Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.
In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.
Read more about Advertising: History, Types of Advertising, Sales Promotions, Media and Advertising Approaches, Criticisms, Regulation, Advertising Research, Semiotics, Gender Effects in The Processing of Advertising
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Famous quotes containing the word advertising:
“Now wait a minute. You listen to me. Im an advertising man, not a red herring. Ive got a job, a secretary, a mother, two ex- wives, and several bartenders dependent on me. And I dont intend to disappoint them all by getting myself slightly killed.”
—Ernest Lehman (b.1920)
“The growing of food and the growing of children are both vital to the familys survival.... Who would dare make the judgment that holding your youngest baby on your lap is less important than weeding a few more yards in the maize field? Yet this is the judgment our society makes constantly. Production of autos, canned soup, advertising copy is important. Houseworkcleaning, feeding, and caringis unimportant.”
—Debbie Taylor (20th century)
“The susceptibility of the average modern to pictorial suggestion enables advertising to exploit his lessened power of judgment.”
—Johan Huizinga (18721945)