Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, a service or an idea. Sponsors of advertising are often businessmen who wish to promote their products or services. Advertising is different from public relations since an advertiser usually pays for and has control over the message. It is different from personal selling since the message is non-personal, i.e. not directed to a particular individual.
Advertising is communicated through various mass media, including old media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; or new media such as search results, blogs, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or “ad”．
Commercial ads often seek to increase consumption of products or services through “branding”, which associates a product name or image with certain qualities in the minds of consumers. Noncommercial advertisers who spend money in advertising items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also be used to reassure employees or shareholders that the company is successful.
Modern advertising was created with the techniques, with tobacco advertising in the 1920s.The most significant example was the campaigns of Edward Bernays, considered the founder of modern“Madison Avenue” advertising.
In 2015, the world spent an estimate of $ 529.43 billion on advertising.Its projected distribution for 2017 is 40.4% on TV,33.3% on digital,9% on newspapers,6.9% on magazines,5.8% on outdoor activities and 4.3% on radio. Internationally , the largest “big four” advertising conglomerates are IPG, Omnicom, Publicis Groupe, and WPP.
【小题1】In what way does advertising differ from public relations?| A．Advertisers pay for and are in charge of the message. |
| B．Messages advertised are non-profit. |
| C．Advertising is communicated through various mass media. |
| D．Advertising is used to reassure employees or shareholders. |
| A．direct mail | B．Television | C．websites | D．newspapers |
| A．Profits. | B．Popularity. | C．Consumers. | D．Brands. |
| A．businessmen | B．companies | C．stores | D．organizers |
