Advertising is a form of communication whose purpose is to attract the attention of a target (consumer, user, user, voter, etc). To induce the desired behavior: buying a product, voting for a particular politician, encouraging energy conservation. Evoking the name of a company, store, or other subject does not automatically imply a publicity act. But it becomes from the moment the order is sought deliberately to draw attention to the subject discussed.
Advertising is a technique that borrows largely empirical economics, sociology and psychology, which involves testing intuitions via panels and market research. Creativity is the heart but it not an art. The issue of comparative advertising is now a subject under debate: The concept itself encounters a real echo in the public and consumer groups, the actual implementation of the idea remains controversial.
Most authors relate or equate advertising to a propaganda phenomenon peculiar to modern societies. Within society, it boosts awareness and accelerates the diffusion of new products and technical innovations. Many national laws prevent its potential abuses. Toxic or hazardous to health products are prohibited from advertising in some countries (tobacco, for example) while parallel regulations to protect certain categories of people, especially children, by prohibiting the use of pornographic images.
The advertiser, in advertising language refers to the entity that seeks to promote its product. The analysis of advertising spending per advertiser brings up a very concentrated distribution. The vast majority of advertisers are businesses seeking to increase brand awareness and sales of their products using Media Wall Banners.
But advertising is also used to raise funds for the purpose of charitable activities. It also serves on governments to promote topics including road safety, heritage promotion, promotion of equality between men and women. In its 1993 edition, The Publicitor noted: “the first five groups of agencies now have a market share which corresponds to 2/3 of the global market.”
Agencies
An agency is an organization composed of specialists, on behalf of advertisers, design, implementation and control of advertising. Agency business consulting is oligopolistic and dominated by heavyweight players.
Target audience
The pervasiveness of advertising in modern civilization has attracted more attention. This attraction is due to the nostalgia caused by the old ads, but the phenomenon is also observed now with the participation of celebrities.
Media
Advertising media covers forms of interactive communication using an advertising fee established on behalf of an issuer. To be perceived, understood and memorized, advertising is usually takes very little time thanks to Media Wall Banners. It must simultaneously capture attention, hold it, and get its message across. In this sense, advertising could be classified under techniques of mental manipulation.