advertising-basics

Free media & Advertising

December 2, 2016 By: man_admin - No Comments

Advertising

Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea. Sponsors of advertising are often businesses who wish to promote their products or services. Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message.
It is differentiated from personal selling in that the message is nonpersonal, 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”.

Ever since mass media became mass media, companies have naturally used this means of communications to let a large number of people know about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before, or turning luxuries into necessities. This section introduces some of the issues and concerns this raises.

 

  1. Free media channels have a cost
  2. The Audience as the Product
  3. The Audience also as the Consumer
  4. Manipulating images of people in commercials
  5. Advertorials — Advertisements disguised as News!
  6. Advertisement — Advertisements disguised as Entertainment!
  7. Product Placement
  8. Political influence
  9. Military in Movies — Less Shock, More Awe
  10. Globalization of consumers

Free media channels have a cost

Various free media such as the numerous channels available in America and other nations are naturally subsidized with advertising to help pay the costs.

As corporate competition has increased, so too has the need for returns on massive expenditures on advertising. Industries spend millions, even billions of dollars to win our hearts and minds, and to influence our choices towards their products and ideas. This often means such media outlets attract greater funds than those outlets funded through public funding or TV licenses. It can mean that such outlets can also then afford better programming of key events and programs.

Given the dependency media companies can have on advertising, advertisers can often have exert undue influences (knowingly or tacitly); if something is reported that the advertiser doesn’t like or the media company has funded a documentary that exposes bad practice by an advertiser, the media company can risk losing much needed revenue to stay alive.

As a result, the mainstream media is largely driven by the forces of the market.