
https://store.theartofservice.com/the-advertising-toolkit.html
Red Bull - Advertising
1
In the Video Game Worms 3D, Red Bull
allows worms to move more quickly
than normal. Red Bull is displayed on
virtual track-side billboards during
game play and in the opening cinematic
in the Video Game Wipeout 2097.
https://store.theartofservice.com/the-advertising-toolkit.html
Telefónica Europe - Advertising
1
The BT Cellnet consumer brand was
renamed O2 - the chemical symbol for
unbound oxygen - as were all the
group's other businesses (other than
Manx Telecom)
https://store.theartofservice.com/the-advertising-toolkit.html
Telefónica Europe - Advertising
1
The integrated campaign was created by
O2's two award winning Irish advertising
agencies - 'McConnells' ( above-the-line)
and ' brando' ( below-the-line)
https://store.theartofservice.com/the-advertising-toolkit.html
Telefónica Europe - Advertising
1
O2 is also a sponsor of the
England rugby team
https://store.theartofservice.com/the-advertising-toolkit.html
Telefónica Europe - Advertising
1
Telefónica introduced the O2 brand in
the Czech Republic, to brand its mobile
service (Český Telecom and Eurotel
became Telefónica O2 Czech Republic)
https://store.theartofservice.com/the-advertising-toolkit.html
Mobile Web - Advertising
1
Advertisers are increasingly using the
mobile Web as a platform to reach
consumers. The total value of
advertising on mobile was 2.2 billion
dollars in 2007. A recent study by the
Online Publishers Association reported
that about one-in-ten mobile Web users
said they have made a purchase based
on a mobile Web ad, while 23% said
they have visited a Web site, 13% said
https://store.theartofservice.com/the-advertising-toolkit.html
Macintosh - Advertising
1
The most recent advertising strategy
by Apple is the Get a Mac campaign,
with North American, UK, and
Japanese variants.
https://store.theartofservice.com/the-advertising-toolkit.html
Macintosh - Advertising
1
Apple has begun to focus its advertising
on its retail stores instead of these trade
shows; the company's last Macworld
keynote was in 2009.
https://store.theartofservice.com/the-advertising-toolkit.html
Fashion blog - From an advertising standpoint
1
Many of these fashion blogs also serve as
a free source of advertisement to both
designers and fashion retail stores
https://store.theartofservice.com/the-advertising-toolkit.html
Fashion blog - From an advertising standpoint
In a study conducted through the
Biz360 Community, it was found that
over 53% of the New York City Fashion
Week converge had come from online
articles and fashion blogs. While a
vast portion of what was written in
these blogs came from various
mainstream fashion resource
magazine and newspaper articles,
such as Coutorture and New York
1
https://store.theartofservice.com/the-advertising-toolkit.html
Fashion blog - From an advertising standpoint
1
In the past years, American Express
has become increasingly involved in
New York City Fashion Week, and in
2010 American Express sponsored
Evolving Influence, the first
international bloggers conference in
New York City
https://store.theartofservice.com/the-advertising-toolkit.html
Fashion blog - From an advertising standpoint
These are some of the things fashion
journalists have said about fashion blogs
and the impact they are having on the
industry:
1
https://store.theartofservice.com/the-advertising-toolkit.html
Fashion blog - From an advertising standpoint
1
"These days, to have one finger on the
fashion pulse, you need to have the other
one on your computer mouse, reading (or
writing) the latest blogs."
https://store.theartofservice.com/the-advertising-toolkit.html
Fashion blog - From an advertising standpoint
1
"Before a designer’s runway show has
even finished, you can bet your bottom
dollar that someone in the audience – or
better still, backstage – has recorded
every silhouette, signature shoe, styling
detail and sulking supermodel, then
uploaded it onto the internet for style
watchers across the globe to Enjoy."
https://store.theartofservice.com/the-advertising-toolkit.html
Fujitsu - Advertising
The old slogan "The possibilities are
infinite" can be found below the company's
logo on major advertisements and ties in
with the small logo above the letters J and
I of the word Fujitsu. This smaller logo
represents the symbol for infinity. As of
April 2010, Fujitsu is in the process of
rolling out a new slogan focused on
entering into partnerships with its
customers and retiring the "possibilities
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising
1
Advertising frequently uses psychological
pressure (for example, appealing to
feelings of inadequacy) on the intended
consumer, which may be harmful.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
1
audio-visual aspects
(cluttering of public
spaces and airwaves)
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
1
environmental aspects (pollution, oversize
packaging, increasing consumption)
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
ethical/moral/social aspects (subconscious influencing, invasion of privacy,
increasing consumption and waste, target
groups, certain products, honesty)
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
The aesthetical and political
consequences cannot yet be foreseen.”
Hanno Rauterberg in the German
newspaper Die Zeit calls advertising a new
kind of dictatorship that cannot be
escaped.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
There are ads on beach sand and
restroom walls.” “One of the ironies of
advertising in our times is that as
commercialism increases, it makes it
that much more difficult for any
particular advertiser to succeed,
hence pushing the advertiser to even
greater efforts.” Within a decade
advertising in radios climbed to
nearly 18 or 19 minutes per hour, on
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
"The largest advertising agencies have
begun working to co-produce
programming in conjunction with the
largest media firms", creating Infomercials
resembling entertainment programming.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
1
In the course of his life the average American
watches three years of advertising on television.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
1
Companies buy the
names of sports
stadiums for
advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Hyper-commercialism
Christopher Lasch states that
advertising leads to an overall increase
in consumption in society; "Advertising
serves not so much to advertise
products as to promote consumption
as a way of life."
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Constitutional rights
1
In the US, advertising is equated with
constitutionally guaranteed freedom
of opinion and speech. Therefore any
attempt to restrict or ban advertising
is almost always considered to be an
attack on fundamental rights.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Constitutional rights
“Currently or in the near future, any
number of cases are and will be
working their way through the court
system that would seek to prohibit any
government regulation of... commercial
speech (e.g. advertising or food
labelling) on the grounds that such
regulation would violate citizens’ and
corporations’ First Amendment rights
to free speech or free press.”
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Constitutional rights
An example for this debate is
advertising for tobacco or alcohol but
also advertising by mail or fliers
(clogged mail boxes), advertising on
the phone, in the Internet and
advertising for children. Various legal
restrictions concerning spamming,
advertising on mobile phones, when
addressing children, tobacco, alcohol
have been introduced by the US, the
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Constitutional rights
Hence, today the debate is over
whether advertising or food labelling,
or campaign contributions are
speech..
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Constitutional rights
1
Franck blends the "Economy of Attention"
with Christopher Lasch’s culture of
narcissism into the mental capitalism: In
his essay "Advertising at the Edge of the
Apocalypse", Sut Jhally writes: "20th
century advertising is the most powerful
and sustained system of propaganda in
human history and its cumulative cultural
effects, unless quickly checked, will be
responsible for destroying the world as we
know it.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Costs
Advertising has developed into a
billion-dollar business. In 2006, 391
billion US dollars were spent worldwide
for advertising. In Germany, the
advertising industry contributes 1.5%
of the gross national income.
Advertising is considered to raise
consumption.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Costs
The Internet revenues for advertising
doubled to almost 1 billion Euros from
2006 to 2007, giving it the highest growth
rates.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Costs
1
Not included are indirect advertising campaigns
such as sales, rebates and price reductions
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Influence
The most important element of
advertising is not information but
suggestion – more or less making use
of associations, emotions and drives
in the subconscious, such as sex
drive, herd instinct, desires such as
happiness, health, fitness,
appearance, self-esteem, reputation,
belonging, social status, identity,
adventure, distraction, reward, fears
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Influence
1
Advertising takes on the role of a
life councillor in matters of
attraction
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Influence
The boundaries between
advertising and
programming are becoming
blurred
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Influence
1
Even those commodities providing for the
most mundane necessities of daily life
must be imbued with symbolic qualities
and culturally endowed meanings via the
'magic system' of advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Influence
A whole array of sciences directly deal
with advertising and marketing or are used
to improve its effects
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Influence
1
The result is an enormous advertising
and marketing onslaught that
comprises, arguably, the largest single
psychological project ever undertaken
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
1
In the business press, the media are
often referred to in exactly the way
they present themselves in their
candid moments: as a branch of the
advertising industry.”
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
In addition, the private media are
increasingly subject to mergers and
concentration with property situations
often becoming entangled and opaque.
This development, which Henry A. Giroux
calls an “ongoing threat to democratic
culture”, by itself should suffice to sound
all alarms in a democracy. Five or six
advertising agencies dominate this 400
billion U.S. dollar global industry.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
In order to secure their advertising
revenues the media have to create the
best possible ‘advertising environment’
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
It is principally the viewing rates which
decide upon the programme in the private
radio and television business. “Their
business is to absorb as much attention as
possible. The viewing rate measures the
attention the media trades for the
information offered. The service of this
attraction is sold to the advertising
business” and the viewing rates determine
the price that can be demanded for
advertising.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
1
“Advertising companies determining
the contents of shows has been part of
daily life in the USA since 1933
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
1
There is nothing positive about an article
on child pornography.” In another example,
the USA Network held top-level‚ off-therecord meetings with advertisers in 2000
to let them tell the network what type of
programming content they wanted in order
for USA to get their advertising.” Television
shows are created to accommodate the
needs of advertising, e.g
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
1
The movie system, at one time outside the
direct influence of the broader marketing
system, is now fully integrated into it
through the strategies of licensing, tie-ins
and product placements
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
1
(…) For an advertising message to be perceived
the brain of the viewer must be at our disposal
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
Because of these dependencies, a
widespread and fundamental public
debate about advertising and its
influence on information and freedom
of speech is difficult to obtain, at least
through the usual media channels: it
would saw off the branch it was sitting
on
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
In his book “Our Master's Voice –
Advertising” the social ecologist
James Rorty (1890–1973) wrote: "The
gargoyle’s mouth is a loudspeaker,
powered by the vested interest of a
two-billion dollar industry, and back
of that the vested interests of business
as a whole, of industry, of finance
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Media and corporate censorship
It has taught us how to live, what to be
afraid of, what to be proud of, how to be
beautiful, how to be loved, how to be
envied, how to be successful.. Is it any
wonder that the American population
tends increasingly to speak, think, feel in
terms of this jabberwocky? That the
stimuli of art, science, religion are
progressively expelled to the periphery of
American life to become marginal values,
cultivated by marginal people on marginal
time?"
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Culture and sports
Performances, exhibitions, shows,
concerts, conventions and most other
events can hardly take place without
sponsoring. The increasing lack arts and
culture they buy the service of attraction.
Artists are graded and paid according to
their art’s value for commercial purposes.
Corporations promote renowned artists,
thereby getting exclusive rights in global
advertising campaigns. Broadway shows
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Culture and sports
1
Advertising itself is extensively considered
to be a contribution to culture. Advertising
is integrated into fashion. On many pieces
of clothing the company logo is the only
design or is an important part of it. There
is only a little room left outside the
consumption economy, in which culture
and art can develop independently and
where alternative values can be
expressed. A last important sphere, the
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Culture and sports
1
In sports “the media are able to generate
enormous sales in both circulation and
advertising.”
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Culture and sports
1
“Sports sponsorship is acknowledged by the
tobacco industry to be valuable advertising. A
Tobacco Industry journal in 1994 described
the Formula One car as ‘The most powerful
advertising space in the world’. …. In a cohort
study carried out in 22 secondary schools in
England in 1994 and 1995 boys whose
favourite television sport was motor racing
had a 12.8% risk of becoming regular
smokers compared to 7.0% of boys who did
not follow motor racing.”
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Culture and sports
The influence of the media brought
many changes in sports including the
admittance of new ‘trend sports’ into
the Olympic Games, the alteration of
competition distances, changes of
rules, animation of spectators, changes
of sports facilities, the cult of sports
heroes who quickly establish
themselves in the advertising and
entertaining business because of their
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Public space
The steady normalization of invasive
advertising dulls the public’s perception of
their surroundings, re-enforcing a general
attitude of powerlessness toward creativity
and change, thus a cycle develops
enabling advertisers to slowly and
consistently increase the saturation of
advertising with little or no public outcry.”
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Public space
1
They are peppered with billboards and signs, they
are remodelled into media for advertising.”
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
“Advertising has an “agenda setting
function” which is the ability, with huge
sums of money, to put consumption as the
only item on the agenda. In the battle for a
share of the public conscience this
amounts to non-treatment (ignorance) of
whatever is not commercial and whatever
is not advertised for.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
With increasing force advertising
makes itself comfortable in the
private sphere so that the voice of
commerce becomes the dominant way
of expression in society.” Advertising
critics see advertising as the leading
light in our culture. Sut Jhally and
James Twitchell go beyond
considering advertising as kind of
religion and that advertising even
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
The idea of the CIA-sponsored
"depatterning" experiments was to outfit
conscious, unconscious or semiconscious
subjects with headphones, and flood their
brains with thousands of repetitive
"driving" messages that would alter their
behaviour over time….Advertising aims to
do the same thing."
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
1
Advertising is accused of hijacking the
language and means of pop culture, of
protest movements and even of
subversive criticism and does not shy
away from scandalizing and breaking
taboos (e.g
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
1
Advertising often uses stereotype gender
specific roles of men and women
reinforcing existing clichés and it has
been criticized as “inadvertently or even
intentionally promoting sexism, racism,
heterosexualism, ableism, ageism, et
cetera… At very least, advertising often
reinforces stereotypes by drawing on
recognizable "types" in order to tell
stories in a single image or 30 second
time frame.” Activities are depicted as
typical male or female (stereotyping)
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
In advertising, it is
usually a woman that is
depicted as
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
1
a sexual or emotional play toy for
the self-affirmation of men
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
1
a technically totally clueless being that can only
manage a childproof operation
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
1
female expert, but stereotype from the fields of
fashion, cosmetics, food or at the most,
medicine
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
1
doing ground-work for others, e.g. serving coffee
while a journalist interviews a politician
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
Women and men in advertising are
frequently portrayed in unrealistic and
distorted images that set a standard for
what is considered "beautiful," "attractive"
or "desirable." Such imagery does not
allow for what is found to be beautiful in
various cultures or to the individual
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Sexism, discrimination and stereotyping
1
The EU parliament passed a resolution
in 2008 that advertising may not be
discriminating and degrading. This
shows that politicians are
increasingly concerned about the
negative impacts of advertising.
However, the benefits of promoting
overall health and fitness are often
overlooked. Men are also negatively
portrayed as incompetent and the butt
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children and adolescents
1
Business is interested in children and
adolescents because of their buying
power and because of their influence
on the shopping habits of their
parents. As they are easier to
influence they are especially targeted
by the advertising business.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children and adolescents
1
Primary Purchasers ($2.9 billion
annually)
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children and adolescents
1
Purchase Influencers
($20 billion annually)
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children and adolescents
1
Kids will carry forward brand expectations,
whether positive, negative, or indifferent.
Kids are already accustomed to being
catered to as consumers. The long term
prize: Loyalty of the kid translates into a
brand loyal adult customer”
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children and adolescents
"Kids represent an important
demographic to marketers because
they have their own purchasing power,
they influence their parents' buying
decisions and they're the adult
consumers of the future." Advertising
for other products preferably uses
media with which they can also reach
the next generation of consumers. “Key
advertising messages exploit the
emerging independence of young
people”.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children's exposure to advertising
1
The children’s market, where resistance to
advertising is weakest, is the “pioneer for ad
creep”. One example is product placement.
“Product placements show up everywhere,
and children aren't exempt. Far from it. The
animated film, Foodfight, had ‘thousands of
products and character icons from the
familiar (items) in a grocery store.’ Children's
books also feature branded items and
characters, and millions of them have snack
foods as lead characters.“
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children's exposure to advertising
An attempt to restrict advertising
directed at children in the US failed
with reference to the First Amendment
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Children's exposure to advertising
1
Web sites targeted to children may also
display advertisements, though there are
fewer ads on non-profit web sites than on
for-profit sites and those ads were less
likely to contain enticements. However,
even ads on non-profit sites may link to
sites that collect personal information.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Food advertising
1
Government attempts to put a heavy
burden on food marketers in order to
prevent the issue, but food marketers
enjoy the benefits of the First
Amendment which limits
government's power to prevent
advertising against children
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Cigarettes and alcohol advertising
1
Research suggests that young people
are aware of the most heavily
advertised cigarette brands.” Alcohol is
portrayed in advertising similarly to
smoking, “Alcohol ads continue to
appeal to children and portrayals of
alcohol use in the entertainment media
are extensive”
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Cigarettes and alcohol advertising
“Kids are among the most
sophisticated observers of ads. They
can sing the jingles and identify the
logos, and they often have strong
feelings about products. What they
generally don't understand, however,
are the issues that underlie how
advertising works. Mass media are
used not only to sell goods but also
ideas: how we should behave, what
rules are important, who we should
respect and what we should value.”
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
Advertising may seem at times to be an almost
trivial if omnipresent aspect of our economic
system
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
Still, other cities, like Moscow, have
reached their limit and have begun to
crack down on over-the-top outdoor
advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
"Many communities have chosen to
regulate billboards to protect and enhance
their scenic character. The following is by
no means a complete list of such
communities, but it does give a good idea
of the geographic diversity of cities,
counties and states that prohibit new
construction of billboards. Scenic America
estimates the nationwide total of cities and
communities prohibiting the construction of
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
"A number of states in the US
prohibit all billboards:
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
Alaska – State
referendum passed
in 1998 prohibits
billboards
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
Almost two years ago the city of São
Paulo, Brazil, ordered the downsizing
or removal of all billboards and most
other forms of commercial
advertising in the city."
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
Technical appliances, such as Spam
filters, TV-Zappers, ad blockers for TVs
and stickers on mail boxes—“No
Advertising”—and an increasing
number of court cases indicate a
growing interest of people to restrict or
rid themselves of unwelcome
advertising.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
The Anti Advertising Agency works
with parody and humour to raise
awareness about advertising, and
Commercial Alert campaigns for the
protection of children, family values,
community, environmental integrity
and democracy.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
Media literacy organisations aim at
training people, especially children,
in the workings of the media and
advertising in their programmes
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
It is the "advertising industry's provider and distributor
of educational content to enrich the understanding of
advertising and its role in culture, society and the
economy," sponsored for example by American
Airlines, Anheuser-Busch, Campbell Soup, Coca-Cola,
Colgate-Palmolive, Disney, Ford, General Foods,
General Mills, Gillette, Heinz, Johnson & Johnson,
Kellogg's, Kraft, Nabisco, Nestlé, Philip Morris, Quaker
Oats, Schering, Sterling, Unilever, Warner Lambert,
advertising agencies like Saatchi & Saatchi, and
media companies like ABC, CBS, Capital Cities
Communications, Cox Enterprises, Forbes, Hearst,
Meredith, The New York Times, RCA/NBC, Reader's
Digest, Time, and The Washington Post, just to
mention a few.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
The need to be seen to be taking positive
action primarily to avert potential
restrictions on advertising is openly
acknowledged by some sectors of the
industry itself…
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Opposition and campaigns against advertising
1
There has also been movement that
began in Paris, France, called
"POP_DOWN PROJECT" in which
they equate street advertising to the
annoying pop-up ads on the internet.
Their goal is "symbolically restoring
everyone's right to non-exposure".
They achieve their goal by using
stickers of the "Close Window"
buttons used to close pop-up ads.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
Florida enacted such a tax in 1987 but
was forced to repeal it after six months, as
a result of a concerted effort by national
commercial interests, which withdrew
planned conventions, causing major
losses to the tourism industry, and
cancelled advertising, causing a loss of 12
million dollars to the broadcast industry
alone”.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
1
Tax on advertising in
European countries:
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
1
Belgium: Advertising or billboard tax (taxe
d'affichage or aanplakkingstaks) on public
posters depending on size and kind of
paper as well as on neon signs
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
France: Tax on television
commercials (taxe sur la publicité
télévisée) based on the cost of the
advertising unit
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
1
Italy: Municipal tax on acoustic and visual
kinds of advertisements within the
municipality (imposta communale sulla
publicità) and municipal tax on signs,
posters and other kinds of advertisements
(diritti sulle pubbliche offisioni), the tariffs
of which are under the jurisdiction of the
municipalities
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
Netherlands: Advertising tax
(reclamebelastingen) with varying
tariffs on certain advertising
measures (excluding ads in
newspapers and magazines) which
can be levied by municipalities
depending on the kind of advertising
(billboards, neon signs etc.)
1
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
1
Austria: Municipal announcement levies
on advertising through writing, pictures or
lights in public areas or publicly accessible
areas with varying tariffs depending on the
fee, the surface or the duration of the
advertising measure as well as advertising
tariffs on paid ads in printed media of
usually 10% of the fee.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
1
Sweden: Advertising tax (reklamskatt)
on ads and other kinds of advertising
(billboards, film, television, advertising
at fairs and exhibitions, flyers) in the
range of 4% for ads in newspapers and
11% in all other cases. In the case of
flyers the tariffs are based on the
production costs, else on the fee
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
1
Spain: Municipalities can tax advertising
measures in their territory with a rather
unimportant taxes and fees of various
kinds.
https://store.theartofservice.com/the-advertising-toolkit.html
Criticism of advertising - Taxation as revenue and control
1
In his book “When Corporations Rule the
World” US author and globalization critic
David Korten even advocates a 50% tax
on advertising to counterattack what he
calls "an active propaganda machinery
controlled by the world's largest
corporations” which “constantly
reassures us that consumerism is the
path to happiness, governmental restraint
of market excess is the cause of our
distress, and economic globalization is
both a historical inevitability and a boon
to the human species."
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising
1
Classified advertising is a form of
advertising which is particularly
common in newspapers, online and
other periodicals which may be sold
or distributed free of charge.
Advertisements in a newspaper are
typically short, as they are charged
for by the line, and one newspaper
column wide.
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising
Publications printing news or other
information often have sections of
classified advertisements; there are also
publications which contain only
advertisements. The advertisements are
grouped into categories or classes such as
"for sale—telephones", "wanted—kitchen
appliances", and "services—plumbing",
hence the term "classified".
1
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising
1
Classified advertisements are much
cheaper than larger display
advertisements used by businesses,
and are mostly placed by private
individuals with single items they
wish to sell or buy.
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Developments
In recent years the term "classified
advertising" or "classified ads" has
expanded from merely the sense of
print advertisements in periodicals to
include similar types of advertising on
computer services, radio, and even
television, particularly cable television
but occasionally broadcast television
as well, with the latter occurring
typically very early in the morning
1
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Developments
Like most forms of printed media, the
classified ad has found its way to the Internet.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Developments
1
Internet classified ads do not typically use per-line
pricing models, so tend to be longer
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Developments
A number of online services called
aggregators crawl and aggregate
classifieds from sources such as blogs
and RSS feeds, as opposed to relying
on manually submitted listings.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Developments
Additionally, other companies provide
online advertising services and tools to
assist members in designing online ads
using professional ad templates and then
automatically distributing the finished ads
to the various online ad directories as part
of their service. In this sense these
companies act as both an application
service provider and a content delivery
platform. Social classifieds is a growing
niche.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Statistics
1
The Kelsey Research Group listed online
classified ads as being worth $13.3 billion,
while Jupiter Research provided a
conservative appraisal of $2.6 billion as of
2005 and the Interactive Advertising
Bureau listed the net worth of online
classified revenue at $2.1 billion as of April
2006.
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Statistics
Newspaper's revenue from classifieds
advertisements is decreasing continually
as internet classifieds grow. Classified
advertising at some of the larger
newspaper chains dropped by 14% to
20% in 2007, while traffic to classified sites
grew by 23%.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Classified advertising - Statistics
As the online classified advertising
sector develops, there is an increasing
emphasis toward specialization.
Vertical markets for classifieds are
developing quickly along with the
general marketplace for classifieds
websites. Like search engines,
classified websites are often
specialised, with sites providing
advertising platforms for niche markets
1
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising
Forehead Advertising is a type of
nontraditional advertising that involves
using a person's forehead as advertising
space.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising - History
1
The Wall St Journal ran a piece about
John Carver and his London Creative
Agency,CUNNING,in February 2003.In
the piece John was credited with
inventing a new type of Advertising.He
called it ForeheADS.This preceded
other companies that jumped on the
bandwagon.
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising - History
1
The origin of Forehead Advertising cannot be
attributed to Justin Kapust and Nathan Allen
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising - History
This London-based advertising agency
also used forehead advertising in London,
Leeds, Glasgow, and Cardiff in 2005 to
promote CNX, a European youth TV
channel.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising - History
Forehead advertising made headlines in
January and February 2005 when a 20yeard-old man, Andrew Fischer, auctioned his
forehead for advertising space on eBay. The
winning company, SnoreStop, bid $37,375 for
Fischer to display the company's logo via
temporary tattoo on his forehead for 30 days.
After this auction, Fischer became known
internationally as the "Forehead Guy." His
website, HumanAdSpace.com, last reported
that Fischer was working as an operator of
several web forums.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising - History
Kari Smith auctioned her forehead for
advertising space on eBay for an asking price of
$10,000
1
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising - History
1
In August 2005, a Miami-based start-up,
Lease Your Body, was launched by Alex
Fisher. Lease Your Body allowed
advertisers to meet good-looking people
willing to rent out space on their bodies,
including necks, upper arms, forearms,
hands, stomachs, lower backs, and
foreheads, for temporary tattoo placement.
Rates for these body parts cost anywhere
from $100 to $5,000.
https://store.theartofservice.com/the-advertising-toolkit.html
Forehead advertising - History
1
Another advertising campaign during
this year featured temporary tattoos on
the eyelids of participants
https://store.theartofservice.com/the-advertising-toolkit.html
Media manipulation - Advertising
Advertising messages are usually
paid for by sponsors and viewed via
various traditional media; including
mass media such as newspaper,
magazines, television commercial,
radio advertisement, outdoor
advertising or direct mail; or new
media such as blogs, websites or text
messages.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising
Other potential participants include
advertising agencies who help generate
and place the ad copy, an ad server who
technologically delivers the ad and tracks
statistics, and advertising affiliates who do
independent promotional work for the
advertiser.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising
1
Online advertising is a large business and
is growing rapidly. In 2011, Internet
advertising revenues in the United States
surpassed those of cable television and
nearly exceeded those of broadcast
television.:19 In 2012, Internet advertising
revenues in the United States totaled
$36.57 billion, a 15.2% increase over the
$31.74 billion in revenues in 2011.:4–5
Online advertising is widely used across
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising
1
Despite its popularity, many common
online advertising practices are
controversial and increasingly subject
to regulation. Furthermore, online ad
revenues may not adequately replace
other publishers' revenue streams.
Declining ad revenue has led some
publishers to hide their content
behind paywalls.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - History
In early days of the Internet, online
advertising wasn't allowed. For
example, two of the predecessor
networks to the Internet, ARPANET and
NSFNet, had "acceptable use policies"
that banned network "use for
commercial activities by for-profit
institutions". The NSFNet began
phasing out its commercial use ban in
1991.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - History
Email. The first widely publicized
example of online advertising was
conducted via electronic mail. On 3
May 1978, a marketer from DEC
(Digital Equipment Corporation),
Gary Thuerk, sent an email to most of
the ARPANET's American west coast
users, advertising an open house for a
new model of a DEC computer.
Despite the prevailing acceptable use
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - History
1
Four months later, Laurence Canter and
Martha Siegel, partners in a law firm,
broadly promoted their legal services in a
USENET posting titled "Green Card
Lottery – Final One?” Canter and Siegel's
Green Card USENET spam raised the
profile of online advertising, stimulating
widespread interest in advertising via both
Usenet and traditional email
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - History
1
In 1994, web banner advertising became
mainstream when HotWired, the online
component of Wired Magazine, sold
banner ads to AT&T and other companies
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - History
Search Ads. GoTo.com (renamed
Overture in 2001, and acquired by
Yahoo! in 2003) created the first search
advertising keyword auction in
1998.:119 Google launched its
"AdWords" search advertising
program in 2000 and introduced
quality-based ranking allocation in
2002, which sorts search
advertisements by a combination of
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - History
1
Recent Trends. More recently, companies
have sought to merge their advertising
messages into editorial content or valuable
services. Examples include Red Bull's Red
Bull Media House streaming Felix
Baumgartner's jump from space online,
Coca-Cola's online magazines, and Nike's
free applications for performance tracking.
Advertisers are also embracing Social
Media and mobile advertising; mobile ad
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Display advertising
Display advertising conveys its
advertising message visually using
text, logos, animations, videos,
photographs, or other graphics
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Display advertising
Advertisers can also target their
audience by using contextual and
semantic advertising to deliver
display ads related to the content of
the web page where the ads
appear.:118 Retargeting, behavioral
targeting, and contextual advertising
all are designed to increase an
advertiser's return on investment, or
ROI, over untargeted ads.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Display advertising
1
Advertisers may also deliver ads based on a user's
suspected geography through geotargeting
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Web banner advertising
Banner ads can use rich media to
incorporate video, audio, animations,
buttons, forms, or other interactive
elements using Java applets, HTML5,
Adobe Flash, and other programs.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Frame ad (traditional banner)
Frame ads were the first form of web
banners. The colloquial usage of "banner
ads" often refers to traditional frame ads.
Website publishers incorporate frame ads
by setting aside a particular space on the
web page. The Interactive Advertising
Bureau's Ad Unit Guidelines proposes
standardized pixel dimensions for ad units.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Pop-ups/pop-unders
1
A pop-up ad is displayed in a new web
browser window that opens above a
website visitor's initial browser window.
A pop-under ad opens a new browser
window under a website visitor's initial
browser window.:22
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Floating ad
1
A floating ad, or overlay ad, is a type of
rich media advertisement that appears
superimposed over the requested
website's content. Floating ads may
disappear or become less obtrusive
after a preset time period.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Expanding ad
An expanding ad is a rich media
frame ad that changes dimensions
upon a predefined condition, such as a
preset amount of time a visitor spends
on a webpage, the user's click on the
ad, or the user's mouse movement
over the ad. Expanding ads allow
advertisers to fit more information
into a restricted ad space.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Trick banners
A trick banner is a banner ad where
the ad copy imitates some screen
element users commonly encounter,
such as an Operating System message
or popular application message, to
induce ad clicks. Trick banners
typically do not mention the
advertiser in the initial ad, and thus
they are a form of bait-and-switch.
Trick banners commonly attract a
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Interstitial ads
1
An interstitial ad displays before a user
can access requested content,
sometimes while the user is waiting for
the content to load. Interstitial ads are a
form of interruption marketing.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Text ads
1
A text ad displays text-based hyperlinks.
Text-based ads may display separately
from a web page's primary content, or they
can be embedded by hyperlinking
individual words or phrases to advertiser's
websites. Text ads may also be delivered
through email marketing or text message
marketing. Text-based ads often render
faster than graphical ads and can be
harder for ad-blocking software to block.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Search Engine Marketing (SEM)
Search Engine Marketing, or SEM, is
designed to increase a website's
visibility in search engine results pages
(SERPs). Search engines provide
sponsored results and organic (nonsponsored) results based on a web
searcher's query.:117 Search engines
often employ visual cues to differentiate
sponsored results from organic results.
Search engine marketing includes all of
an advertiser's actions to make a
website's listing more prominent for
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Search Engine Optimization (SEO)
Search Engine Optimization, or SEO,
attempts to improve a website's organic
search rankings in SERPs by increasing
the website content's relevance to search
terms. Search engines regularly update
their algorithms to penalize poor quality
sites that try to game their rankings,
making optimization a moving target for
advertisers. Many vendors offer SEO
services.:22
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Sponsored search
Sponsored search (also called
sponsored links or search ads) allows
advertisers to be included in the
sponsored results of a search for
selected keywords
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Social Media marketing
Social Media marketing is commercial
promotion conducted through Social
Media websites. Many companies promote
their products by posting frequent updates
and providing special offers through their
Social Media profiles.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Mobile Advertising
1
Mobile advertising may take the form of
static or rich media display ads, SMS
(Short Message Service) or MMS
(Multimedia Messaging Service) ads,
mobile search ads, advertising within
mobile websites, or ads within Mobile
Applications or games (such as
interstitial ads, “advergaming,” or
application sponsorship).:23 Industry
groups such as the Mobile Marketing
Association have attempted to
standardize mobile ad unit
specifications, similar to the IAB's
efforts for general online advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Mobile Advertising
1
There are more mobile devices in the field,
connectivity speeds have improved
(which, among other things, allows for
richer media ads to be served quickly),
screen resolutions have advanced, mobile
publishers are becoming more
sophisticated about incorporating ads, and
consumers are using mobile devices more
extensively.:14 The Interactive Advertising
Bureau predicts continued growth in
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Email Advertising
Email advertising is ad copy
comprising an entire email or a
portion of an email message.:22 Email
marketing may be unsolicited, in
which case the sender may give the
recipient an option to opt-out of future
emails, or it may be sent with the
recipient's prior consent (opt-in).
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Online classified advertising
1
Online classified advertising is advertising
posted online in a categorical listing of
specific products or services. Examples
include online job boards, online real
estate listings, automotive listings, online
yellow pages, and online auction-based
listings.:22 Craigslist and eBay are two
prominent providers of online classified
listings.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Adware
Adware is software that, once
installed, automatically displays
advertisements on a user's computer.
The ads may appear in the software
itself, integrated into web pages
visited by the user, or in pop-ups/popunders. Adware installed without the
user's permission is a type of
malware.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Affiliate Marketing
1
Affiliate marketing (sometimes called lead
generation) occurs when advertisers
organize third parties to generate potential
customers for them. Third-party affiliates
receive payment based on sales
generated through their promotion.:22
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Compensation Methods
Advertisers and publishers use a wide
range of payment calculation methods. In
2012, advertisers calculated 32% of online
advertising transactions on a cost-perimpression basis, 66% on customer
performance (e.g. cost per click or cost per
acquisition), and 2% on hybrids of
impression and performance methods.:17
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - CPM (Cost Per Mille)
Cost per mille, often abbreviated to
CPM, means that advertisers pay for
every thousand displays of their
message to potential customers (mille
is the Latin word for thousand)
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - CPM (Cost Per Mille)
1
Publishers use a variety of techniques to
increase page views, such as dividing
content across multiple pages,
repurposing someone else's content, using
sensational titles, or publishing tabloid or
sexual content.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - CPM (Cost Per Mille)
CPM advertising is susceptible to
"impression fraud,” and advertisers who
want visitors to their sites may not find perimpression payments a good proxy for the
results they desire.:1–4
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - CPC (cost per click)
1
CPC (Cost Per Click) or PPC (Pay per
click) means advertisers pay each time a
user clicks on the ad. CPC advertising
works well when advertisers want visitors
to their sites, but it's a less accurate
measurement for advertisers looking to
build brand awareness. CPC's market
share has grown each year since its
introduction, eclipsing CPM to dominate
two-thirds of all online advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - CPC (cost per click)
1
Like impressions, not all recorded clicks
are valuable to advertisers. GoldSpot
Media reported that up to 50% of clicks on
static mobile banner ads are accidental
and resulted in redirected visitors leaving
the new site immediately.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Other performance-based compensation
CPA (Cost Per Action or Cost Per
Acquisition) or PPP (Pay Per
Performance) advertising means the
advertiser pays for the number of
users who perform a desired activity,
such as completing a purchase or
filling out a registration form.
Performance-based compensation can
also incorporate revenue sharing,
where publishers earn a percentage of
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Fixed cost
Fixed cost compensation means
advertisers pay a fixed cost for
delivery of ads online, usually over a
specified time period, irrespective of
the ad's visibility or users' response to
it.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Cost
1
The low costs of electronic communication
reduce the cost of displaying online
advertisements compared to offline ads.
Online advertising, and in particular Social
Media, provides a low-cost means for
advertisers to engage with large
established communities. Advertising
online offers better returns than in other
media.:1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Measurability
1
Online advertisers can collect data on
their ads' effectiveness, such as the
size of the potential audience or actual
audience response,:119 how a visitor
reached their advertisement, whether
the advertisement resulted in a sale,
and whether an ad actually loaded
within a visitor's view.:59 This helps
online advertisers improve their ad
campaigns over time.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Formatting
1
Advertisers have a wide variety of ways of
presenting their promotional messages,
including the ability to convey images,
video, audio, and links. Unlike many offline
ads, online ads also can be interactive.
For example, some ads let users input
queries or let users follow the advertiser
on Social Media. Online ads can even
incorporate games.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Targeting
1
Online advertising may use geo-targeting to
display relevant advertisements to the user's
geography
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Coverage
1
Online advertising can reach nearly every
global market, and online advertising
influences offline sales.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Speed
Once ad design is complete, online
ads can be deployed immediately. The
delivery of online ads does not need to
be linked to the publisher's
publication schedule. Furthermore,
online advertisers can modify or
replace ad copy more rapidly than
their offline counterparts.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Banner blindness
1
Eye-tracking studies have shown that
Internet users often ignore web page
zones likely to contain display ads
(sometimes called "banner
blindness"), and this problem is worse
online than in offline media
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Fraud on the Advertiser
There are numerous ways that
advertisers can be overcharged for
their advertising. For example, click
fraud occurs when a publisher or third
parties click (manually or through
automated means) on a CPC ad with no
legitimate buying intent. For example,
click fraud can occur when a
competitor clicks on ads to deplete its
rival's advertising budget, or when
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Fraud on the Advertiser
1
Click fraud is especially associated with
pornography sites. In 2011, certain
scamming porn websites launched dozens
of hidden pages on each visitor's
computer, forcing the visitor's computer to
click on hundreds of paid links without the
visitor's knowledge.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Fraud on the Advertiser
1
Like offline publications, online impression
fraud can occur when publishers overstate
the number of ad impressions they have
delivered to their advertisers. To combat
impression fraud, several publishing and
advertising industry associations are
developing ways to count online
impressions credibly.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Heterogeneous clients
1
Because users have different Operating
Systems, web browsers and computer
hardware (including mobile devices and
different screen sizes), online ads may
appear differently to users than the
advertiser intended, or the ads may not
display properly at all
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Heterogeneous clients
1
Furthermore, advertisers may encounter
legal problems if legally required
information doesn't actually display to
users, even if that failure is due to
technological heterogeneity.:i In the United
States, the FTC has released a set of
guidelines indicating that it's the
advertisers' responsibility to ensure the
ads display any required disclosures or
disclaimers, irrespective of the users'
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Ad-blocking
1
Ad-blocking, or ad filtering, means the ads
do not appear to the user because the
user uses technology to screen out ads
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Anti-targeting technologies
Some web browsers offer privacy
modes where users can hide
information about themselves from
publishers and advertisers. Among
other consequences, advertisers can't
use cookies to serve targeted ads to
private browsers. Most major
browsers have incorporated Do Not
Track options into their browser
headers, but the regulations currently
are only enforced by the honor
system.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Privacy Concerns
1
The collection of user information by
publishers and advertisers has raised
consumer concerns about their
privacy. Sixty percent of Internet users
would use Do Not Track technology to
block all collection of information if
given the opportunity. Over half of all
Google and Facebook users are
concerned about their privacy when
using Google and Facebook,
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Privacy Concerns
1
Advertisers often use technology, such
as web bugs and respawning cookies,
to maximizing their abilities to track
consumers.:60 According to a 2011
survey conducted by Harris
Interactive, over half of Internet users
had a negative impression of online
behavioral advertising, and forty
percent feared that their personallyidentifiable information had been
shared with advertisers without their
consent
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Trustworthiness of advertisers
Scammers can take advantage of
consumers' difficulties verifying an online
persona's identity,:1 leading to artifices like
phishing (where scam emails look identical
to those from a well-known brand owner)
and confidence schemes like the Nigerian
"419" scam. The Internet Crime Complaint
Center received 289,874 complaints in
2012, totaling over half a billion dollars in
losses, most of which originated with scam
ads.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Trustworthiness of advertisers
1
Consumers also face malware risks
when interacting with online
advertising. Cisco's 2013 Annual
Security Report revealed that clicking
on ads was 182 times more likely to
install a virus on a user's computer
than surfing the Internet for porn.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Spam
1
The Internet's low cost of disseminating
advertising contributes to spam, especially
by large-scale spammers. Numerous
efforts have been undertaken to combat
spam, ranging from blacklists to
regulatorily-required labeling to content
filters, but most of those efforts have
adverse collateral effects, such as
mistaken filtering.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Regulation
In general, consumer protection laws
apply equally to online and offline
activities.:i However, there are questions
over which jurisdiction's laws apply and
which regulatory agencies have
enforcement authority over transborder
activity.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Regulation
Several United States advertising
industry organizations jointly
published Self-Regulatory Principles
for Online Behavioral Advertising
based on standards proposed by the
FTC in 2009
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Privacy and Data Collection
1
Privacy regulation can require users'
consent before an advertiser can track
the user or communicate with the user.
However, affirmative consent ("opt in")
can be difficult and expensive to
obtain.:60 Industry participants often
prefer other regulatory schemes.
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Privacy and Data Collection
Different jurisdictions have taken different
approaches to privacy issues with advertising
1
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Privacy and Data Collection
1
In contrast, the European Union's "Privacy
and Electronic Communications Directive"
restricts websites' ability to use consumer
data much more comprehensively. The EU
limitations restrict targeting by online
advertisers; researchers have estimated
online advertising effectiveness decreases
on average by around 65% in Europe
relative to the rest of the world.:58
https://store.theartofservice.com/the-advertising-toolkit.html
Online advertising - Delivery methods
1
Similarly, mobile advertising is governed
by the Telephone Consumer Protection Act
of 1991 (TCPA), which (among other
restrictions) requires user opt-in before
sending advertising via text messaging.
https://store.theartofservice.com/the-advertising-toolkit.html
Informative advertising
1
Informative advertising is advertising that
is carried out in an informative manner.
The idea is to give the ad the look of an
official article to give it more credibility.
Also, informative ads tend to help
generate a good reputation.
https://store.theartofservice.com/the-advertising-toolkit.html
Informative advertising
In some circumstances a business
might be required to run informative
advertising as part of resolving a law
suit. Tobacco companies are one of the
more notable examples of this.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Informative advertising
Alcohol producers have been running
advertisements with the general message
being don't drive drunk.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Informative advertising
1
Some unions and trade organisations
have run informative advertisements to
promote public awareness of what they
see as the value of their organization.
https://store.theartofservice.com/the-advertising-toolkit.html
Informative advertising
1
Governments agencies use this form of
advertising. California State Highway
Patrol ran a "click-it or ticket"
campaign explaining the risks involved
in not using a seat belt.
https://store.theartofservice.com/the-advertising-toolkit.html
Madison Avenue - Advertising industry
1
The term "Madison Avenue" is often used
metonymically for advertising, and
Madison Avenue became identified with
the American advertising industry after the
explosive growth in this area in the 1920s.
https://store.theartofservice.com/the-advertising-toolkit.html
Madison Avenue - Advertising industry
According to "The Emergence of
Advertising in America" by the year 1861
there were twenty advertising agencies in
New York City, and in 1911, the New York
City Association of Advertising Agencies
was founded, predating the establishment
of the American Association of Advertising
Agencies by several years.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Madison Avenue - Advertising industry
Among various depictions in popular
culture, the portion of the advertising
industry which centers on Madison Avenue
serves as a backdrop for the AMC
television drama Mad Men, which focuses
on industry activities during the 1960s.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Madison Avenue - Advertising industry
In recent decades, many agencies
have left Madison Avenue, with some
moving further downtown and others
moving west. Today, only a few
agencies are still located in the old
business cluster on Madison Avenue,
including Young & Rubicam,
StrawberryFrog, TBWA Worldwide and
Doyle Dane Bernbach. However, the
term is still used to describe the
agency business as a whole and large,
New York–based agencies in
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children
1
The examples and perspective in this article may not
represent a worldwide view of the subject.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children
Advertising to children is the act of
marketing or advertising products or
services to children, as defined by national
legislation and advertising standards. It is
often the subject of debate, relating to the
alleged influence on children’s
consumption. Laws concerning such
advertisements have largely evolved in
recent years. In most countries,
advertising for children is framed by a mix
of legislation and advertising selfregulation.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Scope and form
1
Advertising to children can take place on
traditional media – television, radio and
print – as well as new media (internet and
other electronic media). Packaging, instore advertising, event sponsorship, and
promotions can also be used.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Scope and form
UNESCO – the United Nations
Educational, Scientific and Cultural
Organization – defines early
childhood as ages 0–8 years. For the
purposes of advertising law, the
definition of a child varies from one
jurisdiction to another. However, the
age of 12 is commonly used as a cutoff point, on the basis of the
widespread academic view that by
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Scope and form
According to the United States Federal
Trade Commission, food and beverage
companies (44 companies reporting to the
FTC) in the U.S. spent approximately $1.6
billion in 2006 to promote their products
and services to children.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
In the United Kingdom, Greece, Denmark,
and Belgium advertising to children is
restricted, and in Quebec, Sweden and
Norway advertising to children under the
age of 12 is illegal.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
The European Union also has framework
legislation in place which sets down
minimum provisions on advertising to
children for its 27 member states. The EU
Audiovisual Media Services Directive, due
to replace the Television Without Frontiers
Directive in all member states by the end
of 2009, sets out several EU-wide rules on
advertising and children:
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
Advertising shall not cause moral or
physical detriment to minors, and shall
therefore comply with the following criteria
for their protection:
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
a. it shall not directly exhort minors to buy
a product or a service by exploiting their
inexperience or credulity;
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
b. it shall not directly encourage minors to
persuade their parents or others to
purchase the goods or services being
advertised;
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
c. it shall not exploit the special trust minors
place in parents, teachers or other persons;
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
d. it shall not
unreasonably show
minors in dangerous
situations
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
e. Children’s programs may only be interrupted if the
scheduled duration is longer than 30 minutes
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
f. Product placement is not
allowed in children’s programs.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
g. The Member States and the
Commission should encourage
audiovisual media service providers to
develop codes of conduct regarding the
advertising of certain foods in children’s
programs.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
Note that criterion (b)
explicitly outlaws
appeals to "pester
power".
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Legislation
1
In the United States the Federal Trade
Commission studied the issue of
advertising to children in the 1970s
but decided against regulation.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Advertising standards
1
At a minimum, the general aim of selfregulatory codes is to ensure that any
advertising is 'legal, decent, honest and
truthful', but in most countries detailed
rules are in place for different
advertising techniques and sectors.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Advertising standards
Advertising self-regulation is built on
different levels. On a global level, the
International Chamber of Commerce has
drafted a global code on marketing
communications. All forms of marketing
communications worldwide must conform
to the ICC Consolidated Code on
Advertising and Marketing. The code
includes a specific section, detailing the
special care needed when communicating
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Advertising standards
1
Since 2006, a global code of practice on food
marketing communications is also in place
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Advertising standards
1
These codes provide a minimum requirement
for marketing communications worldwide
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Advertising standards
In the United States the Children's
Advertising Review Unit (CARU) of the
Council of Better Business Bureaus
(CBBB) established in 1974 by the
National Advertising Review Council
(NARC) runs a self-regulatory
program that includes a prescreening
service for advertisers to ensure they
are in compliance with COPPA and
the CARU guidelines.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Advertising standards
1
In addition to industry-wide self-regulation,
individual companies and industry sectors
have introduced a wide range of additional
provisions relating to marketing
communications directed at children. For
example, most multinational food and
beverage companies have developed their
own policies on food and beverage marketing
communications to children and, most
recently, have announced the joint
implementation of these individual
commitments.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Advertising standards
1
Under these initiatives, participating
companies will cease advertising to
children under 12, other than products
that meet specific nutritional
guidelines, based on international
scientific recommendations
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Media literacy
Media literacy is a relatively new
discipline, aimed at teaching
individuals and children in particular
to understand and use the media to
their advantage
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising to children - Media literacy
MediaSmart is funded by the
advertising business in the UK and is
supported by the UK government and
EU institutions
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising
Aerial advertising is a form of
advertising that incorporates the use of
aircraft, flogos, ballons or airships to
create, transport, or display, advertising
media. The media can be static, such
as a banner, logo, lighted sign or
sponsorship branding. It can also be
dynamic, such as animated lighted
signage, skywriting or audio.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising
1
Due to safety, privacy, and aesthetic
reasons, the ability to perform aerial
advertising is regulated by local and
federal entities throughout the world.
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisement employing rotorcraft aircraft
1
Sky Sign Inc. created, patented and holds
various STC's for their aerial LED based
signs. These signs attach to popular
rotorcraft and fixed wing aircraft, including
Robinson's R22 and Cesna's 172.
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisements employing fixed-wing aircraft
The most common type of fixed-wing
aircraft that are used for mobile billboards
and aerial advertising are single
reciprocating engine aircraft, such as
converted crop dusters
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisements employing fixed-wing aircraft
1
metropolitan airports, hence professional
Aerial Advertising companies have "letters
of agreement" with ATC facilities
specifying routes and procedures to be
used in these areas
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisements employing flogos
1
Flogos ("flying“ and "logos“) are
stable foam shapes, customizable
motifs made out of foam, which are
suitable for both outdoor and indoor
and once released into the air can
float or fly into the air
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisements employing blimps
The Goodyear Tire and Rubber
Company first used aerial advertising
in 1925, when the company created its
first in-house blimp series, the
Goodyear Type AD
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisements employing balloons
1
Advertising can be carried on the envelope
of a conventional hot air balloon, or the
envelope can be constructed into a
specific shape to advertise a product.
Research from the United States suggests
that the direct cost of balloon advertising
"per thousand opportunities to see" is
lower than for newspapers, posters, radio
or television.
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisements employing sky-writing
Flown by fixed-wing aircraft,
combined with the use of a vapor
projector, is a form of aerial
advertising that remains popular with
major advertisers, especially movies,
TV, and insurance companies
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Advertisements employing kite systems
For centuries kite systems have been
employed to fly advertisements. Messages
have been on wing covers as well as hung
on the tether set of the kite systems.
Logos, greetings, purchased advertising
messages, political messages, religions
celebration symbols, event-marking art,
promotional phrases, and flags are
frequently flown by kites. Advertising by
kites is one of the many kite applications.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Effectiveness
The benefits of aerial advertising,
banner towing in particular, include a
high recall rate and increased
engagement with a brand through
Social Media.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Effectiveness
1
Aerial advertising planes do fly before the events
over the masses of tailgaters
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Effectiveness
Studies by advertisers have shown that
mobile billboards carried by aircraft have a
limited local exposure but a high consumer
recall and retention rate— in other words,
customers who see the ad tend to recall
the message or product being displayed at
a higher rate than with most other forms of
advertising, but the region where the
advertisement is displayed is limited to the
flight path of the aircraft
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Examples of use
Pioneer balloonist and parachutist
Stanley Spencer built the first British
airship in 1902 with funds from Mellin
and Company, the manufacturer of a
leading brand of infant formula "for
babies and invalids". The sum of
£1,500 was payable in return for
twenty five return flights carrying an
advertisement for "Mellin's Food".
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Examples of use
The first use of skywriting for
advertising was on 30 May 1922, when
Cyril Turner, a former Royal Air Force
officer, spelt out "London Daily Mail"
in black smoke from an S.E.5a biplane
at the Epsom Derby.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Examples of use
During the 1994 Pennsylvania
gubernatorial election, Tom Ridge
used aerial advertising along the
Jersey Shore, a vacation spot popular
with Pennsylvanians.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Risks
1
There are some inherent dangers involved
in the operation of low-altitude manned
aircraft. Most of the fixed-wing aerial
advertisement accidents that have
occurred in the U.S. have been
determined by the United States Federal
Aviation Administration to be the result of
just a few basic causes:
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Risks
Problems during the
pickup/deployment of the banner
1
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Risks
1
Some of the specific areas of danger
include grapple hook deployment
errors, and banner pickup errors
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Risk mitigation
1
Modern companies have employed a new,
patented, methodology of banner towing
that greatly reduces the risks associated
with the older, grappling hook method.
With the new take-off technique, the pilot
no longer has to pick up the banner in the
tow hook - a time-consuming and
technically demanding manoeuvre.
Instead, the pilot can take the banner,
already set up for towing, directly from the
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Risk mitigation
1
A technical innovation makes the ground
start possible. Wheels are mounted on
both sides of the banner tube system, so
the front part of the banner runs on rollers.
This counteracts the effect which would
otherwise be created between the banner
and the ground over which it is towed,
sucking the banner downwards.
https://store.theartofservice.com/the-advertising-toolkit.html
Aerial advertising - Other terms
1
Other names for Aerial Advertising
include:
https://store.theartofservice.com/the-advertising-toolkit.html
Political campaign - Campaign advertising
1
Campaign advertising is the use of
paid media (newspapers, radio,
television, etc.) to influence the
decisions made for and by groups.
These ads are designed by political
consultants and the campaign's staff.
https://store.theartofservice.com/the-advertising-toolkit.html
Political campaign - Cost of campaign advertising
1
This reliance on expensive advertising is a
leading factor behind the rise in the cost of
running for office in the United States
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
1
By 1968, Havas had become a diversified
group which had, inter alia, media
interests. These interests were
incorporated into a société anonyme,
Havas Conseil S.A., which expanded its
business rapidly.
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
In 1975, Havas Conseil became
Eurocom, holding company of a
Group of subsidiaries specializing in
various communications activities.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
Since the 1970s, the Group grew
significantly in France and internationally,
both in the communications and media
buying sectors, by broadening the scope
of services that it offers and expanding
into new communications techniques and
technologies.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
1
Havas was first listed on the Paris Bourse
(now the Euronext Paris) in 1982. The
principal milestones in the Group's
strategic development are the following:
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
In 1991, Eurocom acquired the French
advertising group RSCG, leading to the
creation of the Euro RSCG Worldwide
advertising network. RSCG had been the
lead advertising agency for Peugeot. In 1996,
Eurocom changed its name to Havas
Advertising and creates four operating
divisions, Euro RSCG, Campus, Diversified
Agencies, and Médiapolis. American Bob
Schmetterer is named chairman and CEO of
the largest division Euro RSCG, whose
headquarters are moved to New York in
1997.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
In 1998, Compagnie Générale des
Eaux, led by Jean-Marie Messier,
changed its name to Vivendi, acquires
control of Havas (and its subsidiary
Havas Advertising); it acquired a third
of Havas in February 1997, and the
remainder in March 1998 in a deal
that valued the company at €6 billion
(£4.05 billion). Vivendi is to later
consider its advertising and
1
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
1
Between 1998 and 2001, late in the wave
of consolidation within the
advertising/communications sector,
Havas Advertising adopts an aggressive
acquisition strategy in order not to
become a takeover target following its
independence from Havas. In order to
become a bigger and more global player,
it acquired MPG and Snyder, as well as
around one hundred specialized
agencies in America, Europe and the
Asia Pacific region. This strategy has
been criticised by Maurice Levy as
"reckless".
https://store.theartofservice.com/the-advertising-toolkit.html
Havas - Havas Conseil – Havas Advertising
"Media Planning Group" was created in
1999 through the combination of Media
Planning, S.A., a Spanish media planning
and buying company controlled by
Léopoldo Rodés Castañes and his family,
with Médiapolis, the existing Havas media
planning business. Havas initially acquired
45% of MPG, which was increased to
100% in May 2001.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Bhatia, Tej K. 2000. Advertising in Rural
India: Language, Marketing
Communication, and Consumerism.
Institute for the Study of Languages
and Cultures of Asia and Africa. Tokyo
University of Foreign Studies. Tokyo
Press: Japan. ISBN 4-87297-782-3
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Cook, Guy (2001 2nd edition) "The Discourse of
Advertising", London: Routledge, ISBN 0-41523455-7
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Graydon, Shari (2003) "Made You Look How Advertising Works and Why You
Should Know", Toronto: Annick Press,
ISBN 1-55037-814-7
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
Johnson, J. Douglas, "Advertising
Today", Chicago: Science Research
Associates, 1978. ISBN 0-574-19355-3
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Kaiser, Ulrich; Song, Minjae (2009). "Do
media consumers really dislike
advertising? An empirical assessment
of the role of advertising in print media
markets". International Journal of
Industrial Organization 27 (2): 292–301.
doi:10.1016/j.ijindorg.2008.09.003.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Kleppner, Otto, "Advertising Procedure",
Englewood Cliffs, N.J., Prentice-Hall, 1966.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Kotabe, Masaki and Kristiaan Helsen,
Global Marketing Management, 3rd
Edition, John Wiley & Sopns, Inc,
publishers, Copyright 2004, ISBN 0-47123062-6
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
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)
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Lears, Jackson, Fables of Abundance: A
Cultural History of Advertising in America,
Basic Books, 1995, ISBN 0-465-09075-3
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
Leon, Jose Luis (1996) "Los effectos de la
publicidad". Barcelona: Ariel, ISBN 84-344-12667
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Leon, Jose Luis (2001) "Mitoanálisis de la
publicidad". Barcelona. Ariel, ISBN 84-3441285-3
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
McFall, Liz, Advertising: A Cultural
Economy, Thousand Oaks, CA: Sage
Publications Inc., 2004. ISBN 0-76194255-6
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Mulvihill, Donald F., "Marketing Research
for the Small Company", Journal of
Marketing, Vol. 16, No. 2, Oct., 1951, pp.
179–183.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
Packard, Vance, The Hidden
Persuaders, New York, D. McKay
Co., 1957.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Petley, Julian (2002) "Advertising". North
Mankato, Minnesota: Smart Apple Media,
ISBN 1-58340-255-1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
Young, Charles E., The Advertising
Handbook, Ideas in Flight, Seattle, WA
April 2005, ISBN 0-9765574-0-1
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - General
1
Wernick, Andrew (1991) "Promotional
Culture: Advertising, Ideology and
Symbolic Expression (Theory, Culture &
Society S.)", London: Sage Publications
Ltd, ISBN 0-8039-8390-5
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
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 1-55164-003-1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
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).
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Boiler, David in: Silent Theft. The Private
Plunder of Our Common Wealth,
Routledge, New York, February 2003,
ISBN 978-0-415-94482-3, ISBN 0-41594482-1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
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"
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
De Certeau, Michel. (1984) The Practice
of Everyday Life. Berkley, London:
University of California Press.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
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.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Goldman, Debra. (1999) "Consumer
Republic" in Adweek.Com, Nov 22, 1999
v36 i47 p13. Retrieved: www.adweek.com
(8/08/2002).
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Habermas, Jürgen. (c1989) The Structural
Transformation of the Public Sphere: an
Inquiry into a Category of Bourgeois
Society. Cambridge, Mass.: MIT Press.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
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).
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Holt, D. (2002) "Why Brands Cause
Trouble? A dialectical theory of
Consumer Culture and Branding" in
Journal of Consumer Research, June
2002 v29 i1 p 70(21). Retrieved:
InfoTrac Web: Expanded Academic
ASAP plus. (29/07/2002).
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Jhully, Sut. (2006) The Spectacle of
Accumulation. Essays in Media. Culture &
Politics, Peter Lang Publishing (June 24,
2006), ISBN 0-8204-7904-7, ISBN 978-08204-7904-0
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Jhully, Sut (1990) The Codes of
Advertising: Fetishism and the political
Economy of Meaning, Routledge; 1 edition
(December 12, 1990), ISBN 0-415-90353X, ISBN 978-0-415-90353-0
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
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 0-415-966760, ISBN 978-0-415-96676-4
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Kilbourne, Jean: Can't Buy My Love: How
Advertising Changes the Way We Think
and Feel, Free Press; 1 edition (November
2, 2000), ISBN 0-684-86600-5
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Klein, Naomi. (2000) No Logo: Taking Aim
at the Brand Bullies. New York: Picador,
ISBN 0-312-20343-8
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Korten, David. (1995) When
Corporations Rule the World. 2.
Edition 2001: Berrett-Koehler, San
Francisco, California, ISBN 1-88720804-6
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Lasch, Christopher. The Culture of
Narcissism: American Life in an Age of
Diminishing Expectations, Norton, New
York, ISBN 978-0-393-30738-2
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Lasn, Kalle. (2000) Culture Jam: how to
reverse America's suicidal consumer
binge - and why we must, Harper
Paperbacks (November 7, 2000), ISBN
0-688-17805-7. ISBN 978-0-688-17805-5
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Lasn, Kalle. (1999) Culture Jam: The
Uncooling of America, William Morrow
& Company; 1st edition (November
1999), ISBN 0-688-15656-8
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Lees, Loretta, (1998) "Urban
Renaissance and the Street" in
Nicholas R. Fyfe (ed) Images of the
Street: Planning, Identity and Control
in Public Space. London; New York:
Routledge.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Leiss, William: (1990) Social
Communication in Advertising,
Routledge; 2 edition (July 27, 1990),
ISBN 0-415-90354-8, ISBN 978-0-41590354-7
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Lemke, Jay L. (1995) Textual Politics: Discourse
and Social Dynamics. London: Taylor & Francis.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Livingston, Sonia and Lunt, Peter. (1994)
Talk on Television: Audience Participation
and Public Debate. London & New York:
Routledge.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Louw, Eric. (2001) The Media and Cultural
Production. London: Sage Publications.
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
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)
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
McChesney, Robert W. “The Political
Economy of Media: Enduring Issues,
Emerging Dilemmas”. Monthly Review
Press, New York, (May 1, 2008), ISBN
978-1-58367-161-0
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Prothers, Lisa (1998) Bad.eserver.org,
"Culture Jamming: An Interview with Pedro
Carvajal" in Bad Subjects: Political
Education for Everyday Life, Issue #37,
March 1998.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
Rorty, James: “Our Master's Voice:
Advertising” Ayer Co Pub, 1976, ISBN 978-0405-08044-9
1
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Sinclair, Upton (1919): The
Brass Check
https://store.theartofservice.com/the-advertising-toolkit.html
Bibliography of advertising - Critics
1
Stuart, Ewen. Captains of Consciousness:
Advertising and the Social Roots of the
Consumer Culture, Basic Books, ISBN
978-0-465-02155-0, ISBN 0-465-02155-7
https://store.theartofservice.com/the-advertising-toolkit.html
Satellite Internet access - Elimination of advertising
While also effective for terrestrial
communications, the use of ad blocking
software such as Adblock Plus for Firefox
is exceptionally beneficial for satellite
Internet, as most Internet advertising
websites use cache busting in order to
render the browser and ISP's cache
useless, by displaying advertisements (for
the purpose of maximizing the number of
ad views seen by the affiliate marketing
company's server).
1
https://store.theartofservice.com/the-advertising-toolkit.html
Marketing ethics - Deceptive Advertising and Ethics
Part of what drives this study is the
idea that humor provides an escape or
relief from some kind of human
constraint, and that some advertisers
intend to take advantage of this by
deceptively advertising a product that
can potentially alleviate that constraint
through humor
1
https://store.theartofservice.com/the-advertising-toolkit.html
Marketing ethics - Deceptive Advertising and Ethics
It is important to understand that
humor is not the only method that is
used to deter consumer’s minds from
what a product actually offers. Before
making important purchases, one
should always conduct their own
research in order to gain a better
understanding of what it is they are
investing in. ]
1
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising
1
International Tourism
Advertising
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising
1
On the other hand, advertising distributed by
governments themselves, such as through
tourism ministries or government-owned
private sector enterprises, is sometimes
intended to convey more than simply the
value of the product, service, or experience;
governments can use tourism ads as a
channel for communicating directly to the
public of other countries because tourism is a
common and internationally encouraged
industry and the advertising of it is subject to
minimal content regulation.
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising
1
Advertising campaigns to promote travel to
destinations abroad are particularly
prevalent in western countries where the
general public's expenditures on tourism
tend to be consistently high, even in light
of the economic recession
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Types
1
Tourism advertising can take many forms,
utilize a wide array of advertising tactics,
and be driven by a scope of private or
public intents. Destination advertising is
designed to make a location itself seem
more appealing, while travel services
advertising seeks to gain an audience's
buy-in for the tourism-related service or
product. Below are some instances of
international tourism advertising
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Destination advertising
1
A great degree of ads promoting foreign
countries are produced and distributed by
the tourism ministries of those countries,
so these ads often serve as vehicles for
political statements and/or depictions of
the destination country's desired foreign
public perception(s). Following are only a
few of the many examples of governmentproduced tourism destination advertising
that also serve political or social functions.
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Bahamas
1
Managing perceptions is a common
part of advertising of many consumer
products and services, focusing the
audience's mind solely on the
desirable aspects of whatever is being
sold and away from any possible
drawbacks or consequences.
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - India
The common impression of India in the
West has long been either negative—
including perceptions of widespread
poverty, lack of sophisticated hygiene, and
violent ethnic and religious clashes—or
ambivalent, so the Indian government's
Ministry of Tourism began a marketing
campaign, "Incredible !ndia," to emphasize
the country's rich culture, historic sites,
tourist attractions, and general sense of
1
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Kazakhstan
1
After the 2006 release of the Sacha Baron
Cohen comedy Borat, which depicts a
politically incorrect and socially oblivious
fictional Kazakhi reporter who travels
throughout the United States interviewing
and meeting Americans from various
walks of life, the government of
Kazakhstan was highly offended by the
depiction of its less than two-decade-old
country and criticized the film and its
creator as being defamatory and
slanderous
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Mexico
1
The Tourism Board's stated goal of the
advertising surge is to "generat[e] more
than three [positive] impressions per
person" among the North American
audience
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Travel services advertising
1
Additionally, a wide range of foreign
airlines and travel-related services
which also advertise separately from
the destinations, themselves, are
owned by their respective
governments, such as the Emirates
airline (Dubai), Qatar Airways (Qatar),
China Airlines (Taiwan/Republic of
China), and Air China (People's
Republic of China).
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - China Airways and Air China
Similarly, the PRC counters this
message by having named one of its
largest international carriers "Air
China" to reinforce the PRC's claim to
be the legitimate of the "two Chinas."
The implicit conflict between the two
states is likely lost on the majority of
the general public outside the
immediate region, such as the United
States and Europe, but the strategic
1
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Emirates
1
Emirates additionally adds to its effort to
appeal to the West through its
sponsorship of the Arsenal Football Club,
including constructing the team's new
venue, Emirates Stadium, which opened
in July 2006 and prominently displays the
Emirates branding on the exterior; in this
way, any depictions of the stadium will
result in de facto advertising and
reinforce the public recognition of the
Emirates company as one that is
associated with western sports and
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Emirates
Emirates, along with the aviation
services company Dnata, is owned by
the parent company The Emirates
Group which, in turn, is wholly owned
by the Government of Dubai
1
https://store.theartofservice.com/the-advertising-toolkit.html
International Tourism Advertising - Emirates
Sheikh Ahmed currently
simultaneously holds the positions of
Chairman and CEO of Emirates
Airline & Group, which includes the
Emirates airline and Dnata air
services company, Chairman of the
Dubai Airports company, and
President of the Dubai Civil Aviation
Authority
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Role of gender in advertising
It is argued that these images could be
teaching the viewers a vast array of social
cues, and even the most subtle ones
make an impact on the viewers
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Masculinity in advertising
1
Alert and conscious of surroundings
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Masculinity in advertising
1
Eyes open and looking around
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Masculinity in advertising
"Bravery, adventurousness, being
able to think rationally, being strong
and effective, for example, are all
"manly" traits that are usually
encouraged. So also are the ability to
think independently and take the
initiative. Media images supporting
these behaviors include the strong,
silent Marlboro man and military ads
telling young men to be 'all you can
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Social pressure on men to endorse traditional masculinity and
sexuality in advertising
Research suggests that men feel
social pressure to endorse traditional
masculine male models in advertising
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Social pressure on men to endorse traditional
masculinity and sexuality in advertising
Further, a growing number of
advertisements are showing men as sex
objects. A study on male body obsession
found that advertisements for everything
from cars to underwear depicted bodybuilder images with “washboard abdominal
muscles, massive chests, and inflated
shoulders, a mixture of muscularity and
leanness probably attainable only by
drugs.”
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Social pressure on men to endorse traditional masculinity and
sexuality in advertising
Though women’s equality is
advancing in society, men have
become more fixated with
muscularity because it is still seen as
a cultural symbol of masculinity. In
addition, it has been suggested that a
muscular body has become an
aesthetic norm for heterosexuals as
well as homosexuals.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Social pressure on men to endorse traditional masculinity and
sexuality in advertising
In a content analysis study of
exclusively male images in men’s
magazines, it was found that most of
the bodies in advertising were not
‘ordinary’, but those of strong and
hard ‘male figures’. The study showed
that males in the advertisements were
usually objectified and
depersonalized.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Social pressure on men to endorse traditional
masculinity and sexuality in advertising
1
The representation of ectomorphs (thin
and lightly muscled) was limited
predominantly to the advertising of
clothing that may look more appealing
on slimmer, taller men. Endomorphs
(soft and round) were rarely depicted
and if they were, tended to be the
object of humour. It is important to note
that representations of male bodies are
often used irrespective of their
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Femininity in advertising
1
Holding an object or a man for
support
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Femininity in advertising
These are positions of submissiveness
and powerlessness. This can be clearly
seen when women are shown lying on the
floor as men are standing over them,
literally depicting women as being beneath
men. Women are urged to pursue beauty
and sex appeal, and part of the sex appeal
is submission.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Femininity in advertising
The body – and particularly here the
female body – is always inevitably
controlled by social norms and the
commodification of the body through
industries such as fashion and beauty that
exhibit femininity.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Femininity in advertising
1
The discursive constructions of these
female bodies are quite plainly
‘prepared for consumption’ by men.
These constructions not only reveal
the inevitable gender-power relations
about the body but also suggest the
cultural ambivalence about
sexualized bodily display and image
management. This sort of
ambivalence both idealizes and
https://store.theartofservice.com/the-advertising-toolkit.html
Gender advertisement - Gender displays in advertising
1
These codes of gender can be seen in the
portrayals of men and women in advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Local advertising
Local advertising refers to optimizing
delivering ads according to the position of
the recipient (client, user). It is used in
Geo (marketing). Local search (Internet)
often fuels uses optimization for targeting
the advertising.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Consumer-generated advertising
1
Consumer Generated Advertising refers to
advertising on consumer generated media
https://store.theartofservice.com/the-advertising-toolkit.html
Consumer-generated advertising
1
Similarly, the term Communal marketing
refers to a marketing practice that
incorporates public involvement in the
development of an advertising/marketing
campaign
https://store.theartofservice.com/the-advertising-toolkit.html
Consumer-generated advertising
1
Consumer-generated marketing is not the
same as Viral Marketing or word of mouth
advertising, however, the result of a it
achieves a high level of publicity within
high relevance communities
https://store.theartofservice.com/the-advertising-toolkit.html
Consumer-generated advertising
Anytime a brand reaches out to its
audience to invite them in to become cocollaborators in the development of an
advertising campaign, they are
participating in a "communal branding"
effort
1
https://store.theartofservice.com/the-advertising-toolkit.html
Consumer-generated advertising
The practice of consumer-generated
marketing has been in use for several
years with the emergence of communal
forms of information sharing including
weblogs, online message boards,
podcasts, interactive broadband TV, and
other new media that has been adopted by
consumers at the grass roots level to
establish community forums for discussing
their customer experiences.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Consumer-generated advertising
Joel Moss Levinson won 11 consumer
generated marketing contests, and earned
more than $200,000 in money and prizes,
by creating corporate jingles and short
commercials.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Orange S.A. - Accusations of false advertising in France
1
In November 2009, three users lodged a
complaint against Orange for false
advertising concerning its “Unlimited 3G
Key” service. These customers criticised
the operator for the misleading way in
which this service is presented, since it
isn't in fact unlimited. While it is true that
there is no time limit, the user cannot
download more than 1 gigabyte per
month, thus limiting browsing. Unaware of
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising
In-game advertising (IGA) refers to
advertising in computer and Video Games.
IGA differs from advergaming, which refers
to a game specifically made to advertise a
product.
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising
The IGA industry is large and
growing. In 2009, spending on IGA
was estimated to reach $699 million
USD and is anticipated to grow to $1
billion by 2014.
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising
The earliest known IGA was the 1978
computer game Adventureland, which
inserted a self-promotional advertisement
for its next game, Pirate Adventure. The
earliest known commercial IGA occurred in
1991 when a spot for Penguin biscuits
appeared in James Pond - RoboCod.
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising
Due to the custom programming
required, dynamic advertising is
usually presented in the background;
static advertisements can appear as
either
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Static in-game advertising
Similar to product placement in the film
industry, static IGAs cannot be changed
after they are programmed directly into the
game (unless it's completely online)
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Static in-game advertising
For example, many sports games
incorporate these advertisements to
simulate the heavy advertising within
professional sports
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Dynamic in-game advertising
1
Increasing Internet connectivity and
bandwidth has increased the use of
dynamic IGA, which allows the game
manufacturer or its advertisement
vendor to deliver advertisements
remotely, update advertisements after
the game is launched, and target
advertisements based on time or
geography
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Dynamic in-game advertising
1
Dynamic advertising campaigns allow IGA to
be part of a time-sensitive advertisement
campaign because they do not need to be
designed months or years before the game is
finished. Dynamic advertisements can be
purchased after a game is released to the
general public are featured in a developer
determined in-game location. For example, in
October 2008, billboard advertisements were
purchased in 10 swing states by then-US
Democratic Presidential candidate Barack
Obama in numerous Xbox games.
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Freemium and free-to-play
Freemium and free-to-play games are
typically playable online and provide a free
basic game with options for players to
purchase advanced features or additional
items
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Pay-to-play
1
Pay-to-play games charge
players to access the game
content
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Pay-to-play
1
Virtual worlds and MMORPGs may host
persistent online advertisements by
allowing marketers to purchase virtual
real estate. Aside from establishing a
brand presence, companies can use it
to test future real-world locations. For
example, Starwood Hotels & Resorts
Worldwide established the aloft hotels
within Second Life prior to the
completion of its real-world
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Advertising industry reaction to IGA
1
The advertising industry has generally
embraced IGA and advergaming as
effective ways to reach 16 to 34-yearold males
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Advertising industry reaction to IGA
1
Several advertising agencies or ad networks
specialize in IGA, and even more traditional
advertising agencies have experimented with
IGA. However, many advertisers do not
embrace Video Games as a viable
advertising medium because of the
continuing difficulties in measuring IGA’s
effectiveness despite the implementation of
GamePlay Metrics, uncertainty about how
many viewers the game will reach, and the
long development cycle inherent in Video
Games.
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Reducing advertiser risk
Viewer numbers are hard to estimate
because it is difficult to gauge the
popularity of a game before its release;
however, advertiser risk can be partially
mitigated through benchmark-based
advertisement payments on game units
sold or a refund agreement if a certain
number of game sales are not reached.
This may not, however, protect the
advertiser from an unwanted association
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Reducing advertiser risk
It is also difficult to plan in-game
advertisements because game
development generally takes longer than
the development and implementation of an
advertising campaign; typically, most static
advertisements must be disclosed to the
developers at least eighteen months
before a game is released
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Game industry reaction
Game publishers have
mixed feelings about IGA
1
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Game industry reaction
1
However, not all publishers have found IGA
successful. In 2008, Sony Corporation
expressed doubts about advertisementfunded games because of limited advertiser
dollars and gamers’ skepticism of IGA,
although Sony completed an IGA deal 5
months later. However, in 2010, an Electronic
Arts representative remarked, “We actually
aren't getting much from ad revenue at all.
The in-game advertisement business hasn't
grown as fast as people expected it to.”
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Game industry reaction
1
In some games it may be easier to rely
on revenue from sales of virtual goods,
as they may provide a more reliable
and greater stream of income than
advertising while having the advantage
of being directly incorporated into the
game experience and being under the
complete creative control of the
developer.
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Gamer reaction
1
A 2009 study by an advertising company
found that 80% of consumers correctly
recalled an advertiser and 56% had a
more favorable impression of the
advertiser because it allowed them to play
a free game
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Gamer reaction
1
Gamers may feel that IGA is invasive
and in some cases have dubbed IGAsupported software as spyware. Some
gamers choose to remove
advertisements from the game
experience, either by paying more for
an advertisement-free copy or
disabling the advertisements through
exploits.
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Gamer reaction
1
In-game advertising can also lead to
negative reviews for a Video Game, as
occurred in 2013 with Maxis'
promotion of a heavily-branded
Nissan Leaf charging station as
downloadable content in SimCity.
Maxis claimed "Plopping down the
station will add happiness to nearby
buildings. It will not take power,
water, or workers away from your
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Effectiveness
1
The effectiveness of
such advertising is
debated by several
scholars
https://store.theartofservice.com/the-advertising-toolkit.html
In-game advertising - Companies
1
There are several companies and ad
networks that offer in-game
advertising services exclusively,
whereas other companies may offer it
in conjunction with other services.
https://store.theartofservice.com/the-advertising-toolkit.html
Deep packet inspection - Targeted advertising
1
Because ISPs route the traffic of all of their
customers, they are able to monitor webbrowsing habits in a very detailed way
allowing them to gain information about
their customers' interests, which can be
used by companies specializing in
targeted advertising
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising
Music in Advertising means
integrating music in (mass) electronic
media advertisements in order to
enhance its success. Music for this
purpose provides different
characteristics which makes it
especially interesting for usage in
advertisements.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
1
Music can fulfill several tasks when it
is used in advertisements. David
Huron therefore chooses six
categories in which “music can serve
the overall promotional goals in one or
more of several capacities.” Mostly
the use of music is not only intended
by one of the following attributes but
they are interdependent and
interrelated to each other. The
categories he claims are described as
follows.
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
The entertainment aspect of music helps
making an advertisement more appealing to
the viewer by simply making it more attractive
respectively more aesthetic. By this increase
in attractiveness an advertisement is able to
engage more attention. From this point of
view “music need not necessarily manifest
any special affinity with a particular product or
service in order to play an effective and
useful function.” The music functions more as
bridge between viewer and advertisement in
this case.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
1
Another basic attribute of music is to support
an advertisements structure and continuity
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
1
It is far more likely to memorize a piece of
music than spoken language or images
because “music tends to linger in the
listeners mind.” “Early advertising music
also had different aims
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
In contemporary adverts the
advertisers must overcome the
viewer’s skepticism which developed
over years through desensitization
1
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
1
Targeting and Authority
Establishment
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
Different types of music can be
attributed to certain kind of groups or
life styles which makes it possible to
appeal to these groups over using
certain kinds of musical genres.
Music can therefore function as a
“nonverbal identifier for certain
groups with different musical taste
because it is “arguably the greatest
tool advertisers have for portraying
1
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - The Function of Music in Advertising
Looking at these contributions of music
towards advertisement it becomes obvious
that these attributes work together in
inseparable ways
1
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - Interaction of Music and Brand
1
In general one could say that music can be
altered in meaning depending on its context
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - Interaction of Music and Brand
1
“Advertising is not about what the product
does but who the consumer is” and so
advertisements have to find a good
balance between adopting meaning from a
used musical piece or artist and providing
context in return to become authentic
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - Interaction of Music and Brand
“The joining of music culture, through
either a licensed track or the appearance
of an artist, with a product or service in a
commercial brings new connotations to
both artist [and also the music] and
company while naturalizing the
relationship between the two. The value of
articulating popular music to a product can
be seen as especially important to
advertisers competing with products
similar, if not identical, in use-value.”
1
https://store.theartofservice.com/the-advertising-toolkit.html
Music in advertising - Music Bed
A music bed is a part of a jingle, or
alternatively the entire jingle, where there are
no sung vocalist. In other words, if refers to a
section where only instruments are heard.
Music beds make it possible for a voice over
to be spoken over the top, without the spoken
words being interfered with by the sung
vocals. For this reason, companies usually
have different cuts of their jingle, so they can
use each of the different versions for different
purposes, depending on the context.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Newspaper - Advertising
1
The portion of the newspaper that is not
advertising is called editorial content,
editorial matter, or simply editorial,
although the last term is also used to refer
specifically to those articles in which the
newspaper and its guest writers express
their opinions
https://store.theartofservice.com/the-advertising-toolkit.html
Newspaper - Advertising
1
The business model of having advertising
subsidize the cost of printing and
distributing newspapers (and, it is always
hoped, the making of a profit) rather than
having subscribers cover the full cost was
first done, it seems, in 1833 by The Sun, a
daily paper that was published in New
York City. Rather than charging 6 cents
per copy, the price of a typical New York
daily at the time, they charged 1-cent, and
https://store.theartofservice.com/the-advertising-toolkit.html
Newspaper - Advertising
1
Newspapers in countries with easy access
to the web have been hurt by the decline
of many traditional advertisers
https://store.theartofservice.com/the-advertising-toolkit.html
Newspaper - Advertising
In recent years, the advertorial
emerged. Advertorials are most
commonly recognized as an oppositeeditorial which third-parties pay a fee to
have included in the paper. Advertorials
commonly advertise new products or
techniques, such as a new design for
golf equipment, a new form of laser
surgery, or weight-loss drugs. The tone
is usually closer to that of a press
release than of an objective news story.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research
1
Advertising research is a specialized form
of marketing research conducted to
improve the efficiency of advertising.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1879 - N. W. Ayer conducts custom
research in an attempt to win the
advertising business of Nichols-Shepard
Co., a manufacturer of agricultural
machinery.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
1895 - Harlow Gale of the University of
Minnesota mails questionnaires to
gather opinions about advertising from
the public.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
1900s - George B. Waldron conducts qualitative
research for Mahin’s Advertising Agency.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
Eastman creates the Association of
National Advertisers which is now
known as the Association of National
Advertising Managers
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
1920s - In 1922, Dr. Daniel Starch tests
reader recognition levels of magazine and
newspaper advertisements and editorial
content. In 1923, Dr. George Gallup
begins measuring advertising readership.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1930s - In 1936, Dr. George Gallup
validates his survey methodology by
using the same tools polling voters
during public elections. This allows
him to successfully compare and
validate his study's results against the
election’s results.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
1940s - Post World War II, the U.S. sees a
large increase in the number of market
research companies.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1950s - Market researchers focus on
improving methods and measures. In their
search for a single-number statistic to
capture the overall performance of the
advertising creative, Day-After-Recall
(DAR) is created.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
1960s - Qualitative focus groups gain in
popularity. In addition, some advertisers
call for more rigorous measurement of
the in-market effectiveness of
advertising in order to provide better
accountability for the large amounts
being spent on advertising. In response,
Seymour Smith and Associates, using
Advertising Research Foundation data as
a jumping-off point, develops the
Communicus System, a comprehensive
approach to isolating the in-market
impact of advertising across media.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
1970s - Computers emerge as business
tools, allowing researchers to conduct
large-scale data manipulations
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1980s - Researchers begin to view
commercials as a “structured flow of
experience” rather than a single unit to be
rated on the whole, creating moment-bymoment systems such as the dial-a-meter.
1
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
1990s - Ameritest Research creates Picture
Sorts to provide accurate non-verbal
measurements in a moment-by-moment
system. Picture Sorts results are graphed to
visually represent commercial viewers'
moment-by-moment image recognition (Flow
of Attention), positive and negative feelings
(Flow of Emotion), and brand values (Flow of
Meaning). Trends in in-market tracking
include a greater focus on the multimedia
nature of entire advertising campaigns.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - History
1
His monograph leads to re-examination of
in-market research approaches that
compare the behaviors of those who have
seen advertising versus those who have
not, such as the Communicus System,
and the development of brand new
pretesting systems such as the OTX
AdCEP system.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Types of advertising research
1
The focus is on what the advertising has
done for the brand, for example increasing
brand awareness, trial, frequency of
purchasing.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Pre-testing
1
Pre-testing, also known as copy testing, is
a specialized field of marketing research
that determines an ad’s effectiveness
based on consumer responses, feedback,
and behavior.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Campaign pre-testing
1
A new area of pre-testing driven by the
realization that what works on TV does
not necessarily translate in other
media. Greater budgets allocated to
digital media in particular have
driven the need for campaign pretesting. The addition of a media
planning tool to this testing approach
allows advertisers to test the whole
campaign, creative and media, and
measures the synergies expected with
an integrated campaign.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Post-testing
1
Post-testing/Tracking studies provide
either periodic or continuous inmarket research monitoring a brand’s
performance, including brand
awareness, brand preference, product
usage and attitudes. Some post-testing
approaches simply track changes over
time, while others use various
methods to quantify the specific
changes produced by advertising—
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Post-testing
1
The two types of campaign post-testing
that have achieved the greatest use
among major advertisers include
continuous tracking, in which changes in
advertising spending are correlated with
changes in brand awareness, and
longitudinal studies, in which the same
group of respondents are tracked over
time
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Notes
1
Tom Greenbaum. "Internet Focus
Groups: An Oxymoron". Groups
Plus, Inc.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Notes
1
Heath, R. G. (2001) The Hidden Power
of Advertising. Admap Monograph No.
7. World Advertising Research Centre.
Henley-on-Thames, UK.
https://store.theartofservice.com/the-advertising-toolkit.html
Advertising research - Notes
Marketing Research Association Research Resources For the Consumer
: Glossary of Marketing Research
Terms
1
https://store.theartofservice.com/the-advertising-toolkit.html
Flight attendant - In advertising
1
However, this is starting to be phased out,
in favor of advertising which emphasises
the modernity of their fleet.
https://store.theartofservice.com/the-advertising-toolkit.html
The Pirate Bay - Advertising
1
Since 2006, the website has received financing
through advertisements on result pages
https://store.theartofservice.com/the-advertising-toolkit.html
The Pirate Bay - Advertising
As of 2008, IFPI claims that the
website is extremely profitable, and
that The Pirate Bay is more engaged in
making profit than supporting
people's rights
1
https://store.theartofservice.com/the-advertising-toolkit.html
The Pirate Bay - Advertising
1
There have been unintentional advertisers.
In 2007, an online ad agency placed WalMart The Simpsons DVD ads "along with
search results that included downloads of
the series." In 2012, banner ads for
Canada's Department of Finance
Economic Action Plan were placed atop
search results, as part of a larger "media
buy", but were pulled "quickly".
https://store.theartofservice.com/the-advertising-toolkit.html
For More Information, Visit:
• https://store.theartofservice.co
m/the-advertising-toolkit.html
The Art of Service
https://store.theartofservice.com