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
Advertising is a communication method designed and intended to promote a product or service for consumer purchase and use. Although advertising takes many forms, in the beauty industry its aim involves targeting men and women with stereotypical idealized images of physical appearance and attractiveness, along with an ideology that consumers are expected to exhibit when
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