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Transcript
Advertising Kelsey Miller [email protected] Abstract Advertising is a critical aspect in modern business. Without advertising, companies would fail miserably because they would have no way of promoting their products. My goal is to explain the history of advertising, the understanding of advertising and the two main types of advertising, which are broadcast and print advertising. I will be explaining the establishment of advertising, when it was the most popular in history and the main purposes it was used for. Furthermore, I will explain the importance of advertising and how it is used in today’s economy. 1. Introduction Yahoo Education describes advertising as “the activity of attracting public attention to a product or business, as by paid announcements in print, broadcast, or electronic media.” [1] Advertising has been a key aspect in promoting products for a long time. Most people do not understand how common advertising has become. Advertising is growing rapidly and becoming a critical aspect in all businesses. Not only are people unable to understand the importance of advertising, but they are also unaware of all the different types of advertising. 2. History of Advertising Advertising became a well-established industry in 1914. [2] Throughout World War II advertising continued to grow and improve. World War II contributed to the growth of advertising because it was used for persuading men to enlist into the army and also for government policies. Most people felt that advertising was used as propaganda to influence the public opinion of the United States involvement in WWII. [2] 3. The Understanding of Advertising Advertisements usually consist of a slogan or message that is directed to consumers of a product. This message is presented from the vendors of the product. The message usually is “catchy” which enables the audience to remember it. Furthermore, it is important for the message to appeal to the audience because they might be curious in trying or buying the product. Usually when creating a slogan the vendors will direct the message at a certain audience that might have interest in the product. [3] For an example, when creating a slogan for an iphone vendors would direct their ads towards people who would find the iphone useful, such as, people in business, students who enjoy access to music and the internet and people who are traveling and may not have internet access. Advertising is also used for creating a brand identity. Creating a brand identity is crucial to a product that is new. [3] If good advertising is not used when promoting a new product then the product will fail miserably. 4. Broadcast Advertising Broadcast advertising is one of the two main types of advertising. This type of advertising is found in visual and audio media. Broadcast advertising consists for televisions advertisements and radio advertisements. [4] 4.1. Television Advertisements Television advertisements have always been a popular source of advertising. The cost of television advertisements depend on a few different components. These components consist of the duration, time, and channel. [4] The duration of the components affects the cost because some advertisements are different durations of time. For an example, an advertisement that is 30 seconds will cost more than an advertisement that is 15 seconds. However, different packages can be purchased with a number of different amounts of seconds or minutes. Time plays a major role in the cost of advertisements. Depending on what time an advertisement is played varies the cost of an advertisement. Lastly, the channel that the advertisement plays on is also important. If the channel is popular and viewed frequently than the advertisements will be more expensive. If the channel is not as popular then the advertisement cost will be a cheaper rate. 4.1.1. Radio Advertisements Radio advertising used to be very popular in the 1940s. It lost its popularity when other forms of advertising were invented. Currently, radio advertisements are used by businesses that do not advertise regularly because they are inexpensive. Advertisements on the radio usually consist of jingles. [4] Jingles are short songs that are easily remembered. These jingles have a big impact on an audience because they are very creative. 5. Print Advertising Print Advertising is the other main type of advertising. This type of advertising consists of advertisements printed on or in certain objects. Some of the main ways to present print advertisements are in newspapers, magazines, brochures and fliers. 5.1. Newspapers and Magazines Newspapers and Magazines are a common form of print advertisements. Ad space for newspapers and magazines depend on many different aspects. These aspects include size, placement, content of the ad and the quality of paper used. [4] Ad space is also sold according to the popularity of the magazine or newspaper. Printing advertisements in newspapers is a very efficient way to promote a product or event. This is so beneficial to sales because people are constantly reading the newspaper every day. However, magazines are not read as often as newspapers are, but the majority of a magazine consists of advertisements. People read these advertisements without even realizing that more than half of the magazine consists of advertisements. 5.1.1. Brochures and Fliers Brochures and Fliers are the least expensive form of advertising. Although they are inexpensive forms of advertisement, they are also an extremely popular way of advertising. Brochures and fliers are very inexpensive because they cost close to nothing to create. They are simply created on a computer and then printed. However, depending on the type of paper brochure and fliers are printed on they can became more expensive. Advertising with brochures and fliers is an intelligent way to market a product or event because it restricts the reader to information only regarding the advertisement. [4] 6. References [1] Yahoo. Yahoo Education. Education.yahoo.com, 2000 [2] Associated Press. Complete history.ap.org, 2004 [3] Barron’s Education. Allbusiness.com, 2009 [4] Uttara Manohar. advertising.buzzle.com, 2008 Different types of