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Vikipediya maqolalarida reklama uchun qarang Vikipediya: Spam. Vikipediya haqidagi reklama to'g'risida taklifni qarang Vikipediya: Reklama.

"Reklama", "Reklama beruvchi" va "Reklama" bu erga yo'naltiriladi. Ingliz pank-bandi uchun qarang Reklama. Boshqa maqsadlar uchun qarang AD (ajralish) va Reklama beruvchi (ajratish).

A Coca Cola 1890-yillardagi reklama
Marketing
Asosiy tushunchalar
Reklama mazmuni
Reklama vositalari
Tadqiqot

Reklama a marketing mahsulot, xizmat yoki g'oyani targ'ib qilish yoki sotish uchun ochiq homiylik qilingan, shaxsiy bo'lmagan xabarni ishlatadigan aloqa.[1]:465 Reklama homiylari odatda o'z mahsulotlarini yoki xizmatlarini reklama qilishni xohlaydigan korxonalardir. Reklama jamoatchilik bilan aloqalardan farq qiladi, chunki reklama beruvchi pulni to'laydi va xabarni nazorat qiladi. Bu farq qiladi shaxsiy sotish unda xabar shaxsiy bo'lmagan, ya'ni ma'lum bir shaxsga yo'naltirilmagan.[1]:661,672Reklama turli ommaviy axborot vositalari orqali etkaziladi,[2] shu jumladan an'anaviy ommaviy axborot vositalari gazeta, jurnal kabi, televizor, radio, tashqi reklama yoki to'g'ridan-to'g'ri pochta; va yangi ommaviy axborot vositalari kabi Qidiruv natijalari, bloglar, ijtimoiy tarmoqlar, veb-saytlar yoki matnli xabarlar. Xabarning vositada haqiqiy taqdim etilishi an deb nomlanadi reklamayoki "reklama"yoki reklama qisqasi.

Tijorat reklama ko'pincha o'z mahsulotlarini yoki xizmatlarini "" orqali ko'p iste'mol qilishni keltirib chiqaradi.brendlash", bu mahsulot nomi yoki rasmini iste'molchilar ongidagi ba'zi fazilatlar bilan bog'laydi. Boshqa tomondan, darhol sotuvga chiqarishni maqsad qilgan reklamalar quyidagicha tanilgan: to'g'ridan-to'g'ri javob reklama. Notijorat iste'mol mahsuloti yoki xizmatlaridan ko'proq reklama qiladigan sub'ektlarga siyosiy partiyalar, manfaatdor guruhlar, diniy tashkilotlar va davlat idoralari kiradi. Notijorat tashkilotlar bepul rejimlaridan foydalanishlari mumkin ishontirish, masalan davlat xizmati to'g'risida e'lon. Reklama shuningdek, xodimlarni yoki aktsiyadorlarni kompaniyaning hayotiy yoki muvaffaqiyatli ekanligiga ishontirishga yordam berishi mumkin.

Zamonaviy reklama paydo bo'lgan usullardan kelib chiqqan tamaki reklama 1920-yillarda, eng muhim kampaniyalar bilan Edvard Bernays, zamonaviy asoschisi hisoblangan "Medison-avenyu"reklama.[3][4]

2015 yilda dunyo bo'ylab reklama uchun sarflangan xarajatlar taxminiy miqdorni tashkil etdi AQSH$529.43 milliard.[5] Reklamaning 2017 yilga mo'ljallangan prognozi televizorda 40,4%, raqamli raqamlarda 33,3%, gazetalarda 9%, jurnallarda 6,9%, ochiq joylarda 5,8% va radioda 4,3% ni tashkil etadi.[6] Xalqaro miqyosda eng katta ("Katta beshlik") reklama agentligi guruhlar Dentsu, Xalqaro, Omnicom, Publicisva WPP.[7]

Lotin tilida, advertere "tomonga burilish" degan ma'noni anglatadi.[8]

Tarix

Asosiy maqola: Reklama tarixi
Liu oilaviy igna do'konining e'lonini chop etish uchun bronza plastinka Jinan, Qo'shiqlar sulolasi Xitoy. Bu dunyodagi eng qadimgi bosma reklama vositasi.

Misrliklar foydalangan papirus savdo xabarlari va devor plakatlarini tayyorlash.[9] Tijorat xabarlari xarobalarida siyosiy kampaniya namoyishlari topildi Pompei va qadimiy Arabiston. Yo'qolgan va topilgan papirusda reklama keng tarqalgan edi qadimgi Yunoniston va qadimgi Rim. Tijorat reklama uchun devorga yoki toshga rasm chizish - bu Osiyo, Afrika va Janubiy Amerikaning ko'plab joylarida hozirgi kungacha mavjud bo'lgan qadimiy reklama shaklining yana bir namoyonidir. Devorlarga rasm chizish an'anasi hindistonliklardan kelib chiqqan tosh san'ati miloddan avvalgi 4000 yillarga oid rasmlar.[10]

Qadimgi Xitoyda, ma'lum bo'lgan dastlabki reklama og'zaki bo'lgan She'riyat klassikasi (Miloddan avvalgi 11-7 asrlar) qandolat mahsulotlarini sotish uchun bambuk fleyta o'ynagan. Reklama odatda xattotlik tabelalari va siyoh qog'ozlari ko'rinishida bo'ladi. Misdan bosilgan plastinka Qo'shiqlar sulolasi "bilan quyon logotipi bilan kvadrat varaq shaklida plakatlarni chop etish uchun ishlatiladiJinan Liuning ingichka ignalar do'koni "va" Biz qisqa vaqt ichida uyda foydalanishga tayyor bo'lish uchun yuqori sifatli po'lat tayoqchalar sotib olamiz va sifatli ignalar qilamiz ".[11] dunyodagi eng birinchi aniqlangan bosma reklama vositasi hisoblanadi.[12]

Evropada, O'rta asrlardagi shahar va shaharlar o'sishni boshlaganda va oddiy aholi "poyabzalchi", "tegirmonchi", "tikuvchi" yoki "temirchi" deb yozilgan belgilar o'rniga o'qishga qodir emas edi. ularning savdosi etik, kostyum, shapka, soat, olmos, taqa, sham yoki hatto bir qop un kabi ishlatilishi mumkin edi. Meva va sabzavotlar shahar maydonida aravachalar va vagonlarning orqasidan sotilgan va ularning egalari ko'cha chaqiruvchilaridan foydalanganlar (shahar tashuvchilar) qaerdaligini e'lon qilish. Bunday reklamalarning birinchi to'plami Giyom de la Vilyovning XIII asr she'ri "Les Crieries de Parij" da to'plangan.[13]

18-asrda reklama Angliyada haftalik gazetalarda chiqa boshladi. Ushbu dastlabki bosma reklama asosan kitoblar va gazetalarni targ'ib qilishda ishlatilgan bo'lib, ular bosmaxonadagi yutuqlar bilan tobora arzonlashib bormoqda; tobora ko'proq qidirilayotgan dorilar. Biroq, yolg'on reklama va "deb nomlanganquack"reklama reklama tarkibini tartibga solishga sabab bo'lgan muammoga aylandi.

19-asr

Edo davri An'anaviy tibbiyot uchun 1806 yildan LEL flyer Kinseitan
Jorj Uilyam Joy19-asr oxiridagi hamma yoqning ichki qismini aks ettirgan holda, yuqorida ko'rsatilgan reklamalar ko'zga tashlanib turadi.

Tomas J. Barratt London "zamonaviy reklama otasi" deb nomlangan.[14][15][16] Uchun ishlash Armut sovuni kompaniyasi, Barratt maqsadli shiorlar, rasmlar va iboralardan foydalanishni o'z ichiga olgan kompaniya mahsulotlari uchun samarali reklama kampaniyasini yaratdi. Uning shiorlaridan biri "Xayrli tong. Siz Armut sovuni ishlatdingizmi?" o'z davrida va 20-asrda mashhur bo'lgan.[17][18]

Barratt muvaffaqiyatli reklama ortida yotgan ko'plab muhim g'oyalarni taqdim etdi va ular o'z davrida keng tarqaldi. U doimiy ravishda nok uchun kuchli va eksklyuziv brend imidjining muhimligini va to'yinganlik kampaniyalari orqali mahsulot mavjudligini ta'kidlab o'tdi. Shuningdek, u didni va xulq-atvorni o'zgartirish uchun bozorni doimiy ravishda qayta ko'rib chiqish muhimligini tushunib, 1907 yilda "did o'zgaradi, modalar o'zgaradi va reklama beruvchi ular bilan o'zgarishi kerak. Bir avlod ilgari samarali bo'lgan g'oya tekis, eskiradi, va bugungi kunda jamoatchilikka taqdim etilsa, foydasiz. Bugungi g'oya har doim eski g'oyadan yaxshiroq degani emas, lekin u boshqacha - u hozirgi didga zarba beradi. "[15]

19-asr davomida iqtisodiyot butun dunyo bo'ylab kengaygan sari reklama ham o'sib bordi. Qo'shma Shtatlarda ushbu reklama formatining muvaffaqiyati oxir-oqibat pochta orqali yuboriladigan reklama o'sishiga olib keldi.

1836 yil iyun oyida frantsuz gazetasi La Presse birinchi bo'lib o'z sahifalariga pullik reklamani qo'shdi, bu uning narxini pasaytirish, o'quvchilar sonini kengaytirish va ko'paytirish imkonini berdi rentabellik va tez orada formula barcha sarlavhalar tomonidan ko'chirildi. 1840 atrofida, Volney B. Palmer Filadelfiyadagi zamonaviy reklama agentligining ildizlarini o'rnatdi. 1842 yilda Palmer har xil gazetalarda katta miqdordagi joyni arzonlashtirilgan narxlarda sotib oldi, so'ngra reklama beruvchilarga joyni yuqori narxlarda qayta sotdi. Haqiqiy reklama - nusxasi, maketi va badiiy asarlari - reklama berishni istagan kompaniya tomonidan tayyorlandi; aslida Palmer kosmik vositachi edi. Birinchi to'liq xizmat ko'rsatuvchi reklama agentligi N.W. Ayer & Son 1869 yilda Filadelfiyada tashkil etilgan. Ayer & Son o'z mijozlari uchun to'liq reklama kampaniyalarini rejalashtirish, yaratish va amalga oshirishni taklif qildi. 1900 yilga kelib reklama agentligi ijodiy rejalashtirishning diqqat markaziga aylandi va reklama kasb sifatida mustahkam o'rnashdi.[19] Xuddi shu vaqtda, Frantsiyada, Charlz-Lui Xavas o'zining axborot agentligi xizmatlarini kengaytirdi, Havas reklama bo'yicha vositachilikni o'z ichiga olishi va uni tashkil etgan birinchi frantsuz guruhiga aylanishi. Dastlab agentliklar gazetalarda reklama maydoni uchun vositachilar edi.[19]

20-asr

Duglas Galbi uchun 1919 yildan 2007 yilgacha Qo'shma Shtatlarda yalpi ichki mahsulotning foizlari sifatida reklama
1900-yillarda Guyning tonikasi uchun reklama
1913 yildagi nashrining bosma reklamasi Britannica entsiklopediyasi

Qo'shma Shtatlarda reklama keskin oshdi, chunki sanoatlashtirish ishlab chiqarilgan mahsulotlarni etkazib berishni kengaytirdi. 1919 yilda u 2,5 foizni tashkil etdi yalpi ichki mahsulot (YaIM) AQShda bo'lib, u 2007 yildan beri va kamida 2007 yil davomida YaIMning o'rtacha 2,2 foizini tashkil etdi, ammo bu ko'rsatkich sezilarli darajada pasaygan bo'lishi mumkin. Katta tanazzul.

Iste'molchilarga sarflanadigan xarajatlarni sezilarli darajada oshirmasdan sanoatning samaradorligi oshishi mumkin emas. Bu aholining iqtisodiy xatti-harakatlariga keng miqyosda ta'sir ko'rsatishga mo'ljallangan ommaviy marketingni rivojlanishiga hissa qo'shdi.[20] 1910 va 1920 yillarda AQShda reklama beruvchilar inson instinktlarini maqsad qilib olish va ulardan foydalanish mumkinligi haqidagi ta'limotni qabul qildilar. "sublimatsiya qilingan"tovarlarni sotib olish istagida.[21] Edvard Bernays, jiyani Zigmund Freyd, uslub bilan bog'liq bo'lib qoldi va ba'zan uni zamonaviy reklama va jamoatchilik bilan aloqalar asoschisi deb atashadi.[22] Bernays shunday deb da'vo qildi:

"[Erkaklar o'zlarini yashirgan motivlar bilan harakat qilishadi degan umumiy printsip, individual psixologiya singari ommaviylik uchun ham to'g'ri keladi. Ko'rinib turibdiki, muvaffaqiyatli targ'ibotchi haqiqiy motivlarni tushunishi va qabul qilish bilan kifoyalanmasligi kerak. erkaklar nima qilishlari uchun sabablar. "[23]

Boshqacha qilib aytganda, xaridorlarning oqilona ongiga murojaat qilish orqali mahsulotlarni sotish (Bernaysgacha ishlatilgan asosiy usul), Bernays his qilgan ongsiz istaklarga asoslangan mahsulotlarni sotishdan ancha kam samaraliroq edi, bu inson harakatlarining haqiqiy motivatsiyasi. "Jinsiy aloqa sotiladi" munozarali masalaga aylandi, an'anaviy axloqqa qiyinchilik tug'diradigan tomoshabinlarni titillatish va kengaytirish texnikasi bilan.[24][25]

1920-yillarda, ostida Savdo kotibi Herbert Guver, Amerika hukumati reklamani targ'ib qildi. Guverning o'zi 1925 yilda "Associated Advertising Clubs of the World Clubs" ga "Reklama - bu bizning milliy hayotimizdagi muhim kuch" deb nomlangan murojaat bilan chiqdi.[26] 1929 yil oktyabrda AQSh boshlig'i Tashqi va ichki savdo byurosi, Julius Klein, "Reklama dunyo farovonligining kalitidir" deb ta'kidladi.[27] Bu 1933 yilgi Evropa iqtisodiy jurnalida yozilishicha, 1920-yillarda biznes va hukumat o'rtasidagi "mislsiz" hamkorlikning bir qismi edi.[28]

Tamaki ishlab chiqaradigan kompaniyalar qadoqlangan sigaretalarni sotish uchun yirik reklama beruvchilarga aylanishdi.[29] Tamaki kompaniyalari Bernaysni tamaki chekish bilan ijobiy uyushmalar yaratish uchun yollaganlarida yangi reklama usullarini kashf etdilar.[3][4]

Reklama shuningdek, vosita sifatida ishlatilgan madaniy assimilyatsiya, ishchilarni o'zlarining an'anaviy odatlari va jamoat tuzilishini umumiy "zamonaviy" turmush tarzi foydasiga almashishga undash.[30] Immigratsion ishchilarga ta'sir ko'rsatishning muhim vositasi bu edi Amerika chet tilidagi gazetalar assotsiatsiyasi (AAFLN). AAFLN asosan reklama agentligi bo'lgan, ammo immigratsion matbuotning aksariyati ustidan katta markazlashtirilgan nazoratni qo'lga kiritgan.[31][32]

1916 Xonimlar uyi jurnali tomonidan mashhur reklama versiyasi Helen Lansdowne Resor J. Valter Tompson agentligi

20-asrning boshlarida reklama ayollar uchun kam sonli kasb tanlashlardan biri edi. Uy sotib olishning aksariyat qismi ayollar uchun javobgar bo'lganligi sababli, reklama beruvchilar va agentliklar ijodiy jarayon davomida ayollarning tushuncha qiymatini angladilar. Aslida, birinchi Amerika reklamasidan foydalanilgan jinsiy sotish sovunli mahsulot uchun - ayol tomonidan yaratilgan. Reklama bugungi kun me'yorlari bilan uyg'unlashgan bo'lsa-da, "Siz tegishni yaxshi ko'radigan teriga" degan yozuvli juftlik paydo bo'ldi.[33]

20-asrning 20-yillarida psixologlar Valter D. Skott va Jon B. Uotson reklama sohasiga amaliy psixologik nazariyani qo'shdi. Skott shunday dedi: "Inson aql-idrok hayvoni deb nomlangan, ammo uni haqiqatan ham ko'proq taklifning yaratuvchisi deb atash mumkin. U oqilona, ​​ammo u ko'proq ma'noga ega".[34] U buni iste'molchiga to'g'ridan-to'g'ri buyruq berishning reklama texnikasi orqali namoyish etdi.

1920-yillardagi radio

"Adohr milk" sut kompaniyasi tomonidan homiylik qilingan va nashr etilgan jonli radioeshittirish uchun reklama Los Anjeles Tayms 1930 yil 6-mayda

1920-yillarning boshlarida birinchi radiostansiyalar radiotexnika ishlab chiqaruvchilari tomonidan tashkil etilgan, so'ngra notijorat tashkilotlar masalan, maktablar, klublar va o'zlarining shaxsiy stantsiyalarini tashkil etgan fuqarolik guruhlari.[35] Perakendeciler va iste'mol tovarlarini ishlab chiqaruvchilar radioning o'z uylarida iste'molchilarga etkazish imkoniyatlarini tezda angladilar va tez orada ularning xabarlari ajralib turadigan reklama usullarini o'zlashtirdilar; shiorlar, maskotlarva jingalak paydo bo'lishni boshladi radio 1920-yillarda va boshida televizor 1930-yillarda.[36]

Ommaviy axborot vositalarining ko'tarilishi tovar ishlab chiqaruvchilarga to'g'ridan-to'g'ri iste'molchilarga reklama berish orqali chakana savdo do'konlarini chetlab o'tishga imkon berdi. Bu ishlab chiqaruvchilarni brendga e'tibor qaratishga majbur qilgan va iste'molchilarni sotib olish, iste'mol qilish va ulardan foydalanish xatti-harakatlari to'g'risida yuqori tushunchalarga bo'lgan ehtiyojni kuchaytirgan asosiy paradigma o'zgarishi edi; ularning ehtiyojlari, istaklari va orzulari.[37] Dastlabki radio drama seriyalari sovun ishlab chiqaruvchilar tomonidan homiylik qilingan va janr a nomi bilan mashhur bo'lgan sovunli opera.[38] Ko'p o'tmay, radiostansiyalar egalari "efir vaqti" ni bir nechta korxonalarga sotilishi mumkin bo'lgan kichik vaqt ajratmalarida sotish orqali reklama daromadlarini ko'paytirishni angladilar. 1930-yillarga kelib, bular reklama joylari, vaqt paketlari ma'lum bo'lgach, stantsiyaning geografik savdo vakillari tomonidan sotilib, milliy radio reklama davri boshlandi.[39]

1940-yillarga kelib, ishlab chiqaruvchilar iste'molchilar o'zlarining tovar belgilari bilan shaxsiy / shaxsiy / ijtimoiy / psixologik / antropologik ma'noda munosabatlarini rivojlantirish usullarini taniy boshladilar.[40] Reklama beruvchilar motivatsion tadqiqotlardan foydalanishni boshladilar va iste'molchilarni tadqiq qilish iste'molchilarni sotib olish bo'yicha tushunchalarni to'plash. Chrysler va Exxon / Esso uchun kuchli markali kampaniyalar, psixologiya va madaniy antropologiyadan olingan tadqiqot usullaridan foydalangan holda, 20-asrning eng barqaror kampaniyalariga olib keldi.[41]

1950-yillarda tijorat televideniesi

1950 yillarning boshlarida, DuMont televizion tarmog'i reklama vaqtini bir nechta homiylarga sotishning zamonaviy amaliyotini boshladi. Ilgari, DuMont ko'plab dasturlari uchun homiy topishda muammolarga duch keldi va kompensatsiyani bir nechta korxonalarga reklama vaqtining kichik bloklarini sotish bilan qopladi. Bu oxir-oqibat Qo'shma Shtatlardagi tijorat televizion sanoatining standartiga aylandi. Shu bilan birga, bitta homiy shoularni o'tkazish odatiy hol edi, masalan Amerika Qo'shma Shtatlarining po'lat soati. Ba'zi hollarda homiylar shou mazmuni ustidan katta nazoratni amalga oshirdilar - shu jumladan reklama agentligi ko'rsatuvni yozishiga qadar.[iqtibos kerak] Yagona homiylar modeli hozirda juda kam tarqalgan, bu istisno Hallmark Shon-sharaf zali.[iqtibos kerak]

1980-yillardan boshlab kabel televideniesi

1980-yillarning oxiri va 1990-yillarning boshlarida kabel televideniesi, xususan MTV. MTV musiqiy video kontseptsiyasiga kashshof bo'lib, yangi reklama turini yaratdi: iste'molchilar ohanglari uchun reklama xabari emas, balki a yon mahsulot yoki keyinroq. Kabel va sun'iy yo'ldosh televideniesi tobora keng tarqalganligi sababli, maxsus kanallar kanallar, shu jumladan butunlay paydo bo'ldi reklamaga bag'ishlangan, kabi QVC, Uy xaridlari tarmog'iva ShopTV Canada.[42]

1990-yillardan Internet

Asosiy maqola: Onlayn reklama

Kelishi bilan reklama serveri, onlayn reklama o'sdi va "nuqta-com"1990-yillar bum.[43] Butun korporatsiyalar faqatgina reklama daromadlari asosida ish olib borgan va har narsadan taklif qilishgan kuponlar bepul Internetga kirish uchun. 21-asrning boshlarida ba'zi veb-saytlar, shu jumladan qidiruv tizimi Google, o'zgartirildi onlayn reklama veb-brauzer harakati asosida reklamalarni shaxsiylashtirish orqali. Bu shunga o'xshash boshqa harakatlarga va o'sishlarga olib keldi interaktiv reklama.[44]

1925 yildan beri ommaviy axborot vositalaridagi katta o'zgarishlarda reklama xarajatlarining YaIMga nisbatan ulushi ozgina o'zgardi. 1925 yilda Amerikadagi asosiy reklama vositalari gazeta, jurnallar tramvaylarva tashqi makon plakatlar. Yalpi ichki mahsulot ulushi sifatida reklama xarajatlari taxminan 2,9 foizni tashkil etdi. 1998 yilga kelib televidenie va radio asosiy reklama vositalariga aylandi; 2017 yilga kelib, translyatsiya va onlayn reklama o'rtasidagi muvozanat o'zgarib, onlayn xarajatlar translyatsiyadan oshib ketdi.[45] Shunga qaramay, reklama xarajatlari YaIM ulushi sifatida biroz pastroq - 2,4 foizni tashkil etdi.[46]

Partizan marketingi jamoat joylarida bosqichma-bosqich uchrashuvlar, tovar xabarlari bilan qoplangan mashinalar kabi mahsulotlarni tarqatish va tomoshabin reklama xabarining bir qismiga aylanishiga javob beradigan interaktiv reklama kabi noodatiy yondashuvlarni o'z ichiga oladi. Ushbu turdagi reklama oldindan aytib bo'lmaydi, bu iste'molchilarga mahsulot yoki g'oyani sotib olishga olib keladi.[47] Bu orqali interaktiv va "ko'milgan" reklamalarning o'sish tendentsiyasini aks ettiradi, masalan mahsulotni joylashtirish, iste'molchilar matnli xabarlar va turli xil kampaniyalar orqali ovoz berishlari ijtimoiy tarmoq xizmatlari kabi Facebook yoki Twitter.[48]

So'nggi yillarda reklama biznes modeli ham moslashtirildi.[qachon?][tushuntirish kerak] Yilda tenglik uchun ommaviy axborot vositalari, reklama sotilmaydi, lekin buning evaziga boshlang'ich kompaniyalarga taqdim etiladi tenglik. Agar kompaniya o'ssa va sotilsa, media kompaniyalar o'z aktsiyalari uchun naqd pul olishadi.

Ba'zan domen nomlarini ro'yxatdan o'tkazuvchilar (odatda domenlarni investitsiya sifatida ro'yxatdan o'tkazadigan va yangilaydiganlar) o'z domenlarini "park" qilish va reklama kompaniyalariga klik uchun to'lovlar evaziga o'z saytlarida e'lonlarni joylashtirishga ruxsat berish. Ushbu reklamalar odatda Google yoki Yahoo singari klik uchun to'lov bo'yicha qidiruv tizimlari tomonidan boshqariladi, ammo ba'zida reklama to'g'ridan-to'g'ri domen ijarasi orqali yoki mahsulotni tavsiflovchi domen nomini ro'yxatdan o'tkazuvchi bilan aloqa o'rnatish orqali to'g'ridan-to'g'ri maqsadli domen nomlariga joylashtirilishi mumkin. Odatda domen nomlarini ro'yxatdan o'tkazuvchilarni aniqlash oson KIM ro'yxatdan o'tganlarning veb-saytlarida ommaviy ravishda mavjud bo'lgan yozuvlar.[49]

Tasnifi

Uchun reklama Vikimedia fondi
Ovqatlanish uchun reklama. Bunday belgilar do'kon peshtaxtalarida keng tarqalgan.
Belgilarni ushlab turish uchun odamlarga pul to'lash bu kabi eng qadimgi reklama turlaridan biridir inson taxtasi.
Reklama joylashtirilgan taksik Daikin Singapurda. Avtobuslar va boshqa transport vositalari reklama beruvchilar uchun mashhur ommaviy axborot vositasidir.
Mobil billboard East Coast Park, Singapur
A DBAG 101-sinf bilan UNICEF Ingolshtadt temir yo'l stantsiyasidagi e'lonlar
A Transperth yon tomonida reklama joylashtirilgan avtobus
Havo pufagi uchun reklama namoyish qilish GEO jurnal
Hisob-kitobni yopishtirgan reklama odam Madam Tusso, London 1877 yilda

Reklama turlicha tasniflanishi mumkin, jumladan uslubi, maqsadli auditoriyasi, geografik doirasi, vositasi yoki maqsadi bo'yicha.[2]:9–15 Masalan, bosma reklamada uslublar bo'yicha tasnifga displeyli reklama (o'lchamlari bo'yicha sotiladigan dizayn elementlari bo'lgan reklamalar) va tasniflangan reklama (so'z yoki chiziq bilan sotiladigan dizayn elementlari bo'lmagan reklamalar) kiritilishi mumkin. Reklama mahalliy, milliy yoki global bo'lishi mumkin. Reklama kampaniyasi iste'molchilarga yoki korxonalarga yo'naltirilishi mumkin. E'lonning maqsadi xabardorlikni oshirish (tovar reklama) yoki darhol sotuvga chiqarish (to'g'ridan-to'g'ri javob reklama) bo'lishi mumkin. Atama chiziq ustida (ATL) ommaviy axborot vositalari ishtirokidagi reklama uchun ishlatiladi; reklama va targ'ibotning ko'proq maqsadli shakllari deb ataladi chiziq ostida (BTL).[50][51] Ikki muddat 1954 yilda boshlangan Procter & Gamble reklama agentliklariga boshqa reklama agentliklaridan farqli ravishda pul to'lay boshladilar.[52] 2010-yillarda reklama texnologiyasi rivojlanib borishi bilan yangi atama, chiziq orqali (TTL) birlashtirilgan reklama kampaniyalariga ishora qilib, foydalanishga kirishdi.[53][54]

An'anaviy ommaviy axborot vositalari

Reklama uchun deyarli har qanday vositadan foydalanish mumkin. Tijorat reklama vositalarini o'z ichiga olishi mumkin devor rasmlari, reklama taxtalari, ko'cha mebellari komponentlar, bosma varaqalar va raf kartalari, radio, kino va televizion reklamalar, veb-bannerlar, mobil telefon ekranlari, xarid qilish aravalari, veb popuplar, skywriting, avtobus bekati o'rindiqlari, odamlarning reklama taxtalari va peshonadagi reklama, jurnallar, gazetalar, shahar tashuvchilar, avtobuslarning yon tomonlari, samolyotlarga yoki yonlariga bog'langan bannerlar (")logojets"), parvozdagi reklama kuni o'rindiq uchun laganda stollari yoki ustki omborxonalar, taksik eshiklari, tom yopish moslamalari va yo'lovchilar ekranlari, musiqiy sahna shoulari, metro platformalari va poezdlar, bir martalik taglikdagi elastik bantlar, hammom rastalari eshiklari, supermarketlardagi olma ustidagi stikerlar, xarid qilish vositalarining tutqichlari (grabertising), ning ochilish qismi oqim audio va video, plakatlar va tadbirlarga chiptalar va supermarketlarning kvitansiyalari. "Belgilangan" homiy o'z xabarlarini vosita orqali etkazish uchun to'laydigan har qanday vaziyat reklama hisoblanadi.[55]

Global reklama sarflarining ulushi[56]
O'rta20152017[bahsli – muhokama qilish]
Televizion reklama37.7%34.8%
Ish stoli onlayn reklama19.9%18.2%
Mobil reklama9.2%18.4%
Gazeta # Reklama12.8%10.1%
Jurnallar6.5%5.3%
Tashqi reklama6.8%6.6%
Radio reklama6.5%5.9%
Kino0.6%0.7%
Televizor
Televizion reklama bu eng qimmat reklama turlaridan biri; tijorat uchun tarmoqlar katta miqdordagi haq oladi efir vaqti mashhur tadbirlar paytida. Yillik Super Bowl futbol Qo'shma Shtatlardagi o'yin televizion eng taniqli reklama tadbiri sifatida tanilgan - 108 milliondan ziyod tomoshabin qatnashgan va tadqiqotlarning 50% faqat reklamalarni ko'rish uchun sozlangan.[57][58] Ushbu o'yinning 2014 yilgi nashri davomida o'rtacha o'ttiz soniya reklama narxi 4 million AQSh dollarini tashkil qildi va 60 soniyali joy uchun 8 million dollar olindi.[57] Virtual reklama kompyuter grafikasi orqali muntazam dasturlashga kiritilishi mumkin. Odatda u boshqa bo'sh fonga qo'shiladi[59] yoki masofaviy eshittirish auditoriyasiga aloqasi bo'lmagan mahalliy reklama taxtalarini almashtirish uchun ishlatiladi.[60] Ko'proq tortishuvlarga qaramay, virtual billboardlar hayotda mavjud bo'lmagan fonga qo'shilishi mumkin. Ushbu uslub ayniqsa televizion sport tadbirlarida qo'llaniladi. Virtual mahsulotni joylashtirish ham mumkin.[61][62] An infomercial odatda besh daqiqa yoki undan uzoqroq bo'lgan uzoq formatli televizion reklama. "Infomercial" so'zi a portmanteau "axborot" va "tijorat" so'zlaridan. Infomercial-da asosiy maqsad an yaratishdir impuls sotib olish, shunda maqsad taqdimotni ko'radi va keyin reklama qilingan mahsulotni darhol sotib oladi bepul telefon raqami yoki veb-sayt. Infomercials mahsulotlarni va ularning xususiyatlarini tavsiflaydi, namoyish etadi va ko'pincha namoyish etadi va odatda mijozlarning guvohnomalariga ega va soha mutaxassislari.[iqtibos kerak]
1948 yilda suratga olingan televizion reklama
Radio
Radio reklama radio to'lqinlari orqali uzatuvchidan antennaga va shu tariqa qabul qiluvchi qurilmaga havoga uzatiladi. Efir reklama roliklarini efirga berish evaziga stantsiyadan yoki tarmoqdan sotib olinadi. Radioning ovoz bilan cheklanishi cheklangan bo'lsa-da, radio reklama tarafdorlari buni ko'pincha afzallik sifatida keltiradilar. Radio - bu kengayib boruvchi vosita, uni efirda va onlayn ravishda topish mumkin. Ga binoan Arbitron, radioda haftasiga taxminan 241,6 million tinglovchi yoki AQSh aholisining 93 foizidan ko'prog'i bor.[iqtibos kerak]
Onlayn
Onlayn reklama - bu shakl rag'batlantirish Internetdan foydalanadigan va Butunjahon tarmog'i mijozlarni jalb qilish uchun marketing xabarlarini etkazib berishning aniq maqsadi uchun. Onlayn reklamalar reklama serveri tomonidan etkazib beriladi. Onlayn reklama misolida paydo bo'ladigan kontekstli reklama kiradi qidiruv tizimining natijalari sahifalari, banner reklamalari, yilda bir marta bosish uchun to'lash matnli reklama, boy ommaviy axborot vositalari reklamalar, Ijtimoiy tarmoq reklama, onlayn tasniflangan reklama, reklama tarmoqlari va elektron pochta orqali marketing, shu jumladan elektron pochta orqali spam yuborish.[iqtibos kerak] Onlayn reklamaning yangi shakli Mahalliy reklama; ular veb-saytning yangiliklar tasmasiga kirishadi va unchalik intruziv bo'lmagan holda foydalanuvchi tajribasini yaxshilashi kerak. Biroq, ba'zi odamlar bu amaliyot aldamchi deb ta'kidlaydilar.[63]
Domen nomlari
Domen nomidagi reklama ko'pincha klik uchun to'lov orqali amalga oshiriladi veb-qidiruv tizimlariammo, reklama beruvchilar ko'pincha o'z mahsulotlarini umumiy ravishda tavsiflaydigan domen nomlari bo'yicha to'g'ridan-to'g'ri joyni ijaraga olishadi. Internet foydalanuvchisi to'g'ridan-to'g'ri veb-brauzeriga domen nomini yozish orqali veb-saytga kirganda, bu "to'g'ridan-to'g'ri navigatsiya" yoki "veb-trafik" yozish "deb nomlanadi. Garchi ko'plab Internet foydalanuvchilari qidiruv tizimlari va mobil telefonlardan foydalangan holda g'oyalar va mahsulotlarni izlashsa-da, butun dunyo bo'ylab ko'plab foydalanuvchilar hali ham manzillar satridan foydalanadilar. Ular manzil satriga "geraniums" kabi kalit so'zni kiritadilar va oxiriga ".com" qo'shadilar. Ba'zan ular ".org" yoki mamlakat kodlari bo'yicha yuqori darajadagi domen (Buyuk Britaniya uchun ".co.uk" yoki Kanada uchun ".ca" kabi TLD) bilan ham shunday qilishadi. Internet foydalanuvchilari umumiy kalit so'zni yozganda va .com yoki boshqasini qo'shganda yuqori darajadagi domen (TLD) nihoyasiga etkazgan holda, u maqsadli savdo yo'nalishini ishlab chiqaradi.[64] Domen nomi reklama dastlab Oingo tomonidan ishlab chiqilgan (keyinchalik Amaliy Semantika nomi bilan tanilgan), ulardan biri Googleerta sotib olish.[65]
Mahsulotlarni joylashtirish
Yashirin reklama mahsulot yoki brend ko'ngil ochish va ommaviy axborot vositalariga joylashtirilganda. Masalan, filmda bosh qahramon filmdagi kabi aniq bir tovar yoki buyumdan foydalanishi mumkin Ozchiliklar haqida hisobot, qayerda Tom KruzJon Andertonning xarakteri Nokia logotipi yuqori burchakda aniq yozilgan yoki soati bilan o'yilgan Bolgariya logotip. Filmdagi reklamaning yana bir misoli Men, robot, bu erda asosiy qahramon o'ynagan Will Smith uning eslaydi Suhbat bir necha marta poyabzal, ularni "klassik" deb atashadi, chunki film kelajakda juda uzoqqa cho'zilgan. Men, robot va Kosmik to'plar bilan futuristik avtomobillarni namoyish etadi Audi va Mercedes-Benz transport vositalarining old qismida aniq ko'rsatilgan logotiplar. Kadillak filmda reklama qilishni tanladi Matritsa qayta yuklandinatijada Cadillac avtomashinalari ishlatilgan ko'plab sahnalarni o'z ichiga olgan. Xuddi shunday, uchun mahsulotni joylashtirish Omega soatlari, Ford, VAIO, BMW va Aston Martin Yaqinda avtomobillar namoyish etildi Jeyms Bond filmlar, eng muhimi Casino Royale. In "Fantastik to'rtlik: kumush sörfçünün ko'tarilishi", asosiy transport vositasi katta Dodge old tomonida logotip. Pichoq yuguruvchisi mahsulotning eng aniq joylashuvini o'z ichiga oladi; butun film a namoyish qilishni to'xtatadi Coca Cola reklama taxtasi.[iqtibos kerak]
Chop etish
Bosma reklama gazeta, jurnal yoki savdo jurnali kabi bosma nashrdagi reklamani tavsiflaydi. Bu juda katta o'quvchi bazasiga ega ommaviy axborot vositalaridan, masalan, yirik milliy gazeta yoki jurnallardan tortib, juda ixtisoslashgan mavzulardagi mahalliy gazetalar va savdo jurnallari kabi tor doiradagi ommaviy axborot vositalarini qamrab oladi. Bosma reklama shakllaridan biri bu tasniflangan reklama, bu xususiy shaxslarga yoki kompaniyalarga so'z yoki chiziq bilan to'lanadigan kichik, tor maqsadli reklamani sotib olishga imkon beradi. Bosma reklamaning yana bir shakli - bu odatda gazetaning maqolalar qismida ishlaydigan dizayn elementlari bilan kattaroq reklama bo'lgan namoyish reklamasi.[2]:14
Tashqi makon
Reklama taxtalari, shuningdek, dunyoning ayrim qismlarida to'planish deb nomlanuvchi jamoat joylarida joylashgan piyodalar va avtoulovchilarga e'lonlarni namoyish etadigan katta inshootlar. Ko'pincha, ular katta miqdordagi avtoulovlar va piyodalar harakati bilan asosiy yo'llarda joylashgan; ammo, ularni ko'plab tomoshabinlar bo'lgan har qanday joyga, masalan, ommaviy tranzit transport vositalarida va stantsiyalarda, savdo markazlarida yoki ofis binolarida va stadionlarda joylashtirish mumkin. Ko'cha reklamasi deb nomlanuvchi shakl birinchi bo'lib Buyuk Britaniyada ko'cha mebellari va yo'lakchalarida tashqi reklama yaratish uchun Street Advertising Services tomonidan tanilgan. Kabi mahsulotlar bilan ishlash Teskari grafiti, havo raqqosalari jamoat joylariga tovar xabarlarini chiqarish uchun va 3D yulka reklama.[iqtibos kerak] Boshpanali tashqi reklama katta mobil, inshootlarni joylashtirish orqali tashqi reklama bilan ichki reklamani birlashtiradi (chodirlar) jamoat joylarida vaqtinchalik bazalarda. Katta tashqi reklama maydoni kuzatuvchiga kuchli ta'sir o'tkazishga qaratilgan bo'lib, mahsulot bino ichida reklama qilinadi, bu erda ijodiy dekor taassurotni kuchaytirishi mumkin.[iqtibos kerak] Mobil reklama taxtalari odatda transport vositalariga o'rnatilgan reklama taxtalari yoki raqamli ekranlar. Ular faqat mijozlar tomonidan tanlangan yo'nalishlar bo'ylab reklama tashish uchun mo'ljallangan maxsus transport vositalarida bo'lishi mumkin, shuningdek, ular maxsus jihozlangan yuk mashinalari yoki ba'zi hollarda samolyotlardan katta bannerlar bo'lishi mumkin. Reklama taxtalari tez-tez yonib turadi; ba'zi mavjudotlar orqa yoritilganva boshqalar yorug'lik chiroqlarini ishlatadi. Ba'zi billboard displeylari statik, boshqalari o'zgaradi; masalan, doimiy ravishda yoki vaqti-vaqti bilan reklamalar to'plami orasida aylanib turishi. Mobil displeylar butun dunyo bo'ylab metropolitenlarda turli xil holatlarda, shu jumladan: maqsadli reklama, bir kunlik va uzoq muddatli aktsiyalar, anjumanlar, sport tadbirlari, do'konlarning ochilishi va shunga o'xshash reklama tadbirlari va kichik kompaniyalarning katta reklamalari uchun ishlatiladi.[iqtibos kerak]
The Qizil ko'z gazetasi o'zining maqsadli bozoriga reklama qildi Shimoliy avenyu plyaji yelkanli qayiq taxtasi bilan Michigan ko'li.
Savdo nuqtasi
Do'kon ichidagi reklama - bu chakana savdo do'konida joylashtirilgan har qanday reklama. Bunga mahsulotni do'konda ko'rinadigan joylarda, masalan, ko'z darajasida, yo'laklarning uchida va kassa yaqinida (aka POP - sotib olish nuqtasi displeyi) joylashtirish, ma'lum bir mahsulotni reklama qiluvchi ko'zga tashlanadigan displeylar va xarid qilish aravalari va do'kon ichidagi video displeylar kabi joylar.[iqtibos kerak]
Yangiliklar
Qahva krujkalar, futbolkalar, ruchkalar, sumkalar kabi kichik moddiy narsalarga bosilgan reklama va boshqalar yangilik reklama. Ba'zi printerlar yangiliklarni chop etishga ixtisoslashgan bo'lib, ularni to'g'ridan-to'g'ri reklama beruvchiga tarqatish mumkin yoki narsalar xoch-reklama aksiyasi sifatida tarqatilishi mumkin, masalan, tezkor ovqat idishlari.[iqtibos kerak]
Mashhurlarning tasdiqlashlari
Taniqli shaxs mahsulot yoki brendni qo'llab-quvvatlaydigan reklama taniqli shaxslarning mahsulotlarini tan olish yoki ma'lum do'konlarni yoki mahsulotlarni reklama qilish uchun taniqli shaxslarning kuchi, shuhrati, pullari va mashhurligidan foydalanadi. Reklama beruvchilar ko'pincha o'z mahsulotlarini reklama qilishadi, masalan, mashhur odamlar o'zlarining sevimli mahsulotlarini baham ko'rganda yoki ma'lum bir brendlar yoki dizaynerlar tomonidan kiyim kiyganda. Mashhurlar ko'pincha ma'lum yoki umumiy mahsulotlarni reklama qilish uchun televizion yoki bosma reklama kabi reklama kampaniyalarida qatnashadilar. Brendni tasdiqlash uchun taniqli shaxslardan foydalanish uning salbiy tomonlariga ham ega bo'lishi mumkin; taniqli odamning bitta xatosi zararli bo'lishi mumkin jamoat bilan aloqa tovar belgisi. Masalan, 2008 yil Xitoyning Pekin shahrida bo'lib o'tgan Olimpiya o'yinlarida sakkizta oltin medalni qo'lga kiritganidan so'ng, suzuvchi Maykl Felpsbilan shartnoma Kelloggniki bekor qilindi, chunki Kellogg marixuana chekayotganini suratga olganidan keyin u bilan aloqada bo'lishni istamadi.[iqtibos kerak] Kabi mashhurlar Britni Spirs Pepsi, Kohl's, Twister, NASCAR va Toyota kompaniyalari konfetlarini o'z ichiga olgan bir nechta mahsulotlarni reklama qildilar.[iqtibos kerak]
Havodan
Samolyotlardan foydalanish, sharlar yoki havo kemalari reklama vositalarini yaratish yoki namoyish qilish. Skywriting diqqatga sazovor misol.[iqtibos kerak]
An Allegiant Air maxsus samolyotlar Moviy odam guruhi jigar
A Zeppelin NT (D-LZFN) ning Fridrixshafen reklama uchun ishlatiladi

Yangi media yondashuvlari

Yangi reklama yondashuvi rivojlangan reklama deb nomlanadi, ya'ni ma'lumotlar- katta miqdordagi ma'lumotlar, aniq o'lchov vositalari va aniq maqsadlarni qo'llagan holda boshqariladigan reklama.[66] Kengaytirilgan reklama, shuningdek, reklama maydonini sotadigan kompaniyalar uchun xaridorlarning xaridlarini ular namoyish etadigan yoki efirga uzatadigan reklamalariga bog'lashni osonlashtiradi.[67]

Borgan sari boshqa ommaviy axborot vositalari "an'anaviy" televidenie, radio va gazeta vositalarini ortda qoldirmoqda, chunki Internetdan yangiliklar va musiqa hamda shu kabi qurilmalar uchun foydalanishga o'tilganligi sababli. raqamli video yozuvlar (DVR) kabi TiVo.[68]

Onlayn reklama "noma'lum bo'lgan elektron pochta orqali kiruvchi ommaviy reklama bilan boshlandi.elektron pochta orqali spam yuborish". Spam 1978 yildan beri elektron pochta foydalanuvchilari uchun muammo bo'lib kelgan.[69] Yangi onlayn aloqa kanallari paydo bo'lishi bilan reklama paydo bo'ldi. Birinchi banner reklama 1994 yilda Butunjahon Internet tarmog'ida paydo bo'lgan.[70] Internetga asoslangan reklama maydonlarining narxi atrofdagi veb-tarkibning "dolzarbligi" va veb-sayt olgan trafikka bog'liq.[iqtibos kerak]

Onlayn displey reklamalarida displey reklamalari tezda xabardorlikni keltirib chiqaradi. Kimdir ehtiyojni bilishini talab qiladigan qidiruvdan farqli o'laroq, reklama reklamasi yangi va avvalgi bilimlarsiz xabardorlikni kuchaytirishi mumkin. Displey to'g'ridan-to'g'ri javob berish uchun yaxshi ishlaydi. Displey nafaqat xabardorlikni shakllantirish uchun, balki "harakatga chaqiruv" bilan ochilish sahifasiga bog'langan to'g'ridan-to'g'ri javob kampaniyalari uchun ishlatiladi.[iqtibos kerak]

1998 yilda Finlyandiyada mobil telefonlarda birinchi pullik yuklab olinadigan kontent paydo bo'lganda, mobil telefon yangi ommaviy axborot vositasi bo'lganligi sababli,[71][iqtibos kerak] mobil reklama keyin, birinchi marta 2000 yilda Finlyandiyada ishga tushirildi.[iqtibos kerak] 2007 yilga kelib mobil reklama qiymati 2 milliard dollarga yetdi va shu kabi provayderlar Admob milliardlab mobil reklamalarni etkazib berdi.[iqtibos kerak]

Batafsil rivojlangan mobil reklamalar orasida banner reklamalari, kuponlar, Multimedia xabar xizmati rasm va video xabarlar, reklama o'yinlari va turli xil ishtirok etish marketingi kampaniyalar. Mobil reklamalarni boshqarishning o'ziga xos xususiyati bu 2D shtrix-kod, bu veb-manzillarni har qanday yozishni amalga oshirish zarurligini almashtiradi va veb-tarkibga darhol kirish huquqini olish uchun zamonaviy telefonlarning kamera xususiyatidan foydalanadi. Yaponiyalik uyali telefon foydalanuvchilarining 83 foizi allaqachon 2 o'lchovli shtrix-kodlarning faol foydalanuvchilari.[iqtibos kerak]

Ba'zi kompaniyalar xabarlarni yoki korporativ logotiplarni kuchaytiruvchi tomonga joylashtirishni taklif qilishdi raketalar va Xalqaro kosmik stantsiya.[iqtibos kerak]

To'lanmagan reklama (shuningdek, "reklama reklamasi" deb nomlanadi), shaxsiy tavsiyalarni ("do'stingizni olib keling", "uni soting"), shov-shuvni tarqatishni yoki brendni umumiy ism bilan tenglashtirish yutug'iga erishishni o'z ichiga olishi mumkin (AQShda,Xerox" = "fotokopi", "Kleenex" = to'qima, "Vazelin" = neft jeli, "Guver" = chang yutgichva "Bint" = yopishqoq bandaj). Biroq, ba'zi kompaniyalar[qaysi?] ob'ektni yorliqlash uchun ularning tovar nomidan foydalanishga qarshi chiqish. Brendni umumiy ism bilan tenglashtirish, shuningdek, ushbu brendni a ga aylantirish xavfi mavjud umumiy savdo belgisi - uni umumiy atamaga aylantirish, bu uning savdo belgisi sifatida huquqiy himoyasi yo'qolganligini anglatadi.[72][bahsli – muhokama qilish]

Vaqti-vaqti bilan, CW televizion tarmog'i butun tijorat tanaffusida bitta kompaniyaning mahsulotini reklama qilish uchun "Kontentni o'rash" deb nomlangan qisqa dasturiy tanaffuslarni efirga uzatadi. CW "tarkibni o'rash" ni kashshof qildi va ba'zi bir mahsulotlar namoyish etildi O'simlik mohiyati, Crest, Gitara qahramoni II, CoverGirlva Toyota.[73][74]

Reklama bo'yicha yangi "AR Reklama" kontseptsiyasi paydo bo'ldi kengaytirilgan haqiqat texnologiya.[75]

Samaradorligi to'g'risida tortishuvlar mavjud subliminal reklama (qarang ongni boshqarish) va ommaviy xabarlarning keng tarqalishi (tashviqot).

Yangi ommaviy axborot vositalarida ko'tariling

AQSh gazetalarining reklama daromadi, Amerika gazetalari assotsiatsiyasi ma'lumotlarni nashr etdi[76]

Internet bilan ko'plab yangi reklama imkoniyatlari paydo bo'ldi. To'saddan paydo bo'lish, Chiroq, banner, pop-under, advergaming, va elektron pochta orqali reklamalar (bularning barchasi ko'pincha istalmagan yoki elektron pochta holatida spam) endi odatiy holga aylandi. Xususan, "ko'ngilochar" reklama paydo bo'lganidan beri, ba'zi odamlar reklamani keyinroq ko'rishni yoki do'stiga ko'rsatishni xohlaydigan darajada yoqishi mumkin.[iqtibos kerak] Umuman olganda, reklama hamjamiyati buni hali ham osonlashtirmadi, biroq ba'zilari Internetdan o'zlarining reklamalarini ko'rish yoki eshitishni istaganlarga keng tarqatish uchun foydalanganlar. 2009 yilning so'nggi uch choragida uyali aloqa va Internetdagi reklama mos ravishda 18% va 9% ga o'sdi, eski ommaviy axborot vositalarida esa pasayish kuzatildi: -10,1% (TV), -11,7% (radio), -14,8% (jurnallar) va - 18,7% (gazetalar).[iqtibos kerak] Between 2008 and 2014, U.S. newspapers lost more than half their print advertising revenue.[77]

Mart marketing

Another significant trend regarding future of advertising is the growing importance of the Mart bozori using niche or targeted ads. Also brought about by the Internet and the theory of the uzun quyruq, 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 ommaviy bozor audience possible.[iqtibos kerak] 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,[iqtibos kerak] leading to ads that are more relevant to viewers and more effective for companies' marketing products. Boshqalar orasida, Comcast Spotlight is one such advertiser employing this method in their talab bo'yicha video menyular. 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.[78]Niche marketing could also be helped by bringing the issue of colour into advertisements. Different colours play major roles when it comes to marketing strategies, for example, seeing 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 the email account or website visitors.

Kraudorsing

Asosiy maqola: Kraudorsing

The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by people, as opposed to an advertising agency or the company themselves, often resulting from brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the "Crash the Super Bowl" contest, allowing people to create their own Doritos reklama roliklari.[79] Chevrolet held a similar competition for their Tahoe line of SUVs.[79] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".[80][81] Another example of companies using crowdsourcing successfully is the beverage company Jons Soda that encourages consumers to participate in the label design themselves.[82]

This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Xersining, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper.[83] Crowdsourcing remains controversial, as the long-term impact on the advertising industry is still unclear.[84]

Globalizatsiya

Asosiy maqola: Global marketing

Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. Uchun global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing o'lchov iqtisodiyoti in the creative process, maximising local effectiveness of ads, and increasing the company's speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.[85]

Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how o'lchov iqtisodiyoti are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Bozor tadqiqotlari measures, such as Diqqat oqimi, Tuyg'u oqimi va branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.[86]

Foreign public messaging

Shuningdek qarang: Yumshoq quvvat va International tourism advertising

Foreign governments,[qaysi?] particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates aviakompaniyasi (Dubay), Singapur havo yo'llari (Singapur), Qatar Airways (Qatar), China Airlines (Tayvan/Xitoy Respublikasi) va Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.

Diversifikatsiya

Sohasida advertising agencies, continued industry diversification has seen observers note that "big global clients don't need big global agencies any more".[87] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business Soliq va Aqlli in Australia and has been referred to as "a revolution in the ad world".[88]

Yangi texnologiya

Human billboard at the Milliy ko'p madaniyatli festival being used to advertise Facebook news feed

The ability to record shows on raqamli video yozuvlar (such as TiVo) allow watchers to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded qutilar to'plamlari are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sotilgan, means the company will receive additional profits from these sets.

To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Omon qolgan. Other strategies include integrating advertising with internet-connected program guidess (EPGs), advertising on companion devices (like smartphones and tablets) during the show, and creating mobil ilovalar for TV programs. Additionally, some like brands have opted for ijtimoiy televidenie homiylik.[89]

The emerging technology of drone displays has recently been used for advertising purposes.[90]

Ta'lim

In recent years there have been several media literacy initiatives, and more specifically concerning advertising, that seek to empower citizens in the face of media advertising campaigns.[91]

Advertising education has become popular with bachelor, master and doctorate degrees becoming available in the emphasis.[iqtibos kerak] A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking.[iqtibos kerak] A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.[92] Kabi tashkilotlar Amerika reklama federatsiyasi establish companies with students to create these campaigns.[iqtibos kerak]

Maqsadlar

Advertising is at the front of delivering the proper message to customers and prospective customers. The purpose of advertising is to inform the consumers about their product and convince customers that a company's services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople's individual messages, draw customers to the business, and to hold existing customers.[93]

Sales promotions and brand loyalty

Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers one draws in and where they are, and to jump start sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.[94]

Tanqidlar

Asosiy maqola: Reklama tanqidlari
Shuningdek qarang: Racial stereotyping in advertising
Mobstr - Visual Pollution, London

While advertising can be seen as necessary for economic growth,[27] it is not without social costs. Unsolicited commercial e-mail va boshqa shakllari Spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[95] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.[96] This increasing difficulty in limiting exposure to specific audiences can result in negative backlash for advertisers.[97] In tandem with these criticisms, the advertising industry has seen low approval rates in surveys and negative cultural portrayals.[98]

One of the most controversial criticisms of advertisement in the present day is that of the predominance of advertising of foods high in sugar, fat, and salt specifically to children. Critics claim that food advertisements targeting children are exploitive and are not sufficiently balanced with proper nutritional education to help children understand the consequences of their food choices. Additionally, children may not understand that they are being sold something, and are therefore more impressionable.[99] Michelle Obama has criticized large food companies for advertising unhealthy foods largely towards children and has requested that food companies either limit their advertising to children or advertise foods that are more in line with dietary guidelines.[100] The other criticisms include the change that are brought by those advertisements on the society and also the deceiving ads that are aired and published by the corporations. Cosmetic va sog'liqni saqlash sanoati are the ones which exploited the highest and created reasons of concern.[101]

Tartibga solish

There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples include restrictions for advertising spirtli ichimliklar, tamaki yoki qimor imposed in many countries, as well as the bans around bolalarga reklama, which exist in parts of Europe. Advertising regulation focuses heavily on the haqiqat of the claims and as such, there are often tighter restrictions placed around advertisements for food and healthcare products.[102]

The advertising industries within some countries rely less on laws and more on systems of self-regulation.[102][103][104] Advertisers and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Reklama standartlari bo'yicha vakolatli organ Buyuk Britaniyada.[105]

In the UK, most forms of tashqi reklama such as the display of billboards is regulated by the UK Town and County Planning system. Currently, the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of £2,500 per offense.[106] In the US, many communities believe that many forms of outdoor advertising blight the public realm.[107] As long ago as the 1960s in the US, there were attempts to ban billboard advertising in the open countryside.[108] Kabi shaharlar San-Paulu have introduced an outright ban[109] with London also having specific legislation to control unlawful displays.

Some governments restrict the languages that can be used in advertisements, but advertisers may employ tricks to try avoiding them. In France for instance, advertisers sometimes print English words in bold and French translations in fine print to deal with Article 120 of the 1994 Tubon qonuni limiting the use of English.[110]

The advertising of pricing information is another topic of concern for governments. In the United States for instance, it is common for businesses to only mention the existence and amount of applicable taxes at a later stage of a transaction.[111] In Canada and New Zealand, taxes can be listed as separate items, as long as they are quoted up-front.[112][113] In most other countries, the advertised price must include all applicable taxes, enabling customers to easily know how much it will cost them.[114][115][116]

Nazariya

Shuningdek qarang: Reklama menejmenti

Hierarchy-of-effects models

Shuningdek qarang: AIDA (marketing)

Various competing models of hierarchies of effects attempt to provide a theoretical underpinning to advertising practice.[tushuntirish kerak][117]

  • The model of Clow and Baack[118] clarifies the objectives of an advertising campaign and for each individual advertisement. The model postulates six steps a buyer moves through when making a purchase:
    1. Xabardorlik
    2. Bilim
    3. Yoqtirish
    4. Afzallik
    5. Sudlanganlik
    6. Xarid qilish
  • Means-end theory suggests that an advertisement should contain a message or means that leads the consumer to a desired end-state.[119]
  • Leverage points aim to move the consumer from understanding a product's benefits to linking those benefits with personal values.[120]

Marketing aralashmasi

Asosiy maqola: Marketing aralashmasi

The marketing aralashmasi was proposed by professor E. Jerome McCarthy 1960-yillarda.[121] It consists of four basic elements called the "four Ps". Mahsulot is the first P representing the actual product. Narx represents the process of determining the value of a product. Joy represents the variables of getting the product to the consumer such as distribution channels, market coverage and movement organization. The last P stands for Rag'batlantirish which is the process of reaching the target market and convincing them to buy the product.

In the 1990s, the concept of to'rtta Cs was introduced as a more customer-driven replacement of four P's.[122] There are two theories based on four Cs: Lauterborn's four Cs (iste'molchi, xarajat, aloqa, qulaylik)[123] and Shimizu's four Cs (tovar, xarajat, aloqa, kanal) ichida 7Cs Compass Model (Co-marketing). Aloqa can include advertising, sotishni rag'batlantirish, jamoat bilan aloqa, oshkoralik, personal selling, korporativ identifikator, internal communication, SNSva MIS.[124][125][126][127]

Tadqiqot

Asosiy maqola: Reklama tadqiqotlari

Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as nusxa ko'chirish testi) and post-testing of ads and/or campaigns.

Pre-testing includes a wide range of qualitative and quantitative techniques, including: focus groups, in-depth target audience interviews (one-on-one interviews), small-scale quantitative studies and physiological measurement. The goal of these investigations is to better understand how different groups respond to various messages and visual prompts, thereby providing an assessment of how well the advertisement meets its communications goals.[128]

Post-testing employs many of the same techniques as pre-testing, usually with a focus on understanding the change in awareness or attitude attributable to the advertisement. With the emergence of digital advertising technologies, many firms have begun to continuously post-test ads using real-time data. This may take the form of A/B split-testing or multivariate testing.

Davomiy reklamani kuzatish va Communicus System are competing examples of post-testing advertising research types.[129]

Semiotikalar

Asosiy maqola: Semiotikalar

Meanings between consumers and marketers depict belgilar and symbols that are encoded in everyday objects.[130] Semiotikalar is the study of signs and how they are interpreted. Advertising has many hidden signs and meanings within brand names, logotiplar, package designs, print advertisements, and television advertisements. Semiotics aims to study and interpret the message being conveyed in (for example) advertisements. Logos and advertisements can be interpreted at two levels – known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for a product.[iqtibos kerak] These signs can be images, words, fonts, ranglar, or slogans. The underlying level is made up of hidden meanings. The combination of images, words, ranglar, and slogans must be interpreted by the audience or consumer.[131] The "key to advertising analysis" is the signifier and the signified. The signifier is the object and the signified is the mental concept.[132] A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A television's denotative meaning might be that it is high definition. The connotative meaning is the product's deep and hidden meaning. A connotative meaning of a television would be that it is top-of-the-line.[133]

Olmalar reklama roliklari[qachon?] used a black siluet of a person that was the age of Apple's target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apple's products.[134]

The semiotics of jins plays a key influence on the way in which signs are interpreted. Ko'rib chiqayotganda gender roles in advertising, individuals are influenced by three categories. Certain characteristics of stimuli may enhance or decrease the elaboration of the message (if the product is perceived as ayol yoki erkakcha). Second, the characteristics of individuals can affect diqqat and elaboration of the message (an'anaviy or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message.[135]

Ikkita turi mavjud marketing aloqasi claims-objective and subjective.[136] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, a camera may have auto-focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service. They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. Masalan brochure has a beautiful design.[137] Erkaklar tend to respond better to objective marketing-communications claims while ayollar tend to respond better to subjective marketing communications da'volar.[138]

Ovozli ovozlar are commonly used in advertising. Most voiceovers are done by men, with figures of up to 94% having been reported.[139] There have been more female voiceovers in recent years,[qachon?] but mainly for food, household products, and feminine-care products.[140]

Gender effects on comprehension

According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving muammolar, which could have an effect on how they interpret advertising.[141][tekshirish uchun kotirovka kerak] According to this study, men prefer to have available and apparent cues to interpret the message, whereas females engage in more creative, associative, imagery-laced interpretation. Later research by a Danish team[142] found that advertising attempts to persuade men to improve their appearance or performance, whereas its approach to women aims at transformatsiya toward an impossible ideal of female presentation. In Paul Suggett's article "The Objectification of Women in Advertising"[143] he discusses the negative impact that these women in advertisements, who are too perfect to be real, have on women, as well as men, in real life. Advertising's manipulation of women's aspiration to these ideal types as portrayed in film, in erotic art, in advertising, on stage, within music videos, and through other media exposures requires at least a conditioned rejection of female reality, and thereby takes on a highly ideological cast. Studies show that these expectations of women and young girls negatively impact their views about their bodies and appearances. These advertisements are directed towards men. Not everyone agrees: one critic viewed this monologic, gender-specific interpretation of advertising as excessively skewed and politicized.[144][tekshirish uchun kotirovka kerak] There are some companies, however, like Kabutar va Aerie that are creating commercials to portray more natural women, with less post production manipulation, so more women and young girls are able to relate to them.[iqtibos kerak]

More recent research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and on the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which ads are embedded influence a viewer's mood state.[145] Susan Wojcicki, author of the article "Ads that Empower Women don’t just Break Stereotypes—They’re also Effective"[146] discusses how advertising to women has changed since the first Barbi commercial where a little girl tells the doll that, she wants to be just like her. Little girls grow up watching advertisements of scantily clad women advertising things from trucks to burgers, and Wojcicki states that this shows girls that they are either arm candy or eye candy.

Shu bilan bir qatorda

Other approaches to daromad o'z ichiga oladi xayr-ehsonlar, paid subscriptions va mikrotransaktsiyalar. Websites and applications are "ad-free" when not using ads at all for revenue. For example, the online encyclopaedia Vikipediya provides free access to its content by receiving funding from charitable xayr-ehsonlar.[147]

Shuningdek qarang

Influential thinkers in advertising theory and practice

  • N. V. Ayer va O'g'il - probably the first advertising agency to use mass media (i.e. telegraph) in a promotional campaign
  • Ernest Dichter - developed the field of motivational research, used extensively in advertising
  • E. Sent-Elmo Lyuis - developed the first hierarchy of effects model (AIDA) used in sales and advertising
  • Artur Nilsen - founded one of the earliest international advertising agencies and developed ratings for radio & TV
  • Devid Ogilvi - pioneered the positioning concept and advocated of the use of brand image in advertising
  • Charlz Kulidj Parlin (1872–1942) - regarded as the pioneer of the use of marketing research in advertising
  • Rosser Rivz (1910–1984) - developed the concept of the unique selling proposition (USP) and advocated the use of repetition in advertising
  • Al Ries - advertising executive, author and credited with coining the term "positioning" in the late 1960s
  • Daniel Kraxmal - developed the Starch score method of measuring print media effectiveness (still in use)
  • J Valter Tompson - one of the earliest advertising agencies

"Fathers" of advertising

  • Late 1700s - Benjamin Franklin (1706–1790)- "father of advertising in America"[148]
  • Late 1800s - Thomas J. Barratt (1841-1914) of London - called "the father of modern advertising" by T.F.G. Paltolar[149]
  • Early 1900s - J. Henry ("Slogan") Smythe, Jr of Philadelphia - "world's best known slogan writer"[148]
  • Early 1900s - Albert Lasker (1880-1952) - the "father of modern advertising"; defined advertising as "salesmanship in print, driven by a reason why"[150]
  • Mid-1900s - Devid Ogilvi (1911–1999) - advertising tycoon, founder of Ogilvy & Mather, known[kim tomonidan?] as the "father of advertising"

Adabiyotlar

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Tarix

Asosiy maqola: Reklama tarixi § Qo'shimcha o'qish
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