Advertising is a form of communication whose purpose is to fix the attention of a target ( consumer , user, consumer, voter, etc.). to induce the desired behavior: buying a product, election of a politician, incentives for energy conservation, etc..

Advertising, "action to make public" or "state of what is public" has taken the modern meaning of "all the means used to publicize a product, a business enterprise" in 1830 .

The "pub" (the apocope has become a synonym in its own right) is not limited to consumer goods or services. It can also promote men and women , brag a spot, a governmental organization as well as sporting or cultural events . The advertising may relate to changes in behavior or promote values considered positive or beneficial to the company level, to warn against drugs, encourage respect for the environment or promote road safety.

"Neither science nor art" , advertising is an accepted empirical borrows from the economics , the sociology and psychology , which tests his insights through panel and market research. Creativity is the heart but it is not art. The free and objectivity are missing. If she can become , this is not the primary purpose of seeking sponsor him, first, to convey a message (to sell, motivate, to do ...).

The majority of authors relate or equate to a phenomenon of advertising propaganda own contemporary societies ^{, , , , , , ,} . Within the company, it increases trade and accelerates the diffusion of new products or technical innovations and is a very important economic weight. Many national laws prevent its potential abuses. Toxic or hazardous to health are prohibited from advertising in some countries ( tobacco , for example) while at the same regulations to protect certain categories of people, especially children, by banning pornographic advertising and publicity surrounding rigorously for them.

Summary 1 History 2 From the advertiser to the "target" 2.1 Advertisers 2.2 Agencies 2.3 Audience Three communication media advertising 3.1 Media 3.2 Offline media 3.3 The sport as a vehicle advertising 4 Economics 4.1 Economic weight 4.2 Impact 4.3 Efficiency 5 Campaign Ad 5.1 Plans for creative work (PTC) 5.2 Message arguments 5.3 Media Plan 6 Reviews and opposition to advertising 6.1 Control of abuse 6.2 Review content 6.3 Ecological Critique 6.4 Review on the influence 6.5 Review of Radical Advertising 6.6 Archiving 7 Notes and references 8 See also 8.1 Bibliography 8.1.1 Educational Books 8.1.2 Socio-political 8.1.3 uncommercials Pamphlets 8.1.4 Structures of advertising 8.1.5 Fiction 8.2 Related articles 8.3 Advertising Professionals External 8.4 Links

/ / History

It is difficult to determine with certainty the birth of advertising. Archaeologists have found frescoes dating back to antiquity, which announced the gladiatorial games. In the Middle Ages, as most people were illiterate, oral advertisements appeared. This was done by oral communication criers who praised the product of a merchant or to convey to the citizens of royal ordinances. There is not yet advertising agency. It was not until 1628 that Theophrastus Renaudot created "The board meeting and address," a service to distribute various announcements. Until 1745, the only form of advertising is the distribution of leaflets and wall display. In the nineteenth century when the Industrial Revolution , technological advances will allow advertising to communicate through multiple media. On 16 June 1836 , Emile de Girardin had inserted for the first time in his newspaper, La Presse , commercial advertisements, which allows him to lower the price, extend its readership and optimize profitability. The formula, revolutionary is immediately copied. Media advertising was born.

The poster gives the early ^twentieth century of achievements that reach the status of works of art with Jules Cheret , Henri de Toulouse-Lautrec , Cassandre , Leonetto Cappiello , etc..

With the radio in 1920, then television in 1968, operates the advertising inventory of the song and develop the association between oral and visual slogan (like the famous "Dubo, Dubon, Dubonnet). The twentieth ^century also opens the era of expensive advertising campaigns that only large groups can afford (radio and, especially, TV spots) and gives them a significant advantage over smaller competitors (because even if his cost is very high, mass advertising is much cheaper in contact with the consumer). Advertising is crucial to competitiveness and a good advertising can ensure the fortunes of the company while an unsuccessful campaign involves survival.

Until the 1970s , the marketing is not involved in the advertising strategy, giving free rein to create, with occasional drifts. It was in this decade that refocuses advertising around the product or service it promotes the development of ideas such as positioning or reputation and the development of reliable tools for measuring advertising impact.

In France , the Sapin law passed in December 1992 began a serious crisis in the world of communication. Advertising agencies were accustomed to make very high margins without the knowledge of their clients on the purchase of space they produced. Sapin law brings to light this pernicious method, clients discover how far they have been cheated, the trust relationship advertising agency-advertiser collapses at the same time that revenue agencies.

The shockvertising is an advertising practice used increasingly, while the campaigns sometimes become global.

From the advertiser to the "target"

Moreover advertisers, agencies and consumers of advertising, the various actors involved as pollsters to refine, through market research to understand the market , to validate the product positioning and testing the effectiveness of advertising being finalized. The investment are sometimes huge incentive to ensure the adequacy and perception of the advertisement prior to its release.

Typically, the realization of advertising spots is that production companies who make films, printing posters or pamphlets, the fact of printers, etc..

Advertisers

The advertiser, the advertising language refers to the company seeks to promote its product. Advertising expenditures are highly concentrated. In France, in 1987 , a thousand advertisers accounted for 90% of total expenditure on advertising and twenty advertisers only 15% of that total in the first row which carmakers Renault and Peugeot , followed by Procter & Gamble who was the first advertiser worldwide .

The vast majority of advertisers are businesses seeking to increase the brand awareness and sales of their products. But advertising also serves to raise funds to finance the activities of charities , the museums and other cultural institutions to increase their attendance. She also serves on governments to promote difficult topics that the media speak little or poor, road protection , promotion of heritage, promotion of equality between men and women, etc..

Less visible to the general public, industry and service companies that sell to other companies, have also need to promote and to inform their customers the competitive advantage they have. That is the purpose of advertising business to business.

Agents

An agency is an organization composed of specialists on behalf of advertisers, design, implementation and monitoring of advertising.

The agency industry consultants is oligopolistic , dominated by five heavyweights in the world. In its 1993 edition, Publicitors noted: "The top five agencies now have a market share equivalent to two thirds of the global market. The first twenty brands represent 90% of the world. " Following the trend towards concentration of industry in the years 1990 and 2000, the trend has only increased, Saatchi and Saatchi , while world number two was acquired by Publicis Groupe , which also absorbed the number twelve the time, Leo Burnett Worldwide , Young & Rubicam , while the seventh is now part of WPP Group , as Grey Global Group , while number nine.

Omnicom Group is the leader with 12.7 billion U.S. trade margin , closely followed by WPP Group , with 6.2 billion pounds . These two leaders are followed distantly by Interpublic Group shows that 6.55 billion margin , Publicis Groupe , which communicates 4.7 billion margin , Dentsu , little international presence and However, fifth in the world with 348 billion yen and Havas with 1.5 billion euros margin .

The agency involves its various departments in the process of creating and implementing an advertising campaign: the sales department, contact the customer, strategic planning, which seeks the best match between the brand and the targets of the advertiser, the creative department in charge of graphic design or audio advertisements, and media department, including the purchase of space.

The media department or agency media, meanwhile, purchased either directly or through the various media through central purchasing space.

Audience

The ubiquity of advertising in modern civilization has attracted an audience of more and more numerous. This attraction to the "pubs" worship is due to the nostalgia provoked by the old ads, a reflection of an era (the fans advertisements prior to the 1960s have long been known, but the phenomenon is observed now for more recent ads , those of the 1980s in particular) to the participation of famous artists ( Emir Kusturica , David Lynch , Blanca Li ...) to run ads, the star system , the celebrities of sports and entertainment pose for advertisements; advertising to seduction by the humor or eroticism of certain advertisements ( Aubade , Pirelli ...) to a sociological interest, decrypt operation commercials being considered for some (especially critics) to the interest in informative advertising. The development of computer and Internet for storing, and uploading digital advertisements. They can be viewed or downloaded by all on specialized sites.

Television shows like Entertainment Bars and periodicals are devoted to advertising, their success has been notable in the late 1990s and early 2000s. Community events such as The Night of the Ad Eaters broadcast advertisements or unusual religions of all countries and all eras.

Media advertising communication

Media advertising are manifold, from the ancient teaching of the store banner Internet via television , the display , the radio spots, leaflets, direct mail , street furniture, the insert in the newspaper , classified ads, television screens placed on the point of sale, a sandwich-man in the street, mobile advertising , the product placement in movies or TV series, the spam going to slip into applications offered by the websites of socialization and finally, in the field of POS and interactive communication , interactive stations, including next-generation smart systems for human-machine interface evolved.

There are two broad categories of advertising: the media and non-media. A campaign typically mix different types of media and will fetch in the non-media tactical support.

Media

Advertising media covers the forms of interactive communication using media advertising fee established on behalf of an issuer as such. To be perceived, understood and memorized, advertising is generally very short time. He must simultaneously capture attention, hold, and convey his message. In this sense, the advertisement could be classified as techniques of mental manipulation.

The television advertising in the form of short films advertising, sponsorship of programs or teleshopping , represents the first position in the allocation of media budget. After the radio (commercials or slogan), the print media (ads, press), the display fixed or mobile , street furniture ( advertising pillar ), bus shelters , station velo'v , stickers ), the film (before commercials the meeting or product placements in movies) the mobile (commercials as SMS or MMS). The infomercial television or published in newspapers, aims to promote a product in the form of objective information while being paid by the advertiser.

The online advertising using the Internet through banner ads, search engines , the viral marketing , and adware.

Offline Media

The direct marketing also known as "direct marketing" is to broadcast a personalized message to a target snapshot of individuals or businesses, in order to obtain an immediate and measurable. It includes, among others, telemarketing and direct mail.

The public relations , also called "media relations" are to contact journalists to relay the message to their audience in their articles.

The advertising at the point of sale used to support sales promotion.

The sponsorship is to compensate an existing customer (the "Sponsor") to any customer it brings.

The sponsorship is to fund an association, a nongovernmental organization , etc.. to ensure visibility and establish a position. It cuts across a corporate strategy of social valuation of the company that wants to be perceived civic actor.

The street marketing is to communicate via sandwich-men , for example, in catchment areas.

The event communication is organizing an event (exhibition, conference, festival, convention, festive evening, cocktail, awards or rally) to communicate about the company or its brands.

The video games sometimes include advertising (posters, etc..) is the advertainment.

The communication object is in 8 segments

• Business gifts, gift Year End
• Advertising products
• Promotional items
• Gift Sponsorship
• Gift Loyalty
• Gift of motivation or stimulation
• Derivative
• POS (Point-of-sale)

Sport as a vehicle advertising

Sport has a very positive image in public opinion, despite some protest the Olympic model that advertisers know consider. It covers both the values of individualism and those of the enterprise: wellness, fitness, vitality, competitive spirit and transcendence (still more productivity and stress), but also teamwork, achievement technology in some cases. It therefore connects the two poles of modern society: leisure and work. Also, the image of the sport in action Is often used in advertising. Advertisers also intend to take advantage of the media impact of major sporting events.

But the links between advertising and sports do not stop there. First, the product may have a direct relationship with physical activity and sports clothing items, soft drinks, food. The champions are part of the image of the brand, what economists call its "intangible assets". Athletic performance does not serve only as a test bed for the technology embodied in the product. It is a dimension of the communication policy of the company, one aspect of his " communication events ". But the practice of sponsorship (partnership) is not confined solely to articles and sportswear. In 1989, sponsorship accounted for 5% of advertising spending in France (17% in Italy). Add that in France the manufacturers of cigarettes or alcoholic beverages are pulling the restrictions on advertising for their products displayed in the stadiums, the abuse Evin law of 1991 suppressing means.

Economics

Advertising is an essential aspect of the consumer society. What is its economic clout? Its effectiveness? The latter is not so easy to measure.

Economic impact

In 2006, in a report titled Forecast 2006-2010 for the recreational sector and the media PricewaterhouseCoopers , estimates the global advertising spending to 385 billion U.S. dollars. This accounting firm estimated 500 billion U.S. weight for 2010. In 2000 , great year because of the advent of new technology products, investments made in the communication world by companies had surpassed the 300 billion. It is seen, an area with a large increase in growth rate annual average of 6.5%.

This economic sector is sensitive to changes in market conditions. Advertisers, in case of economic recession , reduce communication costs, the easiest to reduce. Instead, phase growth , the idea that we should win market share "at any cost" that industry growth is higher then the rest of the economy.

In 2006, the distribution of advertising spending gives, in order of importance, 43% for the press (including 30% for newspapers and 13% for magazines), 38% for television, 8% for radio , 4% for the internet, less than 1% for film and 6% for display (non-media). Media advertising now accounts for 1% of global GDP. For their part, direct marketing and promotion operations weigh 120 billion ^Impact

Is accused of advertising to promote market concentration and distort competition . In 1967, the British government requires soapers market leaders to sell a generic product without advertising support, or promotion at prices 20% below the market price (government estimate of the impact of marketing in terms of costs ). The experiment was inconclusive . In France, the ban on television advertising against large retail networks, justified by the economic aspects of protection of competition, had much to do with the interests of the regional press , big beneficiary this measure , with the defense of small businesses .

One can use for defending the thesis that advertising distorts competition, the fact that purchases media space are highly regressive: the unit cost is much lower when you buy a thousand spots. This advantage giants (of the food for example) to the detriment of small producers. In cons-example of this argument, if the advertising promotes concentration, then the economic sectors that have the most publicity should be strongly oligopolistic sectors and bans on advertising heavily fragmented. The economy is full of exceptions. Moreover, market shares tend to be more volatile (and therefore more active competition) in a sector that is more advertising .

Effectiveness

How to measure the effectiveness of advertising? A quip is commonly portrayed in the profession called "half my advertising dollars are spent in vain. The problem is that I do not know why. " Bill Bernbach , for its part, says without false modesty: "Do not measure opinion, make it! " . Between these two attitudes, the question arises of evaluating the effectiveness of advertising, and more specifically on the application. Does it stimulates competition? She favors the concentration of demand on a small number of brands?

Measuring the effectiveness of a campaign is almost impossible for the advertiser. Ideally, the advertising investment is less than the increase in sales. But we can not isolate the effect - variable and diluted over time - from advertising in all the factors that influence consumer behavior. Is he sacrificing to measure the impact? Multivariate statistical methods are using regression , analysis of variance , etc.. You can also use the method of test market: not a campaign as part of the territory and compare its effect on sales from the sector without a campaign. This method is costly in time has the disadvantage of alerting the competition.

If the effect of a campaign-specific product sales is difficult, we know better measure the overall perception of the brand by measuring spontaneous awareness (percentage of people mentioning the mark in a competitive given), in particularly top of mind, that is to say, the first-mentioned trade mark in assessing the aided awareness (the brand she is quoted as known in a given list?). To measure the impact of a campaign, a pollster can ask, from several spots where the names of advertisers are hidden, to correctly identify the brand and product.

Advertising is far from any power which it is occasionally as evidenced by repeated failures of products launched with considerable publicity efforts. Evidenced by the launch of the Ford Edsel, the spectacular failures of products like cigarettes, Seita Zen, Mr. Pibb soda by Coca-Cola or detergent Ala .

Advertising Campaign

Advertising does not guarantee success in itself. The history of advertising campaigns has been brilliant for mediocre products quickly overwhelmed by the competition and, conversely, advertising budgets spent on a campaign unconvincing little milestone for products that have sold well nonetheless. The differentiation of a product over its competition, based on advertising alone is unlikely to succeed. quote ">" The highest susceptibility is still observed vis--vis the arguments most tangible marketing. " ^{Creative Work Plan (PTC)}

The copy-strategy is the straitjacket, the guardrail that is needed for the creation does not go in all directions. It varies of course from agency to agency and creative but creative in its broad lines, must provide answers to the question "what benefits the consumer will he? "Therefore, the copy-strategy revolves around

• a promise , made concrete proposals to the consumer,
• a proof , proof of the promise, distinctive and advantageous feature of the product
• and a tone which unites elements of the message and creates an atmosphere.

The copy-strategy is the foundation upon which the creative will develop as a tactic might say spinning the military metaphor, the messages of the campaign to conquer the Homo economicus ^{Message of argument}

An advertisement is intended as an argument which must include three elements: a cognitive argument or information: the consumer must know what it is, what makes the most-produced; emotional part that must arouse the interest the consumer's interest, to seduce him, a step conative (which calls to action): The consumer is prompted to purchase the product, to call a telephone number, visit the shops. Regarding the affects now, advertising plays better with the humor or the offset but a serious argument to limit the boring can sometimes be more powerful. A negative approach may prove to pay, blaming the parents to give their best for their children is common. Shock, especially since the famous (and effective) campaigns Oliviero Toscani for Benetton , is becoming more and gives rise to the neologism shockvertising.

The advertisement consists of several elements that can be visual, written or audio. The main elements are: hook (that jingle announces the pub), visual, informational text (body copy), slogan, brand, logo and signature of the advertising agency (baseline).

Media Plan

Plan media search the optimal combination of media outlets that, given the moments of crossing messages, will achieve most of the target at lower cost, with a repeat dose per individual.

The choice of materials involves several steps. First, we must eliminate the offline media (media banned, media saturated or inappropriate media), then evaluate the media available and choose the most suitable product, the habits of the target in terms of media consumption and cross this information with the unit cost of messages. Finally, we evaluate the different possible combinations of the basic medium and other media.

The choice of materials is made according to different qualitative and quantitative ... The media plan should include: the combination of selected materials, the number of insertions or passages in each medium, the rate of passage and running in time budget, the people involved.

These choices must be made rationally, based on studies of hearing media whether printed, audio or interactive. The pitfalls are many who lead a campaign to move towards a medium unsuitable for the intended target according to the budget. The effect clich ("must be present on the internet" is not necessarily a valid option if the target is older), the effect of prestige ("my campaign must go on prime time," while a cover in regional press would have been better, and cheaper, to touch a national target), the effect navel that it considers the consumption of media according to their own experience ("during the holidays, it no longer reads the press National but we listen to radio on the beach "). Sometimes there is a target other than the "posted" and get the message from the competition or distribution networks, key partners of the consumer, that one is present.

Reviews and opposition to advertising

Generally, people are rather hostile to advertising and its growing influence on the lives of everyone . Meanwhile, individuals and movements called " uncommercials "denouncing the" hype "and questioning the legitimacy of the existence of advertising. In France, a Senate report presented June 17, 2009 at Chantal Jouanno (Secretary of State for Ecology) on outdoor advertising , signs, banners and pre-concluded five months of work. It was to renovate the French legislation (which dates from 1979 and is not always respected, especially by teachers and pre-signs) and best fight against the visual pollution caused by advertising, but it has disappointed environmental groups ^{, ,} . The association Landscapes of France regrets inadequate action and "political hypocrisy" of the law II Round Table on the subject .

Control of abuse

Like any business, advertising is subject to regulation and to ethics. Public or private bodies are responsible for enforcing the rules (very uneven across countries, sometimes more stringent in some areas such as schools, parks, regional, etc.).. There are bodies and labeling (publicity for all age groups, for example), the supervisory bodies (in free countries, such control is exercised retrospectively for not taking the form of censorship ), and the courts can be seized. This control is exerted on the substance (prohibition of misleading advertising or hidden, as an infomercial that dare not speak its name) or form (not too much sex or violence, for example). Nevertheless, policy makers and courts are struggling to locate the boundaries between the requirements of nature protection and landscape and people, and defense and limits of free speech (one-cons advertising as " advertising contradictory "is already in To some extent permitted in some countries).

Sometimes the rules are not respected by advertisers and the authorities whose role is to enforce the law are not zealous in the matter. In France , the association Landscapes of France regularly condemn the government for not implementing the court decisions relating to illegal posting.

Criticism of contents

With little time to get an idea, it often relies on a snapshot, a belief. Advertising often uses the stereotypes traditional: the woman (blonde) is in the kitchen, the man (white) at work, and children (happy) in a comfortable house, with just a pinch of exoticism nice. If it uses cons roles is to stimulate the consumer's attention. Beyond the cliches, advertising seeks to seduce through an image " politically correct "as the child and the baby usually found both for the car (Opel) for fast food (Mc Donald).

It is not easy to get noticed among thousands of advertising messages. The advertising is therefore trying to cause to burn in better spirits. Seeking efficiency, it uses whenever possible feelings or instincts strong, short-circuiting the discussion. Thus advertising bloom pinup offered and rates of males. Georges Bernanos goes even further by pointing out that the engines of choice of advertising are simply the seven deadly sins , for the reason that is "much easier to build upon the vices of man as its needs " .

Advertising, by definition, emphasizes the supposed qualities of a product without defects noted. It happens mostly in silence the production conditions of products it seeks to sell. And as pointed out by Marcuse Group: "Advertising mystifies the consciences mythicize goods to give them an aura without which they would appear as shown, dull and industrial . A study of the Harvard Business Review has confirmed that the impact of advertising is great products to which consumers are indifferent, like washing powder, and none for those who are dear to his heart, like religion.

For Friedman , the advertisement does not distort the critical faculties but it's the tastes of consumers who are considered bad by some critics. He wrote in 1980 in Freedom of choice : "The real issue raised by most critics of advertising is not the fact that advertising manipulates the taste but the fact that public tastes are detestable - c that is to say, different tastes of the critics. " . He repeats the argument he developed in Capitalism and Freedom in 1962: "A major objection against a free economy is precisely that it gives people what they want instead of what a particular group thinks they should want " .

Ecological Critique