Advertising
Overview
Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages.
History
Advertising's origins lie in the ancient civilizations. Egyptians used papyrus to create sales messages and wall posters, while lost-and-found advertising on papyrus was common in ancient Greece and Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.
Types of Advertising
Print Advertising
Print 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.
Outdoor Advertising
Outdoor advertising, also known as out-of-home (OOH) advertising, is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home. This is in contrast to broadcast, print, and Internet advertising.
Broadcast Advertising
Broadcast advertising is a form of advertising that is distributed via television and radio networks. It is the most expensive form of advertising, due to the wide reach and cost of airtime and production.
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.
Advertising Techniques
Advertising techniques are the methods used to attract attention, engage minds, trigger emotion and provoke action. They often involve the use of visuals, multi-media, and storytelling to create compelling narratives that generate brand loyalty.
Advertising Research
Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies.
Advertising Regulation
Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content.
Impact of Advertising
Advertising has many effects on society and the individual. It plays a role in shaping cultural norms and behaviors, influences social values, and molds the perceptions of consumers.