Advertising
Generally speaking, advertising is the promotion of
goods, services, companies and ideas, usually by an identified
sponsor. Marketers see advertising as part of an overall promotional
strategy. Other components of the promotional mix include publicity,
public relations, personal selling and sales promotion.
Commercial advertising media can include billboards (outdoor
advertising), street furniture components, printed flyers, radio,
cinema and television ads, web banners, web popups, skywriting, bus
stop benches, magazines, newspapers, town criers, sides of buses,
taxicab doors and roof mounts, musical stage shows, subway platforms
and trains, elastic bands on disposable diapers, stickers on apples in
supermarkets, the opening section of streaming audio and video, and
the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is
advertising. Covert advertising embedded in other
entertainment media is known as product placement. A more recent
version of this is advertising in film, by having a main character use
an item or other of a definite brand. The TV commercial
is generally considered the most effective mass-market advertising
format and this is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl
football game in the United States is known as much for its commercial
advertisements as for the game itself, and the average cost of a
single thirty-second TV spot during this game has reached $2.5 million
(as of 2006). Advertising on the World Wide Web is a
recent phenomenon. Prices of Web-based advertising space are dependent
on the "relevance" of the surrounding web content and the traffic that
the website receives. E-mail advertising is another
recent phenomenon. Unsolicited bulk E-mail advertising is known as
"spam". Unpaid advertising (also called word of mouth
advertising), can provide good exposure at minimal cost.
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