Any PAID form of NONPERSONAL presentation of ideas, goods, or services

Historical Milestones in Advertising

Advertising goes back to the very beginnings of recorded history. Archaeologists working in the countries around the Mediterranean Sea have dug up signs announcing various events and offers. The Romans painted walls to announce gladiator fights, and the Phoenicians painted pictures promoting their wares on large rocks along parade routes. A Pompeii wall painting praised a politician and asked for the people's votes. During the Golden Age in Greece, town criers announced the sale of slaves, cattle, and other goods. Another early advertising form was the mark that trades-people placed on their goods, such as pottery. As the person's reputation spread by word of mouth, buyers began to look for his or her special mark, just as trademarks and brand names are used today.

The turning point in the history of advertising came in the year 1450, with the invention of the printing press. Advertisers no longer had to produce extra copies of a sign by hand. In 1622, advertising was given a big boost with the launching of the first English newspaper, The Weekly Newes. Joseph Addison, the publisher, gave this advice to copy writers; The great art in writing advertising is the finding out the proper method to catch the reader, without which a good thing may pass unobserved, or be lost among commissions of bankrupts." The September 14, 1710, issue of the Tatler contained ads for razor strops, patent medicine, and other consumer products. Advertising had its greatest growth in the United States. Ben Franklin has been called the father of American advertising because his Gazette, first published in 1729, had the largest circulation and advertising volume of any paper in colonial America.

Types of Advertising
Promotional Advertising: Communication designed to increase sales of products and services.

Institutional Adverting: Promotion designed to create a favorable image and goodwill for business or organizations.

Media?
On the average, how much time per week do you spend with the following media? Television Radio Magazines Newspapers Internet Outdoor (billboards, bus signs, etc.) Which media do you pay the most attention to advertisements? What differences do you see in your media habits and those of your parents?

 Print media: Newspapers and magazines Broadcast media: Radio and TV Direct mail: Mailings sent by the business to the prospective customers

Outdoor transit media: Billboards, outdoor signs, posters, marquees Other media: Specialty advertising, directory advertising, motion picture advertising

Advertising in Newspapers
Advantages
High level of reader involvement. Circulation is known. The cost of local newspaper advertising is low. Great deal of flexibility. Frequency

Disadvantages
Short life span. Wasted circulation. The quality of production is poor.

Advertising in Magazines
Advantages
High demographic selectivity. Long advertising life. Good reproduction quality. Advertisements held in higher regard-Prestige/Credibility

Disadvantages
Long lead time. High cost.

Inflexibility. Lack of penetration

Magazine Advertisements

Can be expensive but reaches a lot of people.

How Important is Advertising to Magazines?

The chart below shows the top five magazines and the percentage of their revenues generated by advertising, subscriptions and newsstand sales.

TV Guide People Time Sports Illustrated Better Homes & Garden

Total Revenue Advertising Subscribers $1,172,127,000 41.9% 43.2% $1,155,395,000 61.8% 18.9% $962,651,000 68.4% 27.2% $905,313,000 67.8% 28.6% $595,667,000 74.6% 23.0%

Newstand 14.9% 19.3% 4.4% 3.6% 2.4%

Source: Http://www.adage.com (1999 figures)

Radio Advertising
Advantages
Low cost Selectivity Flexibility Local personalities Useful supporting data

Disadvantages
Lack of prestige Short life Shared audience attention Audio only presentation

Television Advertising
Advantages
Large audience Attention getting ability Low cost per exposure Personal appeal Can have flexibility

Disadvantages
High absolute cost High degree of clutter Short message life Time limitations Low audience selectivity Ignored messages

Cost to Advertise on the Super Bowl

Price for 30 Avg. Number Year Avg. Number Viewers seconds Home 1967 $40,000 22,570,000 51,180,000 1970 78,200 23,050,000 44,270,000 1975 110,000 29,040,000 56,050,000 1980 275,000 35,330,000 76,240,000 1985 500,000 39,390,000 85,530,000 1990 700,000 35,920,000 73,852,000 1995 1,000,000 39,400,000 83,420,000 2000 2,100,000 43,618,000 88,465,000 2005 2,400,000 45,081,000 86,072,000 2006 2,500,000 45,867,000 90,745,000 2007Nielsen Advertising 2,600,000Research, NA NA Source: Advertising Age Research.
Source: Nielsen Advertising Research, Advertising Age Research.

Direct Mail Advertising

Advantages
Audience selectivity Flexibility Lack of direct competition Personalization Measured performance

Disadvantages
Potential high cost Lack of editorial matter Negative image

OutdoorAdvertising
Disadvantages
Brevity of exposure Limited message length Limited selectivity Attracts criticism

This ad for a portable email device is aimed at busy travelers looking for convenience.

Http://www.billboardinfo.com

Http://www.buyelink.com

Advantages of Transit Advertising

Low cost Geographic flexibility Large captive audience Message length

Transit Advertising
Disadvantages
Limited target market Lack of prestige

Advertising Media Mix in the United States

Radio 13.0% Magazines 12.2% Outdoor 1.8% Newspapers 34.3%

Television 38.7%

Projected U.S. total ad spending = $134.3 billion Ad Spending per capita = $437.60
Source: Http://adage.com/dataplace/topmarkets/us.html