Advertising is a tenacious form. Originating in the commercial impulse to promote sales, versions of what might loosely be termed “advertising” can no doubt be traced to wherever and whenever surplus product has needed to be disposed of. The proverb “good wine needs no bush,” for instance, is at least 2,000 years old. It refers
The economics of advertising are crucially important in understanding the history of modern mass media as well as their continued development. Sometimes called “indirect” funding (compared to the “direct” funding provided by consumers to such media as books and recorded music), advertising as an economic institution involves several different industries and collectives. Advertising’s influence as
Advertising is the key link in the mutually sustained global expansion of consumer goods and services industries and the media of communication that carry their commercial messages. In this structural context, advertising is much more than the images and brand names that form the surface of consumer culture. It is the life-blood of the media
Employment advertising is a medium for posting employment opportunities through ads that appear in public media, most notably newspapers, magazines, and Internet sites. Ads appear in all countries in the Western world and to a lesser extent in other parts of the world, generally in dedicated sections of newspapers, typically in proximity to sections covering
From the street cries of merchants selling their wares to today’s sophisticated electronic means of reaching customers, advertising has experienced a dramatic evolution. In its earliest days, advertising allowed merchants to go from street to shop, adopting symbols and later written signs to show the goods and services they offered. With the invention of paper
Advertising responses are the thoughts, emotions, and behaviors generated by exposure to a commercial message (Petty & Cacioppo 1996). Responses to advertising can be divided into three general types: cognitive, affective, and behavioral responses. Studies on cognitive responses focus on recall or recognition of advertisements and brands. Affective response studies concentrate on likes and dislikes
This overview starts by giving a brief introduction to the economic theory of advertising, including a short presentation of the two main models of advertising and discussion of how advertising affects market outcomes in light of these two models. These theoretical underpinnings are then used to discuss the causes and potential effects of advertising in
The role of advertising as a pervasive communication continues to expand around the world. In response, many societies face greater challenges in regulating advertising in a manner that shields the public from deceptive and unfair conduct. Many legal sources regulate advertising practices, and the legislative rationale for curbing this unique type of speech has been
Organizations communicate core messages (position themselves) to different types of audiences (target groups) that they select out of a list of possible audience segments or profiles, defined according to a number of segmentation criteria. On the basis of this segmentation, audience profile selection, and positioning decision, organizations will define communication objectives and messages and build
How effective is advertising in contemporary markets? What does advertising effectiveness mean? By the term “advertising effectiveness,” we mean what change advertising achieves in markets. Advertising also creates changes in awareness, attitudes, beliefs, and intentions. These are all valid effects of advertising. However, in the interest of focus and parsimony, this article focuses on the
In the 1990s, accountability of advertising came high on the agenda in the commercial communication world. As a result a growing need for knowledge about the way the media environment influenced advertising effectiveness emerged. Standardized tools and new media studies were developed. And after 2000, greater actionability for media planners even on a day-to-day basis
Simply stated, “ethics” refers to standards of conduct derived from moral values. Those standards vary greatly from discipline to discipline and person to person, and even philosophers approach ethics from multiple directions (Spence & Van Heekeren 2005, 8). But in its most basic form these are concepts of right and wrong behavior, not limited to
Advertising has been defined as “Any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor” (Alexander 1965, 9). Advertising intrudes into our lives and is not always welcome. Some scholars suspect that we are being manipulated by dark arts (e.g., Packard 1957). This article examines current practice
The frequency and timing of advertising message exposures plays an important role in advertising campaign management, specifically media planning. However, when planning an advertising campaign, this is not as important as addressing questions about the advertising goal (what is to be achieved), the target groups (who is to be reached), and the budget (amount). The
Advertising strategy is the set of decisions an organization takes with respect to the employment of advertising to reach one or more objectives among a specific target group. Each advertising strategy is based on the marketing strategy that encompasses the strategic decisions regarding all marketing activities, such as packaging, price, distribution, and promotion. Within this
With the globalization of markets, advertisers are faced with the question whether to internationally standardize their campaigns or to tailor them to each country’s target audience. This controversial issue is discussed in the so-called standardization/differentiation debate in international marketing literature. Although standardization has the advantage of saving cost, companies that stress global standardization do not
Marketing communication is often equated with mass advertising using media such as television, radio, and print. This is often referred to as above-the-line advertising. Besides these media, organizations can also use more directly targeted media, which include direct mail, telephone, email, etc. This is referred to as below-the-line advertising or direct-to-consumer advertising. Remarkably, spending on
Emotions are fundamental to the human experience, so it is not surprising that advertisers employ emotional appeals to evoke specific feelings in consumers. Today’s commercials, print ads, and Internet interstitials generate a range of emotional reactions from humor and elation to shame and disgust, from arousal and fear to sorrow and pity. Emotions serve several
In the fields of consumer research, communications, and persuasion, few concepts have been studied more over the decades than that of endorsers in advertisements. An endorser can broadly be defined as any individual who appears in an advertisement as a spokesperson for that product. The endorser can be a well-known actor, athlete, or any other
The key to unified and successful advertising campaigns is solid management. Each advertising campaign contains visible as well as unseen aspects. To the average consumer, a campaign is a series of advertising messages that look or sound alike. To the practitioner, a campaign embodies a wide range of activities that may include brainstorming, consumer surveys
Advertising as persuasion may be defined as an instrumental and intentional form of commercial communication by which a deliberate attempt is made to convince consumers of the value of the message position, i.e., the product or brand advertised. Advertising as persuasion focuses on the impact of advertising stimuli on cognitive, affective, and behavioral consumer responses
Political advertising is a form of political communication that uses the mass media to promote political candidates, parties, policy issues, and/or ideas. Advertising messages are generally controlled messages allowing for direct communication with the public and voters without interpretation or filtering by news media or other sources. In the United States, where political advertising is
Overview Advertising is ubiquitous, found on television and radio, newspapers and magazines, mail and flyers on the windshield, billboards and sports arenas, and now on the computer, and virtually no one is immune to being exposed to it. The American Marketing Association defines marketing, of which advertising is a subset, as ‘‘the activity, set of