Copyright © Philip M. Parker, INSEAD. Terms of Use.
Definition: Advertising |
AdvertisingNoun1. A public promotion of some product or service. 2. The business of drawing public attention to goods and services. Source: WordNet 1.7.1 Copyright © 2001 by Princeton University. All rights reserved. |
Date "advertising" was first used in popular English literature: sometime before 1604. (references) |
| Domain | Definition |
Business | The making of a representation in any form in connection with a trade, business, craft or profession in order to promote the supply of goods or services, including immovable property, rights and obligations. Source: European Union. (references) |
Source: compiled by the editor from various references; see credits. | |
(From Wikipedia, the free Encyclopedia)
Commercial messages have been found in the ruins of Pompeii, but the first advertising agency was started by Volney Palmer in Philadelphia in 1843.
Unpaid advertising can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it by zealot"), the unleashing of memes into the wild, or achieving the feat of equating a brand with a common noun ("Hoover" = "vacuum cleaner") -- these must provide the stuff of fantasy to the holder of an advertising budget.
The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game is known as much for its commercial advertisements as for the game itself, and the average cost of a single thirty-second TV spot during this game has reached $2 million (as of 2003).
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding Web content.
E-mail advertising is another recent phenomenon. Unsolicited E-mail advertising is known as "spam".
Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).
Mind share can be established to a greater or lesser degree depending on product and market. In Texas, for example, it is common to hear people refer to any soft drink as a Coke, regardless of whether it is actually produced by Coca-Cola or not (the more accurate term would be 'cola').
A legal risk of mind share is that the name can become so widely accepted that it becomes a generic term, and loses trademark protection. Examples include "escalator", "aspirin" and "mimeograph".
Other objectives include short or long term increases in sales, market share, awareness, product information, and image improvement. Advertising media
Some commercial advertising media include: billboardss, printed flyers, radio, cinema and television ads, web banners, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxi cab doors, elastic bands on disposable diapers, the opening section of streaming audio and video, and the backs of event tickets. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.
Covert advertising embedded in other entertainment media is known as product placement. Advertising objectives
Advertising ultimately seeks to establish what is called "mind share". Mind share is the status a brand can achieve when it co-exists with deeper, more empirical categories of objects. Kleenex, for example, can distinguish itself as a type of tissue. But, because it has gained mind share amongst consumers, it is frequently used as a term to identify any tissue, even if it is from an opposing brand. One of the most successful firms to have achieved this is Hoover (as mentioned above) whose name was for a very long time synonymous with vacuum cleaner (and Dyson has subsequently managed to achieve similar status, having moved into the Hoover market with a more sophisticated model of vacuum cleaner).
Source: adapted by the editor from Wikipedia, the free encyclopedia under a copyleft GNU Free Documentation License (GFDL) from the article "Advertising."
Synonyms: AdvertisingSynonyms: ad (n), advert (n), advertisement (n), advertizement (n), advertizing (n), publicizing (n). (additional references) |
| Domain | Usage | |
Screenplays | I am part of one of the biggest advertising company's in the country (The Bullwinkle Show; writing credit: Allan Burns; Chris Hayward) This is the most blatant case of false advertising since my suit against the movie The Neverending Story (The Simpsons; writing credit: Artur Brauner; Paul Hengge) In the world of advertising, there's no such thing as a lie. There's only expedient exaggeration (North by Northwest; writing credit: Ernest Lehman) The only thing I've come up with recently is advertising. (Bedazzled; writing credit: Peter Cook; Dudley Moore) | |
Lyrics | Advertising that our time is running (Clockwork Creep; performing artist: 10CC) | |
Movie/TV Titles | The Plain Man's Guide to Advertising (1963) Advertising Did It (1915) Does Advertising Pay? (1913) Advertising for Mamma (1911) Cohen's Advertising Scheme (1904) | |
Source: compiled by the editor from various references; see credits. | ||
| Domain | Title | ||
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Periodicals | |||
Theater & Movies | |||
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High Tech |
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Source: compiled by the editor from various references; see credits. | |||
| Thumbnail | Description & Credit | Thumbnail | Description & Credit |
 | This photo of death cigarettes (JNCI, May 20 1992 "Death Cigarettes Offer Truth in Advertising", Mathews, J.). Credit: Bill Branson (photographer). |  | Van advertising deep sea fishing from a headboat. Credit: Fisheries. |
 | A mural advertising the Fishermen's Association of Aguadilla. Credit: Fisheries. |  | Caption: Edison Storage Battery Publicity, Movie Still from the Advertising Film, "Haul it Electrically"; July, 1914; {06.200/14} (jpg). |
 | Caption: Covers of Three Phonograph Advertising Booklets; November 16, 1912; {29.001/38} (jpg). |  | Posters advertising [information about STD] are prominently displayed in public places. / WHO[/Camera Press, London] photo. Credit: National Library of Medicine. |
 | [Street corner store advertising different kinds of alcoholic beverages]. Credit: National Library of Medicine. |  | Pre-World War I advertising card, picturing the yacht and describing her availability for charter. She served as USS Hydraulic (SP-2584) in 1918-19. Credit: NAVY. |
 | "Marine Corps Leathernecks with the 1st Marine Division in Korea are subject to outdoor advertising of a not particularly persuasive type these days. As enemy positions are overrun, signs such as the ones in this photograph, taken by Marine Corps Combat photographers, are found. It's a new kind of recruiting for the Communist Peoples Volunteer Force -- but Communist recruiting officers reports are strangely silent as to the success of the current campaign." Quoted from the original caption released with this p. Credit: NAVY; photo by Commander, Naval Forces Far East under date of 11 May 1951. Note the Marine's goggles and M-1 carbine.. |  | Advertising poster for "The master mystery". Credit: Library of Congress. |
Source: pictures compiled by the editor from various references; see picture credits. | |||
| Author | Quotation |
Cyrus H.k. Curtis | Advertising is the essence of public contact. |
David Ogilvy | What you say in advertising is more important than how you say it. |
Derby Brown | The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business. |
Glenn Frank | The advertising man is a liaison between the products of business and the mind of the nation. He must know both before he can serve either. |
Pauline Kael | In the arts, the critic is the only independent source of information. The rest is advertising. |
Stuart Chase | Sanely applied advertising could remake the world. |
Source: compiled by the editor from various references. | |
| Title | Author | Quote |
The Hitchhiker's Guide to the Galaxy | Douglas Adams | It was, too - most of his friends worked in advertising. |
Source: compiled by the editor from various references. | ||
| Subject | Topic | Quote |
Health | Be cautious about "slick" advertising and/or deals that sound "too good to be true." Remember, they usually are. There is a lot of competition resulting in a great deal of advertising and bidding for your business. (references) | |
Other factors to consider besides nicotine's addictive properties include its high level of availability, the small number of legal and social consequences of tobacco use, and the sophisticated marketing and advertising methods used by tobacco companies. (references) | ||
Distribute scientific information on erectile dysfunction to the news media (print, radio, and television) to support their efforts to disseminate accurate information on this subject and to counteract misleading news reports and false advertising claims. (references) | ||
Business | Media coverage is even more valuable than advertising. (references) | |
The targeted direct advertising increased by 3.4 percent. (references) | ||
In October, Internet passed radio as an advertising medium. (references) | ||
Children | Hong Kong | A proposed bill on Prevention of Child Pornography that the Government plans to introduce before the Legislative Council in 2002 would criminalize the making, production, distribution, publication, advertising, and possession of child pornography and prohibit the procurement of children for making pornography, extend the application of certain sexual offense provisions to acts committed against children outside of Hong Kong, and prohibit any arrangement or advertising relating to commission of those acts. (references) |
Civil Liberties | Kazakhstan | The law restricts alcohol and tobacco advertising on television. (references) |
Chile | It receives no government subsidy and is self-financing through commercial advertising. (references) | |
Discrimination | Hong Kong | Three pieces of antidiscrimination legislation--the Sex Discrimination Ordinance, the Disability Discrimination Ordinance, and the Family Status Discrimination Ordinance--have made it illegal for any person or entity (public or private) to discriminate against anyone on the grounds of sex, marital status, pregnancy, disability, or family status, and prohibits behavior such as sexual harassment, harassment or vilification on the grounds of disability, and discriminatory advertising. (references) |
Economic History | Ecuador | A third advertising medium is radio. (references) |
Chile | Private agencies handle most advertising. (references) | |
Human Rights | Seychelles | The Seychelles Bar Association has criticized the Government for not advertising domestically that judicial positions are available, since 30 citizens practice law either domestically or abroad. (references) |
Argentina | In 1999 the Government created a reparation fund to be used by the Grandmothers to find and return children stolen from their parents during the 1976-83 military regime; this allowed the Grandmothers to carry out a nationwide advertising campaign that resulted in more than 240 individuals coming forward for assistance in confirming their true identities during the year. (references) | |
Minorities | France | In April the Church of Scientology was taken to court for fraud and false advertising in a lawsuit brought by three former members; the case remained pending at year's end. (references) |
Political Economy | EGYPT | Private firms dominate advertising services. (references) |
KUWAIT | The press is largely free and commercial advertising is available. (references) | |
COLOMBIA | At least 50 percent of programmed advertising broadcast on television must have local content. (references) | |
Political Rights | Namibia | Opposition parties generally were able to undertake political activity such as advertising and holding party conferences and public rallies. (references) |
Mexico | The IFE had implemented extensive constitutional and legislative reforms in 1996 to help prevent electoral fraud and to create more uniform conditions for political party participation by regulating campaign finance, advertising, and other areas. (references) | |
Trade | France | ISO 9000 has become a great marketing tool in France, sometimes more cost-effective than advertising. (references) |
Travel | Chad | Business correspondence, brochures and advertising materials should be prepared in French. (references) |
Turkey | Catalogs, brochures, pamphlets, and similar advertising materials are exempt from customs duty. (references) | |
Italy | Italy participates in the International Convention to Facilitate the Importation of Commercial Samples and Advertising Materials. (references) | |
Women | Czech Republic | However, employers often openly used such factors as age, sex, and lifestyle in their employment solicitations and advertising. (references) |
Worker Rights | Cyprus | The new legislation significantly increased fines for child labor abuses and added regulations that deal with culture, sports, and advertising. (references) |
Poland | It operates a telephone hot line which victims can call, and it distributes stickers advertising its services in Polish, Russian, and Bulgarian. (references) | |
Source: compiled by the editor from ICON Group International, Inc.; see credits. | ||
| Speaker | Phrase(s) |
Rush Limbaugh | We even make beer companies run a portion of their advertising which is oriented toward convincing people not to by their product, much like we tell the tobacco companies to do. |
Source: compiled by the editor from various references; see credits. | |
| Speaker | Term | Phrase(s) |
Bill Clinton | 1993-2001 | We must also protect our children by standing firm in our determination to ban the advertising and marketing of cigarettes that endanger their lives. |
Source: compiled by the editor from various references. | ||
| "Advertising" is generally used as a noun (singular) -- approximately 92.18% of the time. "Advertising" is used about 3,182 times out of a sample of 100 million words spoken or written in English. Its rank is based on over 700,000 words used in the English language. Some parts-of-speech are not covered due to the samples used by the British National Corpus. (note: percents less than one-hundredth of one percent have been omitted) |
| Parts of Speech | Percent | Usage per 100 Million Words | Rank in English |
| Noun (singular) | 92.18% | 2,933 | 3,181 |
| Lexical Verb (-ing form) | 7.82% | 249 | 18,850 |
| Total | 100.00% | 3,182 | N/A |
Source: compiled by the editor from several corpora; see credits.
| Country | Name | Country | Name |
| France | Havas Advertising | Japan | Aoi Advertising Promotions Inc. |
| Thailand | Far East Advertising Public Company Limited | USA | BOWLIN Outdoor Advertising & Travel Centers Inc. |
| (more examples...) |
Source: compiled by the editor from Icon Group International, Inc.
Expressions using "advertising": advertising agency ♦ advertising agent ♦ advertising budget ♦ advertising campaign ♦ advertising charge ♦ advertising column ♦ advertising compaign ♦ advertising company ♦ advertising copy ♦ advertising department ♦ advertising division ♦ advertising expenditure ♦ advertising expenses ♦ advertising gimmick ♦ advertising leaflet ♦ advertising man ♦ advertising match book ♦ advertising matter ♦ advertising medium ♦ advertising person ♦ advertising pillar ♦ advertising rate ♦ advertising rates ♦ advertising space ♦ advertising spot ♦ aerial advertising ♦ air advertising ♦ Bernard Hodes Advertising ♦ billboard advertising ♦ cinema advertising ♦ classified advertising ♦ commercial advertising ♦ creator of advertising ♦ direct advertising ♦ display advertising ♦ external advertising ♦ false advertising ♦ film advertising ♦ illuminated advertising ♦ institutional advertising ♦ joint advertising ♦ misleading advertising ♦ reminder advertising ♦ retentive advertising ♦ screen advertising ♦ service Advertising Protocol ♦ sky advertising ♦ surreptitious advertising. Additional references. | |
| Hyphenated Usage | |
Beginning with "advertising": advertising-agency, advertising-management. | |
Ending with "advertising": ex-advertising, mini-advertising, non-advertising, policies-advertising, self-advertising, tobacco-advertising. | |
Containing "advertising": come-on-fred-we-give-you-all-this-advertising-how-about-an-in-depth-profile. | |
| Source: compiled by the editor from various references; see credits. | |
| The following statistics estimate the number of searches per day across the major English-language search engines as identified by various trade publications. Hyperlinks lead to commercial use of the expression at Amazon.com. |
| Language | Translations for "advertising"; alternative meanings/domain in parentheses. | |
Albanian | sfera e reklamës, reklamat. (various references) | |
Arabic | صناعة الإعلانات, الإعلان عن السلع (advertisement), إعلان (ad, advertisement, announcement, annunciation, bill, bush, declaration, exploitation, gazette, notification, pitch, placard, poster, proclamation, profession, promulgation, pronunciation, protestation, publicity, sign, spot). (various references) | |
Bulgarian | реклама (ad, advertisement, boost, promotion, prospectus, publicity, reclame, show, sign, signboard), рекламиране (advertisement). (various references) | |
Chinese | 做广告 (Advertise, Advertised, advertize, advertizing). (various references) | |
Czech | reklama (ad, advert, advertisement, commercial, plug, publicity), propagace (propagation, publicity, spread), inzerce. (various references) | |
Danish | reklame (ad, advert, advertisement). (various references) | |
Dutch | reklame (advertisement), reclame-, reclame (ad, advert, advertisement). (various references) | |
Esperanto | afiŝkolono (advertising pillar). (various references) | |
Finnish | mainostus (publicity), mainostaminen (advertisement), mainonta (publicity), ilmoittaminen (announcement, bill-posting, notifying). (various references) | |
French | réclame (ad, advert, advertisement), publicité (ad, advert, advertisement), pub. (various references) | |
German | Werbung (advertisement, advt, attracting, build up, courting, courtship, pre-election publicity, promotion, propaganda, publicity, publicity department, recruitment, suit, winning), Werbe- (promotional), Reklame (ad, advert, advertisement, billing, commercial, junk mail, publicity). (various references) | |
Greek | διαφημιστικός, διαφήμιση (ad, advert, advertisement, commercial, publicity). (various references) | |
Hebrew | פרסומת (advertisement, publicity). (various references) | |
Hungarian | hirdetés (ad, advert, advertisement, insertion, notice, placard, poster, publicity). (various references) | |
Italian | pubblicit (advertisement, plug, publicity), reclame (publicity), pubblicitario. (various references) | |
Japanese Kanji | アドオン方式 (ad campaign, ad hoc, ad man, ad-balloon, add-on, ad-hocracy, admin, admission, Admission Free, admittance, advance, advanced, advantage, advantage rule, adventure, advertisement, advice, adviser). (various references) | |
Japanese Katakana | アドバタイジング . (various references) | |
Korean | 광 (Advert, Advertisement, advertizement, advertizing). (various references) | |
Manx | soilsheenys, soilsheenee (advertise), soilsheenaghey (advertise), soilshaghey magh (advert, advertise, announce, announcer, burst forth, declare, denote, depict, exposition, publicise, publish, publishing, reveal, revelation, set forth). (various references) | |
Pig Latin | advertisingay.(various references) | |
Portuguese | publicidade (advertisement, light, limelight, publicity, publicness, spotlight). (various references) | |
Romanian | reclamã (advert, advertisement, bill, circular, commercial, dodger, exploitation, handbill, publicity, sign). (various references) | |
Russian | рекламное дело, рекламировать реклама рекламный, рекламирование (boost, puffery). (various references) | |
Serbo-Croatian | reklamni (promotional), reklamiranje (promotion), propaganda (propaganda), oglasni, oglašavanje. (various references) | |
Spanish | publicidad (commercial, promo, promotion, publicity), reclamo (advertisement, birdcall, catchword, decoy, publicity, quail-call, quail-pipe). (various references) | |
Swedish | reklam (ad, advert, advertisement, publicity, puff, reclame), annonsering (advertisement). (various references) | |
Turkish | reklâmcılık ile ilgili, reklâmcılık, reklâm (ad, advert, advertisement, ballyhoo, build up, canvassing, commercial, plug, promo, promotion, promotional, publicity, spot), ilan (advert, advertisement, announcement, annunciation, enunciation, insert, insertion, notice, proclamation, promulgation, publication, show card), duyurma (announcement). (various references) | |
Ukrainian | рекламування (boost, puffery, spiel, write up), рекламна справа, реклама (advertisement, blurb, build up, circular, dodger, public relations, publicity). (various references) | |
| Source: compiled by the editor from various translation references. | ||
Derivations | |
Words beginning with "advertising": advertisings. (additional references) | |
Words ending with "advertising": counteradvertising, overadvertising. (additional references) | |
Words containing "advertising": counteradvertisings. (additional references) | |
| |
"Advertising" is suggested in spellcheckers for the following: adertising, adverising, adversiding, advertasing, advertiing, advertiseing, advertissing, advertsing. (additional references) | |
| Source: compiled by the editor, based on several corpora (additional references). | |
| # of Phoneme Matches | Pronunciation | Word(s) rhyming with "advertising" (pronounced a"dvertī'zing) |
| 6 | -er t ī' z i ng | amortizing. |
| 5 | -t ī' z i ng | appetizing, democratizing, desensitizing, digitizing, dramatizing, prioritizing, privatizing, proselytizing, sanitizing, securitizing, stigmatizing, unappetizing. |
| 4 | -ī' z i ng | antagonizing, apologizing, aggrandizing, analyzing, authorizing, brutalizing, cannibalizing, capitalizing, categorizing, centralizing, characterizing, colorizing, commercializing, compromising, computerizing, criminalizing, criticizing, crystallizing, customizing, decentralizing, deemphasizing, dehumanizing, demilitarizing, demonizing, demoralizing, denationalizing, destabilizing, downsizing, economizing, editorializing, emphasizing, energizing, enterprising, equalizing, exercising, fantasizing, federalizing, fertilizing, finalizing, formalizing, fraternizing, galvanizing, generalizing, harmonizing, humanizing, hydrolyzing, idolizing, immobilizing, immunizing, improvising, industrializing, ionizing, ironizing, itemizing, jeopardizing, legalizing, legitimizing, liberalizing, marginalizing, materializing, maximizing, memorizing, merchandising, mesmerizing, minimizing, mobilizing, modernizing, monopolizing, moralizing, nationalizing, neutralizing, normalizing, organizing, oxidizing, paralyzing, patronizing, penalizing, personalizing, polarizing, politicizing, popularizing, publicizing, rationalizing, realizing, reauthorizing, recapitalizing, recognizing, reorganizing, revitalizing, revolutionizing, romanticizing, satirizing, scrutinizing, socializing, specializing, stabilizing, standardizing, sterilizing, subsidizing, summarizing, supervising, symbolizing, sympathizing, synthesizing, tantalizing, televising, temporizing, terrorizing, theorizing, tranquilizing, trivializing, unionizing, utilizing, vandalizing, verbalizing, visualizing, womanizing. |
| 3 | -z i ng | appeasing, appraising, arising, abusing, accusing, advising, agonizing, amazing, amusing, arousing, blazing, boozing, bowsing, browsing, bruising, bulldozing, buzzing, carousing, causing, chastising, choosing, cleansing, closing, composing, comprising, confusing, cruising, decomposing, decriminalizing, defusing, devising, diffusing, disclosing, disguising, disposing, dozing, easing, enclosing, espousing, excusing, exposing, foreclosing, franchising, freezing, fusing, gazing, glamorizing, glazing, grazing, hazing, hosing, housing, immortalizing, imposing, infusing, institutionalizing, losing, misusing, musing, nosing, oozing, opposing, overgrazing, overusing, paraphrasing, pausing, perusing, phasing, phrasing, pleasing, posing, praising, predisposing, proposing, quizzing, raising, razing, recusing, refusing, reimposing, reusing, revising, rising, Rosing, schmoozing, seizing, sensationalizing, sizing, sneezing, snoozing, squeezing, strategizing, supposing, surprising, teasing, uncompromising, unsurprising, uprising, using, victimizing, warehousing, wheezing, whizzing. |
Source: compiled by the editor (additional references); see credits. | ||
Scrabble® Enable2K-Verified Anagrams | |
| Words within the letters "a-d-e-g-i-i-n-r-s-t-v" | |
-2 letters: adverting, astringed, deviating, disrating, diverting, divesting, gradients, grainiest, gravities, grievants, seriating, vintagers. | |
-3 letters: adenitis, advising, angriest, astringe, averting, daintier, dainties, deairing, deraigns, derating, deriving, desiring, detrains, deviants, devising, dingiest, disinter, distrain, diviners, divinest, dragnets, drivings, ganister, gantries, gradient, gradines, grandest, granites, grievant, ideating, igniters, inditers, inertias, ingrates, invaders, inviters, nitrides, rainiest, randiest. | |
| Words containing the letters "a-d-e-g-i-i-n-r-s-t-v" | |
+1 letter: advertisings. | |
+3 letters: disintegrative, reinvestigated. | |
+4 letters: overadvertising. | |
| Source: compiled by the editor from various references; see credits. SCRABBLE® is a registered trademark. All intellectual property rights in and to the game are owned in the U.S.A and Canada by Hasbro Inc., and throughout the rest of the world by J.W. Spear & Sons Limited of Maidenhead, Berkshire, England, a subsidiary of Mattel Inc. Mattel and Spear are not affiliated with Hasbro. | |
| 1. Definition 2. Synonyms 3. Crosswords 4. Usage: Modern | 5. Usage: Commercial 6. Images: Slideshow 7. Images: Photo Album 8. Quotations: Familiar | 9. Quotations: Fiction 10. Quotations: Non-fiction 11. Quotations: Spoken 12. Quotations: Speeches | 13. Usage Frequency 14. Names: Company Usage 15. Expressions 16. Expressions: Internet | 17. Translations: Modern 18. Derivations 19. Rhymes 20. Anagrams | 21. Bibliography |
Copyright © Philip M. Parker, INSEAD. Terms of Use.
