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Advertising

Advertising is the paid promotion of goods, services, companies and ideas, by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion.

Table of contents
1 History of Advertising
2 Advertising media
3 Advertising objectives
4 Advertising techniques
5 See also
6 External links

History of Advertising

In ancient times the most common form of advertising was by word of mouth. However, commercial messages were found in the ruins of Pompeii. As printing developed in the 15th and 16th century, the first steps towards modern advertising were taken. In the 17th century advertisements started to appear in weekly newspapers in England, and a century later advertising had become a popular thing.

As the economy was expanding during the 19th century, the need for advertising grew at the same pace. In 1843 the first advertising agency was established by Volney Palmer in Philadelphia. At first the agencies were just brokers for ad space in newspapers, but in the 20th century, advertising agencies started to take over responsibility for the content as well.

Advertising media

Some commercial advertising media include: billboardss, printed flyers, radio, cinema and television ads, web banners, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement.

The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual US Super Bowl football game is known as much for its commercial advertisements as for the game itself, and the average cost of a single thirty-second TV spot during this game has reached $2.3 million (as of 2004).

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. E-mail advertising is another recent phenomenon. Unsolicited E-mail advertising is known as "spam".

Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it by zealot"), the unleashing of memes into the wild, or achieving the feat of equating a brand with a common noun ("Hoover" = "vacuum cleaner") -- these must provide the stuff of fantasy to the holder of an advertising budget.

Advertising objectives

The purpose of advertising is to stimulate demand for a product, service, or idea. Other factors influencing demand are price and substitutability. A major way advertising may stimulate demand is to create a brand franchise for a product. Kleenex, for example, can distinguish itself as a type of tissue. But, because it has successfully attained a brand franchise among consumers, it is frequently used as a generic term. One of the most successful firms to have achieved a brand franchise is Hoover, whose name was for a very long time synonymous with vacuum cleaner (and Dyson has subsequently managed to achieve similar status, having moved into the Hoover market with a more sophisticated model of vacuum cleaner).

A brand franchise can be established to a greater or lesser degree depending on product and market. In Texas, for example, it is common to hear people refer to any soft drink as a Coke, regardless of whether it is actually produced by Coca-Cola or not (the more accurate term would be 'cola').

A legal risk of the brand franchise is that the name can become so widely accepted that it becomes a generic term, and loses trademark protection. Examples include "escalator", "aspirin" and "mimeograph".

Other objectives include short or long term increases in sales, market share, awareness, product information, and image improvement.

Advertising techniques

Advertisers use several recognizable techniques in order to better convince the public to buy a product. These may include:

  • Repetition: Some advertisers concentrate on making sure their product is widely recognized. To that end, they simply attempt to make the name remembered through repetition.

  • Bandwagon: By implying that the product is widely used, advertisers hope to convince potential buyers to "get on the bandwagon."

  • Testimonials: Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users, experts, or both. "Three out of four dentists recommend..." This approach often involves an appeal to authority.

  • Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"

  • Association: Advertisers often attempt to associate their product with desirable things, in order to make it seem equally desirable. The use of attractive modelss, picturesque landscapes, and other similar imagery is common. "Buzzwords" with desired associations are also used.

  • Advertising slogans

A popular belief among many segments of society is that subliminal messages are commonly used in advertising, though this is seen by experts as little more than an urban legend.

See also

Bait and switch, Beauty advertising, Sex in advertising, Brand, Clio Awards, Nudity, Subvertising, Propaganda model, marketing, neon signage, promotion, trailer

External links


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Hughes Advertising
Business strategies, marketing weapons and concepts for the independent auto glass shop.
http://www.hughesadvertising.com/

Aztec Advertising
A full service advertising agency specializing in providing marketing support to automotive dealerships.
http://aztecadvertising.com/

Real Traffic Productions
A Florida company specializing in Automotive search engine optimization for new and used cars.
http://www.realtrafficproductions.com

R. L. Polk
A marketing company specializes in collecting and interpreting automotive market data.
http://www.marketingsystems.be

Odenza Marketing Group
An advertising and marketing company specializing in promotional packages for dealerships.
http://www.promo2day.com

Dealer Logic Ads
Specializing in auto dealer marketing graphic designs to increase image recognition and marketable potential.
http://www.dealerlogicads.com

AutoBlitz
Offers automotive dealers inventory management solutions for new and pre-owned vehicles.
http://www.autoblitz.com/

ePowerGuestbook
A web based lead-capture, survey administration and traffic driving e-marketing application for automotive industry.
http://www.epowerguestbook.com

Admark Advertising
A full service advertising agency specialising in the motor trade offering a 'one-stop-shop' encompassing all aspects of the marketing and advertising spectrum.
http://www.admark.co.uk

CSI Events
Specializes in customer appreciation events sales.
http://www.csi-events.com

Cars.us
Offers Internet sales and marketing services to automotive dealers.
http://www.sellmorecars.us/

Automotive Redbook
Provides a master database of automotive business across the US.
http://AutomotiveRedbook.com

Advanced Digital Strategies, LLC
Information source for the automotive aftermarket, specializing in marketing and technology topics.
http://www.digstrat.com/

Motorclicks.net
A pay per click automotive only advertising network.
http://www.motorclicks.net/

Your Dealer
Service for car dealerships provides real time interactive follow-up with incoming Internet leads.
http://www.yourdealer.net/

Nichols Media
Specializing in automotive advertising and marketing along with special finance infomercials and sales consulting.
http://www.nicholsmedia.com/

TrafficBoosters.net
Specializing in automotive advertising solutions to create a dynamic image for your dealership.
http://www.trafficboosters.net

Taylor Made Marketing
Offes radio, print and TV creative for automobile dealerships throughout the United States.
http://www.taylormademarketing.com

Auto World Marketing
Advertising design, brand development and marketing strategy for the automotive and motorsports industries.
http://www.autoworldmarketing.com

AutoPacific
Marketing research and consultancy firm for the automobile industry.
http://www.autopacific.com/

Universal Dealer Consultants, Inc.
Provides marketing and sales consulting to automobile dealers.
http://www.udcnet.com/

National Dealer Development Group, LLC
Focused on delivering innovative solutions to dealers in the automotive and similar industries.
http://nddgroup.com/

Intelesys
Offers sales and marketing consulting services to the automotive industry.
http://www.intelesys.com/

Paramax
Specializes in marketing strategy consulting, product development, research, and communication solutions for the automotive industry.
http://www.paramaxusa.com/

Progressive Dynamics
Consulting and sales training for auto dealerships.
http://www.progressive-dynamics.com/

Wrap Advertising
Offers advertising on vehicle wraps, windows, doors, walls, floors, and storefronts.
http://www.wrapadvertising.com/home3.htm

KEA Advertising Agency
A dynamic, client friendly, full service advertising agency and strategic marketing group.
http://www.keaadvertising.com/

Instant Events
Providing promotional packages for automotive sales events, including print and radio advertising, banners, hang tags, balloons, posters, and pennants.
http://instant-events.com/

The Results Team, Inc
Print, radio and TV advertising production for auto dealerships nationwide with no contracts, no long-term commitments and no commission charges.
http://www.moreups.com/

ArtWorks Advertising and Design
Agency specializing in advertising, marketing and promotions for automotive, marine, high-performance racing and after market products.
http://www.artwrkz.net/

MJS Advertising
A full service advertising agency specializing in automotive retail.
http://www.mjsadvertising.com/

GCS Automotive
A proven approach to increasing showroom traffic including automotive sales campaigns, direct mailers, radio and print advertising campaigns.
http://www.gcsautomotive.com/

Robertson Advertising, Inc.
Full service advertising agency specializing in automotive advertising.
http://www.robad.com/

Jeff Resnick Production Services
Assists with syndicated advertising campaigns for targeted industries including car dealerships, home furnishing and general retail.
http://www.jeffresnick.com/

Creative Broadcast Concepts
A full service advertising agency and complete audio and video production studio specializing in retail automobile advertising with dealers and dealer groups.
http://www.cbcads.com/

Ad One Automotive
Specializes in advertising for automotive dealerships throughout the United States.
http://www.adoneauto.com/

AdEvents.com
Specializes in auto auctions, advertising, event planning and promotional products for the auto sales industry.
http://adevents.com

Fish Marketing
Offers creative, media, and fulfillment for automotive dealerships nationwide.
http://www.fishmarketingonline.net/

Peachtree Media Group
A full service advertising agency specializing in automotive advertising and marketing.
http://www.peachtreemedia.com

Creative Productions
Develops parts, service and accessory marketing programs for OEM manufacturers and suppliers.
http://www.creativeproductions.com

Big Gross
Provides automotive advertising and marketing campaigns to automotive franchised dealships across the United States.
http://www.biggross.com/

Driving Force Automotive Marketing
A full service advertising and marketing agency dedicated to increasing dealer sales, especially internet sales. Driving Force also handles clients outside the automotive industry with proven campaigns and marketing strategies.
http://www.drivingforceauto.com/

One Common Drive
Automotive web site design and marketing services that offer car dealerships custom web site's, dealership marketing, and complete online branding solutions.
http://www.onecommondrive.com

The Newsletter Company
Specializes in automotive direct mail marketing.
http://www.automotivedirectmail.biz/

The Mudd Group
Specializes in automotive television, radio and print ads.
http://www.mudd.com

Automotive Marketing Promotions Inc.
Specializing in on-site promotions, giving the dealership a full scale event including mail, newspaper layout, DJ, and staff members with multiple years of experience.
http://www.ampit.com

VehicleMatrix
Build your Dealership and your Business online and off. A custom flexible dealership web site gives you the options you need to run your dealership your way.
http://www.vehiclematrix.com

ADTRAC Intelligence Group
Advertising intelligence for the automotive industry. Provides access to newspaper, radio and direct mail pieces from accross the US.
http://www.adtracintel.com/

Sale-in-a-Box
Supplier of sales event materials for auto dealerships, including balloons, sale themes, and promotional plans.
http://www.saleinabox.com/

Motorcar Media
Full service automotive advertising agency relying on a corporate network of creative talent from across the US.
http://MotorcarMedia.com/



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