Advertising is describing or drawing attention to a ( product, service, or event ) in a public medium in order to promote sales or attendance.
Advertising is a marketing communication that uses a sponsored, non-personal message to promote or sell a product, service, or idea.
Not so long ago, advertising was done only through traditional mass media such as newspapers, magazines, television, radio or outdoor activities. But today, advertising is always in our sight because it has become much wider and its diversity and creativity have reached its peack. The reason is the advancement of technology and tools made by humans; including the internet.
The internet is the largest system ever designed, engineered and implemented by humans. As its name suggests, this interconnected network has made communication easy and immediate; Advertising also benefits from it.
Today, advertising from internet search engine results to blogs, social media and websites is at the disposal of small business owners to the largest international companies.
Commercial advertising often seeks to increase the consumption of its products or services through branding. Which leaves the image of its product with special qualitis in the minds of consumers.
non-commercial advertisements can also include advertisements of political parties, groups, religious organizations and government organizations.
History
Ancient Egyptians used papyrus to make sales messages and wall posters. Commercial messages and displays of political propaganda have been found in the ruins of Bombay and ancient Arabia. Advertisements found on papyrus were also common in ancient Greece and Rome. Painting on walls or rocks for commercial advertising is another ancient form of advertising that still exists in many parts of Asia, Africa, and Central America.
In ancient China, the first known advertising was oral. in ancient poems (11th to 7th century BC) it had been used to sell sweets by playing bamboo flutes.
In Europe, when medieval cities began to grow and the general public was unable to read, instead of signs that written baker, tailor, or blacksmith on them, images related to their business such as sacks of flour, suits, hats, watches, diamonds, candles, etc. were used.
Beginning in the 18th century, advertisements appeared in weekly newspapers in England. These early print advertisements were mainly used to advertise books and newspapers which became more affordable with the development of printing presses. Advertisements of medicines were also taken into consideration.
Thomas J. Barret is called the father of modern advertising who created an effective advertising campaign for the products of Pear Soap Company that included the use of targeted slogans, images, and phrases. One of his slogans was: Good morning, did you use pear soap?
Around 1840, Volney B. Palmer established the roots of the modern advertising agency in Philadelphia. In 1842, Palmer purchased large amounts of space in various newspapers at a discount and then sold the space to advertisers at higher rates.
In fact, Palmer was a broker of empty space in newspapers. The situation changed when the first full-service advertising agency was founded by N.W. Ayer & Son in Philadelphia 1869. By 1900, the advertising agency had become the focal point for creative planning, and advertising was firmly established as a profession.
Advertising Classification:
Advertising may be classified in a lot of ways, including style, audience, geography, medium, or purpose. Advertising may be local, national, or global. An advertising campaign may be directed at consumers or businesses. The purpose of advertising may be to increase awareness (brand advertising) or to generate immediate sales (direct response advertising)
Almost any kind of media can be used for advertising. Commercial advertising media can include murals, billboards, and rban furniture components including (beches, traffic barriers, columns, mailboxes, telephone booths, street lights, traffic lights, traffic signa, taxi stations, public toilets, fountains, monuments, public status, and trashcans).
Also ads and brochures, radio ads, cinema, television, mobile screen web banners, store shopping carts, web ads, sky writing, billboards, magazines, newspapers, flyers, bus sides, banners attached to the plane or its sides, in-flight advertisements on tray tables and seat backs, subway and train platforms, taxi doors, concert stages, nylons, labels, on posters, on the back of tickets or any situation where a sponsor pay to deliver a message on media.
Television
Television advertising is one of the most expensive types of advertising. Television networks charge large sums for commercial airtime during popular events.
The annual football game, Super Bowl, in the united states, is recognized as the most prominent advertising event on television. The average cost of a 30-second Super Bowl TV ad in 2021 is $5.6 million.
Virtual advertising is used in television ads through computer graphics programming; which are usually inserted into blank backgrounds or used as a substitute for local billboards that are not usable for remote broad audiences.
Virtual billboards may appear in the background that do not actually exist externally. This technique is used in television sports events. Products can also be shown virtually.
The main purpose of this type of advertisement is to create an immediate purchase so that the target sees the advertisement and then immediately buys the product through the advertised phone number or website.
Radio
Radio advertisements are broadcast in the form of radio waves from the transmitter to the antenna and as a result to the air receiver. While radio has the limitation of being limited to audio, radio advertising proponents often cite this as an advantage. Radio is an expanding media that can be found on the air and online. according to the statistics of the broadcasting center, 35% of people listened to radio programs in the winter of 2020, Radio Ava program with 16% of viewers and Radio Javan program with 14% of viewers are among the most popular radio channels.
Online
Online advertising is a form of advertising that uses the Internet and the world wide web to deliver marketing messages to attract customers. The first advertising banner appeared on the world wide web in 1994.
Online ads are served by an ad server. Examples of online advertising are text ads that appear on the results pages of Internet search engines, ads before and while watching movies and videos online, banner ads, social media ads, online email marketing, advertising games, or the newer form of advertising is matching advertising: Which is a type of advertisement in which the content and format of the advertisement and its appearance match the structure and performance of the media content in which it is published. However, some people believe that this practice is deceptive.
Product placement
Product placement is a technique in which a specific brand or product is referenced in another product , especially in movies or television series, for the specific purpose of advertising.
For example, in a movie, the main character can use a product or a product with a specific brand. Like in the movie Minority Report, where Tom Cruise’s character, John Anderton, has a phone with the Nokia logo clearly written in the top corner of it. Watch engraved with the Bulgari logo. Another example of advertising in movies. In I Robot, where the main character played by Will Smith mentions his Converse shoes several times and calls them classic because the story of the movie is in the far future, or in I Robot and Spaceballs, futuristic cars with the logos of Audi and Mercedes Benz are clearly displayed in front of the cars. Cadillac chose The Matrix Reloaded for promoting a movie, which resulted in using Cadillac cars in many scenes.
Printing advertisement describes advertising in a printed medium such as a newspaper, magazine, or trade magazine. That includes everything from mass media with a very broad readership, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade magazines on very specialized subjects.
Outdoor
Billboards are large structures that are placed in public places to show advertisements to pedestrians and drivers. Most of them are located next to main roads with a large volume of traffic and pedestrians. However, they can be seen in any place with a large number of viewers, such as public transport vehicles, stations, shopping malls, office buildings, and stadiums.
Promotion of sales and brand loyalty
sales promotion is another way of advertising. Sales promotions are dual purpose, as they are both useful for gathering information about the type of customers they are attracting and initiating sales. Sale promotions include entertainment, contests, games, raffles, product gifts, discount bins, loyalty programs, etc.
The ultimate goal of sales promotion is to motivate potential customers to buy.
News
Advertisementa printed on small tangible items such as mugs, T-shirts, pens, bags, etc. are known as new advertisements. Some printers specialize in printing new items, which can then be distributed directly by the advertiser, or items may be distributed as part of cross-promotion, such as advertising on fast food containers.
Celebrity endorsements
An advertisement in which a celebrity endorses a product or brand. They use the power, fame, money, and popularity of famous people to recognize their products or promote stores or certain products. Advertisers often promote their products, for example, when celebrities share their favorite products or wear clothes from certain brands or designers.
Aerial
Using airplanes, balloons, or airships to create advertisements or display advertising media. Skywriting is a notable example of aerial advertising.
The ultimate purpose of advrtisement
Advertising is at the forefront of sending the right message to customers, especially potential customers.
The purpose of advertising is to inform consumers about products and to convince customers that a company’s service or products are the best. Also improving the image of the company, indicating and creating the need for products or services, showing new uses for established products.
In some ways, the purpose of advertising is to announce new products and programs, reinforce sales messages, attract customers to your business, and retain existing customers.
