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Advertising

Advertising – telling people publicly about a product or service in order to persuade them to buy it.

Whether or not you agree with Marshall McLuhan that advertising is the greatest art form of the 20th century, it is a big part of modern culture. Shared references feed into it and it in turn feeds into daily life: advertising catchphrases turn up in TV comedy sketches and everyday conversation. And we become 'ironic' about advertising, perhaps to show that we think we are able to resist it.

If you want to have a popular advertisement, it should be clever, interesting, funny, inspiring eye-catching, powerful, humorous, shocking, informative, sexy.

There are unacceptable things in advertising, for example, promoting alcohol on TV, comparing your products to your competitors’ products, an image flashed onto a screen very quickly so that people are affected without noticing it.

Various advertising media. TV advertising is the most glamorous, but the other media are not to be ignored: radio, cinema, and the press, while hoardings (BrE) or billboards (AmE) are a characteristic part of the urban landscape. All these will be around for some time, despite Internet advertising and its promises of online shopping. While there are still shops there will be point-of-sale displays designed, among other things, to prevent last minute changes of mind about what brand to buy.

Advertising can be continued by other means with sponsorship of particular events, or product placement in films, where the product's makers negotiate for their products to appear and be used by the film's characters. A related phenomenon is product endorsement, where a celebrity is used in advertising a particular product. This can be dangerous if, for whatever reason, the celebrity falls from favour.

Despite all these activities and all this expenditure, the ultimate in advertising is word of mouth: friends and colleagues are often our most reliable sources of information. This form of advertising is usually free. All the advertiser can do is hope that it is positive.

segments - parts of a larger market or category of customers

soaring- rising quickly

TV slot- a place in a television schedule

mass market- concerned with non-luxury goods that sell in large quantities

kiosks- small open-fronted shop in the street for selling newspapers, etc.

Outdoor advertising

The world of outdoor advertising billboards, transport and 'street furniture' (things like bus shelters and public toilets) - is worth about $18 billion a year, .just_6% of all the world's spending on advertising. But it is one of the fastest-growing segments, having doubled its market share in recent years. Outdoor advertising's appeal is

growing as TV and print are losing theirs. The soaring costs of TV are prompting clients to consider alternatives. Dennis Sullivan, boss of Portland Group, a media buyer, calls outdoor advertising the last

true mass-market medium. It is also cheap in Britain, a 30-second prime-time TV slot costs over £60,000 ($100,000); placing an ad on a bus shelter for two weeks works out at about £90.

Particularly attractive to the new advertiser is street furniture, the fastest growing segment of the outdoor market. It accounts for some 20% in Europe and about 5% in America.

Most successful advertising campaign. Andrew Pound, a marketing manager for Kraft Jacobs Suchard, did a campaign for a marmalade product called Frank

Cooper's marmalade, in Britain. It was a campaign they organised with a radio station, Classic FM, which concentrates on classical music. They targeted the morning, the breakfast programme, and they had a series of regular adverts, they had a sponsorship tie-up and they had a competition. And the response was tremendous. They had a huge increase in sales of their marmalades, especially in the key retailers who they were targeting, and since then they had many more listings in retail outlets. So the campaign was extremely positive, but the key thing that made it successful was the amount of money they spent - very little money - and in terms of sales results, as a percentage of the amount of money they spent, it was a huge success.