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Advertising (or advertizing)[1][2][3] is a form of marketing communication used to promote or sell something, usually a

business's product or service

!n "atin, ad vertere means #to turn to$ard#[%] &he purpose of advertising may also be to reassure employees or shareholders that a

company is viable or successful dvertising messages are usually paid for by sponsors and vie$ed via various old media including

mass media such asne$spaper , magaines, television advertisement, radio advertisement, outdoor advertising or  direct mail

or  ne$ media such as blogs, $ebsites or te*t messages

+ommercial ads seek to generate increased consumption of their  products or  services through #branding,# $hich associates a

product name or image $ith certain ualities in the minds of consumers -on.commercial advertisers $ho spend money to advertise

items other than a consumer product or service include political parties, interest groups, religious organiations and governmental

agencies -on.profit organiations may use free modes of  persuasion, such as a public service announcement

/odern advertising $as created $ith the techniues introduced $ith tobacco advertising in the 102s, most significantly $ith the

campaigns of d$ard ernays, considered the founder of modern, #/adison venue# advertising[4][5]

!n 214, the $orld $ill spend about 678402%3 billion on advertising[9] !nternationally, the largest (#big four#) advertising

conglomerates are!nterpublic, :mnicom, ;ublicis, and <;;[=]

History [edit]

Main article: History of advertising 

rone plate for printing an advertisement for the "iu family needle shop at >inan, 7ong dynasty +hina !t is considered the $orld's earliest identified

printed advertising medium

gyptians used papyrus to make sales messages and $all posters[citation needed ] +ommercial messages and political campaign displays

have been found in the ruins of  ;ompeii and ancient rabia "ost and found advertising on papyrus $as common in  ncient

?reece and  ncient @ome <all or rock painting for commercial advertising is another manifestation of an ancient advertising form,

$hich is present to this day in many parts of sia, frica, and 7outh merica &he tradition of $all painting can be traced back to

!ndian rock art paintings that date back to % +[0]

!n ancient +hina, the earliest advertising kno$n $as oral, as recorded in the +lassic of ;oetry (11th to 9th centuries +) of bamboo

flutes played to sell candy dvertisement usually takes in the form of calligraphic signboards and inked papers copper printing

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plate dated back to the 7ong dynasty used to print posters in the form of a suare sheet of paper $ith a rabbit logo $ith #>inan "iu's

Aine -eedle 7hop# and #<e buy high.uality steel rods and make fine.uality needles, to be ready for use at home in no time#

$ritten above and belo$[1] is considered the $orld's earliest identified printed advertising medium[11]

!n urope, as the to$ns and cities of the /iddle ges began to gro$, and the general populace $as unable to read, instead of signs

that read #cobbler#, #miller#, #tailor#, or #blacksmith# $ould use an image associated $ith 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 Aruits and vegetables $ere sold in the city suare from the backs of 

carts and $agons and their proprietors used street callers (to$n criers) to announce their $hereabouts for the convenience of the

customers &he first compilation of such advertisements $as gathered in #"es +rieries de ;aris#, a thirteenth.century poem by

?uillaume de la Billeneuve[12]

!n the 1=th century advertisements started to appear in $eekly ne$spapers in ngland &hese early print advertisements $ere used

mainly to promote books and ne$spapers, $hich became increasingly affordable $ith advances in the printing press and

medicines, $hich $ere increasingly sought after as disease ravaged urope Co$ever, false advertising and so.called #uack#

advertisements became a problem, $hich ushered in the regulation of advertising content

19th century[edit]

do period "" flyer from 1=5 for a traditional medicine called Kinseitan

&homas > arratt from "ondon has been called #the father of modern advertising#[13][1%][14] <orking for the ;ears 7oap company,

arratt created an effective advertising campaign for the company products, $hich involved the use of targeted slogans, images and

phrases :ne of his slogans, #?ood morning Cave you used ;ears' soapD# $as famous in its day and into the 2th century[15][19]

arratt introduced many of the crucial ideas that lie behind successful advertising and these $ere $idely circulated in his day Ce

constantly stressed the importance of a strong and e*clusive brand image for ;ears and of emphasiing the product's availability

through saturation campaigns Ce also understood the importance of constantly reevaluating the market for changing tastes and

mores, stating in 109 that #tastes change, fashions change, and the advertiser has to change $ith them n idea that $as effective

a generation ago $ould fall flat, stale, and unprofitable if presented to the public today -ot that the idea of today is al$ays better

than the older idea, but it is different E it hits the present taste#[1%]

 s the economy e*panded across the $orld during the 10th century, advertising gre$ alongside !n the 6nited 7tates, the success

of this advertising format eventually led to the gro$th of mail.order advertising

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!n >une 1=35, Arench ne$spaper  La Presse $as the first to include paid advertising in its pages, allo$ing it to lo$er its price, e*tend

its readership and increase its profitability and the formula $as soon copied by all titles round 1=%, Bolney ;almer  established

the roots of the modern day advertising agency in ;hiladelphia !n 1=%2 ;almer bought large amounts of space in various

ne$spapers at a discounted rate then resold the space at higher rates to advertisers &he actual ad E the copy, layout, and art$ork

 E $as still prepared by the company $ishing to advertise in effect, ;almer $as a space broker &he situation changed in the late

10th century $hen the advertising agency of -< yer F 7on $as founded yer and 7on offered to plan, create, and e*ecute

complete advertising campaigns for its customers y 10 the advertising agency had become the focal point of creative planning,

and advertising $as firmly established as a profession [1=] round the same time, in Arance, +harles."ouis Cavas e*tended the

services of his ne$s agency, Cavas to include advertisement brokerage, making it the fi rst Arench group to organie t first,

agencies $ere brokers for advertisement space in ne$spapers - < yer F 7on $as the first full.service agency to assume

responsibility for advertising content -< yer opened in 1=50, and $as located in ;hiladelphia [1=]

20th century[edit]

  10 advertisement for ;ears soap

  print advertisement for the 1013 issue of the Encyclopædia Britannica

 dvertising increased dramatically in the 6nited 7tates as industrialiation e*panded the supply of manufactured products !n order

to profit from this higher rate of production, industry needed to recruit $orkers as consumers of factory products !t did so through

the invention of mass marketing designed to influence the population's economic behavior on a larger scale[10] !n the 101s and

102s, advertisers in the 67 adopted the doctrine that human instincts could be targeted and harnessed E #sublimated# into the

desire to purchase commodities[2] d$ard ernays, a nephe$ of 7igmund Areud, became associated $ith the method and is

sometimes called the founder of modern advertising and public relations[21]

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!n the 102s, under  7ecretary of +ommerce Cerbert Coover , the merican government promoted advertising Coover himself

delivered an address to the ssociated dvertising +lubs of the <orld in 1024 called 'dvertising !s a Bital Aorce in :ur -ational

"ife#[22] !n :ctober 1020, the head of the 67 ureau of Aoreign and Gomestic +ommerce, >ulius Hlein, stated #dvertising is the

key to $orld prosperity#[23] &his $as part of the #unparalleled# collaboration bet$een business and government in the 102s,

according to a 1033 uropean economic Iournal[2%]

&he tobacco companies became maIor advertisers in order to sell packaged cigarettes[24] &he tobacco companies pioneered the

ne$ advertising techniues $hen they hired ernays to create positive associations $ith tobacco smoking[4][5]

 dvertising $as also used as a vehicle for cultural assimilation, encouraging $orkers to e*change their traditional habits and

community structure in favor of a shared #modern# lifestyle[25]  n important tool for influencing immigrant $orkers $as the merican

 ssociation of Aoreign "anguage -e$spapers (A"-) &he A"- $as primarily an advertising agency but also gained heavily

centralied control over much of the immigrant press[29][2=]

1015 Ladies' Home Journal  version of the famous ad by Celen "ansdo$ne @esor  of the > <alter &hompson gency

 t the turn of the 2th century, there $ere fe$ career choices for $omen in business ho$ever, advertising $as one of the fe$

7ince $omen $ere responsible for most of the purchasing done in their household, advertisers and agencies recognied the value

of $omen's insight during the creative process !n fact, the first merican advertising to use a se*ual sell $as created by a $oman E

for a soap product lthough tame by today's standards, the advertisement featured a couple $ith the message # skin you love to

touch#[20]

!n the 102s psychologists <alter G 7cott and >ohn <atson contributed applied psychological theory to the field of advertising

7cott said, #/an has been called the reasoning animal but he could $ith greater truthfulness be called the creature of suggestion

Ce is reasonable, but he is to a greater e*tent suggestible#[3] Ce demonstrated this through his advertising techniue of a direct

command to the consumer

On the radio from the 1920s[edit]

 dvertisement for a live radio broadcast, sponsored by a milk company, dohr milk, and published in the Los Angeles imes on /ay 5, 103

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!n the early 102s, the first radio stations $ere established by radio euipment manufacturers and retailers $ho offered programs in

order to sell more radios to consumers s time passed, many non.profit organiations follo$ed suit in setting up their o$n radio

stations, and includedJ schools, clubs and civic groups[31]

<hen the practice of sponsoring programs $as popularied, each individual radio program $as usually sponsored by a single

business in e*change for a brief mention of the business' name at the beginning and end of the sponsored sho$s Co$ever, radio

station o$ners soon realied they could earn more money by selling sponsorship rights in small time allocations to multiple

businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per sho$

[citation needed ]

Commercial television in the 1950s[edit]

!n the early 104s, the Gu/ont &elevision -et$ork began the modern practice of selling advertisement time to multiple sponsors

;reviously, Gu/ont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of

advertising time to several businesses &his eventually became the standard for the commercial television industry in the 6nited

7tates Co$ever, it $as still a common practice to have single sponsor sho$s, such as &he 6nited 7tates 7teel Cour  !n some

instances the sponsors e*ercised great control over the content of the sho$ E up to and including having one's advertising agency

actually $riting the sho$[citation needed ] &he single sponsor model is much less prevalent no$, a notable e*ception being the Callmark Call

of Aame[citation needed ]

Cable television from the 1980s[edit]

&he late 10=s and early 100s sa$ the introduction of cable television and particularly /&B ;ioneering the concept of the music

video, /&B ushered in a ne$ type of advertisingJ the consumer tunes in for  the advertising message, rather than it being a by.

productor afterthought s cable and satellite television became increasingly prevalent, specialty channels emerged, including

channels entirely devoted to advertising, such as KB+, Come 7hopping -et$ork, and 7hop&B +anada

On the Internet from the 1990s[edit]

Main article: !nline advertising 

<ith the advent of the ad server , online advertising gre$, contributing to the #dot.com# boom of the 100s [citation needed ] ntire

corporations operated solely on advertising revenue, offering everything from coupons to free !nternet access t the turn of the 21st

century, some $ebsites, including the search engine ?oogle, changed online advertising by personaliing ads based on $eb

bro$sing behavior &his has led to other similar efforts and an increase in interactive advertising[citation needed ]

&he share of advertising spending relative to ?G; has changed little across large changes in media since 1024 !n 1024, the main

advertising media in merica $ere ne$spapers, magaines, signs on streetcars, and outdoor  posters dvertising spending as a

share of ?G; $as about 20 percent y 100=, television and radio had become maIor advertising media -onetheless, advertising

spending as a share of ?G; $as slightly lo$er E about 2% percent[32]

?uerrilla marketing involves unusual approaches such as staged encounters in public places, givea$ays of products such as cars

that are covered $ith brand messages, and interactive advertising $here the vie$er can respond to become part of the advertising

message &his type of advertising is unpredictable, $hich causes consumers to buy the product or idea [citation needed ] &his reflects an

increasing trend of interactive and #embedded# ads, such as via product placement, having consumers vote through te*t messages,

and various campaigns utiliing social net$ork services such asAacebook or  &$itter [citation needed ]

&he advertising business model has also been adapted in recent years["#en$] !n media for euity, advertising is not sold, but provided

to start.up companies in return for  euity !f the company gro$s and is sold, the media companies receive cash for their shares

Gomain name registrants (usually those $ho register and rene$ domains as an investment) sometimes #park# their domains and

allo$ advertising companies to place ads on their sites in return for per.click payments [33] &hese ads are typically driven by pay per

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click search engines like ?oogle or Lahoo, but ads can sometimes be placed directly on targeted domain names through a domain

lease or by making contact $ith the registrant of a domain name that describes a product[3%] Gomain name registrants are generally

easy to identify through <C:!7records that are publicly available at registrar $ebsites[34]

 Advertising theory [edit]

ierarchy!of!effects models[edit]

Barious competing models of hierarchies of effects attempt to provide a theoretical underpinning to advertising practice[35]

• &he model of +lo$ and aack[39] clarifies the obIectives of an advertising campaign and for each individual advertisement

&he model postulates si* steps a buyer moves through $hen making a purchaseJ

1 $areness

2 Hno$ledge

3 "iking

% ;reference

4 +onviction

5 ;urchase

• /eans.nd &heory suggests that an advertisement should contain a message or means that leads the consumer to a

desired end.state

• "everage ;oints aim to move the consumer from understanding a product's benefits to linking those benefits $ith

personal values

"ar#eting mi$[edit]

Main article: Mar%eting mi& 

&he marketing mi* $as proposed by professor   >erome /c+arthy in the 105s[3=] !t consists of four basic elements called the

#four %s# %roduct is the first ; representing the actual product %rice represents the process of determining the value of a

product %lace represents the variables of getting the product to the consumer such as distribution channels, market coverage and

movement organiation &he last ; stands for %romotion $hich is the process of reaching the target market and convincing them to

buy the product[30]

!n the 100s, the concept of four Cs $as introduced as a more customer.driven replacement of four ;'s[%] &here are t$o theories

based on four +sJ "auterborn's four +s (consumer , cost ,communication, convenience) [%1] and 7himiu's four +s

(commodity , cost , communication, c#annel ) in the &Cs Com'ass "odel (+o.marketing) +ommunications can include

advertising,sales promotion, public relations, publicity, personal selling, corporate identity, internal communication, 7-7, /!7[%2][%3][%%]

[%4]

Types of advertising[edit]

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Birtually any medium can be used for advertising +ommercial advertising media can include $all paintings, billboards, street

furniture components, printed flyers and rack cards, radio, cinema and television adverts, $eb banners, mobile telephone screens,

shopping carts, $eb popups, sky$riting, bus stop benches, human billboards and forehead advertising, magaines, ne$spapers,

to$n criers, sides of buses, banners attached to or sides of airplanes (#logoIets#), in.flight advertisements on seatback tray tables or

overhead storage bins, ta*icab doors, roof mounts and passenger screens, musical stage sho$s, sub$ay platforms and trains,

elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart

handles (grabertising), the opening section of  streaming audio and video, posters, and the backs of event tickets and supermarket

receipts ny place an #identified# sponsor pays to deliver their message through a medium is advertising[citation needed ]

(hare of global ads'end[%5]

medium 2015 2018

&elevision advertisement 399M 3%=M

Gesktop online advertising 100M 1=2M

/obile advertising 02M 1=%M

-e$spaperNdvertising 12=M 11M

/againes 54M 43M

:utdoor advertising 5=M 55M

@adio advertisement 54M 40M

+inema 5M 9M

)elevision advertising  * "usic in advertising

&elevision advertising is one of the most e*pensive types of advertising net$orks charge large amounts for

commercial airtime during popular events &he annual 7uper o$l football game in the 6nited 7tates is kno$n as the

most prominent advertising event on television . $ith an audience of over 1= million and studies sho$ing that 4M of

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those only tuned in to see the advertisements[%9] &he average cost of a single thirty.second television spot during this

game reached 678% million F a 5.second spot double that figure in 21%[%9] Birtual advertisementsmay be inserted into

regular programming through computer graphics !t is typically inserted into other$ise blank backdrops[%=] or used to

replace local billboards that are not relevant to the remote broadcast audience[%0] /ore controversially, virtual billboards

may be inserted into the background[4] $here none e*ist in real.life &his techniue is especially used in televised sporting

events[41][42] Birtual product placement is also possible[43][4%]

Infomercials

 n infomercial is a long.format television commercial, typically five minutes or longer &he $ord #infomercial# is

a portmanteau of the $ords #information# and #commercial# &he main obIective in an infomercial is to create an impulse

purchase, so that the target sees the presentation and then immediately buys the product through the advertised toll.free

telephone number  or $ebsite !nfomercials describe, display, and often demonstrate products and their features, and

commonly have testimonials from customers and industry professionals[citation needed ]

+adio advertising

@adio advertisements are broadcast as radio $aves to the air from a transmitter to an antenna and a thus to a receiving

device irtime is purchased from a station or net$ork in e*change for airing the commercials <hile radio has the

limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage @adio is ane*panding medium that can be found on air, and also online ccording to  rbitron, radio has appro*imately 2%15 million

$eekly listeners, or more than 03 percent of the 67 population[citation needed ]

Online advertising

:nline advertising is a form of  promotion that uses the !nternet and <orld <ide <eb for the e*pressed purpose of

delivering marketing messages to attract customers :nline ads are delivered by an ad server *amples of online

advertising include conte*tual ads that appear onsearch engine results pages, banner ads, in pay per click te*t ads, rich

media ads, 7ocial net$ork advertising, online classified advertising,advertising net$orks and e.mail marketing, 

including e.mail spam[citation needed ]  ne$er form of online advertising are -ative ds, they go in a $ebsite's ne$s feed and

are supposed to improve user e*perience by being less intrusive, ho$ever some people argue it is deceptive[44]

,omain name advertising

Gomain name advertising is most commonly done through pay per click search engines, ho$ever, advertisers often lease

space directly on domain names that generically describe their products[3%] <hen an !nternet user visits a $ebsite by

typing a domain name directly into their $eb bro$ser, this is kno$n as #direct navigation#, or #type in# $eb traffic lthough

many !nternet users search for ideas and products using search engines and mobile phones, a large number of users

around the $orld still use the address bar &hey $ill type a key$ord into the address bar such as #geraniums# and add

#com# to the end of it 7ometimes they $ill do the same $ith #org# or a country.code &op "evel Gomain (&"G such as

#couk# for the 6nited Hingdom or #ca# for +anada) <hen !nternet users type in a generic key$ord and add com or

another  top.level domain (&"G) ending, it produces a targeted sales lead[45] Gomain name advertising $as originally

developed by :ingo (later kno$n as pplied 7emantics), one of  ?oogle's early acuisitions[49]

%roduct 'lacements

Covert advertising is $hen a product or brand is embedded in entertainment and media Aor e*ample, in a film, the main

character can use an item or other of a definite brand, as in the movie Minority eport , $here &om +ruise's character

>ohn nderton o$ns a phone $ith the (o%ialogo clearly $ritten in the top corner, or his $atch engraved $ith

the Bulgari  logo nother e*ample of advertising in film is in )* o+ot , $here main character played by <ill 7mith mentions

his ,onverse shoes several times, calling them #classics#, because the film is set far in the future)*

o+ot  and -pace+alls also sho$case futuristic cars $ith the  Audi  and Mercedes.Ben/  logos clearly displayed on the front

of the vehicles+adillac chose to advertise in the movie #e Matri& eloaded , $hich as a result contained many scenes in

$hich +adillac cars $ere used 7imilarly, product placement for :mega <atches, Aord, B!:, /< and ston

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/artin cars are featured in recent >ames ond films, most notably ,asino oyale !n #Aantastic AourJ @ise of the 7ilver

7urfer #, the main transport vehicle sho$s a large Godge logo on the front Blade unner  includes some of the most

obvious product placement the $hole film stops to sho$ a +oca.+ola billboard[citation needed ]

%ress advertising

;ress advertising describes advertising in a printed medium such as a ne$spaper, magaine, or trade Iournal &his

encompasses everything from media $ith a very broad readership base, such as a maIor national ne$spaper or

magaine, to more narro$ly targeted media such as local ne$spapers and trade Iournals on very specialied topics

form of press advertising is classified advertising, $hich allo$s private individuals or companies to purchase a small,

narro$ly targeted ad for a lo$ fee advertising a product or service nother form of press advertising is the display ad,

$hich is a larger ad ($hich can include art) that typically run in an article section of a ne$spaper[citation needed ]

-illboard advertising

illboards are large structures located in public places $hich display advertisements to passing pedestrians and

motorists /ost often, they are located on main roads $ith a large amount of passing motor and pedestrian traffic

ho$ever, they can be placed in any location $ith large amounts of vie$ers, such as on mass transit vehicles and in

stations, in shopping malls or office buildings, and in stadiums[4=]

&he edEye ne$spaper advertised to its target market at -orth venue each $ith a sailboat

billboard on "ake /ichigan

"obile billboard advertising

/obile billboards are generally vehicle mounted billboards or digital screens &hese can be on dedicated vehicles built

solely for carrying advertisements along routes preselected by clients, they can also be specially euipped cargo trucks

or, in some cases, large banners stre$n from planes &he billboards are often lighted some being backlit, and others

employing spotlights 7ome billboard displays are static, $hile others change for e*ample, continuously or periodically

rotating among a set of advertisements /obile displays are used for various situations in metropolitan areas throughout

the $orld, includingJ target advertising, one.day and long.term campaigns, conventions, sporting events, store openings

and similar promotional events, and big advertisements from smaller companies[citation needed ]

In!store advertising

!n.store advertising is any advertisement placed in a retail store !t includes placement of a product in visible locations in a

store, such as at eye level, at the ends of aisles and near checkout counters (aka ;:; E point of purchase display),

eye.catching displays promoting a specific product, and advertisements in such places as shopping carts and in.store

video displays[citation needed ]

Coffee cu' advertising

coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, cafO, or drive.

through coffee shop &his form of advertising $as first popularied in ustralia, and has begun gro$ing in popularity in the

6nited 7tates, !ndia, and parts of the /iddle ast[citation needed ]

(treet advertising

&his type of advertising first came to prominence in the 6H by 7treet dvertising 7ervices to create outdoor advertising on

street furniture and pavements <orking $ith products such as @everse ?raffiti, air dancers and 3G pavement advertising,

for getting brand messages out into public spaces [citation needed ]

(heltered outdoor advertising

this type of advertising combines outdoor $ith indoor advertisement by placing large mobile, structures (tents) in public

places on temporary bases &he large outer advertising space aims to e*ert a strong pull on the observer, the product is

promoted indoors, $here the creative decor can intensify the impression[citation needed ]

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Celebrity branding

&his type of advertising focuses upon using celebrity po$er, fame, money, popularity to gain recognition for their products

and promote specific stores or products dvertisers often advertise their products, for e*ample, $hen celebrities share

their favorite products or $ear clothes by specific brands or designers +elebrities are often involved in advertising

campaigns such as television or print adverts to advertise specific or general products &he use of celebrities to endorse a

brand can have its do$nsides, ho$ever one mistake by a celebrity can be detrimental to the public relations of a brand

Aor e*ample, follo$ing his performance of eight gold medals at the 2= :lympic ?ames in eiIing, +hina,

s$immer  /ichael ;helps' contract $ith Hellogg's $as terminated, as Hellogg's did not $ant to associate $ith him after he

$as photographed smoking mariIuana[citation needed ]+elebrities such as ritney 7pears have advertised for multiple products

including ;epsi, +andies from Hohl's, &$ister, -7+@, and &oyota[citation needed ]

Customer!generated advertising

&his involves getting customers to generate advertising through blogs, $ebsites, $ikis and forums, for some kind of

payment[citation needed ] +ustomer.generated advertising can also be used $ithout payment being made Aor e*ample, a

satisfied customer of a product may boast about their e*perience on social media &his message may then lead someone

else to buy that product &he consumer did not do this $ith the intention of getting money out of their shared message, but

that is $hat can happen specially $ith a channel as large and as effective as social media, sharing ones opinion,

positive or negative can be good or bad advertising for a product

Aerial advertising

6sing aircraft, balloons or  airships to create or display advertising media 7ky$riting is a notable e*ample[citation needed ]