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Commercial messages have been found in the ruins of Pompeii, but the first advertising agency[?] was started by Volney Palmer[?] in Philadelphia in 1843.
Unpaid advertising can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it by zealot"), the unleashing of memes into the wild, or achieving the feat of equating a brand with a common noun ("Hoover[?]" = "vacuum cleaner") -- these must provide the stuff of fantasy to the holder of an advertising budget.
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The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game is known as much for its commercial advertisements as for the game itself, and the average cost of a single thirty-second TV spot during this game has reached $2 million (as of 2003).
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding Web content. E-mail advertising is another recent phenomenon. Unsolicited E-mail advertising is known as "spam".
Some companies have proposed to place messages or corporate logos[?] on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).
Mind share can be established to a greater or lesser degree depending on product and market. In Texas, for example, it is common to hear people refer to any soft drink as a Coke, regardless of whether it is actually produced by Coca-Cola or not (the more accurate term would be 'cola').
A legal risk of mind share is that the name can become so widely accepted that it becomes a generic term, and loses trademark protection. Examples include "escalator", "xerox" and "mimeograph". 'Aspirin' is a special case -- the US government[?] took the trademark away from Bayer during the first World War, not because the term was being used generically, but as "enemy property," because Bayer is a German company.
A popular belief among many segments of society is that subliminal messages are commonly used in advertising, though this is seen by experts as little more than an urban legend.
See also:
List of Marketing Topics | List of Management Topics |
List of Economics Topics | List of Accounting Topics |
List of Finance Topics | List of Economists |
wikipedia.org dumped 2003-03-17 with terodump