95-400: A yo-yo is a toy. Yo-yo may also refer to: Yo-yo A yo-yo (also spelled yoyo ) is a toy consisting of an axle connected to two disks , and a string looped around the axle, similar to a spool . It is an ancient toy with proof of existence since 440 BC. The yo-yo was also called a bandalore in the 17th century. It is played by holding the free end of the string known as
190-738: A Filipino immigrant to the United States, opened the Yo-yo Manufacturing Company in Santa Barbara, California . The business started with a dozen handmade toys; by November 1929, Flores was operating two additional factories in Los Angeles and Hollywood, which all together employed 600 workers and produced 300,000 units daily. The principal distinction between the Filipino design popularized by Flores and
285-541: 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
380-454: 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
475-436: A "bind" for the yo-yo to return. In competition, mastery of sleeping is the basis for the 1A division. Inexpensive fixed-axle yo-yos usually spin between 10 and 20 seconds, while the expensive ball bearing yo-yos can spin about 1–4 minutes depending on the throw. As of 2010 , the world record sleep times were 3:51.54 minutes for fixed-axle and 21:15.17 minutes for transaxle yo-yos. In 2012, the transaxle yo-yo sleep time record
570-511: 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
665-558: 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
760-431: 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
855-611: 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
950-563: 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
1045-513: 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
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#17327880473361140-402: A responsive yoyo to return to the hand. This style of yoyoing is the most popular and the most common, and the most yoyo tricks are done with 1A yoyos. Looping is a yo-yo technique which emphasizes keeping the body of two yo-yos, one on each hand, in constant motion, with or without sleeping. Yo-yos optimized for looping have weight concentrated in their centers so they may easily rotate about
1235-500: A system described Mark Mcbride in his work about yo-yo theory, the Yonomicon. This system is similar to Ross Levine's "Modern Yoyo Notation". Modern yo-yo notation is designed to be ambidextrous, further eschewing terms like "clockwise" and "counterclockwise". Eventually, wider string gaps and silicone response systems led to the innovation of unresponsive yoyoing, otherwise known as 1A. Traditional yoyos (responsive) would return to
1330-632: A trademark case in 1965, a federal court of appeal ruled in favor of the Royal Tops Company, determining that yo-yo had become a part of common speech and that Duncan no longer had exclusive rights to the term. As a result of the expenses incurred by this legal battle as well as other financial pressures, the Duncan family sold the company name and associated trademarks in 1968 to Flambeau, Inc, which had manufactured Duncan's plastic models since 1955. As of 2020 , Flambeau Plastics continued to run
1425-559: 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
1520-508: 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
1615-466: Is fitted around the axle. Also termed a looped slip-string , this seemingly minor modification allows for a far greater variety and sophistication of motion, thanks to increased stability and suspension of movement during free spin. Shortly thereafter (c. 1929), entrepreneur Donald F. Duncan recognized the potential of this new fad and purchased the Flores yo-yo Corporation and all its assets, including
1710-537: Is no sound historical evidence that yo-yos were ever used as weapons; the notion is believed to have been a marketing gimmick disseminated by Duncan yo-yo demonstrators in the early years of the company. Regardless, the notion that yo-yos can be used as weapons persists to this day in pop culture , as in the Chinese television series Blazing Teens , and in the Japanese Guilty Gear franchise by
1805-534: 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
1900-419: Is one of the most common yo-yo throws and is the basis for nearly all yo-yo throws other than looping . Keeping a yo-yo spinning while remaining at the end of its uncoiled string is known as sleeping. While the yo-yo is in the "sleeping" state at the end of the string, one can then execute tricks like "walk the dog", "the elevator", "around the world", or the slightly more complex "rock the baby". The essence of
1995-528: 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
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#17327880473362090-504: Is the World Yo-Yo Contest . Outside of the competition scene, yo-yo players regularly share videos of their yo-yo tricks on the Internet; a common place players do so is on Instagram , using the hashtag "#trickcircle". Some yo-yo players have also found modest success outside the yo-yo community, going viral on TikTok , gaining significant YouTube followings, or being featured guests on television programs. The sleeper
2185-705: 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
2280-422: 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
2375-705: 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 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
2470-461: Is usually launched into the air by performing a "forward pass" to be caught again on the string. However, some players can 'throw down' off-string yo-yos and catch it on the string just as it leaves the end of the string by pivoting the string around a finger as it unwinds, so that the yo-yo is caught on the string. This is exactly the opposite of a "forward pass", but with the same result. Yo-yos optimized for off-string tricks have flared designs, like
2565-568: The Ilocano term yóyo, or a cognate word from the Philippines . A Greek vase painting from 440 BC shows a boy playing with a yo-yo (see right). Greek records from the period describe toys made out of wood, metal, or painted terra cotta (fired clay). The terra cotta disks were used to ceremonially offer the toys of youth to certain gods when a child came of age—discs of other materials were used for actual play. In 1928, Pedro Flores ,
2660-452: 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
2755-424: The handle (by inserting one finger—usually the middle or ring finger—into a slip knot ), allowing gravity (or the force of a throw and gravity) to spin the yo-yo and unwind the string (similar to how a pullstring works). The player then allows the yo-yo to wind itself back to the player's hand, exploiting its spin (and the associated rotational energy ). This is often called "yo-yoing" or "playing yo-yo". In
2850-403: The "modern" era of yo-yo. The modern era of yo-yo is characterized by markedly more complicated and sophisticated yo-yo techniques than came before in addition to a plethora of different yo-yo designs created to serve various niche purposes. This increased complexity of yo-yo play was allowed by the introduction of the ball-bearing technology to yo-yos, which enabled yo-yos to spin much longer than
2945-479: 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
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3040-443: 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
3135-435: The 4A division for off-string tricks. In freehand tricks, the yo-yo's string is not tied to the player's hand, instead ending in a counterweight. The counterweight is then thrown from hand to hand and used as an additional element in the trick. Developed in 1999 by Steve Brown , as of 2008 freehand is considered to be the fastest-growing style of yo-yo play. Steve Brown was awarded a patent on his freehand yo-yo system, which
3230-563: The Flores name, which was transferred to the new company in 1932. The name "Yo-yo" was registered in 1932 as a trademark by Sam Dubiner in Vancouver, Canada, and Harvey Lowe won the first World Yo-Yo Contest in London, England. In 1932, Swedish Kalmartrissan yo-yos started to be manufactured as well. In 1933, yo-yos were banned in Syria , because many locals superstitiously blamed
3325-477: 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
3420-643: The SB-2 yo-yo that had an aluminum transaxle, making it the first successful ball-bearing yo-yo. The SB2 was originally offered only in a natural silver color, but as time went on, it became available in many different colors, with various decorative embellishments. In all transaxle yo-yos, ball bearings significantly reduce friction when the yo-yo is spinning, enabling longer and more complex tricks. Subsequent yo-yo players used this ability to their advantage, creating new tricks that had not been possible with fixed-axle designs. There are many new types of ball bearings in
3515-502: 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
3610-403: 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
3705-612: 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
3800-470: 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
3895-697: 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
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3990-454: The balls of the bearing, to reduce internal friction, again making for a smoother spinning yo-yo. Precious materials such as ruby have also been used as a material in prototype ball bearings for its properties such as extreme hardness. The material was first tested in a prototype bearing made by Wolf Yoyo Works in May 2018. The era following the yo-yo boom of the late 1990s is often referred to as
4085-435: 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
4180-406: The butterfly shape, which makes it easier to land on the string, and often have soft rubber rings on the edges, so minimum damage is inflicted on the yo-yo, the player, or anyone who happens to be standing nearby, should a trick go wrong. There are also tricks which involve the use of two off-string yoyos at the same time, thrown with the same hand, this is known as "soloham". Yo-yo competitions have
4275-485: 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
4370-419: The character Bridget (whose giant yo-yo's movements were a considerable challenge to animate). The popular sandbox adventure game Terraria features many yo-yo weapons. Advertising Advertising 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
4465-465: 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
4560-564: 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
4655-493: The company. As popularity spread through the 1970s and 1980s, there were a number of innovations in yo-yo technology, primarily regarding the connection between the string and the axle. In 1979, dentist and yo-yo celebrity Tom Kuhn patented the "No Jive 3-in-1" yo-yo, creating the world's first "take-apart" yo-yo, which enabled yo-yo players to change the axle. Swedish bearing company SKF briefly manufactured novelty yo-yos with ball bearings in 1984. In 1990, Kuhn introduced
4750-436: 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
4845-403: The debut of Velvet Rolls, coupled with the rise of unresponsive yoyo play, that development began on what is currently considered Triple A. This is the most complex style and is the most likely to obtain knots, dings, and clangs. In competition, two handed string tricks have the 3A division. In the "off-string" technique, the yo-yo's string is not tied directly to the yo-yo's axle, and the yo-yo
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#17327880473364940-440: 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
5035-645: 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
5130-481: 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
5225-462: 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
5320-466: 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
5415-533: The first modern Triple A trick appeared in Fiend Magazine and was called the Velvet Rolls. The different mounts in this style are referred to as houses (e.g. "Kink House"). Photos from as early as the late 1950s show early yo-yo demonstrators performing very basic 3A tricks, such as a Sleeper with one hand, and a Trapeze with the other. While 3A as a concept has existed for many years, it was not until
5510-422: 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
5605-432: The hand when one would tug on the string, but unresponsive yoyos behave a little differently. Instead of returning to the hand when one tugs on the string, one has to perform a trick called a "bind" where the string is doubled over inside the string gap to increase friction on the response system. This has brought about innovation of many different kinds of tricks involving leaving slack in the string, as this would have caused
5700-417: 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,
5795-469: 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
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#17327880473365890-1134: 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),
5985-483: The market which deviate from the original design and/or material of the standard stainless steel ball bearing. For example, a certain type of bearing has an inward facing curved surface, to prevent the string from rubbing on the sides of the yo-yo, which would cause unwanted friction when performing intricate string tricks. Other manufacturers replicate this with a similar inwardly curved surface, but use minor modifications. Some high-end bearings use ceramic composites in
6080-421: The more traditional yo-yos is in the way the yo-yo is strung. In older (and some remaining inexpensive) yo-yo designs, the string is tied to the axle using a knot. With this technique, the yo-yo just goes back and forth; it returns easily, but it is impossible to make it sleep. In Flores's design, one continuous piece of string, double the desired length, is twisted around something to produce a loop at one end which
6175-497: 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
6270-518: 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
6365-466: 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
6460-428: 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
6555-403: 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
6650-500: 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
6745-449: 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,
6840-434: The simplest play, the string is intended to be wound on the spool by hand; the yo-yo is thrown downward, hits the end of the string then winds up the string toward the hand, and finally the yo-yo is grabbed, ready to be thrown again. One of the most basic tricks is called the sleeper , where the yo-yo spins at the end of the string for a noticeable amount of time before returning to the hand. The word yo-yo probably comes from
6935-431: The slack created in the string will allow it to begin winding around the shaft, thereby increasing friction and allowing it to catch as the static friction force rises above the gravitation force holding the yo-yo at the bottom of the string, making the yo-yo wind up the string returning to the hand. Patents have been issued to create more complicated mechanisms to allow tension control and an adjustable mechanism. There
7030-430: The split bottom mount. Sidestyle mounts include the man on the flying trapeze. Combinations can be produced by transitioning from one mount to another in various ways. Combinations which can repeat indefinitely are called "repeaters". Loops are yoyo tricks that consist of the yoyo looping around the throw hand. A certain class of looping tricks, regens, are tricks that add spin to a yoyo without having to return it to
7125-401: The string with a loop, there may not be enough frictional force to overcome the weight of the yo-yo, which is necessary to begin winding up the string. In this case, the yo-yo will continue to spin in the loop at the end of the string (or sleep ), just being slightly braked by the small dynamic friction, instead of returning. However, if the string is jerked slightly up, or the hand is lowered,
7220-461: The string's axis without their mass contributing to resistance due to a gyroscopic effect. In yo-yo competitions, looping both to the inside and outside of the hand with the yo-yo plays a strong role in the 2A division. Sometimes the yoyos would wrap around arms, legs, or necks. Also known as two hands looping freestyle. Two handed or 3A style play involves doing string tricks with two flared bearing yo-yos. Popularized and pioneered by Mark McBride,
7315-402: The throw is that one throws the yo-yo with a very pronounced wrist action so that when the yo-yo reaches the end of the string it spins in place rather than rolling back up the string to the thrower's hand. Most modern yo-yos have a transaxle or ball bearing to assist this, but if it is a fixed axle yo-yo, the tension must be loose enough to allow this. The two main ways to do this are (1), allow
7410-539: The throwing hand. Because regens switch between frontstyle and sidestyle, they are frequently used to transition between frontstyle and sidestyle combinations. Certain tricks, such as the UFO and Sidewinder, can alter the string tension, making it looser or tighter, thereby altering the response of the yo-yo. This also allows for a certain type of trick called slack tricks to be completed with greater ease. Several methods of notating yo-yo tricks have been formulated, including
7505-442: 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
7600-404: The use of the free hand. Unlike 1A, modern responsive deliberately abstains from tricks that involve sleeping, frequently replacing mounts with stalls. When the yo-yo is first released, the gravity (and the throw) give it translational kinetic energy and necessarily, since the string must unwind, much of this energy is converted into rotational kinetic energy establishing the free movement of
7695-655: The use of them for a severe drought. In 1946, the Duncan Toys Company opened a yo-yo factory in Luck, Wisconsin . The Duncan yo-yo was inducted into the National Toy Hall of Fame at The Strong in Rochester, New York , in 1999. Declining sales after World War II prompted Duncan to launch a comeback campaign for his trademarked "Yo-Yo" in 1962 with a series of television advertisements . In
7790-420: 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
7885-508: 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
7980-415: 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
8075-497: 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
8170-511: 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
8265-399: The yo-yo to sit at the bottom of the string to unwind, or (2) perform lariat or UFO to loosen the tension. When one decides to end the "sleeping" state, one merely jerks the wrist and the yo-yo "catches" the string and rolls back up to the hand. Ball-bearing yo-yos with a "butterfly" shape, primarily used for string tricks, frequently have a low response or are completely unresponsive, requiring
8360-406: The yo-yo, and causing it to spin rapidly. As the yo-yo unwinds downward, it also converts potential energy from gravity to translational energy in its rotation to overcome gravity all the way back up to the hand. Because the sense of spinning does not change during the whole move, the string winds up in the opposite direction upon the return of the yo-yo. If the shaft of the yo-yo is connected to
8455-435: 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
8550-502: 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
8645-475: 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
8740-432: Was assigned to Flambeau Products ( Duncan's parent company). Duncan patented the counterweight, and no one was able to design a unique weight. However, since March 28, 2020, the patent has expired. In yo-yo competitions, counterweight yo-yos are emphasized in the 5A division. Modern responsive yo-yo can be thought of as 2A with a single yoyo, but differs from 2A in the fact that it, like 1A, has access to tricks involving
8835-500: Was broken by the C3YoyoDesign BTH, with a time of 30:28.30 minutes. A traditional sleeper throw is employed to start frontstyle combinations, whereas a sideways sleeper, or "breakaway" is used to start sidestyle combinations. Yo-yo tricks in which the yo-yo comes to be sitting a string are called mounts. Transitions are employed to move from one mount to another. Frontstyle mounts include the under and over mounts, as well as
8930-478: 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
9025-434: Was previously possible. This, in addition to the advent of the bind technique and unresponsive yo-yoing equipped yo-yo players with an essentially limitless amount of freedom, with which they were able to create myriad yo-yo tricks and techniques. In the wake of this revolution that took place in yo-yo, a landscape of yo-yo competitions tailored towards this modern style of yo-yo play emerged. One example of such competitions
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