essay about advertising

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• 20 Jun 2023
• Cold Call Podcast

Elon Musk’s Twitter Takeover: Lessons in Strategic Change

In late October 2022, Elon Musk officially took Twitter private and became the company’s majority shareholder, finally ending a months-long acquisition saga. He appointed himself CEO and brought in his own team to clean house. Musk needed to take decisive steps to succeed against the major opposition to his leadership from both inside and outside the company. Twitter employees circulated an open letter protesting expected layoffs, advertising agencies advised their clients to pause spending on Twitter, and EU officials considered a broader Twitter ban. What short-term actions should Musk take to stabilize the situation, and how should he approach long-term strategy to turn around Twitter? Harvard Business School assistant professor Andy Wu and co-author Goran Calic, associate professor at McMaster University’s DeGroote School of Business, discuss Twitter as a microcosm for the future of media and information in their case, “Twitter Turnaround and Elon Musk.”

• 06 Jan 2021
• Working Paper Summaries

Aggregate Advertising Expenditure in the US Economy: What's Up? Is It Real?

We analyze total United States advertising spending from 1960 to 2018. In nominal terms, the elasticity of annual advertising outlays with respect to gross domestic product appears to have increased substantially beginning in the late 1990s, roughly coinciding with the dramatic growth of internet-based advertising.

• 15 Sep 2020

Time and the Value of Data

This paper studies the impact of time-dependency and data perishability on a dataset's effectiveness in creating value for a business, and shows the value of data in the search engine and advertisement businesses perishes quickly.

• 19 May 2020
• Research & Ideas

Why Privacy Protection Notices Turn Off Shoppers

It seems counterintuitive, but website privacy protection notices appear to discourage shoppers from buying, according to Leslie John. Open for comment; 0 Comments.

• 02 Mar 2020
• What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

SUMMING UP: Have core leadership values been declining in recent years? If so, how do we get them back? James Heskett's readers provide answers. Open for comment; 0 Comments.

• 06 Aug 2019

Super Bowl Ads Sell Products, but Do They Sell Brands?

Super Bowl advertising is increasingly about using storytelling to sell corporate brands rather than products. Shelle Santana discusses why stories win (or fumble) on game day. Open for comment; 0 Comments.

• 27 Jul 2019

Does Facebook's Business Model Threaten Our Elections?

America's 2016 presidential election was the target of voter manipulation via social media, particularly on Facebook. George Riedel thinks history is about to repeat itself. Open for comment; 0 Comments.

• 10 Oct 2018

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

Companies that encourage consumers to vote online should be forewarned—they may expect more than you promise, according to research by Michael Norton, Leslie John, and colleagues. Open for comment; 0 Comments.

• 27 Sep 2018

Large-Scale Demand Estimation with Search Data

Online retailers face the challenge of leveraging the rich data they collect on their websites to uncover insights about consumer behavior. This study proposes a practical and tractable model of economic behavior that can reveal helpful patterns of cross-product substitution. The model can be used to simulate optimal prices.

• 18 Jun 2018

Warning: Scary Warning Labels Work!

If you want to convince consumers to stay away from unhealthy diet choices, don't be subtle about possible consequences, says Leslie John. These graphically graphic warning labels seem to do the trick. Open for comment; 0 Comments.

• 18 Sep 2017

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. Open for comment; 0 Comments.

• 26 Jul 2017

The Revolution in Advertising: From Don Draper to Big Data

The Mad Men of advertising are being replaced by data scientists and analysts. In this podcast, marketing professor John Deighton and advertising legend Sir Martin Sorrell discuss the positives and negatives of digital marketing. Open for comment; 0 Comments.

• 13 Mar 2017

Hiding Products From Customers May Ultimately Boost Sales

Is it smart for retailers to display their wares to customers a few at a time or all at once? The answer depends largely on the product category, according to research by Kris Johnson Ferreira and Joel Goh. Open for comment; 0 Comments.

• 06 Mar 2017

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

The items displayed next to a product in online marketing displays may determine whether customers buy that product, according to a new study by Uma R. Karmarkar. Open for comment; 0 Comments.

• 13 Feb 2017

Paid Search Ads Pay Off for Lesser-Known Restaurants

Researchers Michael Luca and Weijia Dai wanted to know if paid search ads pay off for small businesses such as restaurants. The answer: Yes, but not for long. Open for comment; 0 Comments.

• 08 Dec 2016

How Wayfair Built a Furniture Brand from Scratch

What was once a collection of 240 home furnishing sites is now a single, successful brand, Wayfair.com. How that brand developed over time and the challenges and opportunities presented by search engine marketing are discussed by Thales Teixeira. Open for comment; 0 Comments.

• 04 May 2016

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

SUMMING UP. Boaty McBoatface may have been shot down as the social-media sourced name of a research vessel, but James Heskett's readers are up to their hip-boots in opinions on the matter. Open for comment; 0 Comments.

• 02 May 2016

Why People Don’t Vote--and How a Good Ground Game Helps

Recent research by Vincent Pons shows that campaigners knocking on the doors of potential voters not only improves overall turnout but helps individual candidates win more of those votes. Open for comment; 0 Comments.

• 21 Mar 2016

Can Customer Reviews Be 'Managed?'

Consumers increasingly rely on peer reviews on TripAdvisor and other sites to make purchase decisions, so it makes sense that companies have a stake in wanting to shape those opinions. But can they? Thales Teixeira says a good product trumps all. Open for comment; 0 Comments.

• 28 Oct 2015

A Dedication to Creation: India's Ad Man Ranjan Kapur

How do you build a brand amid the uncertainties and opportunities of a developing market? Harvard Business School Professor Sunil Gupta shares lessons learned from Ranjan Kapur, an iconic figure in the Indian advertising industry. Open for comment; 0 Comments.

2020 Theses Doctoral

Essays on Advertising

Choi, Woohyun

According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.

Geographic Areas

• United States
• Internet marketing
• Internet advertising
• Television advertising
• Competition
• Google (Firm)

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Starting an Essay on Advertising

Table of Contents

To start off, whenever you are writing an essay on a particular topic, the first thing is to strive to make your audience get a picture of what you are talking about. The best way to do so is by first defining your topic or explaining what it is that you aim to achieve or how the reader will benefit. As far as advertising goes, we are going to look at some of the angles an advertising essay can be approached from.

Essay on Advertising : Sample Approaches

The first way to approach advertising essays can be through looking at how advertisements are brought to life from conception to implementation. This means looking at the different players in the industry and what they do. How they impact advertising and their ways of doing business. This alone can be approached from many different angles depending on the resources one has as a writer and how far they are willing to go to find out the finer details. This is where as an advertising essay writer ; one can cover various media used to roll out advertising campaigns. Whether it is television, the internet, outdoor advertising, print, audio or audio-visual media the list is endless.

Advertising Organization

Figure 2 advertising medium

While writing this sort of essay, it is also important to look at how the whole organizations of the industry including the key figures that make advertisements come to life. This includes companies and advertising agencies that create the adverts.

Advertisements are a huge part of our everyday lives; everywhere we go we see different types of ads which appeal to different target audiences differently. Advertising techniques have changed along the way, and this also influences the way companies/business sell to their customers, with the internet or online advertisements, we have seen more online business or e-commerce which has, in turn, forced businesses to do doorstep deliveries. This mostly is common in food and fashion industries.

A Look at Writing Essay on Advertising Ethics

Ethics can be defined as the moral principles that govern a person or group’s behavior. Code of ethics is used by companies, professional organizations and individuals, it contains some rules and principle which help them in making decisions between right and wrong.

Lately, there has been major controversy in the ethics of advertising. A good example is a Calvin Klein undergarment advertisement that appeared in Times Square. On a billboard was a photo of two children in underwear, standing on a sofa, smiling and playful. The advertisement was criticized as sexual and promoting pedophilia.

Some advertisements are very creative and fun; however, with the competitive nature of the industry, they are continuously becoming unethical in comparison to the advertisements in the 50’s. For example:

• Television consumers today are exposed to many ads which interrupt attention to their most favorite programs.
• Advertisements wrongly target vulnerable populations with a poor diet such as fast foods the likes of KFC or McDonald’s, hence lifestyle diseases such as obesity or diabetes at a very young age.
• Some ads brainwash children who attend to them reducing the children into nagging and pestering towards parents in relation to advertised products.
• Using obscene materials and content has been a great ethical disaster in advertising. Obscenity such as sex appeals has been used to attract viewership a practice that is not ideal for an ethical society.

An ethical ad is the one which does not lie, does not make any fake or false claims and is in the limit of decency. Nowadays advertisers only focus on their sales; they just want to attract customers and increase their sales. They present their ads in such a way that people start thinking that this is the best product as compared to others however most products are found to be fake, false and misleading customers.

Nevertheless, the positive side of advertisements cannot be ignored. Of course, advertising increases awareness about services and products of organizations without which the profitability and sale of these products would be difficult. In other words, demand is a product of advertising since it educates potential consumers about new market offers.

As you can see, there are a lot of angles one can approach an essay on advertising as has been highlighted above. My hope is that this has been an eye opener on the essay possibilities in this industry.

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Effects of Advertising on People Essay

Introduction, description of budweiser beer advertisement, effects of advertising on people: from opinion to evidence, a comparison of advertising effects in the united states & the arab world, conclusion & recommendations.

In recent years, one of the signature strengths of the advertising industry has been its unfaltering capacity to transform ostensibly mundane objects into extremely enviable products (Trampe et al., 2009). But as products transform into entities of desire once placed in advertisements, they trigger important self-processes and different meanings to the target audience, some of which are positive while others negative.

Interestingly, a wealth of literature demonstrates that the goal of advertising has shifted from the creation of empowerment and consumer fulfillment to premeditated creation of a mood of restless dissatisfaction with what people have and what they are so that they go out and purchase more (Gannon & Lawson, n.d.; Harris et al., 2009). Using the recently released advertisement on Budweiser’s beer brands, the present paper purposes to discuss the effects of advertisements on people.

Early this year, Anheuser-Busch InBev, the company that makes Budweiser beer brands, created a series of advertisements to coincide with the official launch of the 2013 American Super Bowl. One particular advertisement for a Budweiser beer brand chronicles a seemingly close bond a Clydesdale foul shares with his trainer, eliciting deep sentiments of brotherhood, luck, superstition, traditions and rituals (Rotunno, 2013).

The advertisement features slim women serving beer in sexy and cool environments, while the Clydesdale trainer demonstrates a high level of cool demeanor and strong physical configuration. It is important to note that the trainer used in the ad happens to be a renowned personality who has acted in the movie “Transformers” (Just Jared, Inc., 2013).

One particular executive of the beer making company suggests that the American Super Bowl is the ultimate beer occasion and that watching football is one of the most essential beer drinking occasions, hence fans must drink beer to be associated with the game that is the icon of beer drinking occasions in the United States (Rotunno, 2013).

Advertising has been defined in the literature as a form of communication employed to promote products and services of an organization “primarily to generate sales and secondary to create a brand identity, introduce new products and services, communicating a change in the existing product line and helps in communicating social messages to the masses” (Kumar, 2012 p. 22). These are noble objectives by any standards, but it is evident that contemporary advertising goes beyond these objectives into other inconceivable intentions.

Modern-day advertising, in my view, affects people more negatively than positively. From the example of the Budweiser beer advertisement, it is clear that those who were behind this advertisement wanted people to not only view beer drinking as a valuable experience that can be equated to the American Super Bowl, but to also think that alcoholism is linked to cherished personal characteristics such as establishment of close bonds, sociability, elegance, and physical attractiveness.

The framers of these advertisement also wanted the target audience to internalize the misplaced belief that drinking beer is associated with cool sporting events such as the Super Bowl, and is also a spring board to a wide range of attributes that are so much cherished by young people, among them success, relaxation, cool demeanor, popularity, romance, and adventure.

More importantly, the framers of the advertisement used a popular celebrity to demonstrate to the audience that their beer brands are for people who want to make it in life. Such misplaced perceptions contained in the beer advertisement, in my view, have only served to brainwash the masses into reinforcing drinking behavior and internalizing other social vices such as crime, hooliganism, irresponsibility, family breakdowns and poverty.

Numerous studies have been conducted to demonstrate the effects of advertisements on people. The first of these effects is encouragement and reinforcement of undesirable behavior and consumption patterns.

In their seminal article about the effects of alcohol advertising on young people, Smith and Foxcroft (2009) acknowledge that “healthcare researchers and workers have shown associations between exposure to alcohol advertising and drinking behavior in cross-sectional surveys” (p. 4). This particular study found that onset of alcohol consumption in adolescent non-drinkers at baseline was substantially associated with exposure to alcohol advertisements in traditional, print and electronic media.

Within the food sector, a number of reviews have investigated research studies on advertising to young people and came to a conclusion that food advertising triggers immense preferences and purchase intentions of the food items being advertised (Harris et al., 2009). Health officials in the United States, for example, are of the opinion that obesity among young people is on the increase due to exposure to intense advertisements for calorie-dense low-nutrient foods.

The second negative effect of advertising is that it sows among us seeds of unhappiness and discord (Gannon & Lawson, n.d). As a matter of fact, the advertising industry has received widespread criticism “for bringing materialism to its height; for replacing inner happiness and intrinsic motivation with the drive to be productive in society only in order to consume and buy happiness” (Hayko, 2010 p. 80).

The beer advertisement discussed in this paper, for example, works in principle by making the target audience believe that their lives will forever be empty unless they align themselves with the ‘next big thing’, which undoubtedly is the consumption of alcohol on the sidelines of a big Super Bowl Match.

Additionally, extant literature demonstrates that people who fail to achieve the desired body image as is transmitted in a particular advertisement often develop disturbed mood swings as well as low self-esteem and self-image ratings (Joshi et al., 2004). Such attributes, in my view, only serve to sow amongst us seeds of unhappiness and discord, not mentioning that they prevent us from achieving our full potential.

Third, advertisements have come under constant criticism for increasingly consumer debt due to increasingly lavish consumer lifestyle (Gannon & Lawson, n.d.). When advertisers use sleek beautiful girls to advertise a particular line of clothes on the television, a sizeable number of consumers are overtaken by raw desires and sublime stimulation to have such clothes and would rather creep into greater debt to ensure they have the clothes in their possession.

Many music icons have experienced bankruptcy due to lavish spending habits reinforced by exposure to advertisements. Additionally, consumer debt due to lavish spending is a predictor to family breakdowns and irresponsible behavior (Trampe et al., 2009).

The fourth effect of advertisements on the people is that they perpetuate a life that is filled with lies and deceptions as most ads are not representations of truth.

While it is obvious that the methods in which situations are availed to the target audience through advertisements are not realistic, organizations want people to believe that they should live the life that they avail to them on screen (Hayko, 2010). Such a trend is worrying as it takes away people’s inherent right to make independent decisions by substituting their most intimate thoughts with the advertiser’s own ideas and conceptions of what should be.

Lastly, advertisements have been blamed for perpetuating a life of impulsivity and sensitivity to pleasure and reward, particularly among young people. Extant literature demonstrates that “young people who already have problems related to alcohol are likely to be particularly vulnerable to alcohol advertising, with the vulnerability increasing with increasing alcohol consumption” (Anderson, 2007 p. 10).

Indeed, it has been mentioned in the literature that advertising manipulates the vulnerability among young people by shaping their attitudes, value systems, perceptions and expectations of the product being advertised, which then influence the decisions they make regarding the use of the product (Gordon et al., 2010; Joshi et al., 2004).

Many young girls, for example, have ended up in hospital with disfigured faces after trying out some cosmetics they saw on television commercials. Instead of seeking for more information regarding such creams, young people respond to their impulsivity and sensitivity to pleasure and reward by trying out the creams with the view to look similar to the sleek images appearing on the advertisement.

The effects of advertising on people are influenced by a multiplicity of variables such as culture, traditions, beliefs, values and expectations (Kalliny, 2010).

Extant literature demonstrates that loosely aggregated societies are more likely to be influenced by advertisements than communal societies owing to the fact that they do not subscribe to the same traditions, values and culture (Al-Olayen & Karande, 2000). In this respect, it can be argued that people in the United States are more likely to be responsive to advertisements than people in the Arab world owing to the fact that they subscribe to diverse cultural values, beliefs and backgrounds.

Conversely, people in the Arab world are likely to first evaluate the advertising against what is provided for by the strict Islamic culture before deciding to internalize or discard the message being advertised. This exploration implies that the social fabric and societal cohesion to a large extent determines the effects advertisements have on people.

Drawing from the above discussion, it can be concluded that although advertisements have positive impacts on people, they also posses negative ramifications in terms of encouraging and reinforcing undesirable behavior and consumption patterns, sowing among us seeds of unhappiness and discord, increasing consumer debt due to lavish consumer lifestyles, perpetuating a life full of lies and deceptions, and providing support to a life of impulsivity and sensitivity to pleasure and reward.

The negative effects, it seems, continue to eclipse the benefits of advertising. More poignantly, it has been demonstrated that these effects affect young people and vulnerable groups within the population. This is a dangerous precedent by any standards because the young people are the future of tomorrow.

Owing to these negative effects, governments should attempt to regulate advertising, particularly when it is targeted at young people. Today, more than ever before, it is clear that most advertising executives will stop at nothing to create advertisements that make their products and services sell, even if such efforts mean circumventing ethical and moral benchmarks. In such a situation, government regulation is the only viable option.

Still, the government and other interested stakeholders such as local and municipal authorities could consider banning advertising in public places. Such a ban would ensure that people are less exposed to harmful content contained in the advertisements. Another set of recommendations include controlling advertising on the Internet to protect vulnerable groups of the population, introducing taxes on advertisements to discourage usage, and encouraging self-regulation among players in a bid to stamp out negative advertising.

Al-Olayen, F. S., & Karande, K. (2000). A content analysis of magazine advertisements from the United States and the Arab World. Journal of Advertising, 29 (3), 69-82.

Anderson, P. (2007). The impact of alcohol advertising . Web.

Gannon, Z., & Lawson, N. The advertising effect: How do we get the balance of advertising right? Web.

Gordon, R., Hastings, G., & Moodie, C. (2010). Alcohol marketing and young people’s drinking: What the evidence base suggests for policy. Journal of Public Affairs, 10 (1/2), 88-101.

Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health Psychology, 28 (4), 404-413. Web.

Hayko, G. (2010). Effects of advertising on society: A Review. HOHONU, 8 , 79-82. Web.

Joshi, R., Herman, C. P., & Polivy, J. (2004). Self-enhancing effects to thin body images. International Journal of Eating Disorders, 35( 3), 333-341.

Just Jared, Inc. (2013). Budweiser Super Bowl Commercial: ‘Clydesdales horses.’ Web.

Kalliny, M. (2010). Are they really that different from us? A comparison of Arab and American Newspaper Advertising. Journal of Current Issues & Research in Advertising, 32 (1), 95-108.

Kumar, A. (2012). Dimensionality of consumer beliefs toward billboard advertising. Journal of Marketing & Communication, 8( 1), 22-26.

Rotunno, T. (2013). Budweiser unveils its super bowl ad lineup . Web.

Smith, L. A., & Foxcroft, D.R. (2009). The effect of alcohol advertising and marketing on drinking behavior in young people: A Systematic review. BMC Public Health, 9 (2), 1-11.

Trampe, D., Stapel, D. A., & Siero, F. W. (2009). The self-activation effect of advertisements: Ads can affect whether and how consumers think about the self. Advances in Consumer Research, 36( 6), 1030-1045.

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Essay on Advertising: Top 9 Essays | Product Promotion | Marketing

Here is a compilation of essays on ‘Advertising’ for class 8, 9, 10, 11 and 12. Find paragraphs, long and short essays on ‘Advertising’ especially written for school and college students.

Essay on Advertising

Essay Contents:

• Essay on the Regulation of Advertising

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Essay # 1. Definition of Advertising:

The term has been defined differently by differ­ent authorities but more or less convey the same idea.

According to W.J. Stanton, “Advertising consists of all the activities involved in presenting to group, a non-personal, oral or visual, openly-sponsored message regarding a product or service or idea. The message called an advertisement is disseminated through one or more media and is paid for by an identified sponsor.”

According to American Marketing Association, “Any paid form of non-personal communication of ideas, goods, or services by business firms is identified in the advertising message intended to lead to a sale immediately or eventually”. Advertising is a specific attempt to popularise a specific product or service at a certain cost.

According to Prof. Albert Fray, advertising involves “the pre­paration of visual and oral messages and their dissemination through paid media for the purpose of making people aware of and favourably inclined towards a product, brand, service, institution, idea or point of view.”

Thus, it can be stated that advertising is the principal method of demand creation. Advertising is also called impersonal salesmanship by means of which sales message is conveyed to millions of buyers through printed words or symbols for influencing the consumer’s choice of goods in the market.

Of the four steps in demand creation:

(i) Drawing attention,

(ii) Stimula­ting interest,

(iii) Arousing desire, and

(iv) Securing action, advertising is effective in the first three steps, while salesmanship goes in for secu­ring action.

Essay # 2. Objectives of Advertising:

Advertising is aimed at selling something, whether a product, or service, or an idea. The primary object of advertising is to make the consumers aware as regards the availability and usefulness of a particular product or service. It seeks to establish communication between the producer/seller and the consumer.

The objects of advertising, as listed by Mathews, Buzzel, Levitt and Frank, are as follows:

(a) To make an immediate sale;

(b) To build primary demand;

(c) To introduce a price deal;

(d) To inform about a product’s availability;

(e) To build brand recognition or image and brand insistence or loyalty;

(f) To help salesmen by building an awareness of a product among the retailers/consumers;

(g) To create a reputation for service, reliability or research strength;

(h) To increase one’s market share;

(i) To modify existing product appeals and buying motives;

(j) To inform about new product’s availability, features, or price;

(k) To increase the frequency of use of a product;

(l) To increase the number or quality of retail outlets;

(m) To build an over-all company image;

(n) To effect immediate buying action;

(o) To reach new areas or new segments of peculation within existing areas; and

(p) To develop overseas markets.

Essay # 3. Salient Features of Advertising:

The concept, content, and scope of advertising reflect the following salient features:

1. It is a paid form of non-personal communication of ideas car goods or services by the business firms.

2. It is a specific attempt to popularise a specific product or service.

3. It is a record containing visual or oral messages through which an advertiser wants to convey.

4. It is a kind of ‘salesmanship in print’ as it persuades a buyer to possess by drawing his attention, stimulating his interest, and arousing his desire.

5. It is one of the channels of information for the consumers and customers.

Essay # 4. Classifications of Advertising:

Advertising may be broadly classified from the points of view: business aims, coverage, users, and nature of appeal.

This is condensed in a chart below:

(i) Primary Demand Advertising:

Where advertising is aimed at introducing a product or service which has been newly developed or invented, it is known as primary demand advertising. Such advertisements are directed to­wards a class of customers for products like cars, washing machines, refri­gerators, T.V., or watches. This is also described as selective demand advertising.

(ii) Product or Institutional Advertising:

Where advertising seeks to cash in on the popular brand of a product, such as Dalda, Amul Milk or Butter, Red Label Brooke Bond Tea, it is called product advertising. On the other hand, where it is aimed at capitalising on the name of the manufacturer, who is reputed to produce quality goods, such as Tata, D.C.M., Bombay Dyeing, Bajaj, it is known as institutional advertising.

Product advertising is also called selective or brand advertising.

Institutional advertising is sponsored by the producer or manufacturer. Its purpose is to create goodwill towards the institution. This may be sub-classified into three heads like patronage advertising, public relations advertising, and public service advertising.

(iii) Co-Operative Advertising:

Where advertising is sponsored jointly by the manufacturers, wholesalers or dealers and its cost is borne by them, it is cooperative advertising. This type of advertisement is found in the case of products like electric fans, T.V. sets, etc.

(iv) Commercial Advertising:

Where advertising aims at increasing the sales of any product or service, it becomes business or commercial adverti­sing. It may be selective depending upon the product types such as farm products, professional doctors, engineers, architects, and accountants also fall under this classification.

(v) Non-Commercial Advertising:

This is undertaken by charitable institutions for raising public donations or funds to meet certain special purposes. 

(vi) Local/National/International Advertising:

The advertising circula­ted to a defined area is local advertising. National advertising, meant for the entire national, is limited within the boundaries of a country. International advertising covers either the whole globe or continent or a specific foreign country.

(vii) Consumers/Industrial/Trade Advertising:

The advertisements relating to domestic or household items fall under consumers advertising. The adver­tisements relating to the products which are usually consumed by the indus­tries are industrial advertising and the trade advertising relates to a particular trade of wholesaling or retailing.

(viii) Rational and Emotional Advertising:

These categories are not exa­ctly the types of advertisements. These fall within the categories of pro­duct or brand advertising and are aimed at selective demand advertising.

Rational advertising, while explaining the medicinal quality or other cha­racteristics of a product, is done for cosmetic and perfumes. Emotional advertising attempts to focus the image of a product by attaching an emoti­onal feeling of at consumer. For example, the advertisement of a Lux-Soap, being, used by a glamourous movie star, raises emotions in the minds of younger girls or housewives.

Essay # 5. Steps in Advertising Process:

The advertising process consists of the following steps and each of them virtually is a decision-making process:

1. Defining Advertising Goals

2. Preparing the Advertising Budget

3. Designing the Message

4. Selecting the Media

5. Timing of Advertising

6. Getting the Decisions Implemented  and

7. Evaluating the Effectiveness of Advertising.

(1) Defining Advertising Goals:

There are many objectives, some are immediate, e.g. to increase the sales or to retain the market, while some ultimate, e.g. creating a new demand, fighting out a competitor, etc.

There are other types of goals also—calling the attention of the buyers or dealers to a new price structure or a new showroom or to build morale of the sales force (because if there is extensive advertisement the sales force is strengthened to mate approaches to the buyers).

(2) Preparing the Advertising Budget:

The concern must pre­pare a specific budget for advertising expenses. This is a vital step in the process.

The amount of budget depends on various factors:

(a) The scale of production.

(b) The plant capacity.

(c) The availability of the working capital.

(d) Whether it is a budget for a routine advertisement or a campaign advertisement and what type of campaign.

The common methods of preparing advertising budget are:

(a) How much money the con­cern can afford to pay.

(b) How much percentage of the total sales revenue shall be spent on advertisement,

(c) To spend as much money as competitors are spending,

(d) To spend as much money as will be required to fulfill the ultimate objective. Different mathematical models are prepared for the purposes.

(3) Designing the Message:

There is invariably a message in every advertisement copy which attracts the readers. As time passes new types of copies have to be created for new excitements and to fit in changing circumstances. The copy must have a scientific ‘lay out’ with a caption or heading and then the text.

Generally, pictures are used because pictures are more attractive and explanatory than words. Pictures may be of the product (with their outer and inner views), of the factory, of a user, of a popular figure like a film artist or a player, etc. recommending the product, etc. Different colours are used, whenever possible.

An advertisement copy must satisfy three characteristics: “desirability, exclusiveness and believability”. Advertising agencies engage expert copy writers who have imagination and knowledge and commercial artists for the purpose. Every copy shall create a ‘value’ in the minds of the readers which will have lasting effect.

The different ‘values’ are: curio­sity, instinct, emotion, memorising, suggestion, etc. David Ogilvy, a founder of one of the biggest advertising agencies of the world, said “To attract women, show babies or men; to attract men, show women”. The copy must be written from readers’ viewpoint with precision, brevity and without any exaggeration. Each copy must have originality and not, imitating others’ copies.

(4) Selecting the Media:

Perhaps it is more important to select the media or channels through which the message will be comm­unicated. Media selection is a specialist’s job and most of the advertisers depend on advertising agencies who appoint specialised media managers, each manager is expert in a particular kind of medium.

The different media are: newspapers, journals, posters, handbills, cinema slides, hoarding, radio, television, etc. Besides, there are calendars, diaries, various kinds of small gifts in the forms of stationery goods like paperweight, penholders, desk calendars, etc. All these collectively are known as publicity media, not exactly advertising media.

A number of media can be used simultaneously.

Everything depends on three fac­tors:

(a) What is the nature of the product or services,

(b) What is the nature of the potential, buyers,

(c) The budget of expenditure which can be afforded.

Direct mailing of catalogues and price lists (as mostly done for mail order business) is an effective device. For a very big concern with a wide range of products and varying market, computer is used for decision-making in media selection and mathematical models are prepared.

(5) Timing of Advertising:

Advertising must be done at the proper time when there is a buying spree among the customers in case of fashionable goods or gadgets or at the beginning of the season in case of seasonal products. Advertisements of clothes, transistors, hotels, etc., are mostly found just before the Pujas or Diwali as people have the ‘bonus’ money to spend and people are compelled to make purchases on social obligations.

(6) Getting the Decisions Implemented:

All the decisions as discussed above must have to be implemented. Some firms have a separate publicity department and appoint publicity offi­cers to look after the execution of the decisions. In majority cases publicity officers are not asked to execute the decisions but to participate, as experts, in the decision-making process but the implementation is done through Advertising Agents.

In many cases, the producer prepares the budget and determines the goals but leaves the remaining process of advertising in the hands of the advertising agents, who take commission on the total expenditure as well as service charges and direct costs (e.g., block-making, printing, paper, or other materials used, etc.).

(7) Evaluating the Effectiveness of Advertising:

This is the Controlling function of the advertising process. Such eva­luation is necessary because on the basis of experience the next phase of advertising will begin. If necessary, modifications have to be made.

There are various methods of such evaluation:

(a) Opinion research:

Poten­tial buyers are individually asked of their opinions about or reactions to the advertisements released,

(b) Recognition and recall tests:

Potential buyers are tested as to whether they remember the advertisements and were impressive to them,

(c) Keying:

Different addresses of the concern are given in the copies of advertisement or coupons are attached to the copies which have to be filled in, detached and sent to the advertiser for further enqui­ries or orders.

It is watched, orders or enquiries are coming in what number to what addresses or coupons are being sent detached from which newspapers and journals. The advertiser gets an idea which media are more effective. Advertisements will be repeated or intensified through the more effective media.

Essay # 6. Importance of Advertising:

It is advertising that enab­les the businessman to make continuous mass production for the wide international market. Not only does it convey sales information to potential buyers far and near, it contains positive force determining the action of buyers as well. It applies a veiled method of persuasion to secure patronage for the product. Advertising ensures the introduction and acceptance of a new product in the market.

In the case of existing products, advertising has paved the way for a steadily rising flow of goods to the market. Advertising is a potent and recognised means of sales promotion. When used effectively, it benefits the producers, traders, consumers and country’s economy.

In the modern business world, it is one of the important functions that increa­ses sales, persuades dealers, increases per-capita income, enhances receptiveness of a new product or model, eliminates seasonal fluctuations and raises the standard of living. The relatively insignificant amount with which this marvellous result can be secured has made advertising a boon to the businessmen.

(i) Market Expansion:

Advertising enables the manufac­turer to expand the market for products by creating new markets and retain­ing existing ones. It carries repeated sales messages to millions of buyers and brings customers from remote or inaccessible areas.

(ii) Direct Appeal to Consumers:

Through advertising, manufacturers can appeal directly to consumers and influence their buying habits. Consequ­ently, buyers and producers are freed from the clutches of middlemen.

(iii) Buyers Education in Using New Products:

It helps to overcome old habits of the consumers and to educate them in the use of new products, or in the new use of existing products.

(iv) Removal of Seasonal Fluctuations:

Seasonal fluctuations in demand are eliminated by advertising. Because of creating a steady demand, it has made continuous production more certain and effective.

(v) Reduction in Selling Price:

Advertising speeds up sales and pro­duction turnover. Through a large volume of business, it lowers both selling and production costs. As a result, advertising in many cases has reduced the selling price of goods.

(vi) Price Stability:

Manufacturers invariably maintain resale prices of advertised products. Advertisement of resale prices permits to keep prices within reasonable limits; and buyers are assured of more or less the same price, wherever they may purchase goods.

(vii) Quality Products:

Advertising is usually made under a particular brand name, otherwise it becomes too expensive for the business. Because of this practice, advertising tends to create confidence in buyers about the quality of advertised products.

(viii) Promotion of Goodwill:

It acquaints the people with the name of producer and guides them to improve living through better buying. Adverti­sing leads to the establishment of producer’s goodwill which results in repeat sales.

(ix) Freedom of Press:

Advertising helps to maintain the free and independent status of the press. As newspapers are mostly financed by adver­tising income, they need not be tied down on financial grounds to any party or group.

(x) Higher Standard of Living:

Advertising promotes greater consump­tion, increased production and larger employment. The effect of these improvements is inevitably reflected in lower prices, better quality and greater variety of goods to the consumer. Advertising contributes towards a fuller way of life through happy and contented living.

Essay # 7. Benefits of Advertising:

Advertising benefits a variety of sections of society, such as:

(i) manufacturers/producers;

(ii) Wholesalers/ retailers;

(iii) Consumers;

(iv) Salesmen; and

(v) The community.

(i) Benefits to Manufacturers/Producers:

(a) Advertising results in an increase in sales and, consequently, increase in profits.

(b) It enables an easy introduction of newly developed products/ services.

(c) It helps build the image of the product and its manufacturer/producer.

(d) It establishes a direct contact between the manufacturer and the consumers such that middleman have no scope to push up prices, and thus assists in maximising the profit margin.

(ii) Benefits to Wholesalers/Retailers:

(a) It is easy to find customers for their goods as the consumers are already aware of the goods being available and their usefulness to them.

(b) Advertising increases demand for the products and helps increase sales which lead to quick turnover and increased profits.

(c) The image of the product and its manufacturer/producer, as built up by advertising, will also add to the prestige of the wholesalers/retailers.

(iii) Benefits to Consumers:

(a) For consumers in general, adver­tising means a guarantee as regards quality and suitability of the product/ service which is advertised. But, in some cases, it may not really be so.

However, if the claims made in an advertisement are found by the consumers to be true, they take to using that product on a regular basis, thus pushing up its sales. This, in turn, enables the manufacturer/producer to lower the cost, improve the quality of the product still further, and also earn increased profits.

(b) Advertising is the main source of knowledge as regards the place and time of availability of a product or service. This means, the consumers do not have to run from one shop to another to get the desired product or service.

(c) Advertisements by manufacturers/producers of identical products will enable the consumers to compare the merits of individual products, such that they will be in a position to pick and choose the products which best satisfy their needs and desires.

(d) Most modern advertising is highly educative and useful for the consumers. It leads to better standard of living.

(iv) Benefits to Salesmen:

Salesmanship and advertising play a complementary and supplementary role for one another.

The benefits derived by salesmen from advertising are as follows:

(i) Goods which are already extensively advertised on the media are easy to be introduced in the market.

(ii) As advertising will effectively perform the spadework as regards providing useful information about the product/service to the dealers and consumers, salesmen do not have to make much sales efforts.

(iii) Advertising helps salesmen to establish more stable relationships with customers.

(iv) Salesmen are able to measure as to how far advertising has succee­ded in creating product awareness among customers.

(v) Benefits to the Community at Large:

(i) Modern adverti­sing has become highly educative in nature. It brings to the people valuable knowledge about goods and services which is not easily available elsewhere. In a sense, advertising is an index to the level of civilisation.

(ii) Advertising leads to an increase in production which, on its part, gives rise to greater employment opportunities, increasing income levels, and better standards of living for the people.

(iii) Advertising helps people to know as to what products are avail­able to satisfy their felt needs and desires. It also creates in them an awareness of the needs which they may not have felt before.

For example, it is only due to advertising that articles, like cars, refrigerators, T.V. sets, etc., which were earlier regarded as luxuries causing wasteful expen­diture, can today be seen in many households, whether in urban or rural areas.

Undoubtedly, this has meant extra hours of work for the matters of the family to add to their income so as to meet expenditure on such items. But advertising has succeeded in promoting an awareness about the usefulness of these items. As Sir Winston Churchill put it, “Advertising nourishes the consuming power of man. It creates wants for a better standard of living. It spurs individual exertion and greater production.”

(iv) Advertising revenue leads to low production costs of newspapers and magazines which, in a democratic set-up, are invaluable watch-dogs of the public interest. For example, minus advertising revenue, a copy of the Hindustan Times or the Times of India would sell for more than Rs. 50.

Further, it is because of the huge revenue earned by both radio and television from commercial advertising that the Government has abolished the annual licence fee in respect of radio and T.V. sets.

(v) Advertising helps copy writers and artistes to earn their living. It also enriches the social and cultural life of people.

Essay # 8. Criticisms of Advertising:

Although the merits of advertising far outweigh its faults, the criticisms cannot be neglected.

The following are the important criticisms of advertising:

(i) Unbalanced Advertising:

Advertising is sometimes made in such an excessive and unbalanced manner that it increases the cost of marketing and hence, the price of products rather than reducing prices.

(ii) Combative Advertising:

Advertising, instead of creating new demand, is often directed to transfer customers from one producer to another. Combative advertising represents a sheer waste from the social point of view.

(iii) False Advertising:

Advertising fails to achieve its objectives and destroys public confidence in those cases where false and exaggerated claims are made about the virtues of products in advertising.

(iv) Deceptive Advertising:

Advertising has been used to defraud buy­ers by inducing them to purchase goods of doubtful value.

(v) Lack of Dignity:

In their zeal for demand creation, advertisers sometimes adopt objectionable practices that are totally devoid of ethical sense, moral value or public decency.

(vi) Propensity to Artificial Living:

Advertising creates tastes and desires for some products in such a way that many persons are forced to buy things beyond their means, and others are discontented for not being able to buy the product.

Essay # 9. Regulation of Advertising:

The importance of advertising can be fully realized provided the abuses thereof are stopped. In order to eliminate the defects of advertising, a number of measures have been devised by the businessmen as well as by the Government.

The usual measures that are applied may be stated as follows:

(a) Obscene advertisements are tota­lly banned by statutes, as they offend public moral,

(b) Noisy advertisements through the use of loud-speakers or beating drums are restricted, since they appear as a public nuisance,

(c) Writings on the walls or other public places are prohibited by injunction,

(d) To guard against deceptive adverti­sing, regulatory laws are enforced by the State.

In our country, the Essen­tial Commodities and Drugs Act has been passed for controlling the sale of medicines, food products and some other essential items. But unfortuna­tely, the legislation has lost much of its strength in the absence of admi­nistrative vigilance and rigid enforcement,

(e) The chambers of commerce set up “better business bureaus” to regulate advertising, and

(f) The consumers’ associations or their cooperatives raise some voice against unethical advertising.

Related Articles:

• Essay on Advertising Campaign | Product Promotion | Advertisement
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• Essay on Advertising: Top 9 Essays | Functions | Marketing Management
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Advertising Makes Us Unhappy

• Nicole Torres

The more a country spends on ads, the less satisfied its citizens are.

The University of Warwick’s Andrew Oswald and his team compared survey data on the life satisfaction of more than 900,000 citizens of 27 European countries from 1980 to 2011 with data on annual advertising spending in those nations over the same period. The researchers found an inverse connection between the two. The higher a country’s ad spend was in one year, the less satisfied its citizens were a year or two later. Their conclusion: Advertising makes us unhappy.

• Nicole Torres is a former senior editor at Harvard Business Review.

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Home — Essay Samples — Business — Advertisement — The power of advertisement

The Power of Advertisement

• Categories: Advertisement

About this sample

Words: 697 |

Published: Feb 12, 2019

Words: 697 | Pages: 2 | 4 min read

Works Cited:

• Chuang, C. H., Lin, Y. H., & Chen, Y. C. (2012). Interactivity of Inception's narrative structure : An analysis. Procedia-Social and Behavioral Sciences, 46, 4867-4871.
• De Ridder, K., d’Ydewalle, G., & Vanneste, S. (2014). The influence of a descriptive or evaluative focus, and of audiovisual filmic features, on narrative engagement. Poetics, 46, 29-40.
• Ferrer-Conill, R., & Gifreu-Castells, A. (2012). Narratives within narratives in film and videogames: Storytelling strategies and transmedia practices. Zer: Revista de estudios de comunicación, 32, 187-204.
• Kuzniarz, L. (2012). Inception: Philosophy and the matrix of dreams. Culture and Dialogue, 2(2), 281-295.
• McCarthy, E. (2010). Inception review. Variety, 419(11), 5.
• Nolan, C., & Nolan, J. (2010). Inception: The shooting script. Insight Editions.
• Peacock, S. (2016). Inception and the art of continuity editing. In Continuity editing (pp. 95-109). Springer, Cham.
• Schofield, P. (2012). Inception's metaphysics: A nonreductive reading. Midwest Studies In Philosophy, 36(1), 18-37.
• Wang, Q., Zhu, W., & Liu, X. (2016). A semiotic analysis of Inception. Journal of Language Teaching and Research, 7(1), 195-200.
• Zhou, W. (2014). Reconstructing dream space: How Christopher Nolan structures Inception. New Review of Film and Television Studies, 12(4), 388-405.

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Advertisement Essay Introduction: Effective Guide

Table of Contents

Advertisement is the means of publicizing a product or service using commercial methods to create interest and attract a mass market. Advertisement essay is a typical writing assignment for high school and college students. The advertisement essay introduction establishes the topic of the essay, providing background information and briefly summarizing the essay’s main ideas.

An advertisement essay may discuss advertising and analyze the role advertising plays in making a business successful. The introduction of such an essay will provide the reader with a summary of the essay’s central focus. This guide discusses how to write a compelling advertisement essay introduction .

What Is An Advertisement Essay?

Advertisement is a way to create awareness and reach potential clients with certain products or services. An advertisement is an announcement that promotes an event, a service, or a product. They’re informative notices aiming to persuade the public to purchase a product, attend an event or make a donation. Advertisers may use a variety of mediums to make their offerings known, including television, radio, newspapers, magazines, and social media. 

An advertisement essay analyzes the different forms of advertising and the benefits of advertisement to businesses. The introduction of an advertisement essay includes a hook that catches the reader’s attention, background information, and the essay’s thesis.

Advertisement Essay Introduction

The introduction of an advertisement essay is quite similar to any other essay type. It begins with a solid opening paragraph that grabs the readers’ attention, followed by the necessary background of the topic. The introduction also establishes the essay’s purpose (or thesis). 

The advertisement essay introduction must include three main parts:

• The hook : An attention-grabbing opening statement. It could be a bold statement, an interesting anecdote, a thought-provoking question, or a shocking statistic.
• Background Information : Provide the reader with enough information to understand the essay topic better. You may include historical or social context.
• The Thesis : The thesis is the overarching argument of the essay. What are you trying to prove? End your introduction with a statement about the central focus of the essay.

We live in an age full of advertisements. Take a quick look around, and you’ll find at least one advertisement in whichever form. Advertisement plays a major role in the modern world of trade and business. Almost all traders use it to promote their goods and services.

The advantages of advertising are pretty enormous. It is an excellent source of information and entertainment. It also boosts the popularity and awareness of goods and services. Advertisement has become a significant avenue for promoting brand names and generating sales of goods and services. 

Advertising is the most powerful, persuasive, and manipulative tool firms have to control consumers worldwide. It’s a way to persuade customers to buy or consume more of a particular product or service. Its impact on society has been remarkable, especially in this tech age.

With the positive effects come negative implications. Advertising has become a poisonous snake ready to hunt its prey. It manipulates people’s habits, creates false needs, and distorts our society’s values and priorities with sexism.

Advertising isn’t just about informing but also getting the commons to buy available products and services. The advertisement message can be visual or verbal. Products or services must be advertised to increase awareness about a brand or its offerings.

Commonly used media for advertising are magazines, newspapers, hoardings, billboards, T.V., radio, and the internet. The liberal economy and the changing social trends are making advertising multiply. In its non-commercial form, advertising is a powerful educational tool that can reach and motivate people.

An advertisement is a notice or announcement of an event, service, or product. Advertisement is a way to raise awareness about an offering or event and reach potential clients.

To stay competitive, businesses and organizations need to market themselves personally. Billboard advertisements, newspaper ads, radio splashes, and magazine ads are just some forms of advertisements. The most effective ad is the one that grabs attention and builds intrigue about the product or company.

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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308 Advertising Essay Topics

🏆 best essay topics on advertising, ✍️ advertising essay topics for college, 👍 good advertising research topics & essay examples, 🌶️ hot advertising ideas to write about, 🎓 most interesting advertising research titles, 💡 simple advertising essay ideas, 📌 easy advertising essay topics.

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• Analyzing Visual Media: “Don’t Worry Darling, You Didn’t Burn the Beer!”
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• The JBL Noise-Canceling Headphones Advert: Semiotic Approach
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• The Perfume Advertisement Review
• Like a Girl: Always Campaign Analysis The campaign under analysis is Like a Girl, launched by Always in 2015, targeting negative gender-related stereotypes about women and girls.
• The Semiotics in Advertising: Decoding the Images The essay examines the nature of semiotics and semiotics analyses that enables to decode of the hidden images of certain texts and symbols.
• The Negative Impact of Advertising on Children The major negative effect that advertising has on children is that it has shifted the reliance that children had on their parents or guardians as a source of knowledge.
• Olay’s #MakeSpaceForWomen Advertisement Analysis Olay unveiled its #MakeSpaceForWomen campaign at Super Bowl LIV in February 2020. The video features women exclusively, one of whom is a former astronaut.
• Coca Cola Versus Pepsi Advertisements This paper seeks to compare and analyze two picture ads that have been used by The Coca-Cola and Pepsi companies in their advertising endeavors.
• Online Advertising in the Modern World Using control ads, allowed to isolate proper statistics which determined that 84 percent of offline sales increase came from online ads.
• Kentucky Fried Chicken Company’s Advertisement Kentucky Fried Chicken is a fast-food restaurant company that supplies fried chicken. Its mission statement is to become the best company that produces sweet and tasty chicken.
• Rhetorical Analysis of the Gillette Commercial This paper aims to convey the rhetorical analysis of the Gilette Commercial “We Believe: The Best Men Can Be” to identify how its text uses the rhetorical triangle to influence.
• Schlitz Brewing Company Advertisement: Visual Arguments Analysis This article analyzes the picture advertisement of Schlitz Brewing Company, with an image of a servant female who is incapable of simple tasks and an indulgent husband, a master.
• Price, Income, and Advertising Regression Analysis Regression analysis is a statistical tool that is used to develop and approximate linear relationships among various variables.
• Advertising on Children and Adults Different Effects The purpose of this essay is to investigate the differences between the effects of advertising on adults and children.
• Marketing: The Power of Advertisement Numerous products are advertised to potential customers daily through various means, from billboards and magazines to online pop-ups and interstitial ads.
• The Samsung Ad “The Next Big Thing” Analysis The Samsung Galaxy S3 advertisement is a successful ad since it adheres to a good number of the 15 basic advertisement appeals.
• Advertisements in Terms of the Social Science The way male and female relationships are portrayed in some advertisements made me think and analyze how I see this interaction in real life.
• Healthy Food Advertising: Nutrient Content Advertising is certainly a major driver for the success of a business. It is important to mention that healthy foods correlate with overall well-being, both physical and mental.
• Advertising Impact on Children Being more mature, advertisers create advertising messages that are appealing and captivating to children, who in all their credulousness and naivety become captive to the advertising messages.
• Persuasion in the 1950s Advertising with Marilyn Monroe This paper aims to analyze advertising from the 1950s that skillfully promoted an ordinary shampoo through the legendary sex icon, Marilyn Monroe.
• The Role of Advertisement on Nescafe Brand Performance The essence of the new advertising is that it has become an integral and active part of a comprehensive marketing system.
• Online Advertising: Advantages and Disadvantages Online ads are very effective since one never searches a web page unless there is interest in it, and in so doing, he/she will come across the ad.
• Are Anti-smoking Adverts Effective? The loss of individuals due to tobacco use affects the economy of many societies. Many children in the developed world lose their guardians yearly due to smoking.
• Modern Advertising, Its Role and Significance Modern advertising is going through radical changes, which makes promotion more invisible, fast, and more effective.
• Logical Fallacies of Companies’ Advertisments The purpose of this paper is to describe the logical fallacies of Gillette: ‘We Believe’, Gucci Blackface Sweater, Burger King Chopsticks.
• The Advertisement Effectiveness and Measurement of Its Effectiveness Studies have proved that only about 50% of all advertisements actually work, i.e. they leave a positive effect on the brand choices and purchasing activities of the consumers.
• The Internet’s Impact on Advertising This research highlights the effects of the Internet on advertising and argues that the Internet has revolutionized advertising due to its flexible and dynamic orientation.
• “Dove Chooses Beautiful” Advertising Campaign In 2015, Dove launched its new Dove Choose Beautiful advertising campaign. Its purpose went beyond promoting commercial products and drew people’s attention to topical themes.
• Internet and Interactive Media as an Advertising Tool There are 2 benefits of the use of the Internet and interactive media as an advertising tool: they are extremely cost-efficient and improve customer interaction and communication.
• Global Forces and the Advertising Industry The aviation industry is characterized by barriers to entry (high initial and operating costs) contributing to the low level of threat.
• Analyzing a Creative Print Advertisement of Jbl The company JBL did not only want to show the benefits of the product but also to encourage clients to be politically aware.
• Toyota Highlander: Advertisement Analysis The advertising is intended not only to fulfill the function of promoting a particular company but also to present a form of art, so its analysis is a matter of specific interest.
• The Internet and Interactive Media as a New Advertising Tool Since at present advertising is one of the most active spheres of human activities, the use of the Internet and interactive media in it is ever-increasing.
• The Amazon Company’s Ethics in Advertising This paper discusses Amazon’s approach to customer data collection, the lack of transparency in data management, and the controversies surrounding Amazon’s use of monetization.
• The Impact of Advertising on Adolescents The purpose of this paper is to study the influence of advertising on adolescents, as one of the leading groups subject to advertising tricks.
• Advertisement in Soccer Overview The use of modern marketing media technologies is a compelling incentive to meet fans’ needs, which, in turn, directly influences ticket sales and clubs’ commercial success.
• Helen Lansdowne Resor, Great Mind in Advertising Helen Lansdowne Resor represents one of the greatest minds in advertising career and copywriting. She is a role model to emulate.
• Advertising Promoting Organic Food and Beverages To turn the world more organic, one has to resort to using organic supplies. Creating ads on the way people can improve environmental conditions will change the position.
• The 2018 Coca-Cola Super Bowl Commercial Rhetorical Analysis The analysis argues that “The Wonder of Us” commercial of the relaxing coke experience associated with the youthful propagate the urge to get the refreshing moments with the drink.
• Advertisement for an Administrative Assistant This paper provides administrative assistant’ job description, duties and responsibilities, minimum qualifications, questions to be asked and not to be asked during the interview.
• Deceptive and Misleading Advertisement Advertising misleading consumers is one of the violations of advertising laws and must be immediately suppressed.
• Facebook: Advertising and Its Effectiveness Facebook refers to a social network that allows people to share information online. One becomes a user after they sign up and add a personal profile.
• Proactiv, Its Qualities and Advertisement Strategy Proactiv uses benzoyl peroxide as an active ingredient, which makes it effective. What Proactiv does is deep-cleanse the skin, which is why it can be suitable for some.
• Mass Media: Stereotypes Impact on People This paper discusses of stereotyped advertisements in different media, and explain the use of this term in it.
• Patriarchy Power in Soap Operas and Advertising The spirit of patriarchy imposed on society through soap operas and advertising limits both men and women in their gender and social choices.
• Advertising: Patriotism and Buyer Behavior The following paper presents an overview of patriotism-oriented marketing in the Canadian market and provides an assessment of the likely consumer response to the approach based on the available data.
• Diet Pepsi Advertisement Explanation Pepsi Co. has always been trying to develop interesting and appealing advertisements that attract the attention of the audience.
• Jib Fowles’ Fifteen Advertising Appeals The article by Fowles (1982) targeted 15 specific appeals to the basic human psychology that advertisers have developed to make their products marketable.
• Logical Fallacies in Advertising: “Class of 2020” Honda, Rexona, Donald Trump “No More Games” Message The purpose of this paper is to describe the logical fallacies of the “Class of 2020” Honda, Rexona, Donald Trump’s “No More Games” Message.
• Emporio Armani Cologne: Advertisement Analysis Given the fact that the advertisement of Emporio Armani cologne for men heavily exploits the factor of a ”brand name appeal”, its semiotics cannot be highly logical by definition.
• Public Relations, Marketing, and Advertising In this paper, three close concepts, which are public relations, marketing, and advertising, will be compared and contrasted to identify similarities and differences.
• Audi Car Company: The Advertising Strategy Audi uses innovative advertising methods to reach its target audience and in the past the advertisements have caused a sensation both among customers and the creative industry.
• How a Blender Works: Commercial Speech A blender is a beneficial kitchen tool that can speed up the process of preparing food and help in coming up with new recipes since the possibilities of its use are endless.
• Anti-Smoking Poster Visual Analysis in Advertising This discussion presents a visual analysis of an anti-smoking poster that explores usage of words, images, colors, settings, and layout to deliver message to the audience.
• Rhetorical Analysis of a Commercial The rhetorical analysis entails Nike’s commercial, “We’re short a guy,” which shows a young man playing multiple different sports.
• Heinz and Nutrifit Advertisements: The Optical Illusions The analysis of visual advertising clarified how Heinz and Nutrifit used simple optical illusions and clear messages of health and wellness to promote their products.
• Old Spice’s “Smell Like a Man, Man” Advertisement Analysis The paper examines added to the advertisement hyperboles and cognitive biases of bizarreness effect and humor effect to make the video more influential and flashy.
• The Effect of the Internet on Advertisement The internet provides an effective model of injecting efficiency in the advertisement as a component of businesses.
• Print Advertisement’s Semiotic Analysis The semiotic studies provide a different insight into communication by identifying the aspects that define meaning as the act of mediation.
• Promotion and Advertising Strategies Used by Apple and Samsung The paper will be examining the similarities and differences of the promotional strategies applied by two firms competing in the Smartphones market.
• Perfume Ads: Le Labo and Juicy Couture While both images of Le Labo and Juicy Couture promote a similar thing, some differences suggest the exact target audiences both companies are willing to satisfy.
• Advertising and Culture Technology continues to make the world smaller, and this offers a new business opportunity to local companies.
• Persuasive Techniques in Advertisement Pathos, logos, and ethos techniques are employed in the advertisement of products as they positively impact the sales of a product.
• Nike Advertising Campaign: Marketing Ways to Advertise Advertising is a crucial concept in the success of the company, its perception by the audience, and the social impact that it might have.
• Dove Company’s Lotion Advertisement A 2017 advertisement released by Dove through Facebook promoted racism through its misrepresentation of African American women as lacking in beauty.
• Role of Gender Stereotypes in Advertising The paper states that it is of great significance to understand the reasons behind the advertisers’ attachment to socially constructed gender differences.
• Consumer Behavior and Advertising Effectiveness Commercials and advertising messages have gained a significant level of influence on potential customers, thus defining the marketing success.
• Advertising Ethics: Truth in Commercials When talking about the profitability of the business, tough game with a competitor or hold positions in the market, ethical factors dissolve in the netherworld.
• Sex in Advertising and Its Harmful Effects Men and women in society are unequal. The use of sex in advertising harms women by putting them at the risk of violence and being demeaned.
• Gender Roles and Inequalities in Advertisement The perfume for men, Dior Sauvage, was released in 2019, and an advertising campaign supported it with Johnny Depp.
• Documentary on Children and Advertising: Making a Persuasive Case The film clearly presents the consequences of inaction, mainly in negative effects on the health of children such as diabetes, obesity and general inactivity.
• Representation of Sexuality in the Media: Advertisement This paper will seek to analyze the representation of sexuality in the media. The discussion will be directed towards sexual advertisements and its influence in the people’s culture.
• DHL and FedEx Companies’ Advertisements DHL is committed to ensuring that the customers’ parcels are delivered as per specifications. FedEx is involved in the delivery of parcels as requested by the customers.
• Persuasion Techniques in Aveeno Advertisement Designers often resort to the utilization of three foremost principles, upon which Aristotle’s theory of persuasion is based – namely, appeals to Logos, Ethos, and Pathos.
• Advertisement Fallacies and Wishful Thinking This paper focuses on how advertisements use wishful thinking fallacies to create a false sense of belief, specifically about women’s products.
• Social Media Advertising in Business With the rise of globalization and the digital revolution, social media has become a vital tool for promoting businesses.
• The Mountain Dew Zero Sugar Ad’s Analysis Mountain Dew Zero sugar ad is a minute-long video featuring famous actor Bryan Cranston and actress Tracee Ellis Ross.
• Effect of Advertising on Youth The provocative images used combined with the harsh language often leave the youths at the mercy of the cruel world.
• Marginalization in Modern Advertising This piece of advertising is an example of stereotypical gender roles and sexism toward women, who, according to the stereotype, are supposed to provide services and care.
• Advertising of Chocolate Using TV as a Media Tool in the UK Advertising of chocolate is based on the unique tastes and demands of consumers and requires messages and images to attract the potential target audience.
• Visual Rhetoric in L’Oreal EverCrème Advertisement The objective of this study is to try to identify the use of propaganda and weasel words in the advertisement, “L’Oreal Ever Crème”, which is about hair products.
• Visual Rhetoric in New-Age Beauty Advertisements The purpose of this paper is to examine how the advertisement “Feeling like Glossier” combines simple design and a memorable catchphrase.
• Elle Magazine Advertising Analysis The Elle magazine is an international fashion magazine with 89 percent of its readership being women. The median age for these readers is 33.
• Importance of Testimonials Analysis Testimonials are important as they lead to changes that are desirable in company in that they have things that are targeted and the only way to deal with them is to make the public aware through the use of testimonials.
• The Spot Fiat 500X Commercial The chosen 2014 TV commercial Spot Fiat 500X Viagra – anuncio de television advertises the new Spot Fiat 500X to potential buyers, with the ad’s setting being a town in Italy.
• Customer Perception towards Effectiveness of Advertisements The present paper is devoted to the critical analysis of the article, “Customer Perception towards Effectiveness of Floor Advertisements in Organized Retail,” by Shrivastava et al.
• Family Table Restaurant’s Mass Media Advertising Television is one of the media that will be used by the advertising firm to ensure that Family Table customers know about the changes made to the usual menu.
• Antique Mobile Advertisement: Rhetorical Analysis Most successful businesses have created tactical and unique initiatives to build solid relationships with their client base.
• Pharmaceutical Advertising is Propaganda This paper has shown through a discussion that pharmaceutical advertising can be propaganda or informative and helpful to the life of a patient.
• “Every Leaf Traps CO2” Advertisement Leagas Delaney Advertising Agency created the ad depicturing this leaf in January 2012. Several similar leaves are explicitly made for the ecologic campaign “Plant for the Planet.”
• Effective and Ineffective Ads: Share a Coke Ad The advertisements of two rival multinational beverage corporations may be regarded as examples of effective and ineffective campaigns.
• Analysis of Advertising a Vacation Rental The paper focuses on how to join the group or create a user account in sites and explains the different websites that promote rental properties.
• Analysis of the Ad “Perrier Prints: Melting” The course talks about advertising. The main message of the ad is that Perrier is the best refreshing drink, it is the refreshment itself.
• Dove Advertising Campaign “Real Beauty” The purpose of this paper is to consider the campaign according to the theory of social comparison and to think over a behavior strategy in this situation.
• Runaway Slaves: Advertisements Analysis In the eighteenth century in the United States of America, millions of Afro-Americans were subjugated and forced to work without payment for the benefit of the white people.
• Marketing for Sports Brands Using Mobile Advertising Nike and Adidas have been using mobile marketing to affect consumer intentions, and buying behavior however the findings do not suggest which company is better performing.
• Advertising Effectiveness in International Marketing In international marketing, advertising is one of the main tools that a firm can use to gain a competitive edge over other firms.
• Appeals in Mass Media Advertisement TV ads are usually based on different themes. They also apply other elements to appeal to viewers; these include emotional, logical, and character-based appeals.
• WRSX Group’s Strategic Position in Advertising Market WRSX Group is mid-sized advertising agency group with a good creative reputation offering a range of advertising and marketing communications services.
• Power of Advertising: Good and Bad Balance’ Importance The effects of advertising vary considerably. Advertising has to keep the balance between good and bad in order to be significant for people.
• Company G: Advertising and Marketing Plan This marketing plan develops a complex advertising strategy for company G increasing its profitability and creating a perception of the lowest-cost producer of high-quality goods.
• Semiotics Influences in Advertisement Marketing communication has adopted the use of semiotics as an alternative approach to convey marketing information. This paper analyses the semiotics in the advertisement.
• The Folgers Commercial Narrative This paper seeks to analyze and explain the Folgers commercial narrative in the context of American society. The Folgers commercial is a short video narrative that advertises a coffee beverage.
• Advertising to Children and Social Responsibility Advertising is a device by which “artificial” tastes are created. Advertising is one of numerous elements that influence a consumer’s spending decisions.
• Graphic Design Used for Advertising Purposes The given paper is devoted to analyzing how graphic design is used for advertising purposes. The paper highlights the evolution of graphic design and its modern state.
• Pepsi’s Live Louder: A Semiotic Analysis The inherent idea nurtured by Pepsi was to include those values in its advertising and develop a strong bond between the given ideals and the Pepsi Company.
• Advertising Ethics and Truth: The Biblical Perspective The premise of truth in advertising is based on the whole and honest disclosure of any issues or risks associated with using a product.
• Aspects of Adidas Commercial This paper analyzes the commercial of the famous company Adidas and its signs, which reflect some key modern trends and demands in brand development.
• Advertisement: The Elaboration Likelihood Model After determining the desired results of advertising activities, it is essential to find necessary appeals and bring them to potential buyers.
• Social Media and Internet Advertising for Brand’s Success This paper aims to investigate the impacts of social media and internet advertising on the success of a brand.
• Absolut Vodka Brand and Advertising Agency This paper is a case study analysis of Absolut Vodka in aspects of the cooperation with an advertising agency and the brand’s engagement with the creative field.
• The Value of Advertising and Branding Marketing, advertising, branding, and marketing directors play a significant role in a business, they influence a business’ public image, customer loyalty, brand image, etc.
• Successful Social Media Advertising: Strategies The paper discusses strategies, which are used for successful social media advertising. It points out what should be done to make it more successful.
• Cosmetic Surgery Advertising: Multimodal Analysis The study documents the multimodal analysis of cosmetic surgery advertisements in British clinics. Specifically, flyers from three clinics have been analysed throughout this study.
• Female Empowerment in Advertising The paper states the increasing presence of “fempowerment” in advertising. Many companies aim to integrate female empowerment messaging into their campaigns.
• Advertising to Children & Social Responsibility In recent years, the main problem highlighted by many critics is the lack of social responsibility issues and unfair practices used by advertising towards children.
• S.O.S. Magic Scouring Pads: Ad Analysis The advertisement for S.O.S. Magic Scouring Pads looks like a relic of the 1930s, and some of its parts would harm the product rather than advertise it today.
• On the Effectiveness of Advertising Posters The article is devoted to the comparison of two advertising posters for their effectiveness, their strengths and weaknesses are analyzed.
• Loss and Gain of Textual Meaning in Advertising Translation In order to demonstrate the process of translation, the author chose to analyze an English advertising copy translated to Chinese.
• Alcohol Advertisement and Its Impact on Consumption There is a need for restrictions in alcohol advertisements so that the vulnerable youth can be salvaged from underage drinking that risk interfering with their health and career life.
• Car Industry’s Marketing: Advertising and Promotion Car industry has been developing day by day in many countries. The major purpose of this industry is to create, develop, improve, market, and sell motor vehicles, cars in particular.
• “Human Change” and “Do What You Can” Posters It is possible to presume that the visual materials may largely support the contemporary initiatives for the achievement of climate sustainability.
• Chevrolet Equinox: Advertising and Sales Promotion During the marketing campaign, the Chevrolet team must remind the market that Equinox comes from the trusted company with results.
• Advertising and Promotion Analysis The paper studies 3 advertisements: first for the Evian drink: We’re all babies inside, second for matresses Goodnight Mattress, and third for Comforta – a sleeping gown.
• Visual Arguments in Advertising The current paper discussed three visual arguments, the Coca-Cola advertisement, İnci Eviner’s “Untitled” drawing, and social media.
• Advertising: The Negative Impact on Women’s Lives Advertising increases the stereotype of women of all ages, resulting in sexualization of women, their low self-esteem, and various diseases, including mental health problems.
• Responsibility and Brand Advertising in the Alcoholic Beverage Market The article indicates that the brand advertisements highlight alcohol consumption as socially acceptable, while media advocacy campaigns focus on the role of manufacturers.
• A Magazine Advertisement for Ford Motor Company of 1950 A magazine advertisement for Ford Motor Company of 1950 was published at the time of economic prosperity in America, which contributed to the growth of Ford Motor Company.
• Statistics Use in Advertising One of the primary ways to use statistics is through advertising. The paper discusses how statistics are used in fake ads and what they lead to.
• The Advertisement “Followers” by Miller Lite Many advertising campaigns refer to the widespread issues of the modern world. The advertisement “Followers” by Miller Lite covers the problem of people’s dependency on social networks.
• Consumer Buying Behaviour and Advertising in UK Marketing communication is of essence when it comes to advertising commodities as it influences the decisions buyers make either negatively or positively.
• Advertising as a Way to Manipulate the Mind of the Target Audience The author discusses about advertising, talks about the types of advertising and the factors that make it successful.
• International Marketing Management: Advertisement Strategies and Global Market Advertisers in the world or global market encounter limitations, which include media and products that are unique as well as the language, that are also unique in every market.
• Health Advertisements: “Open Your Eyes to Saturated Fat” The surprising nature of the image is brought into focus with the accompanying text, “Open your eyes to saturated fat” on health advertisement by World Heart Federation, 2008.
• Necessity of Studying Advertisements The essay describes the necessity for companies of studying the cultural aspects of the chosen country before launching the advertisement campaigns.
• Celebrity Commercials: Pure Business Perspective This paper addresses many aspects of the appearance of the celebrities in ads as a business in terms of profitability and possible failures.
• Advertising and Gender Roles Mass media, especially television imposes certain stereotypes on our consciousness and the most interesting thing is that we take these stereotypes as examples.
• Analysis of Olay Advertising Campaign This paper aims to make a critical analysis of the Olay advertising campaign in terms of addressing audience, purpose, and occasion issues and applying ethos, pathos, and logos rhetoric tools.
• The WWF’s Environmental Advertisement on Marine and Ocean Pollution Visual image can also make a convincing point, and this is particularly applicable to social and environmental advertising.
• Starbucks Corporation’s Marketing and Advertisement Based in Seattle, Starbucks Corporation specializes in a variety of hot and cold beverages, as well as in coffee equipment and accessories.
• Advertising Influence on the Society: Negative Aspects Production of goods and services is crucial for the existence of the society, but the advertisement used to promote them has a number of negative effects on the society.
• The Masculine Role in Advertisement This paper seeks to highlight some of the significant masculine role in the advertising industry based on short stories.
• Mitsubishi Motors’ Automobile Advertising This is an analysis of printed advertising designed by Mitsubishi Motors to present their auto Outlander Sport in MensHealth in February 2011.
• Advertising & the Obsession With Thinness Ethos, logos, and pathos are integral and essential components of a rhetorical appeal. They are all responsible for different aspects.
• Second Hand September: Advertisement Analysis In this particular advertisement, the company uses cause marketing as a way of attracting buyers. The ad displayed works as both a showcasing of the clothing being sold.
• Online Advertisements on Facebook Facebook offers companies and individual users to promote their products and services to prospective customers online through online adverts.
• Visual Analysis Of “The Penguins and The Whale” Ad The persuasive strategy of the UN and Tencent campaign is successful because the images of the whale and penguin relationship appeal to viewers’ logic, character, and emotions.
• Super Bowl Advertising Analysis Super-Bowl advertisements turn in astronomical revenue each year, with companies paying exceptionally high fees to get the precious commercial slot during the game day.
• Restrictions on Media Advertising Media advertising sometimes uses unfair methods of promotion, and that is why the government must regulate advertising strategies to protect customers.
• Mobile Advertising and Manipulation The advancement of phone technology has changed the ways in which marketing is produced, presented, and maintained throughout the medium.
• Cyberpunk, Nintendo Switch, and PS5 Advertising Survey Gaming marketers have capitalized on almost all social media and video platforms, including YouTube, Facebook, Instagram, Tiktok, Twitter, LinkedIn, Telegram, and Pinterest.
• Media Buying for an Advertising Campaign This paper considers five constituents of media planning as well as steps for selecting a media venue for an advertising campaign.
• Video Advertisement: The Efficiency of the Aristotle’s Rhetoric This essay examines the effectiveness of using Ethos, Pathos, and Logos as the persuasive tools in the “Jason Momoa Super Bowl Commercial 2020. Rocket Mortgage” advertisement.
• Cigarette Advertising Ban on Television Since cigarette smoking receives a lot of publicity from the commercials on television, many health organizations are against it.
• Researching Children’s Advertising: Impact on Children’s Growth and Development This paper provides detailed information on what children’s advertising entails. It also provides detailed information on the negative influences of children’s advertising.
• Should Marketers Test Advertising Marketers should test advertising to create an effective marketing mix and avoid unnecessary spending, minimize costs and create effective budgetary policies.
• Aristotle’s Ideas of Persuasion in Advertising The analysis of modern advertising campaigns from the point of view that decision-making is not based on logical thinking, but on emotional motivation, as Aristotle proved.
• Music Artists and Advertising Deals There has been a change in terms of the attitude of artists regarding the issue of getting involved in advertising deals as a way of supplementing their income.
• Commercial for the Society for Prevention of Cruelty to Animals This paper will discuss a commercial for the Society for Prevention of Cruelty to Animals, a network of animal protection organizations that features the singer Sarah McLachlan.
• Natural American Spirit: Advertising Analysis The consumer society that is cultivated today rests on the idea of mass production and sales to meet all requirements people have and create the basis for the manufacturing of new goods.
• Personalized Digital Advertising and Its Benefits A personalized approach in digital advertising simplifies the searching routine and allows people to save time and be able to find the necessary goods and services.
• Advertising Analytics and Marketing Innovations The modern advancements in computing, communication, and analytics can provide significant benefits to any organization looking to improve its marketing strategy.
• Physical Beauty and Advertising Relationship In general, understanding physical beauty is a complex psychosocial phenomenon, which has its roots in the increased access to information and intensive advertising and marketing.
• Emirates Group: Advertising and Passenger Communications
• Emotional Branding in Advertising
• The Impact of Social Media on Super Bowl Ads
• Introduction to Communication: Advertising
• Network Effects on Digital Advertising Markets
• The RJ Reynolds Tobacco Company: Advertising Campaign
• Evolution and Challenges of Modern Advertising
• The “Advertising” Article in Encyclopedia Britannica
• Advertising’s Power: Symbols and Consumer Behavior
• Burger King, Squarespace, Stella Artois, and Coca-Cola: Advertising Strategies
• The Effects of PR and Advertising
• Consumerism, Advertising and Emotional Development
• Tobacco Advertising and Opioid Crisis
• Advertising: Ethical Theory and Business
• A Little Professional Advertising Analysis
• Speechify’s Advertising Campaign Analysis
• Patriarchal Domination and Aggressive Misogyny in Advertising
• Graphic Design as Advertising Tool
• Advertisement: Purchasing Habits and Marketing
• Gender Stereotype in Advertisement
• Advertising in Every Aspect of America’s Life
• Woman Made: Microsoft Campaign Advertisement
• The Slogan of South Piedmont Community College: Optimization Process
• Brands’ Positive Impact Through Advertisements
• Aspects of Bluestep Advertisement
• The Most Interesting Man in the World Commercial
• Cola Wars: Strategies, Sales, Advertisement
• Federal Trade Commission (FTC)
• Why Governments Should Ban Ads Directed at Young People
• Economics of Advertising in Grossman’s and Klein’s View
• Activating People’s Unconscious Behaviors With Advertisements
• Gender Roles in Advertisements
• Heed Their Rising Voices Advertisement
• Billboard Advertising of Health Services
• Stopping the Spread of Germs: Advertisement Analysis
• Advertisements for Microsoft Company
• Targeted Advertising in Business
• The Discrepancies in Unhealthy Food Advertising: Hispanic and Black Consumers
• Advertising: Impact on the Contemporary Society
• Measuring Public Relations and Advertising Efforts
• Marketing, Advertising, and PR: Coca-Cola Example
• The Grady College’s Internship Program Advertisement
• Relation of Advertising and Ethics
• Gender Stereotypes and Their Role in Advertising
• Discussion on Digital Advertising Infographics
• Marketing Approaches in Cigarette Ads
• Gender in Advertising “Dream Crazier” by Nike
• Researching of Media Advertising
• Eating Habits, Brain’s Role and Advertising Impact Analysis
• “Boys and Girls Club of Boston: Guitar” Campaign
• Search-Based Advertising Market Structure
• Advantages Which Advertisements Provide to Car Dealership Business Prosperity
• Product Advertising Analysis
• Relevance in the Advertising Industry
• The Ethical Implications of Cigarette Advertisement
• Gender Stereotypes in Advertisements
• Vision of Gender Stratification in an Advertisement
• Want-It-Now Rapid Delivery Service’s Advertising
• Creating an Advertising Website for a Jewelry Company
• Philosophy: Political Advertisements
• An Advice to a Client on Advertising
• Advertising and Promotion Manager as a Potential Occupation
• Colgate, Schlage Locks, Carlsberg and Chilean Red Cross: The Advertisement
• Non-Traditional Advertising: A Skincare Campaign
• The Market Researches Future
• Commercial Script of Advertisement for TruQuest
• Jerrold Amplifiers Advertisement in the 1980s
• 4PS Marketing Approaches and Advertisement Type
• The Birth of American Advertising
• Benefits of Advertising Your Restaurant on Soulfood Travel and Barbq Travel Websites
• McDonald’s Advertisement Outcomes in February 2014
• Power of Advertising: Capitalizing on Human Inattention
• Concept of the Coors Light Beer Advertisement
• Spot Fiat 500x Advert Analisys
• Teens ‘Especially Vulnerable’ to Junk Food Advertising
• Wonder Woman, Panorama and Suicide Squad: Advertisements Assessment
• Sparrow Pharmaceuticals’ Advertisement Strategy Analysis
• Impact of Gender and Sexuality on Advertisement
• Samsung Mobile Gear VR Headset: Advertisement Analysis
• Native Ads: Ethics of Native Advertising
• Express Advertising Agency Managing Creative Project and Design
• Marketing and Advertising Do Not Shape Our Lives
• Ethical and Economical Repercussions of False Advertisement Claims
• Creating Artificiality: Women in Pepsi Advertising
• Hall Pass: Analysis of Advertisements
• A Surreal Downtown Scene. Analysing the Case
• Advertisement and Target Customers
• Advertising Effect on British Buying Decisions
• Images and Messages Patterns About Gender Given by Advertisers in Mass Media
• The M-Kesho Advert Review
• Involvement and Sports Brand Advertising
• Advertising and Semiotics. Advertising Tools
• Ethics in Advertising: The Importance and Benefits
• Making Fallacies by Announcements, Notices, Advertisements
• The Spannerman Press and Leaflet Campaign: An Evaluation
• Public Interest Presentation in Non-commercial Advertising
• Public Interest/Non Profit Advertisement
• Critique on the Revlon Mascara Campaign in Australia
• Pepsi Max: Australian Advertising
• Advertisers: Family and Social Relations
• Australian Sony Handycam’s Advertising Campaign
• Children’s Dwindling Health: Who Is to Blame?
• Policy, Ownership, Professionalism, and Technology
• Design, Self, and Society: Concept of Advertising
• The Success of Workers’ Party Advert and Its Role in the Political Campaign
• Marketing Mediums: Advertising Effects
• Changing Advertising with Wireless Technologies
• Usage of Images in the Marketing Sector
• Lee Valley’s Advertising Technique Analysis in Terms of Business Ethics
• TV and Newspaper Advertising Death
• What Is the Role of Rhetoric in Public Relations Practice?
• Why the Commercial Ads Lie? Anti-Tobacco Advertising Evaluation
• Coca-Cola and Pepsi Companies: The Marketing Tricks and Advertisement Peculiarities
• The Daily Tribune: Advertisement, News, Collaboration
• Advertising: Ewen’s “Captains of Consciousness”
• Permission Marketing and Intrusive Advertising
• Modern ‘In Your Face’ Advertising Issues
• Healthy Eating Advertising in Canada
• The Power of a Print Advertisement: Inspiring People to Improve and Evolve
• Kendal Jenner PepsiCo Commercial’s Failure
• Ethical Concerns of Advertising
• The Meerkat Advertising Campaign
• Marketing Channels and Advertising Campaigns
• Marketing and Advertising in Online Communities
• Selecting a Viable Foreign Market and TV Advertising
• Substance Abuse and Its Promotion in Advertisement
• Radio Advertising Proposal for Chicago Company
• Media Revolution and Advertisement Interrelation
• Digital Marketing and Advertising Landscape
• Customer Perception of Advertisements in Organised Retail
• Social Marketing and Political Advertising
• Signs for Creating Meaning in Advertising
• Proactiv: Dermatological Qualities and Advertising
• Advertising: Aviva – Saving for the Future
• Digital/Traditional Metrics of Online Advertising
• Women’s Body Image Advertising and Opposition
• Dallas Farmer’s Market Advertisement
• Media Power and Post Modernity
• Auto Magazine Advertisement Analysis
• Power of Advertising: Importance of Balance between Good and Bad
• Value of Advertising and Branding

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This essay topic collection was updated on January 5, 2024 .

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• 27 March 2024

Tweeting your research paper boosts engagement but not citations

• Bianca Nogrady

You can also search for this author in PubMed   Google Scholar

Even before complaints about X’s declining quality, posting a paper on the social-media platform did not lead to a boost in citations. Credit: Matt Cardy/Getty

Posting about a research paper on social-media platform X (formerly known as Twitter) doesn’t translate into a bump in citations, according to a study that looked at 550 papers.

The finding comes as scientists are moving away from the platform in the wake of changes after its 2022 purchase by entrepreneur Elon Musk.

An international group of 11 researchers, who by the end of the experiment had between them nearly 230,000 followers on X, examined whether there was evidence that posting about a paper would increase its citation rate.

“There certainly is a correlation, and that’s been found in a lot of papers. But very few people have ever looked to see whether there’s any experimental causation,” says Trevor Branch, a marine ecologist at the University of Washington in Seattle and lead author on the paper, published in PLoS ONE last week 1 .

Every month for ten months, each researcher was allocated a randomly selected primary research article or review from a journal of their choice to post about on their personal account. Four randomly chosen articles from the same edition of the journal served as controls, which the researchers did not post about. They conducted the experiment in the period before Elon Musk took ownership of what was then known as Twitter and complaints of its declining quality increased.

‘Nail in the coffin’

Three years after the initial posts, the team compared the citation rates for the 110 posted articles with those of the 440 control articles, and found no significant difference. The researchers did acknowledge that their followers might not have been numerous enough to detect a statistically significant effect on citations.

The rate of daily downloads for the posted papers was nearly fourfold higher on the day that they were shared, compared with controls. Shared papers also had significantly higher accumulated Altmetric scores both 30 days and three years after the initial post. Calculated by London-based technology company Digital Science, an Altmetric score, says Branch, is a measure of how many people have looked at a paper and are talking about it, but it’s not a reliable indicator of a paper’s scientific worth. “It’s thoroughly biased by how many people with large followings tweet about it,” he says.

The findings echo those of information scientist Stefanie Haustein at the University of Ottawa, whose 2013 study 2 found a low correlation between posts and citations.

Haustein says the problem with using posts as a metric is that, even a decade ago, there was a lot of noise in the signal.

“We actually showed that a lot of the counts on Twitter you would get were bots, it wasn’t even humans,” says Haustein, who wasn’t involved in the new study.

She says the more recent departure of scientists from the platform has been the final nail in the coffin of the idea that posting could increase citations.

doi: https://doi.org/10.1038/d41586-024-00922-y

Branch, T. A. et al. PLoS ONE 19 , e0292201 (2024).

Article   PubMed   Google Scholar  

Haustein, S., Peters, I., Sugimoto, C. R., Thelwall, M. & Larivière, V. J. Assoc. Inf. Sci. Technol. 65, 656–669 (2014).

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