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Advertising Companies of IndiaAdvertising is a big business in this era in India. Indian Advertising industry haswitnessed a prominent globalisation. With the inception of various divisions,the advertisingindustry has undergone a sea change. Indian consumer's deepening pocket and bloomingmarkets for ad-spends have touched new heights in India. The Indian AdvertisingCompanies are creating stories and brand experiences in a way that engages and involves.The Best Indian sites offers the names of the top Advertising Organizations In India.

Here is a list of the top Indian websites and a quick glance at them will help you to get therequired knowledge about the websites

Top Advertising Companies Of India:

Ogilvy and Mather:

This is one of the leading advertising company in India. This organization believes that

devotion to the brand defines the profile of their company. This company has offices acrossthe globe. The objective of the company is to build brands. I t is a subsidiary of WPP Group

plc. The headquarter of the company is in New York.

J Walter Thompson India:

One of the most popular company in the advertising industry is J Walter Thompson India.Their objective is to make advertising a part of the life of the consumers. This is alsoworld's best advertising brand with about 200 offices in 90 countries. This company is thefirst one to introduce pioneer careers in ad for women,sex-appeal ads and also produced the

first ever sponsored -TV program.

Mudra Communication Pvt. Ltd:

This is one of the renowned advertising company of India. This advertising organizationwas founded in the year 1980 at Mumbai. Recently the Ad company declared the additionof public relations,rural marketing,events etc. The head office of the company is in BombayArea.


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FCB-Ulka Advertising Ltd:

One of the best company in India in the advertising arena is FCB-Ulka Advertising Ltd. InUS ,this advertising company ranks third and tenth in the world having about 188 offices in102 countries. Their aim is to reflect the needs of the brand and not the personality of the

brand. It has about 500 professionals and no prima donnas.

Rediffusion-DY&R:

This Advertising company of India has made a benchmark in the field of creativity. India's5th largest advertising company is Rediffusion. This advertising agency offers a wide arrayof integrated pr services for external and internal communications. The primary strength ofthe company lies in the media relations.

McCann-Erickson India Ltd:

The prominent name among the best advertising companies of India is McCann-Erickson

India Ltd. They define work in relation to the impact that advertising has on the lives ofmasses. The testimony of the company in which it firmly believes is the campaign of Coca -cola-'Thanda Matlab Coca Cola'.

RK Swamy/BBDO Advertising Ltd:

It maintained the record of remaining consistently among the top ten advertising agencies inIndia. Established in 1973,this advertising reached great heights. This is also India's No.1research company in the market sector and is fully run by Indians. Brand Equity is anintegral part of the company.

Grey Worldwide (I) Pvt. Ltd:

A significant name in India in the world of advertising agencies is Grey Worldwide (I) PvtLtd.The company is primarily based in Mumbai and has offices in Kolkata, Ahmedabad,Bangalore and New Delhi. It is a subsidiary of Grey Worldwide. The company specializesin advertising and marketing services.

Leo Burnett India Pvt. Ltd :

It has a significant presence in about 96 offices in 10 countries. This advertising agencywas awarded the 'Worldwide Agency of the Year' in 2004.They are proficient in explaininghow a single image is worth thousand words and can break the barriers of language but not

at the cost of the ad's emotional power.

Contract Advertising India Ltd:

This advertising company of India is one of the leading advertising agencies in India. It isone-to-one customer lifecycle management advertising agency. It was founded in 1992 andis situated in Mumbai. It offers a wide range of services like online marketing and strategyand many others.


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Art and craft form an integral part of cultural India. It brings out the true essence of thecountry. Owing to its vast culture, India produces the most amazing art and craft you can everimagine. Indian art and craft is famous worldwide. Its creative art and craft makes it soughtafter by many. The Indian art and craft makes India a famous tourist destination. People loveto shop in India for the variety it provides in art and craft. Every region has it unique creativeart and craft. www.bestindiansites.com has brought them all here for you. Take a look.

Store.mas-india.com:

This tells you almost all that you would want to know about henna body art. Exhaustiveinformation on henna is given in this site. It is user friendly and gives information throughsub headings neatly separated. There is art for sale which users can buy by placing onlineorders. Few of the designs are also displayed for viewers to get a feel of the different forms of

body art present. Those who are interested in art and craft will find this site really interesting.Take a look.

Allindiaweb.com:

For those who are interested in the myriad art and craft entertainment culture ofIndia, thissite is a complete treat for them. You will have access to a whole lot of entertainment. Youcan select a State of your choice and get into the entertainment provided there. You maychoose by a State or you can choose by categories like architecture or movies or fine art etc.

Parijat.in:

Find a cosmic dragonfly, Jesus, a commercial girl, creator of clouds and more in this onlineart gallery. You can choose to view art and craft by theme, style, size, colour etc. Whether

you are a buyer or artist you can register here. Showcase your artistic product here for othersto view or purchase. Online art galleries like this provide a new forum to the artists to exhibit

their work to a wider public. View work of arts or register as a buyer, whatever it is, the sitewill give you ample choice and exposure. Visit the site to find out more.

Artarcade.com:

Get amazed by their eclectic collection of contemporary Indian art and craft. Find art worksin reasonable prices right here in this online art gallery. Choose from a range of different


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styles and find the best. View their online art gallery and see the variations in style that theypossess. Learn about the artists and get to see their entire collection. You can even order

online. For more comprehensive information on this kind of art and craft visit the site.

Aventool.com:

Beading times is a magazine about beading. You will get all your beading tip, marketing tip,featured bead artist, beading culture, the design corner and more right here. This form of art

and craft is highly popular among the Indian masses. Look through the Indian glass beads anddazzle your eyes with their beauty. Find out more form the site.

Deccanherald.com:

Paper marbling is easy. Yes, it is. Try it out and see results for yourself. Create your owndesigns and patterns. How you will do it, find out from the site. The precise and step by stepinstructions given in this site makes the entire process all the more easier. Try out this form of

art and craft and discover the fun side in you.

Fabindia.com:

A very famous name in Indian Handicraft stores is Fabindia. With its range of ethnichandicrafts from the country of varied culture, Fabindia has showcased Indian handloomtextiles while including home products too. Take a look at the products in this handicraftstore. One look and you will definitely want to take them home. Fabindia provides extremelystylish yet very Indian products. Take a look.

Beegeehandicrafts.com:

They have redefined fashion art and craft. Choose from their fashion accessories to bags to

home furnishing stores. This handicraft store has everything from casual bags to shawls, bedcovers, cushion covers and more. Their team of highly talented designers contributes to theirexclusiveness. Visit the site and take a look at their products. Visit this handicraft store foryour art and craft need.

Bangalinet.com:

Famous for Dokra, jute products, bamboo works, leather crafts, Durga Chalchitras, Bengal

carves a niche among famous art and craft producers. It brings you the most fabulous bamboo

works, the most beautiful dokra and the most fascinating Durga Idols. Visit this extremely

useful link and find out about the creative art and craft of the enchanting State of Benga

we have worked forAETACME


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working with the corporate sectorwe have worked for the following sectors:

> information technology> tourism

> market research and credit rating> hospitality> finance> communications

> education> shippingFrom Wi i i t free encyclopedi Jump to: navi ation, searchThis article is aboutthe form of communication. Forthe British musician, seeGaye Advert.For other uses, see Advertiser (disambi uation).Forcontent guidelines on the use of advertising in Wi ipedia articles, see Wi ipedia:Spam.For a proposal on advertising about Wi ipedia, seeWi ipedia:Advertisements.

A Coca-Cola advertisement from the 1890s

Marketi

ey concepts

Product PricingDistribution Service Retail

Brand management

Account-based marketingMarketing ethics

Marketing effectivenessMarket research

Market segmentationMarketing strategy

Marketing managementMarket dominance

Promotional content


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Advertising Branding UnderwritingDirect marketing Personal Sales

Product placement PublicitySales promotion Sex in advertising

Promotional media

Printing Publication BroadcastingOut-of-home Internet marketingPoint of sale Promotional items

Digital marketing In-gameIn-store demonstration Brand Ambassador

Word of mouth Drip MarketingThis box:viewtalkedit

Advertising is a form ofcommunication intended topersuade an audience (viewers, readersor listeners) to purchase or take some action upon products, ideas, or services. It includes thename of a product or service and how that product or service could benefit the consumer, to

persuade a target market to purchase or to consume that particularbrand. These messages areusually paid for by sponsors and viewed via various media. Advertising can also serve tocommunicate an idea to a large number of people in an attempt to convince them to take acertain action.

Commercial advertisers often seek to generate increased consumption of theirproducts orservices through branding, which involves the repetition of an image or product name in aneffort to associate related qualities with the brand in the minds ofconsumers. Non-commercial advertisers who spend money to advertise items other than a consumer productor service include political parties, interest groups, religious organizations and governmentalagencies.Nonprofit organizations may rely on free modes of persuasion, such as apublicservice announcement.

Modern advertising developed with the rise ofmass production in the late 19th and early 20thcenturies. Mass media can be defined as any media meant to reach a mass amount of people.Different types of media can be used to deliver these messages, including traditional mediasuch as newspapers, magazines, television, radio, outdoor or direct mail; ornew media suchas websites and text messages.

In 2010, spending on advertising was estimated at more than $300 billion in the United

States[1]

and $500 billion worldwide[citation needed]

.

Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom,Publicis, and WPP.

Contents

[hide]

y 1 Historyo 1.1 Public service advertising

y 2 Marketing mixy 3 Advertising Theory


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y 4 Types of advertisingo 4.1 Digital advertisingo 4.2 Physical advertising

y 5 Sales promotionsy 6Media and advertising approachesy 7Currenttrends

o 7.1 Rise in new mediao 7.2 Niche marketingo 7.3 Crowdsourcingo 7.4 Global advertisingo 7.5 Foreign public messagingo 7.6 Diversificationo 7.7 New technologyo 7.8 Advertising education

y 8 Criticismsy 9 Regulationy 10 Advertising researchy 11 See alsoy 12 Referencesy 13 Bibliographyy 14 Externallinks

[edit] History

Edo period advertising flyer from 1806 for a traditional medicine calledKi s it

Egyptians usedpapyrusto make sales messages and wall posters. Commercial messages andpolitical campaign displays have been found in the ruins ofPompeii and ancientArabia. Lostand found advertising on papyrus was common inAncient Greece and AncientRome. Wall

or rock painting for commercial advertising is another manifestation of an ancient advertisingform, which is presentto this day in many parts of Asia, Africa, and South America. The

tradition of wall painting can be traced backto Indianrock art paintings that date backto


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4000 BC.[2]

History tells us that Out-of-home advertising andbillboards are the oldest formsof advertising.

As the towns and cities of the Middle Ages began to grow, and the general populace was

unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use animage associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse

shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square fromthe backs of carts and wagons and their proprietors used street callers (town criers) toannounce their whereabouts for the convenience of the customers.

As education became an apparent need and reading, as well as printing, developedadvertising expanded to include handbills. In the 17th century advertisements started toappear in weekly newspapers in England. These early print advertisements were used mainlyto promote books and newspapers, which became increasingly affordable with advances intheprinting press; and medicines, which were increasingly sought after as disease ravagedEurope. However, false advertising and so-called "quack" advertisements became a problem,which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the UnitedStates, the success of this advertising format eventually led to the growth of mail-orderadvertising.

In June 1836, French newspaperLa Pre e was the first to include paid advertising in itspages, allowing it to lower its price, extend its readership and increase itsprofitability and theformula was soon copied by all titles. Around 1840, Volney B. Palmerestablished a

predecessor to advertising agencies in Boston.[3] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement

brokerage, making it the first French group to organize. At first, agencies were brokers foradvertisement space in newspapers.N. W. Ayer & Son was the first full-service agency toassume responsibility for advertising content. N.W. Ayer opened in 1869, and was located inPhiladelphia.[3]


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An 1895 advertisement for a weight gain product.

Atthe turn ofthe century, there were few career choices for women in business; however,advertising was one ofthe few. Since women were responsible for most ofthe purchasingdone in theirhousehold, advertisers and agencies recogni ed the value of women's insightduring the creative process. In fact, the first American advertising to use a sexual sell wascreated by a woman for a soap product. Although tame by today's standards, theadvertisement featured a couple with the message "The skin you love to touch".

[4]

Advertisements of hotels inPichilemu, Chile from 1935.

In the early 1920s, the first radio stations were established by radio equipment manufacturersand retailers who offered programs in orderto sell more radios to consumers. As time passed,


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many non-profit organi ations followed suitin setting up their own radio stations, andincluded: schools, clubs and civic groups.

[5] When the practice ofsponsoring programs waspopularised, each individual radio program was usually sponsored by a single business inexchange for a brief mention ofthe business' name atthe beginning and end ofthe sponsored

shows. However, radio station owners soon realised they could earn more money by sellingsponsorship rights in smalltime allocations to multiple businesses throughouttheir radio

station's broadcasts, ratherthan selling the sponsorship rights to single businesses per show.

A print advertisement forthe 1913 issue oftheEncyclopdi B it nnica

This practice was carried overto television in the late 1940s and early 1950s. A fierce battlewas fought between those seeking to commercialise the radio and people who argued thattheradio spectrum should be considered a part ofthe commons to be used only non-commercially and forthe public good. The United Kingdom pursued a public funding modelforthe BBC, originally a private company, the British Broadcasting Company, butincorporated as a public body byRoyalCharterin 1927. In Canada, advocates like GrahamSpry were likewise able to persuade the federal governmentto adopt a public funding model,creating the Canadian Broadcasting Corporation. However, in the United States, the capitalistmodel prevailed with the passage oftheCommunications Act of 1934which created theFederalCommunications Commission.

[5]However, the U.S. Congress did require

commercial broadcasters to operate in the "public interest, convenience, and necessity".[6]

Public broadcasting now exists in the United States due to the 1967Public Broadcasting Actwhich led to the Public Broadcasting Service andNationalPublic Radio.

In the early 1950s, the DuMont Television Networkbegan the modern practice of sellingadvertisementtime to multiple sponsors. Previously, DuMont had trouble finding sponsors

for many oftheir programs and compensated by selling smaller blocks of advertising time toseveral businesses. This eventually became thestandard forthe commercialtelevision

industry in the United States. However, it was still a common practice to have single sponsorshows, such as The United States Steel Hour. In some instances the sponsors exercised great

control overthe content ofthe showup to and including having one's advertising agencyactually writing the show. The single sponsor modelis much less prevalent now, a notable

exception being the Hallmark Hall of Fame.

The 1960s saw advertising transform into a modern approach in which creativity was allowedto shine, producing unexpectedmessages that made advertisements more tempting toconsumers' eyes. The Volkswagen ad campaignfeaturing such headlines as "Think Small"and "Lemon" (which were used to describe the appearance ofthe car)ushered in the era ofmodern advertising by promoting a "position" or"unique selling proposition" designed toassociate each brand with a specific idea in the reader or viewer's mind. This period ofAmerican advertising is called the Creative Revolution and itsarchetype was William


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Bernbach who helped create the revolutionary Volkswagen ads among others. Some ofthemost creative and long-standing American advertising dates to this period.

The late 1980s and early 1990s saw the introduction ofcable television and particularlyMTV. Pioneering the concept ofthe music video, MTV ushered in a new type of advertising:the consumertunes inforthe advertising message, ratherthan it being aby-product or

afterthought. As cable andsatellite television became increasingly prevalent, specialtychannels emerged, including channels entirelydevoted to advertising, such as QVC, HomeShopping Network, and ShopTV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to the"dot-com" boom ofthe 1990s. Entire corporations operated solely on advertising revenue,offering everything from couponsto free Internet access. Atthe turn ofthe 21st century, anumber of websites including thesearch engineGoogle, started a change in onlineadvertising by emphasi ing contextually relevant, unobtrusive ads intended to help, ratherthan inundate, users. This has led to a plethora of similar efforts and an increasing trend ofinteractive advertising.

Advertisement for a live radio broadcast, sponsored by a milk company and published in the

os Angeles Times on May 6, 1930

The share of advertising spending relative toGDP has changed little across large changes in

media. For example, in the US in 1925, the main advertising media were newspapers,

magazines, signs on streetcars, and outdoorposters. Advertising spending as a share of GDPwas about 2.9 percent. By 1998, television and radio had become major advertising media.

Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4

percent.[7]

A recent advertising innovation is "guerrilla marketing", which involve unusual approachessuch as staged encounters in public places, giveaways of products such as cars that arecovered with brand messages, and interactive advertising where the viewer can respond to

become part ofthe advertising message.Guerrilla advertising is becoming increasing more


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popular with a lot of companies. This type of advertising is unpredictable and innovative,which causes consumers to buy the product or idea. This reflects an increasing trend of

interactive and "embedded" ads, such as viaproduct placement, having consumers votethrough text messages, and various innovations utilizing social network services such as

Facebook.

[edit] Public service advertising

The same advertising techniques used to promote commercial goods and services can be usedto inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS,

political ideology, energy conservation and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reachingand motivating large audiences. "Advertising justifies its existence when used in the publicinterestit is much too powerful a tool to use solely for commercial purposes." Attributed toHoward Gossage by David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, causemarketing, and social marketing are different terms for (or aspects of) the use of sophisticatedadvertising and marketing communications techniques (generally associated with commercialenterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent

upon the station broadcasting a certain amount of public service advertising. To meet theserequirements, many broadcast stations in America air the bulk of their requiredpublic service

announcements during the late night or early morning when the smallest percentage ofviewers are watching, leaving more day and prime time commercial slots available for high-

paying advertisers.

Public service advertising reached its height during World Wars I and II under the directionof more than one government. During WWII President Roosevelt commissioned the creationof The War Advertising Council (now known as the Ad Council) which is the nations largestdeveloper of PSA campaigns on behalf of government agencies and non-profit organizations.

[edit] Marketing mix

The marketing mix has been the key concept to advertising. The marketing mix was

suggested by Jeremy McCarthy, professor at Harvard Business School, in the 1960s. Themarketing mix consists of four basic elements called the four Ps Product is the first P

representing the actual product. Price represents the process of determining the value of aproduct. Place represents the variables of getting the product to the consumer like distribution

channels, market coverage and movement organization. The last P stands for Promotionwhich is the process of reaching the target market and convincing them to go out and buy the

product.Geana, Mugur Valentin.[8]

[edit] Advertising Theory

y Hierarchy of effects model[9]


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It clarifies the objectives of an advertising campaign and for each individual advertisement.The model suggests thatthere are six steps a consumer or a business buyer moves throughwhen making a purchase. The steps are:

1. Awareness2. Knowledge3. Liking4. Preference5. Conviction6. The actual purchasey Means-End Theory

This approach suggests that an advertisement should contain a message or means thatleadsthe consumerto a desired end state.

y Leverage PointsItis designed to move the consumer from understanding a product's benefits to linking those

benefits with personal values.

y Verbal and Visual Images

[edit] Types of advertising

Paying people to hold signs is one ofthe oldest forms of advertising, as with thisHuman

billboard pictured above

A bus with an advertisement forGAPin Singapore. Buses and other vehicles are popularmediums for advertisers.


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A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Virtually any medium can be used for advertising. Commercial advertising media can includewall paintings,billboards, street furniture components, printed flyers andrack cards, radio,cinema and television adverts, web banners, mobile telephone screens, shopping carts, web

popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers,sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisementson seatbacktray tables or overhead storage bins, taxicab doors, roof mounts andpassengerscreens, musical stage shows, subway platforms and trains, elastic bands on disposablediapers,doors of bathroom stalls,stickers on apples in supermarkets,shopping cart handles

(grabertising), the opening section ofstreaming audio and video, posters, and the backs ofeventtickets and supermarket receipts. Any place an "identified" sponsor pays to delivertheirmessage through a medium is advertising.

[edit] Digital advertising

Television advertising/Music in advertisingThe TV commercialis generally considered the most effective mass-marketadvertising format, as is reflected by the high prices TV networks charge forcommercialairtime during popular TV events. The annualSuperBowlfootball gamein 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 reachedUS$3 million (as of 2009). The majority oftelevision commercials feature a song or

jinglethatlisteners soon relate to the product. Virtual advertisements may be insertedinto regulartelevision programming through computer graphics. Itis typicallyinserted into otherwise blank backdrops[10] or used to replace local billboards that arenot relevantto the remote broadcast audience.

[11]More controversially, virtual

billboards may be inserted into the background[12] where none existin real-life. Thistechnique is especially used in televised sporting events

[13][14]

Virtual productplacementis also possible.;[15][16]Infomercials: An infomercialis a long-formattelevision commercial, typically five minutes orlonger. Theword "infomercial"combining the words "information" & "commercial". The main objective in aninfomercialis to create an impulse purchase, so thatthe consumer sees the

presentation and then immediately buys the productthrough the advertisedtoll-freetelephone numberorwebsite. Infomercials describe, display, and often demonstrateproducts and their features, and commonly have testimonials from consumers andindustry professionals.

Radio advertisingRadio advertising is a form of advertising via the medium ofradio. Radioadvertisements are broadcast as radio wavesto the air from a transmitterto an antenna

and a thus to a receiving device. Airtime is purchased from astation ornetworkin


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exchange for airing the commercials. While radio has the obvious limitation of beingrestricted to sound, proponents of radio advertising often cite this as an advantage.

Online advertisingOnline advertising is a form ofpromotion that uses the Internet and World Wide Web

for the expressed purpose of delivering marketing messages to attract customers.Examples of online advertising include contextual ads that appear on search engine

results pages,banner ads, in text ads, Rich Media Ads, Social network advertising,online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Product placementsCovert advertising, also known as guerrilla advertising, is when a product or brand isembedded in entertainment and media. For example, in a film, the main character canuse an item or other of a definite brand, as in the movie Minority Report, where TomCruise's character John Anderton owns a phone with theNokia logo clearly written inthe top corner, or his watch engraved with the

ul ari logo. Another example ofadvertising in film is inI, Robot, where main character played by Will Smith

mentions his Conver e shoes several times, calling them "classics," because the filmis set far in the future.I, Robotand Spaceballs also showcase futuristic cars with the

Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillacchose to advertise in the movie he Matrix Reloaded, which as a result contained

many scenes in which Cadillac cars were used. Similarly, product placement forOmega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent

James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the SilverSurfer", the main transport vehicle shows a large Dodge logo on the front.Blade

Runnerincludes some of the most obvious product placement; the whole film stops toshow a Coca-Cola billboard.

[edit] Physical advertising

Press advertisingPress advertising describes advertising in a printed medium such as a newspaper,magazine, or trade journal. This encompasses everything from media with a very

broad readership base, such as a major national newspaper or magazine, to morenarrowly targeted media such as local newspapers and trade journals on very

specialized topics. A form of press advertising is classified advertising, which allowsprivate individuals or companies to purchase a small, narrowly targeted ad for a lowfee advertising a product or service. Another form of press advertising is the DisplayAd, which is a larger ad (can include art) that typically run in an article section of anewspaper.Billboard advertising:Billboards are large structures located in public places whichdisplay advertisements to passing pedestrians and motorists. Most often, they are

located on main roads with a large amount of passing motor and pedestrian traffic;however, they can be placed in any location with large amounts of viewers, such as onmass transit vehicles and in stations, in shopping malls or office buildings, and instadiums.


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TheRedEye newspaper advertised to its target market atNorth Avenue Beach with a sailboat

billboard on Lake Michigan.Mobile billboard advertising

Mobile billboards are generally vehicle mountedbillboards or digital screens. Thesecan be on dedicated vehicles built solely for carrying advertisements along routes

preselected by clients, they can also be specially equipped cargo trucks or, in somecases, large banners strewn from planes. The billboards are often lighted; some being

backlit, and others employing spotlights. Some billboard displays are static, whileothers change; for example, continuously or periodically rotating among a set ofadvertisements. Mobile displays are used for various situations in metropolitan areasthroughoutthe world, including: Target advertising, One-day, and long-termcampaigns, Conventions, Sporting events, Store openings and similar promotionalevents, and Big advertisements from smaller companies.

In-store advertisingIn-store advertising is any advertisement placed in a retail store. Itincludes placementof a productin visible locations in a store, such as at eye level, atthe ends of aislesand near checkout counters, eye-catching displays promoting a specific product, andadvertisements in such places as shopping carts and in-store video displays.

Coffee cup advertisingCoffee cup advertising is any advertisement placed upon a coffee cup thatisdistributed out of an office, caf, or drive-through coffee shop. This form ofadvertising was first popularized in Australia, and has begun growingin popularity inthe United States, India, and parts ofthe Middle East.

[citation needed]Street advertising

This type of advertising first came to prominence in the UK by Street AdvertisingServices to create outdoor advertising on street furniture and pavements. Workingwith products such as Reverse Graffiti and 3d pavement advertising, the media

became an affordable and effective tool for getting brand messages outinto publicspaces.

Celebrity brandingThis type of advertising focuses upon using celebrity power, fame, money, popularityto gain recognition fortheir products and promote specific stores or products.Advertisers often advertise their products, for example, when celebrities share their


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favorite products or wear clothes by specific brands or designers. Celebrities are ofteninvolved in advertising campaigns such as television or print adverts to advertise

specific or general products. The use of celebrities to endorse a brand can have itsdownsides, however. One mistake by a celebrity can be detrimental to the public

relations of a brand. For example, following his performance of eight gold medals atthe 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with

Kellogg's was terminated, as Kellogg's did not want to associate with him after he wasphotographed smoking marijuana.

[edit] Sales promotions

Sales promotions are another way to advertise. Sales promotions are double purposedbecause they are used to gather information about what type of customers you draw in andwhere they are, and to jumpstart sales. Sales promotions include things like contests andgames, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts.The ultimate goal of sales promotions is to stimulate potential customers to action. [17]

[edit] Media and advertising approaches

Increasingly, other media are overtaking many of the "traditional" media such as television,radio and newspaper because of a shift toward consumer's usage of the Internet for news andmusic as well as devices like digital video recorders (DVRs) such as TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-basedadvertising space are dependent on the "relevance" of the surrounding web content and thetraffic that the website receives.

Digital signage is poised to become a major mass media because of its ability to reach largeraudiences for less money. Digital signage also offer the unique ability to see the target

audience where they are reached by the medium. Technological advances have also made itpossible to control the message on digital signage with much precision, enabling themessages to be relevant to the target audience at any given time and location which in turn,gets more response from the advertising. Digital signage is being successfully employed insupermarkets.[18] Another successful use of digital signage is in hospitality locations such asrestaurants.

[19]and malls.

[20]

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising isknown as "e-mail spam". Spam has been a problem for email users for many years.

Some companies have proposed placing messages or corporate logos on the side of booster

rockets and the International Space Station. Controversy exists on the effectiveness ofsubliminal advertising (see mind control), and the pervasiveness of mass messages (see

propaganda).

Unpaid advertising (also called "publicity advertising"), can provide good exposure atminimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, orachieving the feat of equating a brand with a common noun (in the United States, "Xerox" ="photocopier", "Kleenex" = tissue, "Vaseline" =petroleum jelly, "Hoover" = vacuum cleaner,"Nintendo" (often used by those exposed to many video games) = video games, and "Band-


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Aid" = adhesive bandage) these can be seen as the pinnacle 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 trademarkis 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 mobileadvertising followed, also first launched in Finland in 2000. By 2007 the value of mobileadvertising had reached $2.2 billion and providers such as Admob delivered billions ofmobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Servicepicture and video messages, advergames and various engagement marketing campaigns. Aparticular feature driving mobile ads is the 2D Barcode, which replaces the need to do anytyping of web addresses, and uses the camera feature of modern phones to gain immediateaccess to web content. 83 percent of Japanese mobile phone users already are active users of2D barcodes.

A new form of advertising that is growing rapidly is social network advertising. It is onlineadvertising with a focus on social networking sites. This is a relatively immature market, butit has shown a lot of promise as advertisers are able to take advantage of the demographicinformation the user has provided to the social networking site. Friendertising is a more

precise advertising term in which people are able to direct advertisements toward othersdirectly using social network service.

From time to time, The CW Television Networkairs short programming breaks called"Content Wraps," to advertise one company's product during an entire commercial break. TheCW pioneered "content wraps" and some products featured were Herbal Essences, Crest,Guitar Hero II, CoverGirl, and recently Toyota.

Recently, there appeared a new promotion concept, "ARvertising", advertising onAugmented Reality technology.

[edit] Current trends

[edit] Rise in new media

With the dawn of the Internet came many new advertising opportunities. Popup, Flash,banner, Popunder, advergaming, and email advertisements (the last often being a form of

spam) are now commonplace. Particularly since the rise of "entertaining" advertising, somepeople may like an advertisement enough to wish to watch it later or show a friend. In

general, the advertising community has not yet made this easy, although some have used theInternet to widely distribute their ads to anyone willing to see or hear them. In the last three

quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Oldermedia advertising saw declines: 10.1% (TV), 11.7% (radio), 14.8% (magazines) and

18.7% (newspapers ).[citation needed]

[edit] Niche marketing


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Another significant trend regarding future of advertising is the growing importance of theniche market using niche or targeted ads. Also brought about by the Internet and the theory of

The Long Tail, advertisers will have an increasing ability to reach specific audiences. In thepast, the most efficient way to deliver a message was to blanket the largest mass market

audience possible. However, usage tracking, customer profiles and the growing popularity ofniche content brought about by everything fromblogs to social networking sites, provide

advertisers with audiences that are smaller but much better defined, leading to ads that aremore relevant to viewers and more effective for companies' marketing products. Amongothers, Comcast Spotlight is one such advertiser employing this method in theirvideo ondemand menus. These advertisements are targeted to a specific group and can be viewed byanyone wishing to find out more about a particular business or practice at any time, rightfrom their home. This causes the viewer to become proactive and actually choose whatadvertisements they want to view.[21]

[edit] Crowdsourcing

The concept ofcrowdsourcing has given way to the trend ofuser-generated advertisements.User-generated ads are created by consumers as opposed to an advertising agency or thecompany themselves, most often they are a result of brand sponsored advertisingcompetitions. For the 2007 Super Bowl, the Frito-Lays division ofPepsiCo held the Crash theSuper Bowl contest, allowing consumers to create their own Doritos commercial.[22]Chevrolet held a similar competition for their Tahoe line of SUVs.[22] Due to the success ofthe Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched thecompetition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 SuperBowl was ranked by the USA Today Super Bowl Ad Meteras the top ad for the year while

the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to bethe "most buzzed-about".[23][24]

This trend has given rise to several online platforms that host user-generated advertisingcompetitions on behalf of a company. Founded in 2007, Zooppa has launched adcompetitions for brands such as Google,Nike, Hersheys, General Mills, Microsoft,NBCUniversal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in

part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industryis still unclear.[25]

[edit] Global advertising

Advertising has gone through five major stages of development : domestic, export,international, multi-national, and global. Forglobal advertisers, there are four, potentially

competing, business objectives that must be balanced when developing worldwideadvertising: building a brand while speaking with one voice, developing economies of scalein the creative process, maximising local effectiveness of ads, and increasing the companysspeed of implementation. Born from the evolutionary stages of global marketing are the three

primary and fundamentally different approaches to the development of global advertisingexecutions: exporting executions, producing local executions, and importing ideas thattravel.

[26]


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Advertising research is key to determining the success of an ad in any country or region. Theability to identify which elements and/or moments of an ad that contributes to its success is

how economies of scale are maximised. Once one knows what works in an ad, that idea orideas can be imported by any other market. Market research measures, such as Flow of

Attention, Flow of Emotion andbranding moments provide insight into what is working in anad in any country or region because the measures are based on the visual, not verbal,

elements of the ad.[27]

[edit] Foreign public messaging

Foreign governments, particularly those that own marketable commercial products orservices, often promote their interests and positions through the advertising of those goods

because the target audience is not only largely unaware of the forum as vehicle for foreignmessaging but also willing to receive the message while in a mental state of absorbing

information from advertisements during television commercial breaks, while reading aperiodical, or while passing by billboards in public spaces. A prime example of thismessaging technique is advertising campaigns to promote international travel. Whileadvertising foreign destinations and services may stem from the typical goal of increasingrevenue by drawing more tourism, some travel campaigns carry the additional or alternativeintended purpose of promoting good sentiments or improving existing ones among the targetaudience towards a given nation or region. It is common for advertising promoting foreigncountries to be produced and distributed by the tourism ministries of those countries, so theseads often carry political statements and/or depictions of the foreign government's desiredinternational public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned bytheir respective governments; examples include, though are not limited to, the Emirates

airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines(Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their

destinations, airlines, and other services in a favorable and pleasant light, countries market

themselves to populations abroad in a manner that could mitigate prior public impressions.See: Soft Power

y See also:International ravelAdvertising[edit] Diversification

In the realm ofadvertising agencies, continued industry diversification has seen observersnote that big global clients don't need big global agencies any more.

[28]This is reflected by

the growth of non-traditional agencies in various global markets, such as Canadian businessTAXI and SMART in Australia and has been referred to as "a revolution in the ad world".[29]

[edit] New technology

The ability to record shows on digital video recorders (such as TiVo) allow users to recordthe programs for later viewing, enabling them to fast forward through commercials.Additionally, as more seasons of pre-recordedbox sets are offered for sale oftelevision

programs; fewer people watch the shows on TV. However, the fact that these sets are sold,means the company will receive additional profits from the sales of these sets. To counter thiseffect, many advertisers have opted for product placement on TV shows like Survivor.


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[edit] Advertising education

Advertising education has become widely popular with bachelor, master and doctoratedegrees becoming available in the emphasis. A surge in advertising interest is typicallyattributed to the strong relationship advertising plays in cultural and technological changes,such as the advance of online social networking. A unique model for teaching advertising is

the student-run advertising agency, where advertising students create campaigns for realcompanies.[30] Organizations such as American Advertising Federation and AdU Network

partner established companies with students to create these campaigns.

[edit] Criticisms

Main article:Criticism of advertising

While advertising can be seen as necessary for economic growth, it is not without social

costs. Unsolicited Commercial Email and other forms ofspam have become so prevalent asto have become a major nuisance to users of these services, as well as being a financial

burden on internet service providers.[31]

Advertising is increasingly invading public spaces,such as schools, which some critics argue is a form of child exploitation.[32] In addition,

advertising frequently uses psychological pressure (for example, appealing to feelings ofinadequacy) on the intended consumer, which may be harmful.

[edit] Regulation

Main article:Advertising regulation

In the US many communities believe that many forms of outdoor advertising blight the publicrealm.[33] As long ago as the 1960s in the US there were attempts to ban billboard advertising

in the open countryside.

[34]

Cities such as So Paulo have introduced an outright ban

[35]

withLondon also having specific legislation to control unlawful displays.

There have been increasing efforts to protect the public interest by regulating the content andthe influence of advertising. Some examples are: the ban on television tobacco advertisingimposed in many countries, and the total ban of advertising to children under 12 imposed bythe Swedish government in 1991. Though that regulation continues in effect for broadcastsoriginating within the country, it has been weakened by the European Court of Justice, whichhad found that Sweden was obliged to accept foreign programming, including those fromneighboring countries or via satellite. Greeces regulations are of a similar nature, banningadvertisements for children's toys between 7 am and 10 pm and a total ban on advertisementfor war toys".[36]

In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising tochildren should be regulated. This debate was exacerbated by a report released by the KaiserFamily Foundation in February 2004 which suggested fast food advertising that targetschildren was an important factor in the epidemic ofchildhood obesity in the United States.

In New Zealand, South Africa, Canada, and many European countries, the advertisingindustry operates a system of self-regulation. Advertisers, advertising agencies and the media

agree on a code of advertising standards that they attempt to uphold. The general aim of such


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codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent

of upholding the standards or codes like the Advertising Standards Authority in the UK.

In the UK most forms of outdoor advertising such as the display of billboards is regulated bythe UK Town and County Planning system. Currently the display of an advertisement without

consent from the Planning Authority is a criminal offense liable to a fine of 2,500 peroffence. All of the major outdoor billboard companies in the UK have convictions of thisnature.

Naturally, many advertisers view governmental regulation or even self-regulation as intrusionof their freedom of speech or a necessary evil. Therefore, they employ a wide-variety oflinguistic devices to bypass regulatory laws (e.g. printing English words in bold and Frenchtranslations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the useof English in French advertising).[37] The advertisement of controversial products such ascigarettes and condoms are subject to government regulation in many countries. For instance,the tobacco industry is required by law in most countries to display warnings cautioningconsumers about the health hazards of their products. Linguistic variation is often used by

advertisers as a creative device to reduce the impact of such requirements.

[edit] Advertising research

Main article:Advertising researchAdvertising research is a specialized form of research that works to improve the effectivenessand efficiency of advertising. It entails numerous forms of research which employ differentmethodologies. Advertising research includes pre-testing (also known as copy testing) and

post-testing of ads and/or campaignspre-testing is done before an ad airs to gauge how wellit will perform and post-testiompany Profile

Roots is a design and communication agency focused on providing communication solutions with a strategicmix of concept, design, market-orientation and quality. We have been providing our diverse group of clients

comprising from the MNC and the development sector with creative designs and customized communication

solutions.

We are imaginative, creative and innovative with a strong commitment to quality.

Our Services : We provide customized design and print solutions for all marketing and corporate

communication needs. We develop extensive design and print communication across various platforms like

brochures, annual reports, corporate brochures, newsletters, direct mailers, POPs, posters, danglers, planners,

calendars, brand identity campaigns, corporate identity and standardization, packaging and retail design.

We also offer outdoor/indoor digital print services such as hoardings, banners, displays, dispensers etc

ng is done after an ad ai

ompany Profile

Roots is a design and communication agency focused on providing communication solutions with a strategic

mix of concept, design, market-orientation and quality. We have been providing our diverse group of clients

comprising from the MNC and the development sector with creative designs and customized communication

solutions.

We are imaginative, creative and innovative with a strong commitment to quality.


25/25

Our Services : We provide customized design and print solutions for all marketing and corporate

communication needs. We develop extensive design and print communication across various platforms like

brochures, annual reports, corporate brochures, newsletters, direct mailers, POPs, posters, danglers, planners,

calendars, brand identity campaigns, corporate identity and standardization, packaging and retail design.

We also offer outdoor/indoor digital print services such as hoardings, banners, displays, dispensers etc

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