Definition Advertising

Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service.

In Latin language , 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 old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial ads 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. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, who is often considered the founder of modern, Madison Avenue advertising.

In 2015, the world will spend about $529 billion on advertising. Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.

Kind of advertising

Television advertising / Music in advertising

Television advertising is one of the most expensive types of advertising; networks charge large amounts for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television - with an audience of over 108 million and studies showing that 50% of those only tuned in to see the advertisements. The average cost of a single thirty-second television spot during this game reached US$4 million & a 60-second spot double that figure in 2014. Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.

Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the target sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from customers and industry professionals.

Radio advertising

Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found on air, and also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. A newer form of online advertising are Native Ads, they go in a website's news feed and are supposed to improve user experience by being less intrusive, however some people argue it is deceptive.

Domain name advertising

Domain name advertising is most commonly done through pay per click search engines, however, advertisers often lease space directly on domain names that generically describe their products. When an Internet user visits a website by typing a domain name directly into their web browser, this is known as "direct navigation", or "type in" web traffic. Although many Internet users search for ideas and products using search engines and mobile phones, a large number of users around the world still use the address bar. They will type a keyword into the address bar such as "geraniums" and add ".com" to the end of it. Sometimes they will do the same with ".org" or a country-code Top Level Domain (TLD such as ".co.uk" for the United Kingdom or ".ca" for Canada). When Internet users type in a generic keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales lead. Domain name advertising was originally developed by Oingo (later known as Applied Semantics), one of Google's early acquisitions.

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the display ad, which is a larger ad (which can include art) that typically run in an article section of a newspaper.

Billboard advertising

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.

In-store 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 (a.k.a. POP – point of purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

Street 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, for getting brand messages out into public spaces.

Sheltered outdoor advertising

this type of advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space aims to exert a strong pull on the observer, the product is promoted indoors, where the creative decor can intensify the impression.

How to make a good advertising

Step 1

Decide what information you'll put on the poster. This depends on what in particular you're advertising. If you're advertising for your store or business, you'll want to include your location, hours, and contact information. If you're advertising a group or organization, you should include when and where you meet. You should include any information that viewers of your poster should know.

Step 2

Decide what demographic you're advertising to. Understanding your market is crucial for any form of advertising. For you, understanding your market will determine where you place your posters, as well as how you word your advertisement. For example, if you are advertising a proofreading service for graduate students, the term "thesis" may catch their eye more than just "essay." Decide what your target demographic is and then investigate phrases, graphics, and other design strategies that will appeal to your intended audience.

Step 3

Decide where you will place your posters. Part of this you will figure out while investigating your demographic. For example, you wouldn't place a flyer for your punk rock band at a preschool. But location also influences the design of your poster. When you decide where your target demographic usually congregates, investigate the space.

Look at where you can place your poster so the most people will see it. Also keep in mind that posters in places where people move, like hallways, tend to attract less attention than places where people have to wait. For example, a bus stop is a place where people have to wait, and their eyes will probably wander while they do so. A poster visible from a bus stop is more likely to be noticed than one in a school hallway.

Look at the colors and lighting of the area. You'll want your poster to stand out rather than blend in, so pick colors and designs that will contrast with the surroundings.

Step 4

Decide what message you want to convey with the poster. Advertising involves conveying an idea about a particular product or group. In beer commercials, for instance, the product is usually associated with having fun and going out. Decide what you want your audience to associate with your advertisement. If you are making posters for your store, you'll probably want to show pictures of people smiling while shopping, demonstrating that your store is a place to be associated with good feelings.

Step 5

Design your blog or poster on advertising

Step 6

Print out and share to all people