Advertising

It is most likely that advertising in human society arose simultaneously with trade. Its existence in prehistoric times is confirmed, for example, by the Egyptian papyrus with the announcement of the upcoming sale of a slave. Written advertising was embodied, in addition to papyrus scrolls and waxed tablets, inscriptions on roadside stones, as well as on buildings.

However, advertising probably never would have been so widespread if humanity had not once discovered the era of mass communications. The first impetus for this was typography. Among the initiators of the advertising business, one can name the French doctor and journalist Theophrast Renodot , who first began to publish private announcements in the press, and the Englishman William Taylor, whose firm Tayler & Newton, founded in 1786, acted as an intermediary between the advertiser and the printing house. The first advertising agency was created by Volni Palmer in 1842 in the United States of America ^[7] .

Another important event was the invention and subsequent dissemination of the art of photography around the world by the middle of the 19th century. Photography served as irrefutable proof of the benefits of the advertised product. But the most ambitious events in the global advertising business unfolded yet in the XX century. It can be said without exaggeration that it was the 20th century that became the “century of advertising” - after all, deep changes and innovations in the field of advertising organization and technology belong to this time. It was in the 20th century that advertising became truly massive - primarily due to the unprecedented growth rates of world industrial production, and also due to the appearance of new and more advanced means of creating and distributing advertising: multicolor printing , analog , and then digital radio and television broadcasting satellite communications , finally computers and the Internet .

According to William Wells, advertising performs 6 main functions ^[8] :

1. Creates awareness of products and brands . Information about products and brands.
2. Forms the brand image . Formation of the image of the product and brand.
3. Persuades people. Convincing potential buyers to purchase goods.
4. Creates incentives for action. Stimulating demand for goods.
5. Provides a reminder. Providing a reminder of the need to purchase goods.
6. Consolidates past shopping experience. Reinforcing past shopping experiences.

Role in Modern Society

• Economic (stimulating consumers to purchase goods and ensuring the economic feasibility of production and marketing activities of enterprises);
• Social (achieving socially useful goals, informing society about various innovative achievements , analysis and comparison of various products, the formation of aesthetic ideas) ^[9] ;
• Political (the formation of loyalty to the public administration system);
• Ideological (factor influencing the formation and formation of a person’s worldview );
• Psychological (affects the desires and dreams of the buyer, without appealing to his mind);
• Communicative. Advertising performs the function of communication between advertisers and the advertiser, since the task is to convey the necessary message to consumers of goods and services ^[10] ;
• Educational. In the process of viewing advertisements, as well as introducing new technologies for goods and services about which it broadcasts, a person can gather information for himself from absolutely all spheres of life (from the reasons for the appearance of plaque on tiles in the bathroom to the latest innovative developments in computer technology);
• Aesthetic (cultural). In many advertisements, colors and sounds are selected very qualitatively, which can affect a person, causing him to want to implement an advertising proposal or at least pay closer attention to it. ^[eleven]

By purpose

• Commercial (economic) advertising. The goal of economic advertising is the consumer (potential buyer), offering goods to which, you can get profit from it .;
• Social advertising - goes beyond the scope of economic tasks, aimed at achieving charitable and other socially useful goals: promoting a healthy lifestyle among the population; support for vulnerable sections of the population; pollution control; popularization of public organizations and foundations, the purpose of which is to help people around, in particular children.
• Political advertising (including pre-election ). Nowadays, it is increasingly acting as a means of struggle for voters, for their votes. It is with its help that some parties and politicians are trying to gain a place in power.

There are also target-specific types of advertising:

• Counter-advertising is a refutation of unfair advertising. An article was envisaged in the Russian Federation as a punishment for unfair advertising by the previous federal law on advertising in 1995.
• Anti - advertising - information designed not to raise, but to reduce interest, or to discredit goods, enterprises, trademarks.
• “Specs spots” - “advertising” videos shot by private individuals that are perceived by the viewer as official advertising.

By location and method of placement

In marketing communications , ATL and BTL segments are distinguished. ATL advertising is the so-called traditional types : media advertising , OOH (external and internal) and printing. The remaining advertising options relate to BTL- communications.

Media Advertising

The most common and traditional form of advertising is advertising in the media .

• Television ( video in the advertising block , commercial break , text in a running line , TV advertisement (e.g., in Teletext ), virtual advertising , sponsorship ).
• Radio (commercials, less often “ jeans ” - “as advertisements”).
• Printed (distinguish between advertising in the press and other: prints, leaflets, stickers, business cards ).
• Internet advertising ( Internet advertising : text blocks , banners , video ads , contextual advertising , SMM , blog advertising, map advertising , Pixel advertising , " tag cloud", selling texts , etc.)

Outdoor (outdoor advertising)

Outdoor advertising includes advertising that is placed on special temporary and / or stationary structures located in an open area, as well as on the external surfaces of buildings, structures, elements of street equipment, over the carriageway of streets and roads or on them themselves, as well as on gas stations.

Outdoor advertising is divided into street and transport advertising. There are many formats and options for street advertising, the most popular of which are citylights and billboards . Advertising on transport is placed on public transport, on private cars , in the subway (transit advertising can be both external and internal).

Indoor Advertising

Indoor advertising includes indoor advertising . First of all, this is advertising in points of sale (retail outlets), airports and train stations , in cinemas , business centers, porches, elevators, places of entertainment and sports, educational and medical institutions, etc.

BTL Advertising

• For reference service
• Direct mail (it is also direct address advertising or direct mail )
• Product placement (from the English product placement ) - the introduction of advertising of a product or service in the storyline of a movie or other product of the entertainment industry. ^[12]
• Fan advertising
• Viral advertising ("word of mouth") - advertising based on information transmitted from person to person.
• Cross-promotion - cross-advertising of two or more goods (services), based on mutual benefit.
• Payment terminals - placement of advertising videos on monitors (main monitor and second monitor).

According to Fasmer ^[13] , it came to the Russian language from Fr. réclame through it. Reklame The original meaning of the French term is “calling the falcon on the hunt” (from lat. Reclamo , re- “back”, clamo “calling” ^[14] ), also “ bush ”; semantics has changed under the influence of one of the meanings of the English. reclaim ^[13] , “shout out” ^[14] (cf. Shlepkov, 1951 ^[15] ).

Currently, the development of advertising has led to the fact that advertising has transformed into a special social institution that satisfies the public need for advertising services. The production basis of this institute is a set of activities, which is usually defined by the concept of “advertising industry ” ^[16] . The concept of "advertising industry" began to take shape in the modern economy with the acquisition of advertising activities of a mass nature. The systematic conduct of advertising, the systemic interaction of subjects of the advertising market with participants in various sectors of the economy, the presence of enterprises producing advertising products and rendering advertising services, suggests that advertising has acquired features of the industry.

In advertising, various financial and political interests inevitably clash. The consumer is interested in reducing the amount of advertising and reducing its obsession, the producer, on the contrary, is interested in increasing both the amount of advertising and the reach of the audience, however compromise solutions are possible, for example, advertising on real estate on mutually beneficial premises and partnerships of homeowners conditions. ^[17]

The interests of society as a whole require protecting consumers from false and unfair advertising. The same interests dictate the need for sales promotion, the main means of which is just advertising. The contradictory nature of these interests requires careful regulation. Advertising legislation in all countries is a compromise between the above interests.

Legal restrictions

Typically, advertising is limited in volume (share), in the manner, place and time of distribution, a ban on knowingly false, unscrupulous, unethical and other inappropriate advertising is introduced. Sometimes the activities of advertising producers and advertising distributors are licensed.

In the Russian Federation, commercial and social advertising is regulated by the Federal Law “On Advertising”, political advertising is regulated by the Federal Laws “On Political Parties” and “On Public Associations”, and election campaigning is governed by election law. For violations in this area, administrative liability is provided (Articles 5.9 , 5.12 , 5.48 , 6.13 , 14.3 of the Administrative Code of the Russian Federation ).

Product Specific Ad

In many countries, advertising of specific products (alcoholic beverages, tobacco products) is prohibited by law without the corresponding inscription that these products are harmful to health.

Hidden Advertising

Hidden is advertising that is not designated as such, placed under the guise of informational, editorial or copyright material, camouflaged as a personal message or other non-advertising information. The urban legend about the existence of technology for the introduction of invisible advertising, supposedly operating at a subconscious level ( 25th frame and other options), gained wide popularity.

Also, hidden advertising is one that has an unconscious effect by the consumer due to the transmission method.

In most countries, hidden advertising is prohibited, but its definition is quite difficult, and the practice of punishing hidden advertising is unknown.

The so-called product placement is sometimes referred to as hidden advertising. Unlike other hidden ads, it is usually allowed.

“Jeans” is a journalistic term that implies intentional placement of hidden advertising or anti-advertising under the guise of copyright material.

Behind

• As part of integrated marketing communications increases the efficiency of the enterprise:
  • When using the cost leadership strategy, the goal of which is to achieve economies of scale, advertising, as part of the marketing mix, can contribute to mass consumption , which, in turn, is a prerequisite for mass production . A long and continuous cycle of mass production reduces the unit cost of production, which ultimately provides lower consumer prices. Thus, advertising acts as a necessary factor in lowering the price level ^[18] .
  • When using the differentiation strategy, the complex of marketing communications, which includes advertising, allows feedback from focusing on a specific sales sector, achieving business continuity and profitability.
• As part of integrated marketing communications, it promotes the development of modern technologies, promotes technological progress , and creates an increased demand for advertised goods in the economy, thereby contributing to economic growth , entrepreneurial activity, and an increase in living standards .

Vs

• From the ethical and legal points of view:
  • Advertising imposes on the consumer goods and services for which there is no need.
  • Advertising imposes a value system on consumers in relation to assessing the benefits of a product.
  • Overwhelming majority of cases viewing ads is not desirable and voluntary (it is impossible to refuse to view ads, it is impossible to choose viewing without ads).
  • Based on the previous points - advertising is an instrument of covert violence against the will .
  • In some cases, the effectiveness of advertising is achieved through the active exploitation of human instincts to control attention and form positive associations with the advertised object.
  • Negatively affects the consciousness and subconscious of a person. Proponents of this claim argue for a global change in human behavior under the influence of advertising.
  • The journalist Sergei Kara-Murza in the book “Manipulation of Consciousness” considers modern advertising as the primary step to the hidden management of society (see also: Manipulation by the mass consciousness ).
• From an economic point of view:
  • Увеличивает издержки (затраты на рекламу включаются в стоимость товара), приводя к повышению потребительской цены.
  • Способствует монополизации рынка. Мелкие производители не в состоянии обеспечивать своей продукции рекламную поддержку, сопоставимую с рекламой крупных корпораций . Зачастую встречаются даже утверждения о том, что задачей рекламной активности корпораций является не увеличение собственного сбыта, а создание «рекламного барьера», препятствующего появлению новых игроков на рынке. ^[nineteen]
  • Реклама завышает спрос на товар, а вслед за этим позволяет завысить и цены. Хорошим примером является ситуация с падением цен на автомобили или вычислительную технику, потерявшую (разрекламированный, навязанный рекламой) статус топ-новинки.
  • Постоянное усиление рекламы приводит к снижению использования антагонистического метода продвижения — метода личных продаж .

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• Раздел «Реклама» в каталоге ссылок Open Directory Project (dmoz)