Ethics in Advertising

Introduction

Ethics have always been an important aspect of every business activity, although the term has meant different things at different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising can not ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government’s job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets.

For any business, customer is very important, and businessman attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is a very powerful and most commonly used tool.

Benefits of advertising

o Communication

The organization has to attract the customer and create a market for its products. For this purpose, advertising is the most powerful and widely used tool for communicating message regarding products/services to a large target audience.

o To raise the standard of living

In our developing economy, adverting with its micro and macro level influences, exerts vast and varied influences that have played key role in raising the standards of physical and material well being of the Indian society.

o To make market competitive

In India, one finds many innovations being introduced which has changed the market structure from seller’s market, and thus the result is more competitive market conditions.

o Product differentiation

It is a fact that advertising brings about products variety through real and psychological product differentiation.

Critical evaluation of advertising

Though many benefits are achieved through advertisements, the ad message is becoming more and more exaggerated. To achieve competitive advantage, advertising magnifies unimportant differences, resorts to clever, tricky product promises, and claims more and more unbelievable benefits. The customer finds many advertisements as false, deceptive, or misleading. Consumers are uncertain regarding whether or not the performance of a product purchased will in fact meet their needs. If they find that the product lacks in quality, advantage, durability etc., as advertised they might not buy it again, and develop an aversion to every other product of that company.

Unethical advertising

Advertisement is considered unethical in the following situations;

o When it has degraded or underestimated the substitute or rival’s product.

o When it gives false or misleading information on the value of the product.

o When it fails to give useful information on the possible reaction or side effects of the product. And

o When it is immoral.

Ways of misleading the consumers

o Many a time, traders entice the customers into their stores by advertising goods at a very low price, but they stock only a handful of such sale items in the store. When the advertised goods are sold out, consumers are steered towards the higher-priced stock or lower quality goods.

Retailers must ensure that reasonable supply of products is available during the sales, and retailers should not purposely avoid it. Retailers should make it clear in the advertisement that how many items on sale are available or when the sale ends.

o Sale offer should be for a limited period. Advertisement should declare that sale offer is for a limited time period. The period of the offer should be made clear in the advertisement only when the advertised goods are available for a limited period or stocks are limited.

o Traders often offer insignificant price reduction. To illustrate, a trader may advertise that the price of product is reduced to Rs.99.95, when the normal selling price is Rs.100.. The trader must include the normal selling price and discounted price in his offer .The trader sale offer is misleading if the trader claims the product is below cost , when the price is not below cost after discounts, rebates and other allowances it is misleading if the trader simply shows a fictitious higher price as normal selling price in the advertisement.

o Advertisement must clearly indicate the total price of goods or services. All price comparison must be truthful and must not intentionally or unintentionally mislead the consumers. Under the Fair Trade Practices Act, retailers have an obligation to ensure that they do not mislead or make false representations to customers with respect to price of the goods. The consumers who shop around and compare the prices of various products are less likely to be deceived by misleading claims consumers should also be aware of what is a reasonable price of goods and not take any advertised discounts at face value.

o While many sales are legitimate or genuine, the consumers should not get attracted to such sales offers i.e., “Hurry…very few days remain for sale”. The consumers should be aware of what to expect when retailers place items on sale and how to avoid being misled by discount advertisements. A marketer should take care to ensure that when goods or services are advertised to be available at a discount or as being on sale, it is a genuine discount or sale.

Remedies to overcome deceptive advertisements

o Cease-and- Desist Orders

The cease-and-desist orders, which prohibit the respondent from engaging any more in deceptive practice, are actually the only formal procedure established by the Federal Trade Commission Act for enforcing the prohibition of ‘ deceptive acts and practices.”

o Restitution

Restitution means the consumer is compensated for any damage caused to him by the product that had advertised claims not adequately substantiated. Restitution is rarely considered because of its severity.

o Affirmative Disclosures

If an advertisement has provided insufficient information to the consumers, an affirmative disclosure might be issued Affirmative disclosure require ‘clear and conspicuous disclosure’ of omitted information. Often the involved information relates to the deficiency or limitations of the product or service possibly relating to matters of health or safety.

o Corrective Advertising

Corrective Advertising requires the advertisers to verify past deception by making suitable amendment in any of its future commercial.

Self Regulation in Advertising

It is our responsibility to regulate our operations. And we must do it ourselves. Self regulation is not a quick-fix solution; it will be completely ineffective with out commitment from and the integrity of one and all. Self Regulation may require the following;

o The development of a self-regulatory code of conduct covering all forms of media that is sensitive to ethics, legalities, decency and truthfulness in advertising.

o Provision for monitoring and accountability, including a policy allowing for the removal of ads that violate the code.

o Greater participation of advertising professionals in the regulatory process.

o The inclusion of non-industry players in the process

o Consumer awareness of the self regulation system.

o Simplification of the complaint process against ads.

o Transparency throughout the entire system.

These reforms will achieve three goals. They will make the industry accountable for its actions. They will make regulators and critics think twice before attacking the industry and finally they will lead the public to trust ads, advertisers and agencies.

Conclusion

Reputable companies and advertising agencies avoid telling lies. They realize the cost of being caught. A dent in trust can prove to be much costlier than the failure of an ad campaign or for that matter, even a brand. The challenge before advertisers and agencies is to ensure that ads reflect our values. We must endeavor to see that “advertising” does not remain a dirty word.

8 Ways Companies Waste Advertising Dollars

I understand, running a business is tough. Tons to do. Even more to think about. But, have you thought about how you are wasting those precious few  advertising  dollars? We see money wasted everyday in  advertising , here are some of the most common ways:

1) Inconsistency – Rollercoaster  advertising  is not as fun as it sounds. Rollercoaster  advertising  is when companies don’t stay in front of their customers. Business slows down so the company responds by doing some  advertising . They soon get busy and the attention gets directed to serving the recent influx of business. Soon, that new business is starting to wane, and its time to ramp up the ad machine again. If you will consistently advertise to your perfect customer your rollercoaster will level out and you can ride that train to the bank.

2) “Me Too”  Advertising  – Do you remember the “Got Milk?” campaign? Of couse you do. Its one of the best campaigns of the 90’s. Do you remember all the knockoff campaigns that it spawned. T-shirts, billboards, magazine ads everywhere had “Got _______?” in that nice narrow font. Do you remember any of the companies that did the knockoffs? I didn’t think so. “Me Too!”  advertising  is jumping on a band wagon of a concept or tactic that works. Unfortunately, the “me too”ers seldom see the same returns. Be original, set the bar and let everyone else say “Me Too!” to your  advertising .

3) Shotgun  Advertising  – This spray and pray method of  advertising  to EVERYONE is costly and not very profitable. It gets expensive trying to flood the marketplace with your message in hopes of hitting the perfect customer. Every time your message lands on the wrong customer you waste money. You may wonder why “the big boys” use so much of the mass market  advertising , its because they can afford to. But in recent years they are learning that targeting specific customers that are ideally compatible with their message is paying off more than hitting everyone with the same ad.

4) Wrong Vehicle – Using mass transit  advertising  to market a kitchen utensil to stay at home moms doesn’t sound like a good Idea, right? It’s not. Stay at home moms are called that for a reason. They stay at home. They don’t use mass transit very often. So why do companies use  advertising  vehicles that won’t reach their perfect customer? Choose the  advertising  vehicle that best fits the needs of that one customer that your product speaks directly to. Its kind of like using a tank to go water skiing, it might pull you but it won’t work that well.

5) Wrong Customer – Have you tried to sell tractors to a stock broker? It ain’t easy. Choosing the right customer is half of the battle in  advertising . Many companies say our target market is the whole world. That is a bit of a contradiction. Take an inventory of what needs your product or service fills. Look at what customers have the demographic and psychographic qualities that fit your product offer. Then work to craft a message that speaks directly to them and their needs. They are the right customer, speak to them.

6) Too Big – Every year a few companies spend millions on a single 30 second spot during the super bowl. If you remember the DotCom boom the Super Bowl broadcast was filled with quirky sometimes weird ads that “promoted” a website. A few years later, 90% of those companies were no where to be found. Would that money been better used in a consistent, targeted, custom message to the right customer? Guaranteed. Would they still be in business today? No way to know. My advice, don’t spend  advertising  dollars on placement that is beyond your reach. Especially if your haven’t tested the message. Think Big, Work Small.

7) Too Small – Money is tight. I get it. But, try to push yourself to the next level when it comes to your ad budget. I know it sounds weird after the last point. But I said the “next” level not the next stratosphere. If you wish to reach your perfect customer, they have to know you exist. You must let them know what you offer and how it meets their needs. Test your message as cheaply as you can. When you find a message that works, go big. Take a few risks, step out of your comfort zone. To get something different, you must do something different.

8) Poor Brand – What is your brand? Your brand is your look, your message, your value, your overall marketing message. Do you have a strong brand? Can you convey your message in 2 sentences? Do you speak to your Perfect Customer with every market touch point? Do the answers to these questions evade you? That probably means your brand isn’t as strong as it should be. Branding is probably the most important part of  advertising . Invest in your brand, it pays dividends.

If you can avoid these few mistakes, your  advertising  can be the life-blood of your business. If you fear making an  advertising  mistake, send us an email at [email protected] we be glad to help you through it.

Thanks for reading,

Mark Combs

Lead Cre8ive, Cre8iveDept.com

Online Advertising

 Advertising  has moved much beyond the levels of print and point of contact  advertising . Today one of the world’s most effective  advertising  techniques is online  advertising . With the unparalleled rise in the World Wide Web, not only has it become one of the most targeted sections of  advertising , but at the same time it is also the most cost effective  advertising  process in the world.

Categories of online  advertising  could include such systems as banner ads, email marketing,  advertising  networks, online classified  advertising  and many other techniques. The procedures are simple, they are quick and the results are easily visible.

The greatest benefit of online  advertising  is that it knows no time and space boundaries. It is visible to anyone at anytime and geographical boundaries are no longer applicable. Another great advantage is that they can be targeted to specific groups or a relevant audience. Certain keywords will bring up the advertisements on the requisite pages, thus ensuring that you catch the eyeballs of people who are looking for similar content.

Google, due to its commanding position in the search engine world, is used as the benchmark for all  advertising  techniques and marketing strategies. If a company manages to do well with its Google  advertising , then it is guaranteed that the same techniques will achieve good results on other search engines also.

Google’s AdWords is one of the most basic systems of  advertising  on their search network. The AdWords reach only interested customers, since the ads pop-up only on relevant search pages. You can also reduce  advertising  costs tremendously since these are not very high priced ads. You can also alter them as and when needed, and judging from the evaluation charts you can make informed marketing decisions.

Online  advertising , especially banner  advertising  or ads on various sites should not be judged on the basis of the number of click throughs. An advertisement’s efficacy cannot be calculated according to the instantaneous results it generates. There is a great deal of recall value attached to ads, and similar to print media or TV advertisements, the results normally become evident only later. However what is essential is the placing of the advertisement, since the significance of the page it appears on is what determines the focus of the ad.

Over 13.6 billion searches take place in one month in the US alone. Out of these 9 billion of those searches are on Google. Hence the importance of Google as the main  advertising  destination cannot be underplayed. Every SEM company worth its salt will target Google searches for optimization, and online  advertising  companies will target their ads towards the 9 billion searches every month. Thus Google promotion packages are an inherent segment of every  advertising  strategy. These include not only  advertising  on Google search engines, using the specialized techniques developed by Google, but also  advertising  on other classified advertisement networks and directory listing sites which are ranked high on the search engine lists.

Online  Advertising  includes search engine marketing with Google AdWords, Yahoo SM and Microsoft Adcenter; it also includes buying banners from CPM ad networks as well as social media marketing.

Best of Advertising Blimps

Nowadays, inflatable advertising is a very common business to practice. It has been proved quite effective in grabbing public attention. So, in experts’ opinion, in coming days, it is going to be the first choice for all sorts of promotional activities. Just like any other normal business activities, this one also requires special attention and care. The perfect way to start advertising blimps business would be to consult with other business persons who have already established themselves in is domain. Their information, ideas and supplies; in some instances, affiliate plans also may work out to begin with, and these often work very well.

A few steps can be recommended as the guideline. For instance, let’s have a look upon:

o At first, one should get a license, arrange a business location and find a business name as well. The key idea is to make sure that there would not be any legal hassle.

o Minutely, analyze your rivals. It is quite significant to know how they work and what goes into making a bounce house, balloon inflatables and inflatable toy business successful.

o It would be also quite crucial to know what they charge for buying and renting their inflatables, what areas they deliver too, whether they only rent inflatables or offer other items like chairs, tables, etc.

o Though, it depends upon budget and affordability of every individual but the priority should be to set up complete business operation like website, logo, business cards, etc. this sort of thing enhance credibility and uniqueness of the company in public opinion. In other words, we can say that this is imperative for branding and marketing purpose.

The best part of this business is ‘investment’. It requires very nominal investment compared with many other businesses. But the point also should be noticed here that in order to start an inflatable advertising company, you have to have merchandise. This means buying or renting advertising blimps to determine how much money you can invest to begin with. So, set out a budget and look for good deals. Besides that you should always keep in mind that if you buy a crappy product, it is not going to last long; inflatable jump toys are no different.

Experts insist upon varieties. They believe that varieties in these sorts of advertising strategy are quite crucial. They never let the impact dull or die. Moreover, we must mention here that varieties are USP (unique selling point) of such advertising strategies. As a prudent advertiser, we can sit and discuss design and varieties of advertising blimps with the advertising vendor. We should make sure that our brand logo and name have been smartly highlighted on all the inflatable advertising materials.

What Online Advertising Options Are Right for You?

Advertising Options:

Offline advertising has so many outlets that we are all familiar with. It’s easy to understand the differences between TV and Billboard or Newspaper versus magazine, but when you want to advertise in the digital space, the spectrum really gets broad and the pricing differences can be tremendous. I want to explain a few channels where you could digitally advertise that can give you very good returns. The main question is who are you trying to reach?

Who are you trying to reach?

This is a quick one and it’s totally up to you. It is the first question you should ask yourself when thinking about advertising on the Internet. Once you have that figured out, here are a few options that will help you boost your online brand.

Social Media Advertising:

Social media advertising is a great place for small to mid-sized companies to test the waters. Advertising on Facebook, LinkedIn or Twitter are an excellent way to target the very specific audience you are looking to reach. Here is a list of reasons social media advertising is a great place to start: It’s inexpensive On some channels you can spend as little as $5.00 per day It’s familiar You are probably amongst the 600 million people on Facebook, so when you advertise there, you know where your ad is going. It’s highly targeted: On LinkedIn you can target company size, position at the company, rank in the company and of course the area where your target lives – the options are vast. It’s Flexible: If you find that you are talking to the wrong audience, you can make real-time changes to your advertising plan and budget. It has great analytics: You may figure out that your target audience is not men ages 34 – 55 but actually women ages 25 – 30. It’s all in the analytics.

Contextual Advertising:

Between Google, Bing and Yahoo!, you have a lot of options. It’s amazing how targeted you can be with your marketing in search. Not all of the services are offered by all of the channels but a mix with all three can get you: Keyword Advertising: This is the basic function of advertising on any of these channels. Advertising using keywords needs a bit of massaging but it is a great way to target those who are looking for exactly what you are selling.

Highly Geo-targeted options:

You want to advertise to only the people in the neighborhood within 10 miles from your storefront? No problem. Behavioral Targeting: Yahoo! offers this function. This means you can target anyone on the Yahoo! channel who are showing certain behaviors online. For example, if the user is looking at shoe stores online, you can slip your ad in front of them for a special on shoes. Retargeting: This form of advertising offers your business a way to target the user after they have visited your website. You enter a piece of code on the page you want to target and serve ads that are built for that page – after they leave your site.

Mobile Advertising:

Typically mobile is a pay-per-click method of advertising with a comparatively good click-through rate. Mobile advertising is often displayed on games for mobile devices but that doesn’t mean that the CEO of a major company doesn’t enjoy the free version of Words with Friends. Mobile advertising offers: Mobility: Advertising on mobile devices gives you an outlet to put your brand in the hand of a broad audience. Great Branding Opportunities: Videos are often displayed on mobile devices and give you the ability to grab someone’s attention that is standing in line or waiting for a train. The message may not be super timely but it’s one more touch point to let them know you are here. A Broad Reach: Because at the moment, it is very expensive to really geotarget to a micro level, mobile is better for those who want a vast area such as the state where your business offices are located. This broad reach is a great option because the prices for such broad targeting are traditionally less expensive.

Overall, there are plenty of options for targeting your audience online – choosing the right one for you is mainly determined by the simple question. Who do you want to reach? Get that answered and market your company where everyone is hanging our.

The Forgotten Advertising Medium

Too often those of us that own an online business forget that there’s another  advertising  medium that business owners have been using for years, with excellent results.

That medium is Newspaper  Advertising . Any online business owner that is not using the option of  advertising  in newspapers is losing potentially thousands of dollars per year.

Although print newspapers have lost some of their readership to online news sources there are still millions of homes in America that still buy newspapers, either by newsstands or home delivery.

Reading the newspaper is a habit for many families because there is something for everybody–sports, comics, crosswords, the food section, classifieds, etc. You can reach certain types of people by placing your ad in different sections of the paper that would appeal to your target market. People expect  advertising  in the newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies or department stores.

As you look through your newspaper, you’ll notice some businesses that advertise regularly. Observe who they are and how they advertise their products and services. More than likely, their  advertising  investment is working if they continue to place ads.

There are many advantages to  advertising  in the newspaper. From the advertiser’s point-of-view, newspaper  advertising  can be convenient because production changes can be made quickly, if necessary, and you can often insert a new advertisement on short notice. Another advantage is the large variety of ad sizes newspaper  advertising  offers. Even though you may not have a lot of money in your budget, you can still place a series of small ads, without making a sacrifice.

Before placing an ad in your town’s daily newspaper you may want to place a few test ads in the local papers that publish less often and are not as expensive, like the Penny Pincher or American Classifieds (formerly Thrifty Nickel). If you get a good response to your ad in the smaller publications, chances are they will pull well in the larger more well-known papers. If your response is not what you were hoping for try rewriting the ad and placing it again. Since the rate is less expensive for the smaller local publications you should be able to do this as often as needed until you get the response you were expecting.

Some things to know about newspaper  advertising :

1. Newspaper circulation drops on Saturdays and increases on Sundays, which is also the day newspapers are read most thoroughly.

2. Position is important, so specify in what section you want your ad to appear. Sometimes there’s a surcharge for exact position… but don’t be afraid to pay for it if you need it.

3. Request an outside position for ads that have coupons. That makes them easier to cut out.

4. If a newspaper is delivered twice daily (morning/evening), it often offers “combination” rates or discounts for  advertising  in both papers. You usually can reach more readers, so this kind of  advertising  may be something to consider.

Other important tips to remember are:

* Before you advertise, have in mind a definite plan for what it is you want to sell.

* Create short, descriptive copy for your ad. Include prices if applicable. Consider using a copywriter or ask your newspaper for free copy assistance.

* Face your products toward the inside of the ad. If the product you want to use faces right, change your copy layout to the left.

* Be sure to include your company name and logo, address, telephone number and website url in the ad.

* Neat, uncluttered and orderly ads encourage readership. Don’t try to crowd everything you can in the layout. If the newspaper helps you with the layout, be sure to request a proof of the final version so you can approve it or make changes before it is printed.

* Always make sure you are satisfied with what your  advertising  says and how it looks before it goes to print.

Mobile Advertising – Integral Part of Any Marketing Campaign

Mobile advertising is advertising through mobile phones or other devices like iPad. An integral part of any advertising campaign, mobile advertising is fast gaining popularity due to its quick, wider reach and its potential to track the effectiveness of a campaign. As the number of mobile users across the world continues to surge (studies show that the trend is likely to continue for several years), mobile media is evolving rapidly. Apart from simple mobile phones, smart phones based on Wi Fi or Wimax have also emerged as a popular means of promoting products and sending out social messages.

Forms of Mobile Advertising

Mobile advertising is done in several forms but the most common one is banner ads of varied sizes. Mobile web banner or web poster ads appear on the top of a page or bottom of a mobile screen. Another very popular form of mobile ads is the SMS advertising which contributes significantly to the global mobile marketing revenues. Other forms of cell phone advertising include MMS advertising, advertising within mobile games, videos or in-application ads which appear when an application is being loaded or before it is loaded. Another advantage of this mode of advertising is that its effectiveness can be measured in a variety of ways, such as on the basis of number of view and clicks. A recent introduction is interactive ads, which allows mobile users to interact with the advertiser.

Importance of Mobile Advertising

Mobile advertising is likely to emerge as the necessary driver for the development and commercialization of the mobile internet. It is an important tool for monetizing mobile content and applications. However, an effective cell phone advertising campaign can only be developed if the mobile phone operators, handset vendors, content providers, application developers and advertisers collaborate effectively. So, it must be taken up while taking into consideration the variety of handsets available in the market, their different screen sizes and support technologies.

The high potential of cell phone ad has seen a proliferation of advertising networks that provide the necessary infrastructure for developing mobile ads of various types that suit the specifications and requirements of advertisers. These companies provide their clients with a Software Development Kit or SDK to include mobile ads in the applications for a mobile phone.

Most Effective & Inexpensive Form of Advertising

Through the years, inflatable  advertising  has proven to be an extremely efficient and attractive way to draw attention and acquire brand recognition. No longer does your mascot or brand logo need to be restricted to the flat and boring 2D plain of everyday  advertising .

By translating your concept to the inflatable form, your idea immediately gets the 3D puff of life and presence right before your eyes. There are now various companies that help transform the  advertising  idea you have in mind into an inflatable  advertising  campaign, by using high quality materials to make your vision come alive.

Inflatable products are of various kinds, such as Giant Inflatables, Inflatable Golf Packages, Inflatable costumes, Inflatable Tents, Holiday Inflatables, and such like.

For all practical purposes, inflatables are a very efficient and cost effective way to get across your message to your target audience with a solid force that will grab the attention of your potential customer almost immediately. Inflatable  advertising  is used to increase business and obtain a lot more attention, as compared to almost all other kinds of  advertising  methods. What’s more it is quite inexpensive!

 Advertising  inflatable products have come to be an excellent marketing tool for various kinds of venues, whether for high transfer business or for outdoor events. Over the years, innumerable companies have unanimously selected these inflatables as a hugely successful marketing tool.

For example,  advertising  balloons have become a highly cost effective means to get across your ideas. Imagine an idea of yours, or a brand logo imprinted on a giant sized Inflatable Balloon floating slowly in the sky. They can attract attention from miles away! Giant inflatables and  advertising  balloons create an excitement hard to duplicate, and that helps in creating a receptive mind among your customers.

Inflatable balloons, helium blimps and  advertising  inflatables, they come in all kind of different shapes and sizes, in order to attract the attention of customers. Different kinds of  advertising  balloons have the capability of attracting different prospects. Of course, it does depend upon your product too.

All you need to figure out is how to place them at strategic points in order to make your brands stand apart, and have customers completely infatuated by them.

To put it simply, the effectiveness of  advertising  inflatables lies in the statement, ‘when the balloon soars high, the sales dance up higher.’

People keep changing their preferences, and now it seems they are looking for something new. Something special! Inflatable marketing is just the tool of  advertising  to grab onto their attention. Surely, you must have come across various popular sports and caught the glimpse of colorful  advertising  balloons soaring high in the sky above. It is eye catching, largely interesting and incredibly cost effective. Most importantly, it is very innovative.

Inflatable marketing strives at making your product successful and stand out. Be pioneering, be smart and use Inflatable marketing. It is the next best thing among  advertising  solutions.

The Impact of Advertising on Society

The impact of the advertising company on the society at large has been enormous. Unprecedented sales have been made the world over by listing products and services on TV. The American society belongs to the Television age that loves to just sit and watch all sorts of things on television.

In a world that’s increasingly becoming one small global village, companies cannot help but take advantage of the various mediums created to advertise their goods and services.

Research has shown that immense profit has been recorded by most companies who have invested hugely in advertising. Although no one knows the origin of advertising, time has proven that people’s opinion to buy have been greatly influenced by the impact of advertising.

Show a product over and over again as extremely good for acne, coupled with dazzling pictures of women with clear and bright skin and you will notice the increased demand for the product in the coming weeks and months. The art of advertising has often been criticized by its detractors as a form of deceptive propaganda.

Critics has accused advertising companies of falsely using the power of sound and visual to convince unsuspecting buyers to purchase products that don’t offer what they promise. However you look at this, this is business and companies will use any market strategy that is available to them to sell their product.

Why then do advertising companies spend millions of dollar on marketing their products and services to prospective buyers? The answer is not farfetched! People all over the world want to see results. People need to be convinced all the time that they are actually paying for a good or service that works.

If it’s a cleaning product, people want to visualize the results this product will produce and if it’s a meal they also want to see it cooked and served. There’s power in visualization. It triggers off the imagination which in turn helps to convince the mind.

For some reason, People who watch most commercials on televisions never stop to think for once that this could be all make-believe. As soon as they see a commercial, they begin to actually dream of acquiring the actual product. That’s the power of advertising that has been utilized by some good companies to sell their products and also been used as a medium by some other companies to actually take advantage of potential buyers.

Television commercial/advertising has been in the forefront of the creative industry for over two decades now. The number of advertising companies that have sprang up during this time cannot be numbered.

Needless to say that advertising companies now form a major part of the development economy of many nations. They have created numerous forms of employment for artists, computer scientist, graphic artists, public relations personnel, modelling agencies and models to mention but a few.

Almost all listed fortune 500 companies owe a part of their success to their utilization of efficient advertising companies. In this regards, there are various types of advertising companies. Like in any other industry, there are leaders and there are toddlers.

Certain advertising companies have clearly defined themselves as leaders in business with strong competitors coming fast behind. Others however have however barely managed to make a success of their career and are just merely existing and on the verge of extinction.

Like every other business out there, only the persistent and strong willed will win. Advertising is a serious business. It is not some sort of joke. To be better explained, it is a business that is cut out for the witty. The world of advertising is witty, fast and fiercely competitive. In other words, it’s a world where only the fittest survive.

All said and done, it cannot be denied that advertising has it cons, however its pros outweigh the former. It is indeed a dynamic innovation both in television and in the Arts. It has triggered off imagination and creativity. The advent of the computer and the internet has greatly expanded the mediums and forms of advertising in the world today. No longer is advertising limited to television now but also to other forms of media and multimedia.

Pixel Advertising: Fad or Trend?

Pixel  advertising  is an innovative marketing concept introduced by 22-year-old Alex Tew that allows advertisers to buy  advertising  space on a per-pixel cost basis. The more pixels an advertiser buys, the larger their ad and the greater the chance that it will be clicked on. Selling one million pixels at $1 each, Alex’s Million Dollar Homepage has created quite a buzz in the news media and has easily reached its $1 million target.

Thanks to the stunning success of Tew’s Million Dollar Homepage (MDHP), pixel ad sites have mushroomed all over the net. There are even commercial scripts that you can buy that will allow you to set up your own million-dollar homepage in less than 15 minutes. However, this does not mean you’ll make a million dollars…or even a thousand dollars…or even the cost of the script.

Alex Tew’s pixel  advertising  concept was simple, so simple that it eventually led many people to pound their heads on the wall repeating to themselves, “Why didn’t I think of this first?” But his idea was also novel and original. And because of its novelty it commanded a lot of attention (and free publicity) from the media.

Needless to say, no news organization will rush to report about a second million-dollar homepage, let alone one set up in 15 minutes with a purchased script. This is not to say, however, that there is no room in cyberspace for the second or third or even thousandth MDHP. In fact, there are presently at least a thousand MDHP clones hoping to capitalize on the pixel  advertising  craze. Many of them have managed to make a lot of money despite not being the original.

Some people view MDHP clones as little more than shameless imitations trying to leech off Tew’s original concept. This would be the case if his idea, while fun and original, has little use beyond his website.

On the contrary, the clones have proved quite the opposite. Their successes have demonstrated that Tew’s Million Dollar Homepage was worth much more than $1 million. Moreover, they have lend legitimacy to the concept of pixel .

While the original MDHP has made “internet history” (in Tew’s words) by achieving its $1 million goal, it is unlikely to become anything more than just a blip in internet history if the concept is not adopted and refined by others. In fact, most MDHP clones have achieved their riches not by ripping off Tew’s site verbatim, but by borrowing his pixel  advertising  concept and finding creative uses for it.

Far from being just a fad, pixel  advertising  holds an enormous promise as an alternative, cost-effective channel for online  advertising . But the concept is still in its infancy, and to avoid becoming internet history, it has to evolve. An important aspect of this evolution is how limitations inherent in the concept itself and in how pixel  advertising  is being used are addressed.

Perhaps the most obvious argument against pixel  advertising  is that its current use is largely limited to websites with seemingly useless clutters of ads with no content whatsoever. At best these sites offer advertisers little more than a source of non-targeted traffic.

An obvious solution to this is to incorporate pixel  advertising  into content-rich sites. Instead of selling pixel  advertising  exclusively through a site with nothing but a giant grid of picture ads, banner-sized pixel grids may be incorporated into a site with real content. A good example of this application is the relatively small and unobtrusive pixel panel placed on http://www.ezclassifieds.org/. Since most people go to ezClassifieds.org to post and look at ads, the site is an ideal place to offer pixel  advertising  to visitors. Obviously, incorporating pixel ads into content sites involves a lot more work than installing a ready-made script on a new domain. It involves developing a content-rich site and *then* offering pixel ads as an alternative to text links and traditional banner ads.

Used in this way, pixel ads are at the very least superior to traditional banner ads. Unlike traditional banners, a pixel banner may contain ads for several advertisers. Plus, pixel ads are not confined to predetermined shapes and sizes. Many pixel ad scripts will automatically resize images submitted by advertisers, eliminating the need to edit them to conform to the publisher’s requirements. Purchasing pixel ads is usually painless and often fully automated. Since most people have grown accustomed to ignore banner ads, pixel ads are likely to generate higher click-through rates.

Copyright 2006 Oudam Em