Friday, May 1, 2020
Advertising free essay sample
Impact-based advertising seeks to give the user something of value, whether that is entertainment or information, and create a positive association with the reduce or service advertised. On the Internet, impact based advertising applies mainly to Web-based content although it can take the form of marketing email messages. With the increasing availability of high speed Internet connections, sophisticated Web based ads have become practical. A good example is a video that plays while the viewer looks at a Web page.Such videos often have distracting features such as handsome heroes, dancing dogs, crashing cars or marauding monsters. When an advertiser wants to maximize the impact of an ad, the placement of the ad is a critical consideration. Effective ad locations are in transitional Web pages or in pages that viewers are likely to look at for a sustained period of time. Some advertisers use pop ups that block desired content or pop under that remain on the screen even after the user exits the browser. We will write a custom essay sample on Advertising or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page However, many Web users find these tactics annoying and may react to them negatively.Ads that come between users and the content they have requested are a form of interruption marketing, a category that also includes telemarketing calls during the dinner hour and commercials during your favorite television show. According to a report from IBM,The End of Advertising as We Know It, the advertising world will go through more change in the next five years than it did in the previous 50. An increasing trend towards impact-based and permission based marketing is expected to be a part of that change. The Social Impact of Advertising The Social Impact of Advertising can be summed up as one that has significant impact on a given society. Advertising can have wide-ranging repercussions on a society. Some critics suggest that advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products. They argue that advertising creates a consumer culture in which buying exciting new products becomes the foundation of the society values, pleasures, and goals.Other critics express concern over the way advertising has affected women and racial minority groups. Ads in the 1 sass depicted women primarily as decoration or sex objects. Although millions of women worked outside the home in the sass, ads continued to focus on their role as homemakers. Whether owing to the feminist movement or to womens increasing economic power, after the sass it became more common to see women depicted in professional roles. However, many ads today still emphasize a womans sexuality.The way advertising has depicted racial minorities has also been harmful. Prior to 1 960, African Americans were usually shown in a subordinate position. Due to the influence of the civil rights movement, however, advertisers by the 1 sass had begun to depict African Americans as students, professionals, or business people. However, many African American organizations and community activists continue to object to the way that alcohol and tobacco companies have seemingly targeted low-income minority communities with a heavy preponderance of outdoor advertising for their products.As ads have begun to more fully reflect the lives of women and African Americans in the United States, increasing attention has been paid to the way in which advertising shows other ethnic gro ups, including Hispanics, Asians, Native Americans, and Eastern Europeans. There is still considerable debate over how advertising influences public perception of gender and of particular ethnic groups. Advertising has a major social impact by helping sustain mass communications media and making them relatively inexpensive, if not free, to the public. Newspapers, magazines, radio, and broadcast television all receive their primary income from advertising.Without advertising, many of these forms of mass communication might not exist to the extent that they do today, or they might be considerably more expensive, offer less variety, or even be subject to government control through subsidies. In depth news programs, a diversity of magazines, and free entertainment might no longer be widely available. At the same time, however, some critics warn that because advertising plays such a major economic role, it may exercise undue influence on the news media and thereby curtail the free flow of information in a free society.Reporters and editors, for example, may be hesitant to develop a news story that criticizes a major advertiser. As a result, society might not be alerted to harmful or potentially harmful conduct by the advertiser. Most members of the news media deny that pressure from an advertiser prevents them from pursuing news stories involving that advertiser, but some members of the Edie acknowledge that they might not be inclined to investigate an issue aggressively if it threatened to offend a major advertiser. Advertisers may affect media programming in other ways, too, critics charge.For example, companies that sponsor TV programs prefer relatively wholesome, uncontroversial programming to avoid offending a mass audience. This preference causes TV networks to emphasize this type of programming. The result is that society may be denied the benefits of being able to view challenging or highly original entertainment programs or news orgasm on controversial issues. Because advertisers are especially interested in attracting the 18 to 34 year olds who account for most consumers spending, television show s are often developed with this audience in mind. If the ratings show that a program is not attracting large audiences, particularly among 18 to 34 year olds, advertisers often withdraw support, which causes a program to be canceled. As a result, shows that are more likely to interest and to be of value to older audiences are not produced. The impact of television on young children has received much attention. Research suggests that children see television advertising as just another form of programming and react uncritically to its messages, which makes them especially vulnerable to advertising.There is also concern about the way in which adolescent girls respond to advertising that features beautiful, thin models. Research indicates that many adolescent girls are unduly influenced by this standard of beauty, become dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. New research suggests that adolescent boys are also being influenced by advertising images of bulked up, buffed bodies. Advertising free essay sample Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention Of a brand image . For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the internet, direct mail, billboards, outdoor posters and sponsorship (the list is getting longer as new media are developed). Advertising is often placed in these media by an advertising agency acting on leaf of the client company or other organization, therefore they are acting as agents. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, government departments, interest groups, religious organizations, non-profit organizations and charities. However, just like brands they are competing for the consumers attention if not to consume a product ? to influence their behavior. We will write a custom essay sample on Advertising or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion (El 00 ban in the united States and $385 billion worldwide (IEEE ban). While there might have been a decline in the recessionary years, it is predicted that spending on advertising will exceed $450 billion (OBOE brow after 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial email and direct mail have become prevalent.Advertising Industry: While overall growth in the advertising industry is predicted, sectors of the industry appear to be in a mature phase with traditional media such swapper advertising revenue falling in the IIS and the rise of digital media and search engines such as Google and Yahoo. This has meant that both media owners and advertising agencies have had to take this into account and think carefully about their strategy. With the dawn of the internet came many new advertising opportunities. Popup, Flash, banner, Ponder, adverting, and email advertisements (the last often being a form of spam) are now commonplace. Particularly since the rise of entertaining advertising, some people may like an advertisement enough to sis to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads.Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience Seibel. However, usage tracking, customer profiles and the growing popularity Of niche content brought about by everything from blobs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies marketing products.Among others, Compass Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more bout a particular business or practice at any time, right from Particularly since the rise of entertaining advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. Popularity of niche content brought about by everything from blobs to social Growing need for advertising: Increasingly, other media are overtaking many of the traditional media such s television, radio and newspaper because of a shift toward consumers usage of the Internet for news and music as well as devices like digital video recorders (DVDs) such as Tivoli. Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money.Digital signage also offers the unique ability to see targeted audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time ND location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. Another successful use of digital signage is in hospitality locations such as re staurants and malls. Advertising on the World Wide Web is a recent phenomenon. Prices of Web- based advertising space are dependent on the relevance of the surrounding web content and the traffic that the website receives. Reasons for online display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware Of a need, display advertising can drive wariness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, its used for direct response campaigns that link to a landing page with a clear call to action.E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as e-mail spam. Spam has been a problem for e-mail users for many years. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site.Predestining is a more precise advertising term in which people are able to direct advertisements toward others directly using social network services. As the mobile phone became a new mass media in 1 998 when the first paid downloaded content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2 billion and providers such as Adman delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advertises and various engagement impracticalness. A particular feature driving mobile ads is the AD barded, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users Of AD Barbados. Some companies have proposed placing messages or reporter logos on the side of booster rockets and the International Space Station.Unpaid advertising (also called publicity advertising), can provide good exposure at minimal cost. Personal recommendations (bring a friend, sell it), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, Xerox photocopier, Kleenex = tissue, Baseline = petroleum jelly, Hoover = vacuum cleaner, and Band- Aid = adhesive bandage) these can be seen as the pinnacle of any a dvertising campaign. However, some companies oppose the use of their brand name to label an object.