31. Advertising

Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. Description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it. Advertising should not just present. It should ambush, arrest, communicate, interact and persuade.

Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. According to MarketConscious.com, “It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.”

Advertising with intelligent interactivity ensures recall and results. We believe advertising is art in conceptualization and science in execution. Advertising communication works dramatically as the tipping point in sales. Communication strategy, Graphic imagery and life-like quality of prints convert High Art into real Sales. Intelligent and very, very customized planning, tailor-makes each piece of communication we create, to the marketing and sales needs of a particular brand, in the related environment, to the specific target audience.

Advertising spending has increased dramatically in recent years. In the United States alone in 2006, spending on advertising reached $155 billion, reported TNS Media Intelligence. That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by global accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385 billion. The accounting firm's report projected worldwide advertisement spending to exceed half-a-trillion dollars by 2010.

The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the U.S. in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9%. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower -- about 2.4%.