WHAT IS ADVERTISING?
Advertising can be defined as persuasive communications that are sponsored and paid for by identifiable sources and delivered to targeted audiences. Businesses advertise as part of their marketing efforts. It is a means for getting a message out. Effective advertising can recruit new customers, build brand awareness, and polish company reputations. The ultimate goal is to increase revenues and profit.
FROM: Evans, Kim Masters. "Advertising." Encyclopedia of Business and Finance, 3rd ed., vol. 1, Macmillan Reference USA, 2014, pp. 16-20. Gale eBooks, https://link-gale-com.i.ezproxy.nypl.org/apps/doc/CX3727500017/GVRL?u=nypl&sid=GVRL&xid=5edcd86b. Accessed 16 June 2020.
WHY ADVERTISE?
Some possible reasons:
- to influence behavior
- to attract new customers
- to increase the frequency of using your product or service
- to introduce something new
- to encourage switching from competitor’s product or service to yours
- to reinforce top-of-mind brand awareness
- many more
FROM: Katz, Ron. Advertising & Marketing Checklists: 107 Proven Checklists to Save Time & Boost Advertising & Marketing Effectiveness. 2nd ed. NTSC Business Books, 1995
DATABASES
- Small Business Reference Center This link opens in a new windowProvides a great variety of information on the subject of advertising, including industry reports, advertising agencies, advertising strategies and principles, and many more.
- Statista -- Enter the keyword "Marketing" in the search box and you'll get a great number of reports, statistics, dossiers and more on advertising, digital marketing, influencer marketing, content marketing, and much more, both in the United States and countries worldwide.
- EBSCOHostEBSCOHost has a great number of reliable articles, e-books, and academic studies on the topics of advertising, marketing, and how they can be applied to various businesses.. Enter the keyword "advertising" in the search box and filter your results by language, geography, and source type (such as books) to get the desired results.
WEBSITE
WIKIPEDIA -- provides an interesting history of advertising and documents how the practice of advertising has changed from the 20th century to today.
Librarian
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