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. “While now central to the
contemporary global economy and the reproduction of global production
networks, it is only quite recently that advertising has been more than a
marginal influence on patterns of sales and production. The formation of
modern advertising was intimately bound up with the emergence of new
forms of monopoly capitalism around the end of the 19th and beginning of
the 20th century as one element in corporate strategies to create, organize
and where possible control markets, especially for mass produced
consumer goods. Mass production necessitated mass consumption, and this
in turn required a certain homogenization of consumer tastes for final
products. At its limit, this involved seeking to create ‘world cultural
convergence’, to homogenize consumer tastes and engineer a ‘convergence
of lifestyle, culture and behaviors among consumer segments across the
world’.”

Many advertisements are designed to generate increased consumption of

those products and services through the creation and reinvention of the
"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, carrier bags and billboards.
Advertising is often placed by an advertising agency on behalf of a company
or other organization.
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.

According to Ad Age's Annual report on the top 100 Global Marketers, in

2006 Coca Cola spent 1,893 billion worldwide up almost 8% from 2005.
Spending in the US alone for 2006 was at 487 million. It was in the no. 12
spot. Procter & Gamble of course was number 1 at 8.5 Billion.

The imbalance between food advertising and the promotion of healthy

foods and lifestyles is huge. For example in 2000, food advertising in the
UK amounted to just under £600 million for food and approaching £300
million for drinks. Only a small amount spent on fruit and vegetables,
around £16 million, which also included the promotion of tinned and
frozen products. The Food Standards Agency spent less than £10 million on
promoting better eating (Future of Farming 03).
As the obesity epidemic clearly shows, the general population is not well
informed about food choices with the foods that are being most commonly
consumed being the ones most widely promoted. By and large advertising is
directed at selling foods with high levels of fat, sugar and salt. As example
the average candy bar in the US has an advertising budget of around $30 to
$50million (Nestle 06). In 2002, the world wide advertising budget was in
the order of $US40 billion. Coca Cola's advertising budget was $1.5 billion,
Nestle $1.9 billion, McDonald's $1.2 billion, Mars $1.2 billion, Pepsi
$0.7 billion.
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. Advertising is increasingly invading public spaces, such
as schools, which some critics argue is a form of child exploitation.

History
Egyptians used papyrus to make sales messages and wall posters.
Commercial messages and political campaign displays have been found in
the ruins of Pompeii and ancient Arabia. Lost and found advertising on
papyrus was common in Ancient Greece and Ancient 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.
Mobile Billboard Advertising

The RedEye newspaper advertised to its target market at North Avenue

Beach with a sailboat billboard on Lake Michigan.

Mobile billboards are truck- or blimp-mounted billboards or digital

screens. These can be dedicated vehicles built solely for carrying
advertisements along routes preselected by clients, or they can be specially-
equipped cargo trucks. The billboards are often lighted; some being backlit,
and others employing spotlights. Some billboard displays are static, while
others change; for example, continuously or periodically rotating among a
set of advertisements.

Mobile displays are used for various situations in metropolitan areas

throughout the world, including:

 Target advertising
 One-day, and long-term campaigns
 Conventions
 Sporting events
 Store openings and similar promotional events
 Big advertisements from smaller companies
 Others
 Public Service Advertising

The same advertising techniques used to promote commercial goods

and services can be used to inform, educate and motivate the public
about non-commercial issues, such as AIDS, political ideology, energy
conservation, religious recruitment, and deforestation.

Types Of Advertising
Media

Paying people to hold signs is one of the oldest forms of advertising, as with
this Human directional pictured above

A bus with an advertisement for GAP in Singapore. Buses and other

vehicles are popular mediums for advertisers.
Covert Advertising

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.

Television Commercials
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 $3 million (as of 2009).

Infomercials
There are two types of infomercials, described as long form and short form.
Long form infomercials have a time length of 30 minutes. Short form
infomercials are 30 seconds to 2 minutes long.

Media And Advertising Approaches

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".

Future
Global Advertising

Advertising has gone through five major stages of development: domestic,

export, international, multi-national, and global. For global advertisers,
there are four, potentially competing, business objectives that must be
balanced when developing worldwide advertising: building a brand while
speaking with one voice, developing economies of scale in the creative
process, maximizing local effectiveness of ads, and increasing the
company’s speed of implementation. Born from the evolutionary stages of
global marketing are the three primary and fundamentally different
approaches to the development of global advertising executions: exporting
executions, producing local executions, and importing ideas that travel.
Functions And Advantages Of Successful Advertising

 Task of the salesman made easier

 Maximize sales
 Publicity
 Brand building
 Create awareness
 Persuade buyers
 Introduction of new product
 Enable market leadership
 To face competition
 To inform changes

Eight Steps In An Advertising Campaign

  Market research
 Setting out aims
 Budgeting
 Choice of media (television, newspaper/magazines, radio, web,
outdoor)
 Choice of actors and players (New Trend)
 Design and wording
 Co-ordination
 Test results

Advertising has many advantages in modern [Link] augments the

consuming power of men. It gives us incentive and motivate for a better
standard of living.

It sets up before a man the goal of a better home. Better clothing, better
food for himself and his family. The success and expansion of business in
modern age depends largely on advertisements. In short, progress
promotes advertising and advertising promotes progress.