107-530: Michael Zager (born January 3, 1943) is an American record producer, composer, and arranger of original music for commercials , albums, network television, and theme music for films. He teaches music at Florida Atlantic University . Zager was a member of jazz rock band Ten Wheel Drive from 1968 to 1973. Zager has produced for artists such as Whitney Houston , Cissy Houston , Peabo Bryson , Luther Vandross , Deniece Williams , Jennifer Holliday , Joe Williams , Arturo Sandoval , Herb Alpert , Olatunji , and
214-541: A generic trademark – turning it into a generic term which means that its legal protection as a trademark is lost. Early in its life, The CW aired short programming breaks called "Content Wraps", to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences , Crest , Guitar Hero II , CoverGirl , and Toyota . A new promotion concept has appeared, "ARvertising", advertising on augmented reality technology. Controversy exists on
321-454: A public service announcement . Advertising may also help to reassure employees or shareholders that a company is viable or successful. In the 19th century, soap businesses were among the first to employ large-scale advertising campaigns. Thomas J. Barratt was hired by Pears to be its brand manager—the first of its kind—and in addition to creating slogans and images he recruited West End stage actress and socialite Lillie Langtry to become
428-569: A "smoke-free" alternative to regular cigarettes. These products do generate smoke . Companies are using similar strategies and channels as previously used for traditional cigarettes. A 2014 review said, "the e-cigarette companies have been rapidly expanding using aggressive marketing messages similar to those used to promote cigarettes in the 1950s and 1960s ." Unsupported claims on safety and quitting smoking are made. Common marketing messages on brand websites, claiming that e-cigarettes are safe and healthy, have been described as "concerning". It
535-716: A 2019 study, television advertisement for tobacco "increased the share of smokers in the population by 5–15 percentage points, generating roughly 11 million additional smokers between 1946 and 1970." Because it harms public health, nicotine marketing is increasingly regulated. Advertising restrictions typically shift marketing spending to unrestricted media. Banned on television, ads move to print; banned in all conventional media, ads shift to sponsorships; banned as in-store advertising and packaging, advertising shifts to shill (undisclosed) marketing reps, sponsored online content, viral marketing , and other stealth marketing techniques. Unlike conventional advertising , stealth marketing
642-401: A cigarette is one of the largest risk factors for smoking. Boys with a high degree of social conformity are also more likely to start smoking. Social pressure is deliberately used in marketing, often using stealth marketing techniques to avoid triggering reactance. "Roachers", selected for good looks, style, charm, and being slightly older than the targets, are hired to offer samples of
749-511: A direct command to the consumer. In the early 1920s, the first radio stations were established by radio equipment manufacturers, followed by non-profit organizations such as schools, clubs and civic groups who also set up their own stations. Retailer and consumer goods manufacturers quickly recognized radio's potential to reach consumers in their home and soon adopted advertising techniques that would allow their messages to stand out; slogans , mascots , and jingles began to appear on radio in
856-558: A domain lease or by making contact with the registrant of a domain name that describes a product. Domain name registrants are generally easy to identify through WHOIS records that are publicly available at registrar websites. Advertising may be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or purpose. For example, in print advertising, classification by style can include display advertising (ads with design elements sold by size) vs. classified advertising (ads without design elements sold by
963-494: A friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, " Xerox " = " photocopier ", " Kleenex " = tissue , " Vaseline " = petroleum jelly , " Hoover " = vacuum cleaner , and " Band-Aid " = adhesive bandage ). However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into
1070-611: A friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009, mobile and Internet advertising grew by 18% and 9% respectively, while older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers). Between 2008 and 2014, U.S. newspapers lost more than half their print advertising revenue. Another significant trend regarding future of advertising
1177-563: A need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. The display is not only used for generating awareness, it is used for direct response campaigns that link to a landing page with a clear 'call to action'. As the mobile phone became a new mass medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland, mobile advertising followed, also first launched in Finland in 2000. By 2007
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#17327874677781284-513: A problem for e-mail users since 1978. As new online communication channels became available, advertising followed. The first banner ad appeared on the World Wide Web in 1994. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. In online display advertising, display ads generate awareness quickly. Unlike search, which requires someone to be aware of
1391-422: A product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations, and governmental agencies. Non-profit organizations may use free modes of persuasion, such as
1498-473: A quitter"). Great care is taken to maintain the impression that a brand is popular and growing in popularity, and that people who smoke the brand are popular Marketing seeks to create a desirable identity as a user, or a user of a specific brand. It seeks to associate nicotine use with rising social identities (see, for instance, the illustrating ad, and history of nicotine marketing in the woman's and civil rights movements, and its use of western affluence in
1605-582: A rate of about 1 per year, before breaking a nicotine addiction in their 40s or 50s. Most say they feel addicted, and feel misery and disgust at their inability to quit (in surveys, 71–91% regret having started, over 80% intend to quit, around 15% plan to quit within the next month). The industry calls this group "concerned smokers" and seeks to retain them as customers. Techniques for lowering their quit rate include dissuading them from wanting to quit and offering them meaningless product choices which help them feel in control of their habit. For instance, downplaying
1712-586: A smoking machine will give lower tar and nicotine readings for them. But they do not actually reduce human intake or health risks, as a human responds to the lower resistance to breathing through them by taking bigger puffs. They were also designed to be equally addictive, as manufacturers did not want to lose customers. They were introduced in the 1970s, responding to regulation requiring that nicotine and tar yields be included in cigarette ads. Light cigarettes became so popular that, as of 2004, half of American smokers preferred them over regular cigarettes. According to
1819-474: A subsidiary of American Tobacco Company , now owned by British American Tobacco ). Nicotine is also advertised as good for "nerves", irritability, and stress. Again, ads have moved from explicit claims ("Never gets on your nerves") to implicit claims ("Slow down. Pleasure up"). Although nicotine products temporarily relieve nicotine withdrawal symptoms, an addiction causes worse stress and mood, due to mild withdrawal symptoms between hits. Nicotine addicts need
1926-713: A variety of organizations that help people in need. Reference to the addictiveness of nicotine is avoided in marketing. Indeed, the addictiveness of nicotine was explicitly denied into the nineties; in 1994, seven tobacco executives stated that nicotine was not addictive while on oath before the US Congress. Industry feared that, if continuing to smoke was not seen as a "free choice", they would be exposed to legal and social liabilities. The nicotine industry frequently markets its products as healthy, safe, and harmless; it has even marketed them as beneficial to health. These marketing messages were initially explicit, but over
2033-415: Is also used to oppose regulation of nicotine marketing and other tobacco control measures, both directly and indirectly, for instance by improving the image of the nicotine industry and reducing criticism from youth and community groups. Industry charity and sports sponsorships are publicized (with publicity costing up to ten times the cost of the publicized act), portraying the industry as actively sharing
2140-559: Is always better than the older idea, but it is different – it hits the present taste." Enhanced advertising revenues was one effect of the Industrial Revolution in Britain. Thanks to the revolution and the consumers it created, by the mid-19th century biscuits and chocolate became products for the masses, and British biscuit manufacturers were among the first to introduce branding to distinguish grocery products. One
2247-429: Is at odds with the feelings of smokers, who commonly feel trapped by their addiction and unable to quit. Mention of addiction is avoided in nicotine advertising. Reactance can be eliminated by successfully concealing attempts to manipulate or control behavior. Unlike conventional advertising , stealth marketing is not openly attributed to the organization behind it. This neutralizes mistrust of tobacco companies, which
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#17327874677782354-546: Is commonly claimed that e-cigarettes emit merely "harmless water vapor", which is not the case. E-cigarette e-liquids marketed as "nicotine-free" have been found to contain nicotine. "[A]dvertising for low delivery or traditional brands should be constructed in ways so as not to provoke anxiety about health, but to alleviate it, and enable the smoker to feel assured about the habit and confident in maintaining it over time." British American Tobacco . On average, smokers start as adolescents and make over 30 quit attempts, at
2461-508: Is considered the world's earliest identified printed advertising medium. In Europe, as the towns and cities of the Middle Ages began to grow, and the general population was unable to read, instead of signs that read "cobbler", "miller", "tailor", or "blacksmith", images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in
2568-473: Is evidence that they are somewhat easier to become addicted to and harder to quit. Historian Keith Wailoo argues the cigarette industry targeted a new market in the black audience starting in the 1960s. It took advantage of several converging trends. First was the increased national attention on the dangers of lung cancer. Cigarette companies took the initiative in fighting back. they developed menthol-flavored brands like Kool, which seemed to be more soothing to
2675-401: Is expensive and unhealthy. Marketing also uses associations with loyalty, which not only defend a brand, but put a positive spin on not quitting. A successful campaign playing on loyalty and identity was the " rather fight than switch " campaign, in which the makeup the models wore made it seem as if they had black eyes , by implication from a fight with smokers of other cigarettes (campaign by
2782-535: Is less harmful or addictive ( "mild", "light", "low-tar", "filtered" etc. ) is, in terms of health effects, meaningless. The intended audience of tobacco advertising has changed throughout the years, with some brands specifically targeted towards a particular demographic . According to Reynolds American Inc , the Joe Camel campaign in the United States was created to advertise Camel brand to young adult smokers. Class action plaintiffs and politicians described
2889-407: Is not openly attributed to the organization behind it. This neutralizes mistrust of tobacco companies, which is widespread among children and the teenagers who provide the industry with most new addicts. Another method of evading restrictions is to sell less-regulated nicotine products instead of the ones for which advertising is more regulated. For instance, while TV ads of cigarettes are banned in
2996-534: Is not sold, but provided to start-up companies in return for equity . If the company grows and is sold, the media companies receive cash for their shares. Domain name registrants (usually those who register and renew domains as an investment) sometimes "park" their domains and allow advertising companies to place ads on their sites in return for per-click payments. These ads are typically driven by pay per click search engines like Google or Yahoo, but ads can sometimes be placed directly on targeted domain names through
3103-528: Is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice, from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view. Niche marketing could also be helped by bringing the issue of color into advertisements. Different colors play major roles when it comes to marketing strategies, for example, seeing
3210-705: Is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of the long tail , advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight
3317-422: Is the key to world prosperity." This was part of the "unparalleled" collaboration between business and government in the 1920s, according to a 1933 European economic journal. The tobacco companies became major advertisers in order to sell packaged cigarettes. The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking. Advertising
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3424-490: Is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages and qualities of interest to consumers. It is typically used to promote a specific good or service, but there are a wide range of uses, the most common being commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through " branding ", which associates
3531-442: Is thought that nicotine withdrawal is worse for those who are already stressed or depressed, making quitting more difficult. About 40% of the cigarettes sold in the U.S. are smoked by people with mental health issues. Smoking rates in the U.S. military were also high, and over a third started smoking after entering the military; deployment was also a risk factor. Disabled people are more likely to smoke; smoking causes disability, but
3638-605: Is widely documented. Advertisements cause new people to become addicted, mostly when they are minors. Ads also keep established smokers from quitting. Advertising peaks in January, when the most people are trying to quit, although the most people take up smoking in the summer. The tobacco industry has frequently claimed that ads are only about "brand preference", encouraging existing smokers to switch to and stick to their brand. There is, however, substantial evidence that ads cause people to become, and stay, addicted. Marketing
3745-492: Is widespread among children and the teenagers who provide the industry with most new addicts. The internet and social media are particularly suited to stealth and viral marketing , which is also cheap; nicotine companies now spend tens of millions per year on online marketing. Counter-advertising also shows awareness of reactance; it rarely tells the viewer what to do. More commonly, it cites statistics about addictiveness and other health effects. Some anti-smoking ads dramatise
3852-452: The Pears soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century. In 1882, Barratt recruited English actress and socialite Lillie Langtry to become the poster girl for Pears, making her
3959-558: The (Detroit) Spinners . Zager also produced for R&B artist Street Corner Symphony (1975), Marilyn Chambers (1976), Andrea True (1977), Dee Edwards (1980), Take Five (1981), and Elusion (1981). He also co-wrote the Patti Day song " Right Before My Eyes " with Alexandra Forbes. In 1978, the Michael Zager Band had a popular disco anthem with " Let's All Chant ". Between 1979 and 1981, Zager composed new bridges for
4066-479: The 1920s and early television in the 1930s. The rise of mass media communications allowed manufacturers of branded goods to bypass retailers by advertising directly to consumers. This was a major paradigm shift which forced manufacturers to focus on the brand and stimulated the need for superior insights into consumer purchasing, consumption and usage behavior; their needs, wants and aspirations. The earliest radio drama series were sponsored by soap manufacturers and
4173-432: The 1930s onwards. They were even inaccurately advertised as medicinal, a treatment for smokers that would sooth a throat irritated by smoking, or as a treatment for a cold. Where this is illegal, they are marketed as healthier by implication, using words like "mild", "natural", "gentle", "calm", "soft", "smooth", and imagery of healthy natural environments. There is no evidence that menthol cigarettes are healthier, but there
4280-443: The 1940s, manufacturers began to recognize the way in which consumers were developing personal relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of
4387-604: The Civil Rights Movement, winning the gratitude of many national and local leaders. Menthol flavored cigarette brands systematically sponsored local events in the black community, and subsidized major black organizations especially the NAACP (National Association for the Advancement of Colored People). They also subsidized many churches and schools. The marketing initiative was a success as the rate of smoking in
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4494-477: The Great Recession. Industry could not benefit from its increased productivity without a substantial increase in consumer spending . This contributed to the development of mass marketing designed to influence the population's economic behavior on a larger scale. In the 1910s and 1920s, advertisers in the U.S. adopted the doctrine that human instincts could be targeted and harnessed – " sublimated " into
4601-516: The Joe Camel images as a "cartoon" intended to advertise the product to people below the legal smoking age. Under pressure from various anti-smoking groups, the Federal Trade Commission , and the U.S. Congress , Camel ended the campaign on 10 July 1997. Vending machines, individually sold single cigarettes, and product displays near schools, next to candy and sweet drinks, and at the eye-level of young children are all used around
4708-859: The Spinners ' cover versions of three 1960s and 1970s hits, each of which was billed as a medley with the original hit: Zager graduated from University of Miami and the Mannes College of Music. He taught at the Mannes College of Music , a division within The New School , in New York City. During the summers of 2006 and 2008 Zager taught at the College of Music at Payap University in Chiang Mai , Thailand . He holds
4815-558: The US federal government's National Cancer Institute (NCI), light cigarettes provide no benefit to smokers' health. However, people using "light" cigarettes are less likely to quit. Heated tobacco products , presented as heat-not-burn products , are marketed as less harmful than regular cigarettes since 1988. There is no reliable evidence that these products are any less harmful than regular cigarettes. A reduced harm from using these products has not been proven. These products are marketed as
4922-408: The United States, similar TV ads of e-cigarettes are not. The most effective media are usually banned first, meaning advertisers need to spend more money to addict the same number of people. Comprehensive bans can make it impossible to effectively substitute other forms of advertising, leading to actual falls in consumption. However, skillful use of allowed media can increase advertising exposure;
5029-502: The United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour . In some instances the sponsors exercised great control over the content of the show – up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame . The late 1980s and early 1990s saw
5136-403: The ads they display or broadcast. Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward the usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo . Online advertising began with unsolicited bulk e-mail advertising known as " e-mail spam ". Spam has been
5243-612: The advent of the ad server , online advertising grew, contributing to the " dot-com " boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, some websites, including the search engine Google , changed online advertising by personalizing ads based on web browsing behavior. This has led to other similar efforts and an increase in interactive advertising . Online advertising introduced new opportunities for targeting and engagement, with platforms like Google and Facebook leading
5350-459: The advert echoed earlier ads which made more explicit claims of voice box benefits. The 1999–2000 "Find your voice" ad campaign, of which this ad was a part, was criticized as offensive to smokers who have lost their voices to throat cancer , and as targeting minority women and seeking to associate itself with empowerment, independence, self-expression, women's rights, and sexual allure. Nicotine marketing makes extensive use of reactance ,
5457-470: The advertisement featured a couple with the message "A skin you love to touch". In the 1920s, psychologists Walter D. Scott and John B. Watson contributed applied psychological theory to the field of advertising. Scott said, "Man has been called the reasoning animal but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible". He demonstrated this through his advertising technique of
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#17327874677785564-697: The audience posing a challenge to conventional morality. In the 1920s, under Secretary of Commerce Herbert Hoover , the American government promoted advertising. Hoover himself delivered an address to the Associated Advertising Clubs of the World in 1925 called 'Advertising Is a Vital Force in Our National Life." In October 1929, the head of the U.S. Bureau of Foreign and Domestic Commerce , Julius Klein, stated "Advertising
5671-582: The black community grew, while it declined among whites, Furthermore, three of four black smokers purchased menthol cigarettes. In the fifties, filters were added to cigarettes , and heavily marketed, until they faced regulatory action as false advertising. Initially, efforts were made to develop filters that actually reduced harms; as it became obvious that this was not economically possible, filters were instead designed to turn brown with use. Ventilated cigarettes (marketed as "light", "low-tar", "low-nicotine" etc.) do feel cooler, airier, and less harsh, and
5778-435: The blue can promote a sense of calmness and gives a sense of security which is why many social networks such as Facebook use blue in their logos. Google AdSense is an example of niche marketing. Google calculates the primary purpose of a website and adjusts ads accordingly; it uses keywords on the page (or even in emails) to find the general ideas of topics disused and places ads that will most likely be clicked on by viewers of
5885-485: The camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station . Unpaid advertising (also called "publicity advertising"), can include personal recommendations ("bring
5992-465: The charge. This shift has significantly altered the advertising landscape, making digital advertising a dominant force in the industry. The share of advertising spending relative to GDP has changed little across large changes in media since 1925. In 1925, the main advertising media in America were newspapers, magazines, signs on streetcars , and outdoor posters . Advertising spending as a share of GDP
6099-564: The city square from the backs of carts and wagons and their proprietors used street callers ( town criers ) to announce their whereabouts. The first compilation of such advertisements was gathered in "Les Crieries de Paris", a thirteenth-century poem by Guillaume de la Villeneuve. In the 18th century, advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in
6206-436: The content of these newspapers consisted of advertising, usually local advertising, with half of the daily newspapers in the 1810s using the word "advertiser" in their name. In August 1859, British pharmaceutical firm Beechams created a slogan for Beecham's Pills : "Beechams Pills: Worth a guinea a box", which is considered to be the world's first advertising slogan. The Beechams adverts would appear in newspapers all over
6313-558: The decades, they became more implicit and indirect. Explicitly claiming something that the consumer knows to be untrue tend to make them distrust and reject the message, so the effectiveness of explicit claims dropped as evidence of the harms of cigarettes became more widely known. Explicit claims also have the disadvantage that they remind smokers of the health harms of the product. Implicit claims include slogans with connotations of health and vitality, such as "Alive with pleasure", and imagery (of instance, images of athletic, healthy people,
6420-440: The desire to purchase commodities. Edward Bernays , a nephew of Sigmund Freud , became associated with the method and is sometimes called the founder of modern advertising and public relations. Bernays claimed that: [The] general principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology. It is evident that the successful propagandist must understand
6527-481: The developing world, below). It seeks to associate nicotine use with positive traits, such as intelligence, fun, sexiness, sociability, high social status, wealth, health, athleticism, and pleasant outdoor pursuits. Many of these associations are fairly implausible; smoking is not generally considered an intelligent choice, even by smokers; most smokers feel miserable about smoking, smoking causes impotence, many smokers feel socially stigmatized for smoking, and smoking
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#17327874677786634-682: The developing world, tobacco companies associate their product with an affluent Western lifestyle. However, in the developed world, smoking has almost vanished among the affluent. Smoking rates among the American poor are much higher than among the rich, with rates of over 40% for those with a high school equivalency diploma. These differences have been attributed to both lack of healthcare and to selective marketing to socio-economic, racial, and sexual minorities. The tobacco industry targeted young rural men by creating advertisements with images of cowboys, hunters, and race car drivers. Teens in rural areas are less likely to be exposed to anti-tobacco messages in
6741-645: The earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell confectionery. Advertisement usually takes the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with " Jinan Liu's Fine Needle Shop" and "We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time" written above and below
6848-481: The effectiveness of subliminal advertising (see mind control ), and the pervasiveness of mass messages ( propaganda ). With the Internet came many new advertising opportunities. Pop-up, Flash , banner, pop-under, advergaming , and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show
6955-508: The email account or website visitors. Tobacco advertising Nicotine marketing is the marketing of nicotine -containing products or use. Traditionally, the tobacco industry markets cigarette smoking , but it is increasingly marketing other products, such as electronic cigarettes and heated tobacco products . Products are marketed through social media , stealth marketing , mass media , and sponsorship (particularly of sporting events). Expenditures on nicotine marketing are in
7062-459: The exposure of U.S. children to nicotine advertising is increasing as of 2018. Nicotine advertising uses specific techniques, but often uses multiple methods simultaneously. For instance, a 1999 advert for Virginia Slims uses many of the techniques discussed below. Its tagline read "NEVER let the goody two shoes get you down", making use of reactance ; it had also been described as urging smokers to disregard health warnings. The model's gesture in
7169-413: The feeling that one is being unreasonably controlled. Reactance often motivates rebellion, in behavior or belief, which demonstrates that the control was ineffective, restoring the feeling of freedom. Ads thus rarely explicitly tell the viewer to use nicotine; this has been shown to be counter-productive. Instead, they frequently suggest using nicotine as a way to rebel and be free. This marketing message
7276-462: The first French group to organize. At first, agencies were brokers for advertisement space in newspapers. The late 19th and early 20th centuries saw the rise of modern advertising, driven by industrialization and the growth of consumer goods. This era saw the dawn of ad agencies, employing more cunning methods— persuasive diction and psychological tactics. Thomas J. Barratt of London has been called "the father of modern advertising". Working for
7383-466: The first celebrity to endorse a commercial product. Becoming the company's brand manager in 1865, listed as the first of its kind by the Guinness Book of Records , Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing
7490-422: The genre became known as a soap opera . Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations which could be sold to multiple businesses. By the 1930s, these advertising spots , as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising. By
7597-417: The immigrant press. At the turn of the 20th century, advertising was one of the few career choices for women. Since women were responsible for most household purchasing done, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards,
7704-430: The industry used its influence with the media to shape coverage of news, such as a decision not to mandate health warnings on cigarette packages or a debate over advertising restrictions. Counter-marketing is also used, mostly by public health groups and governments. The addictiveness and health effects of tobacco use are generally described, as these are the themes missing from pro-tobacco marketing. According to
7811-469: The introduction of cable television and particularly MTV . Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising , such as QVC , Home Shopping Network , and ShopTV Canada . With
7918-1134: The line (BTL). The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies. In the 2010s, as advertising technology developed, a new term, through the line (TTL) began to come into use, referring to integrated advertising campaigns . Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings , billboards , street furniture components, printed flyers and rack cards , radio, cinema and television adverts, web banners , mobile telephone screens, shopping carts, web popups , skywriting , bus stop benches, human billboards and forehead advertising , magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (" logojets "), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens , musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising),
8025-403: The media. Low-income and predominantly minority neighborhoods often have more tobacco retailers and more tobacco advertising than other neighborhoods. The tobacco industry focusses marketing towards vulnerable groups, contributing to the large disparity in smoking and health problems. The tobacco industry has marketed heavily to African Americans, sexual minorities , and even the homeless and
8132-464: The mentally ill. In 1995, Project SCUM , which targeted sexual and racial minorities and homeless people in San Francisco , was planned by R. J. Reynolds Tobacco Company (a British American Tobacco subsidiary). Tobacco companies have often been progressive in their hiring policies, employing women and people of colour when this was controversial. They also donate some of their profits to
8239-497: The most enduring campaigns of the 20th century. In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in
8346-437: The nicotine to temporarily feel normal. Nicotine addiction seems to worsen mental health problems, but industry marketing has claimed that nicotine is both less harmful and therapeutic for people with mental illness, and is a form of " self-medication ". Marketing has also claimed that quitting will worsen rather than improve mental health symptoms. These claims have been criticized by independent researchers as inaccurate. It
8453-518: The opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any situation in which an "identified" sponsor pays to deliver their message through a medium is advertising. A new advertising approach is known as advanced advertising, which is data -driven advertising, using large quantities of data, precise measuring tools and precise targeting. Advanced advertising also makes it easier for companies which sell ad space to attribute customer purchases to
8560-629: The positions of the Dorothy F. Schmidt Eminent Scholar in Performing Arts and professor of music at Florida Atlantic University in Boca Raton , Florida. He is the author of Writing Music for Television and Radio Commercials (A Manual for Composers and Students) published by Scarecrow Press, and Music Production: For Producers, Composers, Arrangers, and Students , also published by Scarecrow Press. Advertising Advertising
8667-466: The poster-girl for Pears, making her the first celebrity to endorse a commercial product. Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays , considered the founder of modern, " Madison Avenue " advertising. Worldwide spending on advertising in 2015 amounted to an estimated US$ 529.43 billion . Advertising's projected distribution for 2017
8774-528: The presence of healthy children, healthy natural environments, and medical settings). "Modified risk" nicotine products, alternate nicotine products that are implied to be less harmful, are an old strategy. These products are used to discourage quitting, by offering unwilling smokers an alternative to quitting, and implying that using the alternate product will reduce the hazards of smoking. "Modified risk" products also attract new smokers. Many "modified risk" nicotine products are actually just as risky as
8881-428: The printing press; and medicines, which were increasingly sought after. However, false advertising and so-called " quack " advertisements became a problem, which ushered in the regulation of advertising content. In the United States, newspapers grew quickly in the first few decades of the 19th century, in part due to advertising. By 1822, the United States had more newspaper readers than any other country. About half of
8988-519: The product is safe. They are more likely to start using it, and less likely to quit, as a result. In the 1920s to 1950s, ads often focused on throat irritation and coughs, claiming that specific brands were better. This also distracted from the more serious harms of smoking, which were being revealed by research at the time . Claims were made that toasting tobacco removed irritants (which were said to have been sold on to chemical companies). Menthol cigarettes have also been marketed as healthier from
9095-403: The product's availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today
9202-405: The product. "Hipsters" are also recruited clandestinely from the bar and nightclub scene to sell cigarettes, and ads are placed in alternative media publications with "hip credibility". Other strategies include sponsoring bands and seeking to give an impression of usage by scattering empty cigarette packages. Ads also use the threat of social isolation, implied or explicit (e.g. "Nobody likes
9309-902: The products they were marketed against. As the long-term harms of cigarette smoking emerge after ~20 years of use, claims of reduced long-term harms for a new product cannot immediately be refuted. Products may become popular on the basis of false health claims before the research is done that proves them false. Explicit claims of health benefits carry legal risks. They may also require regulatory pre-approval. Reduced levels of specific harmful chemicals are often advertised; people tend to wrongly interpret these as claims of reduced harm. To imply that some nicotine products are healthier than others without making explicit claims, marketing has used descriptions like "light", "mild", "natural", "gentle", "calm", "soft", and "smooth". Both adults and youth have been shown to misinterpret marketing claims about changes in risk. They falsely interpret them as meaning that
9416-409: The risks, and encouraging them to take pride in smoking as an identity, reduces desire to quit. Suggesting that addicts can reduce their risk by choosing to switch to another product (branded to suggest that it is less harmful or addictive) can reduce their cognitive dissonance and sense of lack of control, without offering a health improvement. Switching to a product branded to suggest that it
9523-500: The roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed when the first full-service advertising agency of N.W. Ayer & Son
9630-449: The ruins of Pompeii and ancient Arabia . Lost and found advertising on papyrus was common in ancient Greece and ancient Rome . Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. In ancient China,
9737-478: The sole reason for B&W 's interest in the black and Hispanic communities is the actual and potential sales of B&W products within these communities and the profitability of those sales...." Brown & Williamson , a now-defunct subsidiary of British American Tobacco (7 September 1984). Total minority marketing plan (Report). , also cited in Poorer people also smoke more. When marketing cigarettes to
9844-484: The statistics (e.g. by piling 1200 body bags in front of the New York headquarters of Philip Morris, now Altria , to illustrate the number of people dying daily from smoking); others document individual experiences. Providing information does not generally provoke reactance. Despite products being marketed as individualistic and non-conformist, people generally actually start using due to peer pressure . Being offered
9951-553: The stress of disability might also cause smoking. According to the CDC Tobacco Product Use Among Adults 2015 report, people who are American Indian/Alaska Native, non-Hispanic, less-educated (0–12 years education; no diploma, or General Educational Development ), lower-income (annual household income <$ 35,000), the uninsured, and those under serious psychological distress have the highest reported percentage of any tobacco product use. "Clearly,
10058-466: The tens of billions a year; in the US alone, spending was over US$ 1 million per hour in 2016; in 2003, per-capita marketing spending was $ 290 per adult smoker, or $ 45 per inhabitant. Nicotine marketing is increasingly regulated; some forms of nicotine advertising are banned in many countries. The World Health Organization recommends a complete tobacco advertising ban. The effectiveness of tobacco marketing in increasing consumption of tobacco products
10165-610: The throat, and advertised these as good for your health. A second trend was the Federal ban on tobacco advertising on radio and television. There was no ban on advertising in the print media, so the industry responded by large scale advertising in Black newspapers and magazines. They began erecting billboards in inner city neighborhoods. The third trend was the Civil rights movement of the 1960s. Big Tobacco responded by investing heavily in
10272-442: The true motives and not be content to accept the reasons which men give for what they do. In other words, selling products by appealing to the rational minds of customers (the main method used prior to Bernays) was much less effective than selling products based on the unconscious desires that Bernays felt were the true motivators of human action. " Sex sells " became a controversial issue, with techniques for titillating and enlarging
10379-420: The value of mobile advertising had reached $ 2 billion and providers such as Admob delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcode , which replaces the need to do any typing of web addresses, and uses
10486-634: The values of the target audience. Marketing is also used to normalize the industry ("Just Another Fortune 500 Company", "More Than a Tobacco Company"). Finally, marketing is used to give the impression that nicotine companies are responsible, "Open and Honest". This is done through an emphasis on informed choice and "anti-teen-smoking" campaigns, although such ads have been criticized as counterproductive (causing more smoking) by independent groups. Magazines, but not newspapers, that get revenue from nicotine advertising are less likely to run stories critical of nicotine products. Internal documents also show that
10593-508: The viewer can respond to become part of the advertising message. This type of advertising is unpredictable, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement , having consumers vote through text messages, and various campaigns utilizing social network services such as Facebook or Twitter . The advertising business model has also been adapted in recent years. In media for equity , advertising
10700-415: The word or line). Advertising may be local, national or global. An ad campaign may be directed toward consumers or to businesses. The purpose of an ad may be to raise awareness (brand advertising), or to elicit an immediate sale (direct response advertising). The term above the line ( ATL ) is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below
10807-424: The world to sell nicotine-containing products. Even large brands are frequently advertised in ways that break local regulations. In many countries, such marketing methods are not illegal. Where they are illegal, enforcement is often a problem. For instance, Dr. Suresh Kumar Arora, New Delhi 's chief tobacco control officer, said: "We were wasting our time fining cigarette vendors and distributors. They had no idea of
10914-449: The world's first global brands, Huntley & Palmers biscuits were sold in 172 countries in 1900, and their global reach was reflected in their advertisements. As a result of massive industrialization, advertising increased dramatically in the United States. In 1919 it was 2.5 percent of gross domestic product (GDP) in the US, and it averaged 2.2 percent of GDP between then and at least 2007, though it may have declined dramatically since
11021-511: The world, helping the company become a global brand. The phrase was said to be uttered by a satisfied lady purchaser from St Helens , Lancashire, the founder's hometown. In June 1836, the French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established
11128-435: Was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest ("Big Five") advertising agency groups are Omnicom , WPP , Publicis , Interpublic , and Dentsu . In Latin, advertere means "to turn towards". Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in
11235-502: Was about 2.9 percent. By 1998, television and radio had become major advertising media; by 2017, the balance between broadcast and online advertising had shifted, with online spending exceeding broadcast. Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4 percent. Guerrilla marketing involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where
11342-475: Was also used as a vehicle for cultural assimilation , encouraging workers to exchange their traditional habits and community structure in favor of a shared "modern" lifestyle. An important tool for influencing immigrant workers was the American Association of Foreign Language Newspapers (AAFLN). The AAFLN was primarily an advertising agency but also gained heavily centralized control over much of
11449-478: Was founded in 1869 in Philadelphia. Ayer & Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it
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