Advertising Plan Background
Advertising is a marketing message that is clearly paid for and not personal and is used to sell or promote a product, service, or idea. [1]:465 Businesses that want to promote their goods or services are usually the ones who pay for ads. Public relations and advertising are different because in advertising, the message is paid for and controlled by the advertiser. There is a difference between this and personal selling because the message is not personalised to a specific person. Advertising can be spread through a number of different mass media, such as old media like newspapers, magazines, TV, radio, billboards, and direct mail, as well as new media like search results, blogs, social media, websites, and text messages. Advertisements, or “ads” or adverts for short, are the ways that the message is shown in a medium.
History
Egypt’s people used papyrus to make posters and sales letters.
[9] Signs for businesses and political campaigns have been found in the ruins of Pompeii and Arabia from long ago. Ancient Greece and Rome used papyrus to put up lost and found ads all the time. Wall or rock painting for advertising is another form of an old form of advertising that can still be found in many parts of Asia, Africa, and South America today. Native American rock art from 4000 BC is where the art of painting on walls got its start.
In ancient China, the earliest known form of advertising was spoken word. The Classic of Poetry (11th to 7th centuries BC) records bamboo flutes being used to sell sweets. Signboards and papers with writing on them are common ways to advertise. The world’s first known printed advertisement was on a copper printing plate from the Song dynasty. It was used to print posters on a square sheet of paper with a rabbit logo and the words “We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time” written above and below it.
In Europe’s Middle Ages towns and cities started to grow, and most people couldn’t read. So, instead of “cobbler,” “miller,” “tailor,” or “blacksmith” written on signs, things like a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle, or even a bag of flour would be used to represent each trade. In the city square, fruits and vegetables were sold from the backs of carts and waggons. The owners of these carts and waggons used street callers, also known as “town criers,” to let people know where they were. “Les Crieries de Paris,” a poem written in the 1300s by Guillaume de la Villeneuve, was the first collection of these kinds of ads.
In England, ads first showed up in weekly newspapers in the 18th century. With improvements in the printing press, these early print ads were mostly used to promote medicines and books and newspapers, which were getting cheaper and more popular. However, false advertising and so-called “quack” ads became a problem, which led to rules about what could be in ads.
A lot of commercial ads try to get people to buy their products or use their services more by “branding,” which means that people connect the name or image of a product with certain qualities. Direct-response advertising, on the other hand, is used to get people to buy something right away. Political parties, interest groups, religious groups, and government agencies are all non-commercial groups that advertise more than consumer goods or services. Public service announcements and other free ways to persuade people can be used by non-profits. Ads may also help employees or shareholders feel more confident in the success or viability of a business.
The first modern ads used techniques that were first used in tobacco ads in the 1920s. Most notably, Edward Bernays’ campaigns are seen as the start of modern “Madison Avenue” advertising.
In 2015, people around the world spent about US$529.43 billion on advertising. For 2017, it was expected that 40.4% of ads would be on TV, 33.3% would be digital, 9.2% would be in newspapers, 6.9% would be in magazines, 5.8% would be on billboards, and 4.3% would be on the radio. There are five big advertising agencies in the world: Dentsu, Interpublic, Omnicom, Publicis, and WPP.
- This word comes from Latin and means “to turn toward.”
An advertising campaign is a group of ads that all have the same idea or theme and work together to send a clear marketing message (IMC). As a group, people can use an IMC to share their thoughts, beliefs, and ideas with the world in a big way. Advertising campaigns use a variety of media over a certain amount of time and are aimed at specific groups of people.
The campaign theme is the main message that people will get from the advertising and marketing activities. It’s also the main focus of the advertising campaign because it sets the tone for all the ads and other marketing materials that will be used. Campaign themes are usually made with the idea that they will be used for a long time. However, many of them only last for a short time because they don’t work or because of changes in the market, competition, or the marketing mix.
It is the goal of advertising campaigns to reach a certain goal or set of goals. Some examples of these kinds of goals are building a brand, making more people aware of the brand, and increasing the number of conversions or sales. Effectiveness measures are used to figure out how often these goals are met or not met. There are five important things that an advertising campaign needs to think about in order to be successful. In this case, the points are positioning, media channels, integrated marketing communications, the communications process diagram, and touch points.
Regular news sources
Advertising can be done in almost any way. Print ads on walls, billboards, street furniture, printed flyers and rack cards, radio and TV ads, web banners, mobile phone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, the sides of buses, banners attached to or on the sides of aeroplanes (“logojets”), and in-flight ads on seatback tray tables or overhead Advertising is any time a “identified” sponsor pays for their message to be sent through a medium.
Approaches from new media
There is a new way to advertise called “advanced advertising,” which is data-driven advertising that uses a lot of data, accurate measuring tools, and accurate targeting. Advanced advertising also makes it easier for companies that sell ad space to link the purchases of customers to the ads they show or broadcast.
Television, radio, and newspapers are losing ground to other media more and more. This is because more and more people are getting their news and music from the Internet and devices like digital video recorders (DVRs) like TiVo.
“E-mail spam,” which is unsolicited bulk email advertising, was the first form of online advertising. E-mail users have had to deal with spam since 1978. As more ways to communicate online opened up, advertising did too. In 1994, the World Wide Web got its first banner ad. Prices for advertising space on the Internet depend on how “relevant” the content around it is and how much traffic the website gets.
Display ads quickly raise awareness in online display advertising. Display ads can make people aware of something new even if they haven’t heard of it before, unlike search ads, which need people to know what they’re looking for. It’s easy to give direct feedback with display. Display ads aren’t just used to get people to notice something; they’re also used for direct response campaigns that send people to a landing page with a clear “call to action.”
When paid downloadable content first came out on mobile phones in Finland in 1998, they became a new mass medium. In 2000, mobile advertising also made its debut in Finland. Cell phone ads were worth $2 billion by 2007 thanks to companies like Admob, which sent billions of them to phones.
Banner ads, coupons, Multimedia Messaging Service (MMS) text and picture messages, advergames, and different engagement marketing campaigns are examples of more advanced mobile ads. One feature that drives mobile ads is the 2D barcode, which lets you get to web content right away without having to type in web addresses. It does this by using the camera on modern phones. 83 percent of Japanese people who have a cell phone already use 2D barcodes.
Some businesses want to put messages or logos on the sides of booster rockets and the International Space Station.
“Publicity advertising,” which is free advertising, can include personal recommendations (“bring a friend,” “sell it”), creating buzz, or connecting a brand with a common noun. For example, in the US, “Xerox” means “photocopier,” “Kleenex” means “tissue,” “Vaseline” means “oil jelly,” “Hoover” means “vacuum cleaner,” and “Band-Aid” means “adhesive bandage.” But some companies don’t want their brand name to be used to label something. If you mix a brand with a common noun, that brand might become a generic trademark. If it does become a generic term, it loses its legal protection as a trademark.
“Content Wraps,” which are short breaks in the show, are sometimes shown on The CW to promote a single company’s product during a whole commercial break. “Content wraps” were first used by The CW to promote products like Herbal Essences, Crest, Guitar Hero II, CoverGirl, and Toyota.
“ARvertising,” which is advertising on augmented reality technology, is a new way to promote things.
There is disagreement about how well subliminal advertising (see mind control) works and how common mass messages are (propaganda).
New media on the rise
The Internet opened up a lot of new ways to advertise. These days, you can see pop-up, Flash, banner, pop-under, advergaming, and email ads, most of which are annoying or spam in the case of email. Some people may like an ad enough to want to watch it again or show it to a friend, especially with the rise of “entertaining” ads. Most advertisers haven’t made this easy yet, but some have used the Internet to get their ads in front of as many people as possible who want to see or hear them. During the last three quarters of 2009, advertising on mobile phones and the Internet grew by 18% and 9%, respectively. However, advertising in older forms of media went down by 10.1% on TV, 11.7% on radio, 14.8% in magazines, and 18.7 % on newspapers (newspapers). [needs citation] From 2008 to 2014, newspapers in the United States lost more than half of the money they made from print ads