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Posted in Uncategorized on January 6th, 2009Advertising the promotion of goods or services through the use of slogans images and other attention-getting devices has existed for thousands of years but by the late 1990s in the United States it had become ubiquitous permeating almost every aspect of American life. Indeed the most omnipresent trend was the placement of advertisements and logos on virtually any medium that could accommodate them. Advertising and brand logos appeared regularly on T-shirts baseball caps key chains clothing plastic cups and mugs garbage cans bicycle racks parking meters the bottom of golf cups in public restrooms on mousepads in public school hallways and for schools fortunate enough to be located near major airports on school rooftops. The quest for new advertising venues never stopped–advertising has been placed on cows grazing near a highway (in Canada) and on the edible skins of hot dogs.Television screens became commonplace in many places where the audience was captive–doctors offices which were fed specialized health-related programs interspersed with commercials for health-related products airports (fed by CNNs Airport Network) and supermarket checkout counters. Indeed by 1998 place-based advertising defined by advertising scholar Matthew P. McAllister in The Commercialization of American Culture as “the systematic creation of advertising-supported media in different social locations” had reached almost any space where people are “captive” and have little to distract them from the corporate plugs. Advertising had invaded even what was once regarded as private space–the home office via the personal computer where advertisements on Microsoft Windows “desktop” were sold for millions of dollars.
ADVERTISINGThe various delivery mechanisms for advertising include banners at sporting events, billboards, Internet Web sites, logos on clothing, magazines, newspapers, radio spots, and television commercials. Advertising has so permeated everyday life that individuals can expect to be exposed to 1,500 to 3,000 different messages each day. While advertising may seem like the perfect way to get a message out, it does have several limitations, the most commonly noted ones being its inability to focus on an individual consumers specific needs, provide in-depth information about a product, and be cost-effective for small companies.Advertising can take a number of forms, including advocacy, comparative, cooperative, direct mail, informational, institutional, outdoor, persuasive, product, reminder, point-of-purchase, and specialty advertising.