The current state of political advertising has aroused considerable concern within the world of commercial advertising. Major advertising firms and professional associations have widely deplored the lack of accountability of political advertisers and their unwillingness to adhere to a code of ethics (see , April 29, 1996; , April 29, 1996; , July 30, 1996). What exactly is Madison Avenue concerned about? Perhaps commercial advertisers fear that the apathy -- and all too frequently, aversion -- induced by political advertising campaigns may damage the credibility, and ultimately the persuasiveness, of more traditional forms of advertising. As Alex Kroll, former chairman of the American Association of Advertising Agencies, put it: "We must stop politicians from ruining our reputation." (Advertising Age, April 29, 1991) Kroll’s was not a solitary voice. In 1984, then AAAA chair John O’Toole claimed that political ads were "giving advertising a bad name." (, June 24, 1996) and in 1996, Burt Manning went so far as to assert that the "smear and scare" tactics of political advertisers meant that "today, the issue is survival of brand advertising" (, June 24, 1996). Our goal in this paper is to provide some evidence on the issue of whether political advertising, does, in fact, "contaminate" commercial advertising.
Even though the use of political advertising has spread exponentially, both in terms of the sheer frequency of exposure and the increased length of political campaigns, political advertising is still miniscule compared with commercial advertising. The total cost of the 1996 election (all races combined) amounted to approximately $2.5 billion (Center for Responsive Politics, 1999). This figure is less than the annual advertising budget for major U.S. corporations. During the height of the 1996 campaign, the research firm CMR found that fewer than one percent of all televised advertisements (750,000 out of 93,000,000) in the top 75 media markets were sponsored by political candidates or organizations (Goldstein, 1998). Clearly, the public’s distaste for these advertisements is based on factors other than sheer frequency.
Unit 5: Advertising and Promotion in Business
With a perpetual flux of new technologies, media and ways to market brands, it becomes increasingly important for Creatives to understand their impact on the ways they can affect, and enhance, the creative process in advertising....
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After the advertising agencies became popular in America. First they only sold space in newspapers and magazines but later on they also wrote and produced their own ads.
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Contrast the world of political advertising. In recent years, political advertising has become essential to campaign strategy (at least in major campaigns), and many regard it as far more intrusive than routine commercial advertising. But the world of political advertising is very different from the world of commercial advertising. There really are no "rules" when it comes to the content and form of political advertising. Political advertisers are not accountable to any regulatory body, voluntary or otherwise, for the accuracy of their claims. They readily engage in so-called "comparative" advertising. They blatantly criticize their competitors. They complain incessantly about the fairness of the comments made about them, while their opponents are doing the same. There is no acknowledged forum for the review of these claims and counter-claims. The press attempts to provide some sporadic checks on political advertisers by running "ad-watch" reports, but these reports by their very nature tend to fuel public cynicism. Considerable evidence suggests that the negativity associated with contemporary political campaigns has created an "avoidance" mentality which is serving to shrink the electorate and the level of political participation generally (see Ansolabehere and Iyengar, 1995).
Sales Promotion: Essay on Sales Promotion (645 Words)
The reason I have opted to investigate this topic is because advertising is one of the most powerful and persuasive formulas used in sales industries and many organisations to promote products constantly grabbing our attention.