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Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.
In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide
Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements onseatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.
Celebrity endorsement is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products.
Outdoor advertising (or out-of-home advertising ) is made up of more than 100 different formats, totaling $6.7 billion in annual revenues in 2012 in the USA. Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This medium is in contrast with broadcast, print, and Internet advertising.
Outdoor advertising, therefore, is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.
The outdoor advertising industry in the USA includes more than 2,100 operators in 50 states representing the major out of home format categories. These out of home media companies range from public, multinational media corporations to small, independent, family-owned businesses.
Bus advertising - Firmly establish brand awareness and generate quick recall with high profile exposure near point of purchase locations.
Lamppost banner advertising - Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create massive promotional awareness.
Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions.
Street advertising - The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.
Wallscape - Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide tremendous impact in major metro areas.
Other types outdoor advertising include airport displays; transit and bus-shelter displays; headrest displays; double-sided panels; junior posters; and mall displays.
Indoor advertising. In case of indoor advertising, messages are conveyed through various media to the indoor target audience. The media or vehicles used for indoor advertising are newspapers, magazines, radio, television, film and video. Here, the message reaches the indoor audience where they are supposed to be in relaxed and receptive mood. Indoor advertising comes under indirect advertising as these are not meant for any specific individual.