ADVERTISING

Advertising is a form of communication used in helping sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries any advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. There are many media used to deliver these messages, including traditional media such as television, radio, cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet marketing. Today, new media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements.

Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010.

While advertising can be seen as necessary for economic growth, it is not without social costs.Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful

MOBILE BILLBOARD ADVERTISING

Mobile billboard advertising

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.
Mobile billboards are truck- or blimp-mounted billboards or digital screens. These can be dedicated vehicles built solely for carrying advertisements along routes preselected by clients, or they can be specially-equipped cargo trucks. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the world, including:
Target advertising
One-day, and long-term campaigns
Conventions
Sporting events
Store openings and similar promotional events
Big advertisements from smaller companies
Others

Importance of Advertisment

According to the American Marketing Association, Chicago, "Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor."
To advertise means to inform (seen as the flow of information about a product or service from the seller to the buyer). However, advertising does not end with the flow of information alone. It goes further to influence and persuade people to take a desired action - like placing an order to buy a product.
The consumer market has become highly competitive with a new brand being born almost everyday. Irrespective of the kind of product you are looking for, be it consumer durables like refrigerators, air conditioners, washing machines or fast moving consumer products (FMCG) the number of brands available is truly mind boggling. Naturally it is the prime concern of every marketer to promote their brand as a shade better than the competitors'. Advertising comes in handy here.
However, simply informing a customer that a brand exists is not enough. Advertising should be targetted towards the prospective audience in such a way that it forms a positive impact on the customer and in the process creates brand recognition.

Marketers generally target advertising campaigns at the groups of customers:

First Time Users of a product - Customers who don't use that product category at all. The aim is to convince them to try that product.

First Time Users of a brand -Consumers who don't use a particular brand but might be using a competitor's brand. The aim here is to convince buyers to switch from the competition product to theirs.

Regular users of the brand -Buyers who are using the brand already. The aim is to serve as a reminder of the brand's benefits and convince them to continue using it.

Launch a new brand .Irrespective of who the ad is targetted at, a firm that plans to spend on advertising, must make sure that advertising campaign creates a positive impression of the brand in the minds of the customer, creates a need in them to try the brand and a commitment to continue using it.

OPPOSITION AND CAMPAIGNS AGAINST ADVERTISING

Opposition and campaigns against advertising

Billboard in Lund, Sweden, saying "One Night Stand?" (2005)

According to critics, the total commercialization of all fields of society, the privatization of public space, the acceleration of consumption and waste of resources including the negative influence on lifestyles and on the environment has not been noticed to the necessary extent. The “hyper-commercialization of the culture is recognized and roundly detested by the citizenry, although the topic scarcely receives a whiff of attention in the media or political culture”.^[82] “The greatest damage done by advertising is precisely that it incessantly demonstrates the prostitution of men and women who lend their intellects, their voices, their artistic skills to purposes in which they themselves do not believe, and …. that it helps to shatter and ultimately destroy our most precious non-material possessions: the confidence in the existence of meaningful purposes of human activity and respect for the integrity of man.”^[83] “The struggle against advertising is therefore essential if we are to overcome the pervasive alienation from all genuine human needs that currently plays such a corrosive role in our society. But in resisting this type of hyper-commercialism we should not be under any illusions. Advertising may seem at times to be an almost trivial of omnipresent aspect of our economic system. Yet, as economist A. C. Pigou pointed out, it could only be ‘removed altogether’ if ‘conditions of monopolistic competition’ inherent to corporate capitalism were removed. To resist it is to resist the inner logic of capitalism itself, of which it is the pure expression.”^[84]

“Visual pollution, much of it in the form of advertising, is an issue in all the world's large cities. But what is pollution to some is a vibrant part of a city's fabric to others. New York City without Times Square's huge digital billboards or Tokyo without the Ginza's commercial panorama is unthinkable. Piccadilly Circus would be just a London roundabout without its signage. Still, other cities, like Moscow, have reached their limit and have begun to crack down on over-the-top outdoor advertising.”^[85] “Many communities have chosen to regulate billboards to protect and enhance their scenic character. The following is by no means a complete list of such communities, but it does give a good idea of the geographic diversity of cities, counties and states that prohibit new construction of billboards. Scenic America estimates the nationwide total of cities and communities prohibiting the construction of new billboards to be at least 1500. A number of States in the USA prohibit all billboards:

• Vermont - Removed all billboards in 1970s
• Hawaii - Removed all billboards in 1920s
• Maine - Removed all billboards in 1970s and early 80s
• Alaska - State referendum passed in 1998 prohibits billboards^[86]
• Almost two years ago the city of São Paulo, Brazil, ordered the downsizing or removal of all billboards and most other forms of commercial advertising in the city.”^[87]

Technical appliances, such as Spam filters, TV-Zappers, Ad-Blockers for TV’s and stickers on mail boxes: “No Advertising” and an increasing number of court cases indicate a growing interest of people to restrict or rid themselves of unwelcome advertising.

Consumer protection associations, environment protection groups, globalization opponents, consumption critics, sociologists, media critics, scientists and many others deal with the negative aspects of advertising. “Antipub” in France, “subvertising”, culture jamming and adbusting have become established terms in the anti-advertising community. On the international level globalization critics such as Naomi Klein and Noam Chomsky are also renown media and advertising critics. These groups criticize the complete occupation of public spaces, surfaces, the airwaves, the media, schools etc. and the constant exposure of almost all senses to advertising messages, the invasion of privacy, and that only few consumers are aware that they themselves are bearing the costs for this to the very last penny. Some of these groups, such as the ‘The Billboard Liberation Front Creative Group’ in San Francisco or Adbusters in Vancouver, Canada, have manifestos.^[88] Grassroots organizations campaign against advertising or certain aspects of it in various forms and strategies and quite often have different roots. Adbusters, for example contests and challenges the intended meanings of advertising by subverting them and creating unintended meanings instead. Other groups, like ‘Illegal Signs Canada’ try to stem the flood of billboards by detecting and reporting ones that have been put up without permit.^[89] Examples for various groups and organizations in different countries are ‘L'association Résistance à l'Agression Publicitaire’^[90] in France, where also media critic Jean Baudrillard is a renown author. ^[91] The ‘Anti Advertising Agency’ works with parody and humour to raise awareness about advertising.^[92] and ‘Commercial Alert’ campaigns for the protection of children, family values, community, environmental integrity and democracy.^[93] Media literacyorganisations aim at training people, especially children in the workings of the media and advertising in their programmes. In the U. S., for example, the ‘Media Education Foundation’ produces and distributes documentary films and other educational resources.^[94] ‘MediaWatch’, a Canadian non-profit women's organization works to educate consumers about how they can register their concerns with advertisers and regulators.^[95] The Canadian ‘Media Awareness Network/Réseau éducation médias’ offers one of the world’s most comprehensive collections of media education and Internet literacy resources. Its member organizations represent the public, non-profit but also private sectors. Although it stresses its independence it accepts financial support from Bell Canada, CTVGlobeMedia, CanWest, TELUS and S-VOX.^[96]

To counter the increasing criticism of advertising aiming at children media literacy organizations are also initiated and funded by corporations and the advertising business themselves. In the U. S. the ‘The Advertising Educational Foundation’ was created in 1983 supported by ad agencies, advertisers and media companies. It is the “advertising industry's provider and distributor of educational content to enrich the understanding of advertising and its role in culture, society and the economy”^[97] sponsored for example by American Airlines, Anheuser-Busch, Campbell Soup, Coca-Cola, Colgate-Palmolive, Walt Disney, Ford, General Foods, General Mills, Gillette, Heinz, Johnson & Johnson, Kellogg, Kraft, Nestle, Philip Morris, Quaker Oats, Nabisco, Schering, Sterling, Unilever, Warner Lambert, advertising agencies like Saatchi & Saatchi Compton and media companies like American Broadcasting Companies, CBS, Capital Cities Communications, Cox Enterprises, Forbes, Hearst, Meredith, The New York Times, RCA/NBC, Reader’s Digest, Time, Washington Post, just to mention a few. Canadian businesses established ‘Concerned Children's Advertisers’ in 1990 “to instill confidence in all relevant publics by actively demonstrating our commitment, concern, responsibility and respect for children”.^[98] Members are CanWest, Corus, CTV, General Mills, Hasbro, Hershey’s, Kellogg’s, Loblaw, Kraft, Mattel, MacDonald’s, Nestle, Pepsi, Walt Disney, Weston as well as almost 50 private broadcast partners and others.^[99] Concerned Children's Advertisers was example for similar organizations in other countries like ‘Media smart’ in the United Kingdom with offspring in Germany, France, the Netherlands and Sweden. New Zealand has a similar business-funded programme called ‘Willie Munchright’. “While such interventions are claimed to be designed to encourage children to be critical of commercial messages in general, critics of the marketing industry suggest that the motivation is simply to be seen to address a problem created by the industry itself, that is, the negative social impacts to which marketing activity has contributed…. By contributing media literacy education resources, the marketing industry is positioning itself as being part of the solution to these problems, thereby seeking to avoid wide restrictions or outright bans on marketing communication, particularly for food products deemed to have little nutritional value directed at children…. The need to be seen to be taking positive action primarily to avert potential restrictions on advertising is openly acknowledged by some sectors of the industry itself…. Furthermore, Hobbs (1998) suggests that such programs are also in the interest of media organizations that support the interventions to reduce criticism of the potential negative effects of the media themselves

ADVERTISEMENT

(Magazine Advertismen)

Advertising is a form of communication used in helping sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. There are many media used to deliver these messages, including traditional media such as television, radio, cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet marketing. Today, new media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization.

BYAdvertising is a form of communication used in helping sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.[1]
Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. There are many media used to deliver these messages, including traditional media such as television, radio, cinema, magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet marketing. Today, new media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization.

PepsiCo Adding New Drinks to Gatorade Playbook

Gatorade is looking to pump up sagging sales with a new line of drinks targeting hard-core athletes.
The launch is expected to involve new drinks, dubbed Prime, Perform and Recover, formulated to be consumed before, during and after athletic activity, industry sources say. The line, expected to be unveiled early next year, would be marketed to athletes—a reversal of Gatorade's previous effort to broaden the brand's appeal by recasting it as a soft drink.
The Gatorade-as-soft-drink pitch helped turn the Chicago-based brand into a top performer for Purchase, N.Y.-based parent PepsiCo Inc. But sales growth hit a wall this year as the recession drove soft-drink lovers to cheaper options, and rivals such as Coca-Cola Co.'s Powerade stole marketshare. A major push to rebrand Gatorade as “G” failed to stem the losses.
Now Gatorade Chief Rich Beck is counting on the new drinks to reinvigorate PepsiCo's third-largest product line.
“Gatorade is extremely important to PepsiCo, and the company has tried to revamp Gatorade, but it hasn't worked,” says Philip Gorham, an industry analyst at Morningstar Inc. in Chicago.
Gatorade is hoping to persuade athletes—not Joe Consumer soft-drink fan—to guzzle its sports drinks more often. The plan is to offer unique benefits for different occasions, industry observers say.
Mr. Beck turned down requests for an interview, and a spokesman declined to discuss the new products except to say that they will represent a “significant innovation that will evolve Gatorade,” and that they will be designed to “meet more needs of athletes.”
But John Sicher, editor of the New York-based trade publication Beverage Digest, expects PepsiCo to unveil early next year new products designed for consumption before, during or after exercise.
PepsiCo has filed for trademarks in recent months on names including Prime, Perform and Recover. While the new offerings could entice athletes to buy more Gatorade, analysts warn that extensions also can weaken a core brand either by blurring the message or cannibalizing sales.
“You have to be real careful about tacking too much stuff on it,” said Tom Pirko, president of California beverage consultancy Bevmark. “Once you start pushing new functions on existing brands too far, you run the risk of tarnishing the original concept.”
PepsiCo's financial reports don't break out sales results for Gatorade, but a spokesman says the Gatorade brand has $5 billion in annual sales. Beverage Digest estimates that Gatorade's sales volume fell 18% for the first half of 2009. The decline is a significant shift for a brand that grew about 12% to 18% a year after PepsiCo bought Chicago's Quaker Oats Co. in 2001.
With an 80% share of the sports-drink market, the 42-year-old Gatorade brand still gives PepsiCo an edge over archrival Coca-Cola. But Atlanta-based Coke's Powerade has gained share this year via price cuts, analysts say.
In a July conference call with analysts, PepsiCo CEO Indra Nooyi asked for patience as the company repositions the Gatorade franchise “back to the core athlete.” Chief Financial Officer Richard Goodman, meanwhile, signaled what's ahead: “We will be looking to increase both penetration and frequency with product innovations to be launched in 2010.”
The Gatorade spokesman says the rebranding of Gatorade as “G” early this year engaged “a broader range of athletes and active people in our brand.” But others maintain the new packages and commercials confused consumers.
“Gatorade is an incredibly powerful brand, but the move in 2009 to move away from Gatorade and embrace this idea of G will go down as one of the greatest marketing missteps of all time,” said Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management.
The Gatorade spokesman says sales trends have been improving. And he noted that G2, a low-calorie version launched in 2007, has grown sales more than 10% this year.
The spokesman also said the recession is “by far the most significant contributor to our sales declines.” He says Gatorade plans to focus on “our core user”—that is, “athletes who will pay a premium price for the proven functional benefits Gatorade offers.”
“Gatorade has quite a long way to go, and the next six months will be critical,” said Chris Mercer, deputy editor of Just-Drinks, a trade publication based in London. “They are going to define the brand, and how they do it could make or break its future.”

TVS

TVS to launch 110-cc clutch less motorcycle

New Delhi, Nov. 17 -- The country's third largest two-wheeler manufacturer, TVS Motor Company, is set to launch a 110-cc clutch-less motorcycle, a first in the world's second-largest two wheeler market.The bike will be unveiled to the company's 600-strong dealer network in Macau on Wednesday and would be launched in the country later this month. It will be powered by a 110cc engine with four gears, comparable to most other vehicles in its category, but will have an auto clutch system coupled with an anti-stall mechanism, which make the bike almost gearless.

Audi A3 TDI is 'Green Car' of the year

Green and performance luxury needn't be mutually exclusive concepts. That's a core belief at Audi. Today, that philosophy paid off with the all-new A3 TDI earning the prestigious title of 2010 Green Car of the Year at the Los Angeles Auto show.

The 2010 Audi A3 TDI arrived at U.S. dealerships last month and initial sales have been promising. The A3 TDI is the latest example of the fuel economy and greenhouse gas emissions benefits provided by the critically acclaimed TDI clean diesel product line, following the wildly popular Q7 TDI, which launched in June 2009.

The revolutionary TDI 2.0 engine available in the A3 delivers 140 hp and 236 lb-ft of torque, yet achieves an EPA-estimated 42 mpg highway fuel economy that is the best of any luxury car sold in America. That means the Audi A3 TDI achieve 50 per cent better fuel economy than a comparable gasoline engine.

TDI clean diesel technology was first developed by Audi 20 years ago and has come to signify the brand's commitment to trailblazing automotive performance executed in an environmentally responsible way. In addition to setting the new industry standard in fuel efficiency, the 2010 A3 TDI remains a stylistic pacesetter as well.

Toyota Motor Corp's market-leading hybrid was widely seen as the front-runner for the prize by virtue of its huge commercial success and its status as the most fuel-efficient mass-market sedan on the road. But Ron Cogan, editor of Green Car, said jurors were impressed that the Audi A3 with TDI, which stands for turbo diesel direct injection, achieved "50 percent better fuel efficiency than the gasoline-engine (A3 model) without sacrificing anything." "The Audi A3 TDI really defines what a 'green' car should be," added Cogan