Advertising and the future

Essay by Wardie November 2004

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1.What is Advertising

"Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."

Richard F. Taflinger

Advertising: - The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.

Propaganda- "The systematic propagation of a doctrine or cause or of information reflecting the views and interests of those advocating such a doctrine or cause".

Propagation:-The process of spreading to a larger area or greater number; dissemination

Propagation:-The process of spreading to a larger area or greater number;

Systematic. :-Carried on using step-by-step procedures.

Doctrine :- A principle or body of principles presented for acceptance or belief, as by a religious, political, scientific, or philosophic group;

Defining the "New Advertising"

Below you will find several varied definitions offered by The Faculty for the "new advertising."

These definitions are presented as ways of viewing advertising in a larger and more encompassing sense than perhaps the traditional definition of the field provided in current textbooks on advertising. They are meant to be preliminary and to provide a basis for further broad-range thinking about the field of advertising.

"In the context of commerce, advertising is the communication of relevant information by a marketer to prospective buyers using mass, individualized and/or interactive media."

"Advertising is an institution which interprets the want-satisfying qualities of products, services and ideas in terms of the wants and needs of consumers. (This definition should be attributed to Dr. C.H. Sandage as it was passed on through his seminar discussions in the 1960's.) Note the Latin origin of advertising is "advertere" (to turn toward) and that of promotion is "promovere" (to move forward). Advertising and promotion differ in their degree of...