<"Advert" redirects here. For the British musician, see Gaye Advert. "Advertiser" redirects here. For other uses, see Advertiser (disambiguation). For content guidelines on the use of advertising in Wikipedia articles, see WP:ADVERT. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. Marketing Key concepts Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance Promotional content Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion Underwriting Promotional media Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth This box: view • talk • edit Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". 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 and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Advertisements are seen on the seats of shopping carts, on the walls of an airport walkway, on the sides of buses, and are heard in telephone hold messages and in-store public address systems. Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements. Advertising spending has increased dramatically in recent years. In 2006, spending on advertising has been estimated at $155 billion in the United States[1] and $385 billion worldwide[2], and the latter to exceed $500 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[3] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.[4][5] Contents [hide]1 History Mobile Billboard Advertising Public service advertisingTypes of advertising Media Covert advertising Television commercials Infomercials 5 Newer media and advertising approaches6 Measuring the impact of mass advertising Effect on memories and behavior Public perception of the medium Negative effects of advertising Regulation Future Global advertising Trends See also References Bibliography External links Vintage archives Covert advertising Main article: Product placement Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, Vaio, BMW and Aston-Martin cars are featured in recent James Bond films, most notably Casino Royale. a Television commercials Main article: Television advertisement The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached $2.7 million (as of 2007). The majority of television commercials feature a song or jingle that listeners soon relate to the product. See Music in advertising. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[11] or used to replace local billboards that are not relevant to the remote broadcast audience.[12] More controversially, virtual billboards may be inserted into the background[13] where none existing in real-life. Virtual product placement is also possible.[14] [15] a Infomercials There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Shorthttp://en.wikipedia.org/wiki/Viral_marketingercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Some well known companies in the infomercial business are Script to Screen, Hawthorne Direct, International Shopping Network and Guthy-Renker. a Newer media and advertising approaches Increasingly, other media are overtaking television because of a shift towards consumer's usage of the internet as well as devices such as TiVo. 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. E-mail advertising is another recent phenomenon. Unsolicited bulk 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"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) — these are the pinnacles of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. As the mobile phone became a new mass media in 1998 when the first paid downloadable 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 2.2 billion dollars and providers such as Admob delivered billions of mobile ads. One type of mobile ad is based on SMS (Short Message Service) text messages. SMS has become the largest data application on the planet with over 2.4 billion active users. The addition of a text-back number is gaining prevalence as a www address of yesterday. Used as part of your companies 'how to contact us' these can be very effective. These can be a (rented) keyword on a short-code or your own system on a standard number (like Mojio Messenger). The benefit of SMS text messages is people can respond where they are, right now, stuck in traffic, sitting on the metro. The use of SMS text messages can also be a great way to get a viral (word-of-mouth) campaign off the ground to build your own database of prospects see Viral marketing. Interstitial advertisement is a form of advertisement which takes place while a page loads. More advanced mobile ads include banner ads, coupons, MMS picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, 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 2D barcodes. 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. From time to time, The CW airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2, Cover Girl, and recently Toyota. a Measuring the impact of mass advertising The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage of a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer. a Effect on memories and behavior<"Advert" redirects here. For the British musician, see Gaye Advert. "Advertiser" redirects here. For other uses, see Advertiser (disambiguation). For content guidelines on the use of advertising in Wikipedia articles, see WP:ADVERT. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. Marketing Key concepts Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance Promotional contentThe TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached $2.7 million (as of 2007). The majority of television commercials feature a song or jingle that listeners soon relate to the product. See Music in advertising. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[11] or used to replace local billboards that are not relevant to the remote broadcast audience.[12] More controversially, virtual billboards may be inserted into the background[13] where none existing in real-life. Virtual product placement is also possible.[14] [15] a Infomercials There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Shorthttp://en.wikipedia.org/wiki/Viral_marketingercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Some well known companies in the infomercial business are Script to Screen, Hawthorne Direct, International Shopping Network and Guthy-Renker. a Newer media and advertising approaches Increasingly, other media are overtaking television because of a shift towards consumer's usage of the internet as well as devices such as TiVo. 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. E-mail advertising is another recent phenomenon. Unsolicited bulk 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"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) — these are the pinnacles of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. As the mobile phone became a new mass media in 1998 when the first paid downloadable 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 2.2 billion dollars and providers such as Admob delivered billions of mobile ads. One type of mobile ad is based on SMS (Short Message Service) text messages. SMS has become the largest data application on the planet with over 2.4 billion active users. The addition of a text-back number is gaining prevalence as a www address of yesterday. Used as part of your companies 'how to contact us' these can be very effective. These can be a (rented) keyword on a short-code or your own system on a standard number (like Mojio Messenger). The benefit of SMS text messages is people can respond where they are, right now, stuck in traffic, sitting on the metro. The use of SMS text messages can also be a great way to get a viral (word-of-mouth) campaign off the ground to build your own database of prospects see Viral marketing. Interstitial advertisement is a form of advertisement which takes place while a page loads. More advanced mobile ads include banner ads, coupons, MMS picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, 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 2D barcodes. 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. From time to time, The CW airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2, Cover Girl, and recently Toyota. a Measuring the impact of mass advertising The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage of a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer. a Effect on memories and behavior<"Advert" redirects here. For the British musician, see Gaye Advert. "Advertiser" redirects here. For other uses, see Advertiser (disambiguation). For content guidelines on the use of advertising in Wikipedia articles, see WP:ADVERT. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. Marketing Key concepts Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance Promotional content Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion Underwriting Promotional media Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth This box: view • talk • edit Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". 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 and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Advertisements are seen on the seats of shopping carts, on the walls of an airport walkway, on the sides of buses, and are heard in telephone hold messages and in-store public address systems. Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements. Advertising spending has increased dramatically in recent years. In 2006, spending on advertising has been estimated at $155 billion in the United States[1] and $385 billion worldwide[2], and the latter to exceed $500 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer.<"Advert" redirects here. For the British musician, see Gaye Advert. "Advertiser" redirects here. For other uses, see Advertiser (disambiguation). For content guidelines on the use of advertising in Wikipedia articles, see WP:ADVERT. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. Marketing Key concepts Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance Promotional content Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion Underwriting Promotional media Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth This box: view • talk • edit Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". 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 and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Advertisements are seen on the seats of shopping carts, on the walls of an airport walkway, on the sides of buses, and are heard in telephone hold messages and in-store public address systems. Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements. Advertising spending has increased dramatically in recent years. In 2006, spending on advertising has been estimated at $155 billion in the United States[1] and $385 billion worldwide[2], and the latter to exceed $500 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[3] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.[4][5] Contents [hide]1 History Mobile Billboard Advertising Public service advertisingTypes of advertising Media Covert advertising Television commercials Infomercials 5 Newer media and advertising approaches6 Measuring the impact of mass advertising Effect on memories and behavior Public perception of the medium Negative effects of advertising Regulation Future Global advertising Trends See also References Bibliography External links Vintage archives Covert advertising Main article: Product placement Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, Vaio, BMW and Aston-Martin cars are featured in recent James Bond films, most notably Casino Royale. a Television commercials Main article: Television advertisement The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached $2.7 million (as of 2007). The majority of television commercials feature a song or jingle that listeners soon relate to the product. See Music in advertising. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[11] or used to replace local billboards that are not relevant to the remote broadcast audience.[12] More controversially, virtual billboards may be inserted into the background[13] where none existing in real-life. Virtual product placement is also possible.[14] [15] a Infomercials There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Shorthttp://en.wikipedia.org/wiki/Viral_marketingercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Some well known companies in the infomercial business are Script to Screen, Hawthorne Direct, International Shopping Network and Guthy-Renker. a Newer media and advertising approaches Increasingly, other media are overtaking television because of a shift towards consumer's usage of the internet as well as devices such as TiVo. 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. E-mail advertising is another recent phenomenon. Unsolicited bulk 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"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) — these are the pinnacles of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. As the mobile phone became a new mass media in 1998 when the first paid downloadable 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 2.2 billion dollars and providers such as Admob delivered billions of mobile ads. One type of mobile ad is based on SMS (Short Message Service) text messages. SMS has become the largest data application on the planet with over 2.4 billion active users. The addition of a text-back number is gaining prevalence as a www address of yesterday. Used as part of your companies 'how to contact us' these can be very effective. These can be a (rented) keyword on a short-code or your own system on a standard number (like Mojio Messenger). The benefit of SMS text messages is people can respond where they are, right now, stuck in traffic, sitting on the metro. The use of SMS text messages can also be a great way to get a viral (word-of-mouth) campaign off the ground to build your own database of prospects see Viral marketing. Interstitial advertisement is a form of advertisement which takes place while a page loads. More advanced mobile ads include banner ads, coupons, MMS picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, 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 2D barcodes. 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. From time to time, The CW airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2, Cover Girl, and recently Toyota. a Measuring the impact of mass advertising The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage of a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer. a Effect on memories and behavior<"Advert" redirects here. For the British musician, see Gaye Advert. "Advertiser" redirects here. For other uses, see Advertiser (disambiguation). For content guidelines on the use of advertising in Wikipedia articles, see WP:ADVERT. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. Marketing Key concepts Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance Promotional contentThe TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached $2.7 million (as of 2007). The majority of television commercials feature a song or jingle that listeners soon relate to the product. See Music in advertising. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[11] or used to replace local billboards that are not relevant to the remote broadcast audience.[12] More controversially, virtual billboards may be inserted into the background[13] where none existing in real-life. Virtual product placement is also possible.[14] [15] a Infomercials There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Shorthttp://en.wikipedia.org/wiki/Viral_marketingercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Some well known companies in the infomercial business are Script to Screen, Hawthorne Direct, International Shopping Network and Guthy-Renker. a Newer media and advertising approaches Increasingly, other media are overtaking television because of a shift towards consumer's usage of the internet as well as devices such as TiVo. 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. E-mail advertising is another recent phenomenon. Unsolicited bulk 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"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) — these are the pinnacles of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. As the mobile phone became a new mass media in 1998 when the first paid downloadable 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 2.2 billion dollars and providers such as Admob delivered billions of mobile ads. One type of mobile ad is based on SMS (Short Message Service) text messages. SMS has become the largest data application on the planet with over 2.4 billion active users. The addition of a text-back number is gaining prevalence as a www address of yesterday. Used as part of your companies 'how to contact us' these can be very effective. These can be a (rented) keyword on a short-code or your own system on a standard number (like Mojio Messenger). The benefit of SMS text messages is people can respond where they are, right now, stuck in traffic, sitting on the metro. The use of SMS text messages can also be a great way to get a viral (word-of-mouth) campaign off the ground to build your own database of prospects see Viral marketing. Interstitial advertisement is a form of advertisement which takes place while a page loads. More advanced mobile ads include banner ads, coupons, MMS picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, 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 2D barcodes. 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. From time to time, The CW airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2, Cover Girl, and recently Toyota. a Measuring the impact of mass advertising The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage of a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer. a Effect on memories and behavior<"Advert" redirects here. For the British musician, see Gaye Advert. "Advertiser" redirects here. For other uses, see Advertiser (disambiguation). For content guidelines on the use of advertising in Wikipedia articles, see WP:ADVERT. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. Marketing Key concepts Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance Promotional content Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion Underwriting Promotional media Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth This box: view • talk • edit Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". 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 and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Advertisements are seen on the seats of shopping carts, on the walls of an airport walkway, on the sides of buses, and are heard in telephone hold messages and in-store public address systems. Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements. Advertising spending has increased dramatically in recent years. In 2006, spending on advertising has been estimated at $155 billion in the United States[1] and $385 billion worldwide[2], and the latter to exceed $500 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer. a Effect on memories and behavior

Un’Agenzia pubblicitaria (o Agenzia di pubblicità) è un’impresa che realizza, di solito, la pubblicità Above the line, cioè per i media classici quali sono la televisione, la radio, la stampa, le affissioni e il cinema. Il termine above the line è contrapposto a quello di Below the line, che invece riguarda le promozioni, le vendite tramite internet o per corrispondenza, le pubbliche relazioni e le sponsorizzazioni che solitamente sono affidate a società specializzate in questo. La linea in questione, quindi, è quella che nel bilancio di un’azienda separa le spese da investire in comunicazione da quelle che servono per favorire le vendite. Ogni agenzia ha una propria particolare organizzazione e delle proprie specifiche figure professionali che spesso variano in relazione sia alla grandezza dell’agenzia stessa, sia all’importanza del cliente (cioè l’utente), e sia all’entità del denaro da gestire. A volte alcune parti del lavoro vengono svolte da società esterne specializzate in un particolare compito o da professionisti cosiddetti Free lance. È possibile tuttavia descrivere la struttura di un’agenzia pubblicitaria, almeno idealmente, nel modo descritto di seguito. Struttura di un'Agenzia Pubblicitaria [modifica] Utente [modifica] L’utente è chi si serve della pubblicità per reclamizzare un prodotto, una marca, un’idea, se stesso. L’utente può essere una persona, un ente, un’associazione, una società per azioni, un partito politico, e così via. L’utente, tramite il suo Reparto Marketing, e più precisamente tramite un tecnico che si chiama Advertising manager, e che si occupa della programmazione e delle prese di decisione relative alla creazione di una campagna pubblicitaria,[1] presenta all’agenzia pubblicitaria un Piano di Marketing in cui si fornisce una serie di indicazioni sulla pubblicità che si vuole realizzare. Reparto Account [modifica] L’alter ego dell’advertising manager all’interno dell’agenzia pubblicitaria è rappresentato dall’Account executive e che è, appunto, il tramite tra il cliente e l’agenzia, e che col suo Reparto Account raccoglie seleziona elabora e gestisce flussi di informazione, coordina e controlla i flussi di produzione, tiene sotto controllo qualità e costi. Il reparto account è strettamente connesso con altri due reparti altrettanto importanti: il reparto planning e il reparto mezzi. Reparto Planning [modifica] All’interno del Reparto Planning lo Strategic planner è colui che sviluppa un’Analisi Situazionale cioè prende in considerazione la condizione dei consumatori, del prodotto, dell’impresa, della marca, del mercato e della concorrenza alla luce degli obiettivi strategici e tattici dell’utente che ha commissionato la campagna pubblicitaria. Reparto Media [modifica] All’interno del Reparto Media (o Reparto Mezzi) si trovano invece tre distinti tecnici: il Media researcher è colui che si occupa della raccolta, dell’aggiornamento e dell’integrazione di tutti i dati utili relativi al mondo dei media; il Media planner è colui che sceglie tra i vari tipi di media e tra le varie testate o emittenti quella più adatta alla pubblicità che si vuol lanciare. Per fare questa scelta si basa sulle caratteristiche dei destinatari della pubblicità, sulle caratteristiche di ciascun medium, sul periodo di tempo entro il quale andrà sviluppata la campagna, sulle caratteristiche strategiche e tattiche della campagna stessa, sull’impiego che fa la concorrenza dei media, e sull’atteggiamento dei commercianti cioè di chi poi alla fine vende i prodotti alla gente. Ma in particolar modo si basa su quanti soldi sono stati messi a disposizione per la campagna; il Media buyer è colui che contratta con le Concessionarie di Pubblicità per l’acquisto dei tempi o degli spazi sui vari media. Quindi prenota quando e quante volte ad esempio uno spot dovrà andare in onda durante una giornata, stipula un contratto relativo a questo, e controlla che tale contratto venga rispettato, portando avanti eventuali contestazioni. Tutte e tre queste figure contribuiscono alla stesura di un documento molto importante ovvero il Piano Media che non è altro che il prodotto finale del reparto mezzi e nel quale si elencano i media che sarebbe opportuno coinvolgere nella campagna, la frequenza con la quale dovrebbero uscire le pubblicità, quanto tempo dovrebbe durare la campagna e quanto costerebbe tutta l’operazione. Questo quadro sarà utile all’account executive, assieme alle indicazioni dello strategic planner, per la stesura di un altro documento fondamentale, che è in sostanza una sorta di mappa che permette di orientare tutta la campagna pubblicitaria e che prende il nome di Brief. Brief [modifica] Il Brief è quindi un documento di riferimento per la preparazione della pubblicità. In realtà non esiste una regola su com’è fatto all’atto pratico un Brief, anche perché spesso e volentieri ciascuna agenzia ha i propri modelli e tali modelli rappresentano altrettanto frequentemente uno degli elementi che vengono utilizzati per rendersi concorrenziali rispetto alle altre agenzie di fronte al cliente (cioè l’utente). E in ogni caso un brief varia di complessità in relazione alla complessità della campagna pubblicitaria che si intende realizzare e all’entità dello stanziamento previsto. Per avere un’idea però, un brief semplice e chiaro per creare una pubblicità è, ad esempio, un documento che fornisce una risposta alle seguenti domande: Qual è il target?[2] (Ovvero: a chi è diretta la pubblicità? ) Qual è l’offerta? (Ovvero: che cosa si propone al target?) Quali sono le prove a sostegno di quanto di sta dicendo? (Ovvero: come si può dimostrare che l’offerta è valida?) Qual è l’impressione finale che si vuol lasciare? (Ovvero: qual è il concetto-chiave da comunicare al target?) Il brief, perciò, contiene le coordinate entro le quali dovranno muoversi i creativi per l’ideazione della pubblicità vera e propria (in realtà quando il brief risulta eccessivamente complesso e articolato ai creativi viene fornito un documento sintetico che prende il nome di Copy Strategy). Reparto Creativo [modifica] Nel Reparto Creativo le due figure chiave sono rappresentate dal Copywriter che si occupa dei testi e dall’Art Director che si occupa delle immagini. Si parla di Coppia Creativa perché questi due soggetti lavorano sempre insieme: da un lato perché, come si usa dire “due teste pensano meglio di una”, dall’altro perché, effettivamente, ciascuno porta il suo contributo relativo al suo ambito di competenze. C’è da dire comunque che sebbene i due ruoli siano complementari, non sono così definiti e dicotomici perché, spesso, il Copywriter contribuisce alla cura degli aspetti estetici così come l’Art Director contribuisce alla cura dei contenuti (o perlomeno così dovrebbe essere). Le idee ritenute valide vengono realizzate sotto forma di Rough, cioè di schizzo semplice e presumibilmente chiaro di cosa s’intende realizzare, e vengono presentate al direttore creativo, altra figura chiave del reparto creativo. Il compito del direttore creativo è quello di gestire il reparto e orientare la produzione coerentemente con il brief e, se si vuole, con lo stile dell’agenzia. In sostanza egli è responsabile di tutto ciò che esce da questo reparto, in particolare di quell’idea che verrà scelta per essere presentata all’account e allo strategic planner, che poi sono quelli dai quali erano partite le indicazioni. Se l’idea non va bene viene ridiscussa. Altrimenti si procede: il reparto account prepara una presentazione della pubblicità per il cliente e il reparto creativo inizia a trascrivere “in bella copia” i bozzetti: si parla di Layout per le pubblicità stampate, di Script per i comunicati radiofonici, di Storyboard per gli spot televisivi. Per questa operazione i creativi si servono di altri due reparti che diventeranno poi decisivi al momento della realizzazione della pubblicità definitiva: Reparto Produzione e Esecutivisti [modifica] il Reparto Produzione, che coordina la realizzazione materiale delle idee creative, individua i fornitori adatti, controlla costi, tempi, qualità tecnico-esecutive. In particolare TV producer e Radio producer si occupano rispettivamente del mondo televisivo e di quello radiofonico selezionando le case di produzione adatte e assistendo tutto il lavoro di realizzazione. L'Art Buyer invece si occupa del mondo della stampa o più in generale delle immagini. L'ultimo reparto, ma non per questo meno importante degli altri, è rappresentato da chi realizza all'atto pratico la pubblicità, cioè gli Esecutivisti. On Air [modifica] Quando tutto è pronto l’idea della pubblicità viene presentata al cliente, che solitamente si riserba un po’ di tempo per riflettere e fare le dovute considerazioni (in questo lasso di tempo, ma anche dopo che la campagna è stata lanciata, può ordinare una serie di copy testing[3] per valutare l’efficacia della pubblicità stessa): se la pubblicità viene rifiutata o accettata solo parzialmente riparte tutto quanto il processo appena descritto fino a quando non si trova una soluzione. Viceversa se la pubblicità viene approvata si innesca la macchina di produzione che realizzerà concretamente la campagna pubblicitaria. Quando una campagna pubblicitaria viene finalmente lanciata si dice che è On Air.