Ad-aholics Anonymous :)

Say what you REALLY feel about the latest ad you just saw..

Tuesday, September 20, 2005

What Kind of Advertising IS There?

So really, where is advertising? How about- EVERYWHERE! Advertising all started with Traditional Support Media- such as outdoor signs, posters and billboards which were used to reinforce or deliver a message to consumers. Posters first appeared in North America as far back as the Revolutionary War! They were used in order to keep U.S citizens informed about the status of the war. In the 1800's posters were used as a promotional tool by circuses and politicians. I know none of us lived in the 1800's but we all know, through great advertising, that "THE GREATEST SHOW ON EARTH" is which circus?? ...Ringling Brothers- Barnum & Bailey of course! During World War I, the U.S Government moved on from posters to something a little bit larger, a billboard. Billboards were then used to encourage people to buy war bonds, and join the army. One of the most popular billboards of Uncle Sam trying to recruit young boys for the army. After the invention of the television, commercials were widely used as the main source of advertising. However, billboards still exist today but can be a challenge in creating them. They are most effective with minimal words, and experts say billboards should contain no more than six words. Billboards much also use striking imagery in order to grab the consumers attention while driving by. Billboards have many advantages that commercials do not. For example, billboards offer around the clock advertising where-as most commercials are over in 30 seconds or less. I think it would be much more effective for a company such as Budweiser to put an advertisement for their beer on a billboard outside of Battery Tunnel where commuters would see it everyday driving to work versus a 20 second commercial that might not be seen by that many viewers. Do you think billboards are effective? Are there any billboards that you can specifically remember that stuck out at you?

Another kind of advertising is known as Transit Advertising. Transit ads can be found on the backs of buildings, in trains, subway tunnels, on top of taxis or throughout sports stadiums. This kind of advertisement is especially valuable when advertisers wish to target adults who live and work in metropolitan areas. This way they are targeted to and from work in many different forms. For example: A woman takes the train to work and sees an ad for Toblerone Chocolate. As she exits the train and heads to her taxi, there is another advertisement for Toblerone. And then, again on her way home she happens to be on the same train, and there is the ad for Toblerone. That means this woman has seen the ad at least 3 times throughout her day which is an excellent source of repetitive message exposure for any company. Well, there are other forms of advertising I'd like to get into, but I'll save that for next time- let me know if there are any topics or specific companies you would like me to cover!


  • At Tue Sep 20, 09:21:00 PM, Blogger Blogging Blogging Queen said…

    This comment has been removed by a blog administrator.

  • At Wed Sep 21, 04:34:00 PM, Blogger popovich said…

    I think you're right that advertising on billboards is a lot more effective than television commercials. I know that I pay little mind to ads on tv, but I'm always easily entertained by billboards during a boring drive. I think my favorite billboard (although I haven't seen one around in a while) was the one with different animals' butts on it and then a cigarette butt and it said "Butts are Gross." I just thought that it really made a strong point without belaboring the point and it definitely left an impact. I'm not a smoker so I'm not sure how much of an effect the ad had, but it I definitely found it memorable. I even had a teacher in middle school that had a poster of the billboard in her classroom. I think it's great!

    As for the transit advertising...I know that I've seen advertisements on the tops of taxis and on the sides of buses, but I think that billboards are still more effective. I just think that billboards are more entertaining and those are the ads that I always remember.

  • At Wed Sep 21, 09:54:00 PM, Blogger Patrick said…

    I personally do not think that billboards should be used to sell or advertise alcohol. The point of a billboard on the side of the road is to impulse you to buy something. Imagine your coming home from a long day of work. It’s about six thirty and you haven’t eaten anything but a nutria grain bar for lunch and there it is. I forty-five foot bill board advertising the Wendy’s two miles up the road. Nine times out of ten your going to go to that Wendy' because you were impulsed to do so
    I do not think people on long drives should be impulsed to pull over and go to the local saloon to kick a few back.

  • At Fri Sep 23, 10:58:00 PM, Blogger kendro said…

    Advertising IS everywhere. You can't go anywhere without seeing an ad. But its good in a way because most of it is helping us find ways to meet our needs/goals in life. But anymore people are trying to find new ways to advertise. I dont know if anyone is in Shapiro's Buyer Behavior class, but he was telling us about Pizza hut's advertising idea. They thought that it would be an awesome advertising campaign to have their logo be reflected onto the MOON. yes the MOON. Could you imagine walking around one night on the way to kates and looking up and seeing a pizza hut ad on the moon?! crazy i know. (probably would work, i'd probably find myself heading back home on elkton road and stopping at that pizza hut). luckily it wasnt feasible and couldnt technically be done. but seriously, this is where advertising is going.

    Oh... and while i was working in an advertising agency... there was a book of weird quirky ways to advertise... and one said to put your emblem at the bottom of a URINAL! yeah... weird.

  • At Sun Sep 25, 08:18:00 PM, Blogger k_ricker06 said…

    As you mentioned in your post, advertising has been used for over a hundred years. All types of advertising are very effective when it is present in a high-traffic area. Billboards are probably the most cost effective type of advertising whereas television ads have the potential to reach millions all at once (such as a Super Bowl commercial). There are costs and benefits to all types of advertising. I think it really depends on your individual situation. Renting billboard space on the boardwalk of a beach is effective since it is going to be seen by many people taking a walk. On the other hand, if you have a television ad that will be aired between the hours of 3 and 5 a.m., this is not going to be very effective. As for the taxi ads, I live in an area with little public transportation, so I my opinion of transit advertising would have to be that it would only be superior to billboards in areas that are high-traffic (i.e. a New York City street with many pedestrians). My vote for type of advertising would be for billboard ads.

  • At Mon Sep 26, 12:25:00 AM, Blogger Mike LaShomb said…

    I’m not sure that billboards are more effective than television commercials. I guess it really depends on the product you are selling. However I do think billboards are effective because there were a couple that popped into my head as I was reading your posting. For example a couple Budweiser billboards flashed in my head along with the million and one South of the Border billboards on the way to Myrtle Beach. I enjoyed learning the history of posters and billboards it was very interesting. Good blog in general also, I enjoy visiting it. Oh yeah, I started noticing all the ads around me after taking an advertising class and now your blog has made it worse. If I run off the road studying billboards I’m going to hold you responsible.

  • At Mon Sep 26, 06:59:00 PM, Blogger nicole said…

    This is a good post Jo! I never knew really where advertising came from or its beginnings. Is the Uncle Same billboard you are talking about the one where he points his finger out at you saying I want you to join the army? I do not know how effective billboards are. I know some disadvantages of them (thanks to 471) are that they are only seen by a select group of people and some people think they are acutally ugly and urge their congressmen to take them down. The one billboard I remember is when you cross into the Holland Tunnel (I think, it could be the Lincoln)from the Jersey side and see the Washington Mutual sign right before you go into the tunnel, after you pay the toll. That always sticks out because its the first thing you see after you pay the toll. But as I mentioned before, mostly New York and New Jersey commuters see those billboard signs, so it does not have the reach that TV commercials do. Now that you mention Transit Advertising, maybe it more appropriately fits into that category. Have you ever been to Citizens Bank Park and see the Phillies scoreboard? I believe it is the largest in Baseball, and it has tons of advertising all over it. I would agree that advertising in this venue, or YANKEES STADIUM is a good idea because consumers not only see it inside the stadium, but on television as well.

  • At Tue Sep 27, 09:40:00 AM, Blogger ckrause said…

    I do think that billboards are effective. I personally am a big fan of billboards that change and have animation. I can think of one for a sporting goods store near my hometown that changes to three completely different ads. This billboards was definately much more expensive to create, but you get three times the ad exposure and it DEFINATELY catches your eye. I am also a big fan of when billboards are 3-D or go off of the usual rectangular area. I can think of the cingular billboard where the bars burst through the top of the billboard. I think this really gets there message across about great cell phone coverage.

  • At Tue Sep 27, 09:23:00 PM, Blogger Eric Corson said…

    I don't know...last week at The Balloon you gave Ringling Brothers-Barnum & Bailey a run for their money. It seemed as though you were "The Greatest Show on Earth" that night, if you remember. But seriously, you made some great points in this week's post. Personally, I feel as if Billboards are a more effective advertising tool than commercials as well. I think today, commercials are loosing their "luster," if you will. Plus, when a commercial comes on, most people switch to another channel to see if anything else interesting is on until the show they were watching comes back on. Billboards almost force people to view them, as they are somewhat of a permanent structure. I know this past summer commuting to my internship in Philadelphia everyday, I looked at every billboard as I drove over the Walt Whitman Bridge to and from work. Again, personally billboards are more effective as an advertising tool on me than commercials are. Good work and I'll be checking in next week.

  • At Fri Sep 30, 11:13:00 AM, Blogger Jenna B. said…

    I feel that billboards are effective, but can also be hazardous if they distract the driver’s attention away from the road. When I was younger, my family and I would always drive down to Florida. I do not know if you have ever driven down there, but it is a long, boring drive. One thing that entertained me is the billboards on the side of I-95. Starting at about one hundred miles away from a place called South of the Border (It is a themed area with games, food, amusements and stores at the boundary between North and South Carolina), about every five to ten miles, there would be a billboard for it. Each billboard was different and had a count down of how far you were away from it. The billboards built up anticipation of what South of the Border was like and caused my family and me to stop there. This is an example of good marketing strategy. Since each billboard was different, the consumer does not get bored with the ad. Where the billboards were located was also a good marketing tactic they used. I am sure that my family was not the only one that stopped there to stretch out and have some fun before heading back in the car for many more hours.

  • At Wed Nov 23, 02:41:00 PM, Blogger Jonathan Dowens said…

    I always wondered what the hell I was doing in the business school here at UDel. Honestly, I STILL have no idea what I want to do with regards to employment when I graduate college. Last year, I declared my major as marketing. Ever since the classes have become more defined, I feel as though I could potentially see myself working for an advertising firm at some point.

    I believe the key to good advertising is a knowledge about the target market, the company, and most importantly, creativity. The best advertisers are able to get their messages across to the consumer, inducing action. Though, sometimes the advertiser still wins just by getting the message across. Consider Progressive Auto Insurance; I personally do not pay for car insurance just yet. Though, when I do, you can bet that I will surely be doing research and Progressive will most likely be involved in my decision.

    Basically, I feel that if the ad is entertaining enough to cause the consumer to remember it for a long period of time, then that in itself denotes success. Ever realize that you hardly notice if its the first time you've seen a certain commercial as you are viewing it? That just goes to show how some advertisements just don't reach the consumer due to the fact that their boring.

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  • At Fri Sep 26, 04:52:00 AM, Blogger abdo said…

    Hi .
    I need to do research about kinds of advertising in usa..
    can someone tell me as much as he knows about the names of these advertising please ?
    thank u


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