business advertising essay

Free Advertising Essay Examples & Topics

The advertising industry plays a critical role in modern society. We can see ads everywhere. They make us create opinions about all that we see, from food to politics. It is also the main source of income for most of the media, from newspapers to Facebook.

What can you write in an essay on advertisement?

In essence, your task is to compose an advertisement review. You have to analyze an ad or a few and explain how it promotes the product. Who does it appeal to? Tell about its aim and target audience. Then describe the main points and how it impacts people, providing your opinion. Write about the influence of advertising and your own impression.

To make it easier for you to decide on a topic for your advertising essay, our team has created a list of ideas for you. We also analyzed the structure of this type of academic paper and prepared some advertising essay examples.

Advertisement Essay Structure

When you’re writing a standard academic piece, your essay on advertising should be five paragraphs long. In the table below, we will analyze what you should describe and how to do so in detail.

• Introduction: Describe the product and provide some background information about it. You should state what exactly you will analyze. Include your personal opinion in this part. Explain why the company needs a commercial for the product. Summarize the content of the ad.
• Thesis Statement: Mention the main descriptive points that will appear in the body of your essay. There is no need to introduce your personal opinion in the thesis . Focus only on the vital aspects. Don’t write more than two sentences — preferably stick to one.
• Body Paragraphs: Here, you should describe the target audience of the commercial in any essay on ads. Besides, in the paragraphs, write about the concept of the brand and advertised product. Provide a visual analysis of the ad: colors, lighting, actors, and props and their meaning. Then switch your focus to the pros and cons of the ad.
• Conclusion: Try to keep it short and logical, covering the most significant points. Summarize the information about the targeted audience, the aim of the ad, and if they achieved it.

The structure above can serve as an outline for your argumentative essay on any chosen topic. But that’s not all. To write a successful essay, you need to take a few steps before writing:

• Select a topic . Try to remember some ads that you have recently seen. Think of your reaction to them and choose the one that strikes you the most. You can also use one of the topics from this article instead.
• Carry out research . Make a semiotic analysis of the ad. Search for the psychological techniques, values, and tricks used in the ad. Also, focus on the purpose of the advertisement.
• Determine the audience. Your essay should be interesting to your readers. Make sure you highlight the aspects that are valuable for them. Avoid mentioning unsuitable details or using a wrong writing tone.

Don’t hurry.

Spend some time planning your essay and create an outline. Try to understand what the creator of the commercial is aiming to say. Think of the advertisement is successful or not and make your analysis simple and involving. Of course, highlight the positive and the negative aspects of the ad.

13 Advertising Essay Topics

As we mentioned above, choosing the right advertisement essay topic is a vital part of the job. In this section, we will provide a few ideas, among which you can find a suitable one for your assignment.

Try one of the following advertising topics:

• Should alcohol advertisements be banned entirely?
• Nike feminist commercials and their significance to women.
• How Coca-Cola commercials became a symbol of Christmas.
• The advantages and disadvantages of Internet ads.
• What is wrong with shampoo ads?
• Advertising strategies on social media.
• The adverse effects of violence in the media.
• How does advertising affect children?
• The ethical side of the advertising industry.
• Marketing strategies in the political advertisement.
• How does advertising affect the economy?
• What are the main media and advertisement techniques of Netflix?
• Unethical aspects of using women objectification in ads.
• Hybrid marketing model as a way of reducing costs for a company.

Thank you for reading this article! You can also find some useful advertising essay examples below. They will help you to see how to use all these tips.

436 Best Essay Examples on Advertising

Facebook should be banned essay (privacy invasion, social effects, etc.), facebook essay, facebook should be banned.

• Words: 3209

Advantage and Disadvantage of Facebook

• Words: 1373

McDonald’s Company: Bandwagon Technique

Coca-cola: advertisement critique.

• Words: 1930

Crest Toothpaste Advertisement’s Rhetorical Analysis

• Words: 1201

Sexual Imagery in Advertising

• Words: 2885

A Rhetorical Analysis: “Chevy Commercial 2014”

• Words: 1495

Facebook’s Negative and Positive Effects on Children

• Words: 1207

Nivea: Analyzing and Evaluating an Advertisement

Coca-cola company’s advertising effectiveness, successful advertising in fashion.

• Words: 4469

“Open that Coca-Cola”. Advertisement Analysis

Water advertisement, typography in coca-cola’s advertisements.

• Words: 1819

Print and Broadcast Computer Advertisements

• Words: 1538

PepsiCo Inc.’s Kendall Jenner Advertisement

• Words: 2212

7Up Advertisement Campaign

The bmw advertisement analysis.

• Words: 1739

Advertisement Review

Advertisements of chanel no. 5.

• Words: 1743

Porsche 911 Commercial: Analysis of an Advertisement

• Words: 1018

Role of Ethics in Advertising

• Words: 1108

Advertising Analysis: Real Beauty Sketches by Dove

• Words: 1424

Advertising Strategy and Campaign for Hershey Kisses

• Words: 4443

Feminism in Advertisements of the 1950s and Today

• Words: 2432

The Nivea Skin Care Product Advertisement

Persuasion techniques in dwayne johnson’s “got milk” advertisement.

• Words: 1476

The Impact of Social Media on a Brand, Its Image, and Reputation

• Words: 4023

Ethics in Advertising and Its Importance

• Words: 1153

The iPad Air Pencil Advertising

• Words: 1392

Dove Ad Campaign for Real Beauty

• Words: 1673

Louis Vuitton: Objectives of the Advertising

Social media and the hospitality industry.

• Words: 3093

Communication Dilemma: Johnson & Johnson Tylenol Crisis

• Words: 1787

Gucci Company Advertising

The effects of facebook and other social media on group mind and social pressure.

• Words: 1400

Propaganda Techniques in the Vitaminwater Advertisement

International advertising and its aspects.

• Words: 5448

Location-Based Marketing and Advertising

• Words: 1910

Television Commercial

Ralph lauren’s printed advertising: semiotic analysis, “moms demand action” print advertisement, teen fashion advertisement.

• Words: 1171

BMW Company’s Advertising Strategies

• Words: 1183

Coca Cola Company’s Communication Message

Mcdonald’s, ikea and coca cola brands advertising analysis.

• Words: 1405

Sexually Oriented Adverts of AXE Deodoran

• Words: 1492

McDonald’s ”I’m Lovin’ It”: The Illustration

Examples of advertisements by nike, kfc and coca-cola.

• Words: 1144

Marriott’s Advertising Campaign

Advertising campaign for mountain dew, can advertising to children be ethical.

• Words: 1378

Multimodal Analysis of Cosmetic Surgery Advertising

• Words: 7050

Celebrity Advertising: Great Opportunities for Brands

• Words: 1097

Lexus Car Advertisement

Representation of the body in advertising, classification of facebook as a communication media, coca cola advertisement.

• Words: 1088

Ban on All Advertising of Alcohol

• Words: 1238

“We Believe: The Best Men Can Be” Advertisement

Marlboro cigarette advertising semiotic analysis.

• Words: 2304

Advertisement «Refresh on the Coca-Cola Side of Life»

• Words: 1118

Advertising Strategy for Cartier Bridal

• Words: 2482

Effective Electronic Advertising

• Words: 2239

Morgan Spurlock’s “POM Wonderful: The Greatest Movie Ever Sold”

Survey carried out at tim hortons.

• Words: 1114

L’Oréal and Lab Series Advertisements Analysis

• Words: 1310

A Semiotic Analysis of the Dove Racial Ad

• Words: 2265

Hall’s Account of How Messages in the Media Are Encoded

Visual argument analysis: kentucky fried chicken website advertisement, mango juice advertising in mexico, the advertising industry development.

• Words: 1837

Advertisements Emotionally Appealing to Older Adults

“the heart” movie’s poster analysis.

• Words: 1664

Absolut Vodka

• Words: 3590

2011 Super Bowl Pepsi Max Commercial

• Words: 1397

Advertising and Branding: Product Positioning

• Words: 1210

Cigarette Advertising

• Words: 1082

Advertising to Children

• Words: 1865

Logical Fallacies in Advertising

• Words: 1569

Television (TV) Ad Execution Styles

Controversial advertising: producing cultural affect.

• Words: 2573

The Camel Brand: Tobacco Advertising

• Words: 1178

English Language in Coca-Cola and McDonald’s Advertising in Russia

• Words: 4283

Ad Comparison: Domino Pizza in India and in the USA

Framing and its role in social and political marketing campaigns, rhetorical analysis, tv advertisements aimed at children in australian should be banned.

• Words: 1085

Coca-Cola Open Happiness Advertisement

Quaker oats company business communications practices and strategies (internal & external).

• Words: 1265

The Colgate and Vaccine Advertisements

Analysis of advertising’s impact, cultural artifact advertisement of makeup, cadbury “dairy milk” superbowl commercial, coca-cola company: multicultural advertising, 7up advertisement objective, facebook usage in business.

• Words: 2146

The Crisis Communication in the Toyota Motors

• Words: 2170

An Analysis of Carney’s “African Rice in the Columbian Exchange”

Analysis of the starbucks uk advertising.

• Words: 1384

Click Fraud: The Dark Side of Online Advertising

Logical fallacies in advertisement, employment of ethos, pathos, and logos, sexist advertising and gender-oriented visuals.

• Words: 1149

Ads Promoting L’Oreal’s Men and Women Moisturizer

• Words: 1716

Tea for Trump Public Relation Campaign: ROPE Theory

Barbie product advertisement: rhetorical analysis, advertising’ damaging effects in society, coca-cola’s advertising: media and cultural criticism, promotional and advertising strategies – automotive industry.

• Words: 1713

Advertising to Elderly Consumers

Critical/contextual analysis.

• Words: 2056

Analysis of the Cadbury Chocolate Commercial

The ‘dangerous’ advertisement in the 2016 presidential campaign, “wind power fills our sails” poster visual argument, puffery and deception in drug and sweets advertising, lebron james sprite cranberry advertisement analysis.

• Words: 1237

Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

🔝 top-10 advertisement analysis examples, 🖥️ advertisement analysis – what is it, 🤓 steps of an ad analysis, 🌟 advertisement analysis essay examples, 📝 advertisement analysis research paper examples, 💡 essay ideas on advertisement analysis, 👍 good advertisement analysis essay examples to write about, 🎓 simple research paper examples with advertisement analysis, ✍️ advertisement analysis essay examples for college, 🏆 best advertisement analysis research titles.

In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

• Barclays Company Marketing Plan
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• Apple iPhone 6 Marketing Strategy Analysis
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• Coca-Cola Brand History and Marketing Strategy
• Social Media as Information Provider for Business
• Tesla Motors Brand and Marketing Communications
• AusNet Company's E-Commerce and E-Marketing

Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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Advertising - Free Essay Samples And Topic Ideas

Advertising is a means of communication with the users of a product or service, intended to inform or persuade audiences. Essays could discuss the evolution of advertising, the impact of digital technology on advertising, or ethical considerations in advertising. The effectiveness of various advertising strategies and its influence on consumer behavior could also be explored. A substantial compilation of free essay instances related to Advertising you can find at Papersowl. You can use our samples for inspiration to write your own essay, research paper, or just to explore a new topic for yourself.

How are Fast Food Advertising and Childhood Obesity Related

By 1950s, fast food industry boom was in full swing. It was secured in 1951. In the 1950s, McDonald has become a staple of the American diet. Fast food restaurants have been grown more and more and by now, there are over one hundred and sixty thousands fast food restaurants in the United States, becoming a one hundred and ten billion dollar industry. One can’t deny that fast food has become really important in American life nowadays. Whether Americans are […]

Coca-Cola Advertising

Throughout the years Coca-Cola has created an empire for themselves and this is because of their outstanding advertising. This companies history of advertising leads to their success, and continued success in the market today. Coca-Cola has been known to be an inclusive, fun, and a brand driven by the theme of celebration. Celebrities, artists, and special events are some similarities of Coca-Cola advertisements from the past, and now. Coca-Colas first advertisements started in 1886, and they where very plain. No […]

Marketing Mix of Coca Cola and Pepsi Co.

Every marketing mix is used by companies has a marketing strategy. Comparing soft drink companies such as Coca Cola and Pepsi will provide informative information about the marketing mix used by both companies in the industry. Four areas of the marketing mix include product, price, placement, and promotion. Some of Coca Cola and Pepsi marketing mix strategies are similar and they are different. Each company's product positioning and brand strategy will be identified. Coca Cola has a vast product range […]

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Is Negative Campaign Advertising Bad for Democracy?

Overall, politics has seen an increase in negativity which can be attributed to both the candidates and the media. The candidates themselves attack each other in debates and advertisements and the media is more likely to cover negativity, therefore campaigns are incentivized to develop them. The development of a primarily negative political sphere has increased negative advertisements exponentially; compare “only 10% of advertisements in the 1960 campaign were negative,” (Mattes & Redlawsk, 2014) and “in the 2012 campaign only 14.3% […]

Effects of Alcohol Advertising

The effects of alcohol advertising can be evaluated as either ethical or unethical in the eyes of consumers. After extensive research, it has become apparent that the advertising of alcoholic products has no direct causation to the consumptions of alcohol. Although advertising does have a minimal effect on consumers, the act of drinking alcohol cannot be directly related back to advertising, nor can it be banned from society or removed from the context of reality. Alcohol advertising does not directly promote […]

Gender Representation in Cartoons

Cartoons play an important role in the lives of children. According to Statistics, an average child spends more than 900 hours in school and nearly 1023 hours in front of a TV in a year. Over-viewing of cartoon de-sensitizes children, limits their social interaction skills and obstructs their brain development. This paper analyses how cartoons influence children in the formation of their identities. Other than issues like violent behavior, insensitivity, eye and brain related problems, it unknowingly creates gender – […]

The Issue of Sexism and Racial Inequality in Advertising

The purpose of Advertising is to sell you a product. They use many ways to sell you that product, but they have to get your attention first. The things that people see when it comes to advertising is only face value. No one actually takes time to really analyze the deeper meanings of those ads. They are trying to push a secret message that can sometimes promote abuse of women, and degradation of women is okay. Often times women are […]

Rolling in Style: the Impact of the Kia Soul Hamster Advertising Campaign

In the realm of automotive advertising, few campaigns have been as memorable and impactful as Kia's Soul Hamster series. This advertising phenomenon, which first hit screens in 2009, not only redefined the marketing strategies for cars but also created a cultural icon in the process. This essay dives into the Kia Soul Hamster campaign, exploring its origins, its impact on the Kia brand, and its lasting influence on automotive marketing. The Kia Soul Hamster campaign began as a bold move […]

Women in World War II

Many changes in the United States occurred with the start of World War II. These changes were heavily influenced by society, propaganda, and different kinds of advertising. One major change was the drastic shift of traditionally male jobs being taken over by women as a great number of men went off to fight in the war. This may seem like a step in the right direction for gender equality, but when the war concluded, women were expected to hand their […]

Revolutionizing Advertising: the Dove Body Campaign’s Impact on Beauty Standards

The "Real Beauty" campaign by Dove, which debuted in 2004, brought about a dramatic change in the narratives around body image and advertising. This campaign, which is based on encouraging body acceptance and questioning traditional beauty standards, has changed the way people talk about beauty, self-esteem, and representation globally in addition to changing Dove's brand identity. This article will examine the many aspects of Dove's campaign, its influence on society, and the conversations it has provoked both within and outside […]

Pathos in Advertising: the Power of Emotional Appeal

Persuasion is essential in the realm of advertising for capturing clients' interest and attention. Among the different tactics used, pathos-based advertising has emerged as a powerful instrument for driving customer behavior by harnessing human emotions. This article investigates the notion of pathos in advertising, its efficacy, ethical implications, and effects on customer decision-making. The appeal to emotion is referred to as pathos in Aristotle's modalities of persuasion. Pathos is employed in advertising to elicit emotional reactions from the audience, therefore […]

Marketing Strategies of Starbucks

Starbucks applies various marketing strategies, encapsulated under each of the four marketing mix variables, namely product, promotion, pricing, and place. The company employs these strategies to design and avail valuable products and services to its targeted consumers. It also applies these strategies to position itself appropriately, distinguish its products from its competitors' offerings and to appeal to consumers across diverse stages of the decision-making process. Product The product construct entails intangible and tangible elements of the company's physical products and […]

What the Advertising Message should be Like

According to Jakobson’s model, the advertising message has to attract attention (phatic function), persuade (conative function), rely on reason (referential function) or emotions (emotive function), and get people to act (conative and referential functions). Jakobson’s (1956) multilingual function is not considered for the purposes of this study. Referential function: the message conveyed by the advert is clear: it makes explicit reference to the “red taste of life” , including the most exciting aspects of life, among them, good wine. Emotive […]

Food Advertising and Marketing Directed

Interpretation of findings To summarise the important questions that best represent the data and the results from this investigation: 88% of consumers have access to at least one fast food place Majority of consumers consume fast food more than three times a month Television is most popular for showing advertisements and all consumers receive a fair share of hours of television per week 88% of consumers view at least one advertisement per day Almost half of these consumers feel hungry […]

Focus on Facebook Advertising

According to Nicholas Carr’s essay, “The faster we surf across the Web – the more links we click and pages we view – the more opportunities Google and other companies gain to collect information about us and to feed us advertisements”. This process of collecting information about us is worrisome because they would have our private information, and we don’t know how they will use this. I have searched my browsing history and have noticed how many ads correspond to […]

Movie Network Analysis: how Much does Advertising Affect

In modern times it is impossible to go anywhere without there being a form of advertisement shown somewhere, even if you have no electronics yourself. However, where does one draw the line between what is all for “show” and what is actually considered real news? In the film,  “Network”, one can see the satirical argument being made is that human life is less than money, or in this case TV ratings. One of the most memorable parts of the film is […]

Analysis of Marketing Mix Strategies for Wal-Mart Stores Company

Wal-Mart Stores Inc. is an American multinational retailing corporation that was formed in 1962 and incorporated in 1969 and therefore has over 30 years of operation in providing retail services. It operates as a chain of discount department stores, hypermarkets, and grocery stores and it's the world largest company in terms of revenue with an annual return of over $ 480 million dollars. The understanding of a company marketing mix is important as it helps understand what the product or […]

Attitudes and Purchase Intent of Consumer Towards Advertising

Connection between customer mentalities, purchasing goal as well as advertising is a territory in advertising research that has gotten a great deal of consideration for a long time. Because of the way that there’s an association regarding customer attitudes and purchase intention on advertisements, generous consideration are received (Ha, John, Janda & Muthaly, 2011; MacKenzie & Lutz, 1989; Mehta, 2000; Mittal, 1994; O’Donohoe, 1995). Attitudes towards advertising is comprehensively alluded to as "a scholarly inclination to react in a reliably […]

Use of Artificial Intelligence in Marketing

The Oxford English Dictionary defines artificial intelligence as "the theory and development of computer systems able to perform tasks normally requiring human intelligence." To elaborate this definition, Artificial Intelligence will use the same algorithm once created to produce different results based on the amount and accuracy of data fed. Most large companies employ Artificial Intelligence tool in their marketing strategies for personalized and relevant communication, personalization of products, set prices, integrated marketing communication and. It also allows doing things better […]

Facebook Business Analysis

In terms of Facebook's Executive Team Mark Zuckerberg remains President and CEO, according to the 2018 Investor Report, he is responsible for the broad and global direction of the company's mission, along with setting goals and strategy that lead product development. The COO of the company, Sherly Sandberg is responsible to direct the business operations and all strategies and recommendations related to operations. In addition, to her role at Facebook, Sherly Sandberg is also a well-known U.S. female business leader […]

Smoking and the Rhetorical Analysis of a TUPP Ad

The overall composition of an anti-smoking advertisement is designed to make addicted smokers feel ashamed of themselves. Most especially in this advertisement from the organization based in California Tobacco Use Prevention Program (TUPP). This analysis focuses on the aspects of these advertisement's components that might persuade the target audience, which in this case would be young women in their seemingly early twenties and are adjusting into the party scene. The advertising manipulates the audience to think a certain way about […]

Working People in a Coffee Shop

In the present quick evolving economy, promoting has obtained another measurement. With quick jumps in the utilization of online networking from one viewpoint and an economy that is unsteady and testing on alternate, brands need to change in accordance with another scene and receive another system to be viable. The initial step is to glance around and acknowledge the current test and after that make advertising intends to develop the business. Here are a couple of difficulties organizations look as […]

The Connection of Artificial Intelligence and Marketing

Artificial intelligence connects quite well with marketing, and if used in conjunction, companies can achieve success. According to the Merriam Webster dictionary, Artificial Intelligence is "the capability of a machine to imitate intelligent human behavior." It's quite an interesting concept, which helps cater to the personalization that consumers desire. Many major companies, such as Google, Facebook, and Spotify, use artificial intelligence. It can offer a deeper understanding of customer wants, needs, and preferences at an efficient rate. Marketing can make […]

Artificial Intelligence in Content Marketing

Each year the are more and more jobs that are being done by Artificial Intelligence(AI) driven automated machines instead of people. Artificial intelligence refers to machines with capabilities that imitate human intelligence associated with the learning and problem solving. AI already plays a large role in the field of content marketing by helping to streamline processes at a time of large content overload. There are only a handful of sectors in which automation is not threat, but that to might […]

American Dream and the Great Gatsby

The American Dream has changed since Fitzgerald wrote The Great Gatsby. Now, most people think the American Dream means happiness through money and what it can buy. Whereas Fitzgerald thought it meant happiness in any way possible. If you asked me what I believed the American Dream was before reading this book I would have said that I did not know what the American Dream was but after looking it up I would have thought it meant happiness through money. […]

The Disney Marketing Machine

Since the first Star Wars film came out in 1977, box office revenues have totaled roughly $6.84 billion. However, the total franchise revenue is estimated to be $30.54 billion (Kalb). As shown through these statistics, the branding of Star Wars and the use of product placement, merchandise, and licensing opportunities that followed the film are what truly brought in the big bucks. Disney bought the Star Wars franchise from Lucasfilm in 2012 for $4 Billion, and it has proved to […]

Essay about Media Law

For years, women have been degraded, objectified, and misrepresented through advertisements, magazines, and other media messages. Women are portrayed as sexual objects, cliche stereotypes such as a “housewife”, and are altered by photo proliferation softwares to resemble the “Barbie doll” image. During a class discussion in my creative strategy class, my professor displayed an advertisement that angered me to my core. The ad was for a men’s shoe company called RedTape and the image displayed four women posing sexually inside […]

Netflix Inc: an Important Concept in Marketing

An important concept in marketing is the four P's, product, place, price, and promotion. Product is the first P of the four P's in marketing. You have to have a product before you can continue with the next steps. The product is important because you need to create something that satisfies people's needs. Netflix is an over the top media services provider. Its primary business is its subscription based streaming service which offers online streaming of movies and television programs […]

Zuckerberg – the Founder and CEO of Facebook

The social media platform founded by Mark Zuckerberg Facebook back in 2004 with the help of some of his colleagues is suffering problems internally and externally. With a proper organizational development plan, the company can begin its rise once more. Facebook's mission is to "give people the power to build a community and bring the world closer together." (Facebook, 2017) Based off of its media offerings, Facebook's vision is "People use Facebook to stay connected with friends and family, to […]

Advertisements as Anti-Smoking Tool

Anti-Smoking Did you know that in the United States that almost 20 percent of adults smokes cigarettes? Smoking cigarettes are one of the most preventable leading cause of death. The anti-smoking advertisement by The Real Cost Commercial "Stay in Control" often pops up on across our televisions and our social media, frequently broadcasting the deadly effects of tobacco use through shocking images, and vivid videos. The advertisement I picked is a dull colored picture, portraying a high school girl signing […]

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Essay Samples on Advertising

The role of advertising in society: functions and effects.

Advertising has become an omnipresent force in modern society, shaping our perceptions, influencing our choices, and impacting our culture. This essay delves into the multifaceted role of advertising in society, exploring its functions, effects on consumers, and broader implications for culture and the economy. Functions...

• Advertising

Advantages and Disadvantages of Online Advertising: Navigating the Digital Marketplace

In today's interconnected world, online advertising has become an integral part of business strategies, revolutionizing the way companies promote their products and services. With its potential to reach vast audiences, online advertising offers a range of advantages and disadvantages that shape the dynamics of the...

• Marketing and Advertising

The Role That Consumer Behavior Plays on Advertising and Cancel Culture

Society has been conditioned into a consumer culture by advertising outlets since the beginning of time. Advertising in mass media is common to all in America. The mediums for advertising include television, internet, radio, print media and mobile app platforms. Through various marketing methods, advertising...

• Cancel Culture
• Consumer Behavior

Should Artists Music Be Used in Advertisements

Music should definitely be used in advertisements because it creates appealing commercials, it supports a musician’s growing career, and it benefits the sales of a corporation. First of all, music in advertisements displays a fully pleasing commercial. In other words, music has potential to give...

Typography: From Billboards to Street Signs

Typography is everywhere we look, in the books we read on the websites we visit even in everyday life, from billboards to street signs, product packaging and even on your mobile phone. It is the art and technique of designing and arranging type. Today the...

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Way of Struggling Brands and Advertising or Word-Of-Mouth

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Best topics on Advertising

1. The Role of Advertising in Society: Functions and Effects

2. Advantages and Disadvantages of Online Advertising: Navigating the Digital Marketplace

3. The Role That Consumer Behavior Plays on Advertising and Cancel Culture

4. Should Artists Music Be Used in Advertisements

5. Typography: From Billboards to Street Signs

6. Way of Struggling Brands and Advertising or Word-Of-Mouth

7. How Advertising Influences Consumer Behaviour

8. The Advertisement Analysis Of The Pears Soap

9. The Analysis Of Small World Machines Advertisement

10. That’s Nutellable’: An Analysis Of Advertisement Of Nutella

11. Analysis Of Comcast Advertisement, A Popular Ad

12. Advertisement Analysis: Analysing The Old Spice Ad

13. Ad Analysis Of The Allies, Hitler’s Campaign

14. The Semiotic Advertisement Analysis: Connotations And Denotations

15. Ad Analysis: The Objectification And Sexism In Original Red

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Starting an Essay on Advertising

Table of Contents

To start off, whenever you are writing an essay on a particular topic, the first thing is to strive to make your audience get a picture of what you are talking about. The best way to do so is by first defining your topic or explaining what it is that you aim to achieve or how the reader will benefit. As far as advertising goes, we are going to look at some of the angles an advertising essay can be approached from.

Essay on Advertising : Sample Approaches

The first way to approach advertising essays can be through looking at how advertisements are brought to life from conception to implementation. This means looking at the different players in the industry and what they do. How they impact advertising and their ways of doing business. This alone can be approached from many different angles depending on the resources one has as a writer and how far they are willing to go to find out the finer details. This is where as an advertising essay writer ; one can cover various media used to roll out advertising campaigns. Whether it is television, the internet, outdoor advertising, print, audio or audio-visual media the list is endless.

Advertising Organization

Figure 2 advertising medium

While writing this sort of essay, it is also important to look at how the whole organizations of the industry including the key figures that make advertisements come to life. This includes companies and advertising agencies that create the adverts.

Advertisements are a huge part of our everyday lives; everywhere we go we see different types of ads which appeal to different target audiences differently. Advertising techniques have changed along the way, and this also influences the way companies/business sell to their customers, with the internet or online advertisements, we have seen more online business or e-commerce which has, in turn, forced businesses to do doorstep deliveries. This mostly is common in food and fashion industries.

A Look at Writing Essay on Advertising Ethics

Ethics can be defined as the moral principles that govern a person or group’s behavior. Code of ethics is used by companies, professional organizations and individuals, it contains some rules and principle which help them in making decisions between right and wrong.

Lately, there has been major controversy in the ethics of advertising. A good example is a Calvin Klein undergarment advertisement that appeared in Times Square. On a billboard was a photo of two children in underwear, standing on a sofa, smiling and playful. The advertisement was criticized as sexual and promoting pedophilia.

Some advertisements are very creative and fun; however, with the competitive nature of the industry, they are continuously becoming unethical in comparison to the advertisements in the 50’s. For example:

• Television consumers today are exposed to many ads which interrupt attention to their most favorite programs.
• Advertisements wrongly target vulnerable populations with a poor diet such as fast foods the likes of KFC or McDonald’s, hence lifestyle diseases such as obesity or diabetes at a very young age.
• Some ads brainwash children who attend to them reducing the children into nagging and pestering towards parents in relation to advertised products.
• Using obscene materials and content has been a great ethical disaster in advertising. Obscenity such as sex appeals has been used to attract viewership a practice that is not ideal for an ethical society.

An ethical ad is the one which does not lie, does not make any fake or false claims and is in the limit of decency. Nowadays advertisers only focus on their sales; they just want to attract customers and increase their sales. They present their ads in such a way that people start thinking that this is the best product as compared to others however most products are found to be fake, false and misleading customers.

Nevertheless, the positive side of advertisements cannot be ignored. Of course, advertising increases awareness about services and products of organizations without which the profitability and sale of these products would be difficult. In other words, demand is a product of advertising since it educates potential consumers about new market offers.

As you can see, there are a lot of angles one can approach an essay on advertising as has been highlighted above. My hope is that this has been an eye opener on the essay possibilities in this industry.

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How to Write a Business Essay for Impactful Communication and Analysis

So, you've got a business essay coming up, and you're feeling a mix of excitement and a tad bit overwhelmed, right? Totally get it. Writing a business essay might sound boring, but trust me, it's a skill that's gonna come in handy when you're out there in the real world.

In this article, we're dishing out some awesome tips just for you if you have question on how to start a business essay. Think of it as your secret weapon to tackle those business essays like a pro. We'll keep it real, easy, and super practical – no fancy jargon or complicated theories. Let's dive into the world of business essay writing, where your words can make a big impact. In case you lack time or motivation to finish your assignment, use our business essay writing service to streamline the process.

What Is a Business Essay

Business essays are written pieces that explore and analyze various aspects of business-related topics, often focusing on management, marketing, finance, or entrepreneurship. They provide a platform for students and professionals to articulate their understanding of business concepts, theories, and real-world applications. Typically written in a formal and structured manner, a business essay requires critical thinking, research skills, and the ability to communicate ideas effectively. Whether delving into case studies, discussing industry trends, or evaluating business strategies, the essay aims to provide insights, draw conclusions, and contribute to a deeper understanding of the dynamic world of business.

How to Write an Introduction for a Business Essay

A business essay introduction sets the tone for the entire paper and captures the reader's attention. Here are some steps and tips to help you write an effective introduction for a business essay:

• Understand the Purpose of the Introduction

Clearly understand the purpose of your essay. Are you providing an overview of a business concept, analyzing a case study, or arguing a specific point? Tailor your introduction accordingly.

• Start with a Hook

Grab the reader's attention with a compelling hook. This could be a relevant quote, a surprising fact, a rhetorical question, or a thought-provoking statement. The goal is to make the reader want to continue reading.

• Provide Context

After the hook, provide some background or context related to the topic of your essay. Help the reader understand the significance and relevance of the subject matter in the business world.

• Thesis Statement

Clearly state your thesis or the main argument of your essay. This should be a concise and focused statement that outlines what the reader can expect from the rest of the essay. Make sure it is specific and reflects the purpose of your writing.

• Outline the Scope

Briefly outline the main points or areas that your essay will cover. This gives the reader a roadmap of what to expect and helps them understand the structure of your essay.

• Use Clear and Concise Language

Keep your introduction clear and concise. Avoid unnecessary jargon or complex language that might confuse the reader. Aim for clarity and precision.

• Be Relevant

Ensure that every sentence in your introduction is directly related to the topic of your essay. Avoid going off on tangents or providing excessive information that doesn't contribute to the main points.

• Consider the Tone

Choose a tone that is appropriate for your audience and the nature of your essay. Business essays can vary in tone, from formal and academic to more conversational, depending on the context.

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Business Essay Introduction Example

Here’s an example of an introduction for an essay titled “The Rise of E-commerce: Shaping the Future of Retail”:

The retail landscape is undergoing a seismic shift as e-commerce continues to redefine the way consumers shop. In this essay, we explore the profound implications of this digital transformation on traditional retail models and analyze the key strategies businesses are employing to thrive in this dynamic environment. From changing consumer behaviors to the strategic use of technology, the impact of e-commerce on the retail sector is undeniable, prompting businesses to adapt or face the risk of obsolescence.

How to Write a Business Essay

Working on a business essay might seem daunting, but it doesn't have to be. In this guide, we'll break down the process into simple steps to help you navigate through it smoothly. In this next section. We’ll be breaking down the essentials of drawing up a business essay from start to finish. From defining your main argument to structuring your points effectively, let's explore the key strategies that will set you on the path to success. 

Analyze the Prompt

Start by carefully reading and understanding the essay prompt. This involves breaking down the question to grasp what it's asking for, identifying the main topics, and recognizing any specific tasks or points to cover. This step helps you set the stage for a focused and relevant essay by ensuring you address all aspects mentioned in the prompt. You can hire a business essay writer to expedite the process if you want.

Think of a Thesis Statement

When writing a business essay, think of the thesis statement as the essay's compass. It should be a concise, strong sentence that lays out your main argument or viewpoint on the topic. Your thesis guides the entire essay, so make sure it's specific, debatable, and gives readers a clear idea of what to expect in your writing.

Create an Outline

We’ve already shared tips on how to write an introduction for a business essay, so let’s move on to the next stages. Organize your thoughts by outlining the main points and structure of your essay. This doesn't have to be too detailed; just a roadmap that helps you see how different ideas connect. An outline ensures a logical flow in your writing and prevents you from going off track. By the way, have you already picked business essay topics ? If not, here’s a list of great ideas you can use!

Provide Topic Background

Before diving into your main points, the business essay writing format implies giving your reader some context about the topic. Briefly introduce the key concepts, relevant facts, or historical background that will help readers understand the importance and relevance of your essay.

Write the Main Body

Start developing your essay by expanding on the main points outlined in your thesis. Each paragraph should focus on a specific idea or argument supported by evidence or examples. Be clear and concise, ensuring a smooth transition between paragraphs. It’s the most difficult part of the assignment, meaning you can use our college essay service to simplify it.

Write a Conclusion

Summarize your key points and conclusively restate your thesis. The conclusion should tie up the loose ends and leave a lasting impression on the reader. Avoid introducing new information but rather reinforce your main argument. For more details about how to write a conclusion for an essay , please refer to our guide.

Add a Bibliography

List all the sources you used in your research. Be meticulous about citing your references properly, following the chosen format (APA, MLA, etc.). This adds credibility to your essay and avoids plagiarism issues.

Edit and Proofread

As you’ve learned how to write a business essay, it’s time to master the art of self-revising. Review your essay for clarity, coherence, and grammatical errors. Editing ensures that your ideas flow smoothly, and proofreading catches any overlooked mistakes. It's a crucial step to polish your essay and present a professional piece of writing. Do you have another assignment on business management ? This guide will help you!

Choose the Writing Format

Reiterate the importance of selecting and adhering to the chosen writing format throughout the essay. Consistency in formatting, citations, and other style elements contributes to the overall professionalism of your work.

Business Essay Example

Business essay examples offer practical assistance to students tackling assignments by showcasing the application of essential writing principles in a real-world context. As a tangible reference, it demonstrates an effective essay structure and how to formulate a clear thesis statement and provide coherent arguments. By examining examples, students can glean insights into research techniques, proper citation practices, and overall essay organization, empowering them to approach their business assignments with increased confidence and proficiency.

Example 1: “The Impact of Technological Advancements on Modern Business Operations”

This essay explores the multifaceted impact of technology on operational efficiency, innovation, customer relations, and global connectivity. From integrating automation and artificial intelligence for streamlined processes to facilitating global expansion through digital platforms, technology emerges as a driving force shaping the success and sustainability of contemporary enterprises. While acknowledging the numerous benefits, the essay also highlights the challenges and ethical considerations inherent in adopting these technologies, emphasizing the need for businesses to navigate these complexities responsibly for long-term growth and competitiveness.

Example 2: “Sustainable Business Practices: A Strategic Imperative for Corporate Success”

This essay explores the pivotal role of sustainable business practices as a strategic imperative for corporate success in the contemporary entrepreneurship scene. Addressing environmental concerns, social consciousness, and economic viability, the essay delves into the multifaceted benefits of adopting sustainable approaches. It discusses how businesses can align profitability with responsible practices, emphasizing environmental stewardship, social impact, and community engagement. The essay underscores the importance of regulatory compliance and risk mitigation in business by examining the economic advantages and innovation opportunities arising from sustainable initiatives.

Final Considerations

Students engage in writing business essays to develop essential skills and knowledge crucial for success in the professional world. These essays serve as a platform for honing critical thinking, analytical, and communication skills, allowing students to articulate and analyze complex business concepts. Through the process of researching, organizing thoughts, and constructing coherent arguments, students gain a deeper understanding of business principles and practices. Business essays also cultivate the ability to synthesize information, evaluate various perspectives, and present well-reasoned conclusions. If you find with task troublesome, you can always tell us, ‘ write my research paper ,’ and one of our wordsmiths will fulfill the assignment quickly.

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Annie Lambert

specializes in creating authoritative content on marketing, business, and finance, with a versatile ability to handle any essay type and dissertations. With a Master’s degree in Business Administration and a passion for social issues, her writing not only educates but also inspires action. On EssayPro blog, Annie delivers detailed guides and thought-provoking discussions on pressing economic and social topics. When not writing, she’s a guest speaker at various business seminars.

is an expert in nursing and healthcare, with a strong background in history, law, and literature. Holding advanced degrees in nursing and public health, his analytical approach and comprehensive knowledge help students navigate complex topics. On EssayPro blog, Adam provides insightful articles on everything from historical analysis to the intricacies of healthcare policies. In his downtime, he enjoys historical documentaries and volunteering at local clinics.

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2021 Theses Doctoral

Essays on Digital Advertising

Gritckevich, Aleksandr

Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion(eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of advertising in the digital media. My dissertation contributes to this literature via two essays. In the first essay, I consider a very important topic of ad blocking, that in the recent years has become a significant threat to advertising supported content. With a specific focus on consumer and total welfare, I show the detrimental role of the adblockers’ current revenue model in decreasing content quality, consumer surplus and total welfare. In the second essay, I study demand learning in digital advertising markets, where firms learn over time how their advertising campaigns impact consumer demand by using their advertising campaign outcomes in earlier periods. By developing an analytic model, I demonstrate in several scenarios, such as monopoly and competition, that learning has an ambiguous effect on the key market parameters and, in particular, on the equilibrium advertising and quantities.

Geographic Areas

• United States
• Internet advertising
• Internet marketing
• Consumption (Economics)

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EssayEmpire

Advertising essay.

Advertising is one of the four primary forms of promotional (or integrated marketing communications) activity employed by marketing organizations to informatively and/or persuasively communicate with consumers and other targeted audiences. Advertising differs from other major forms of promotional activity (i.e., personal selling, sales promotion, and public relations) in that it is a paid, non-personal form of communication typically transmitted through mass media (e.g., television, the internet, radio, newspapers, magazines, and billboards). It is “paid” in that when a marketer, for example, places a full-page ad in BusinessWeek or runs a 30-second television ad during a broadcast of 60 Minutes, the sponsor/marketer pays the media organization for the space or time used to promote itself or its products. Advertising is “nonpersonal” in that it is not, like personal selling, customized according to the needs, wants, and expectations of individual message recipients. Instead, advertising is typically standardized in that the vast majority of persons seeing and/or hearing any one advertisement receive the exact same message.

When most people think of advertising, what usually first comes to mind are celebrity endorsers, music, and highly creative, attention-grabbing imagery and catchphrases. However, successful advertising entails far more than this. Marketers wishing to effectively—and efficiently—communicate through advertising must first know their target audience and then, typically with the assistance of advertising agencies, carefully choose which media types and vehicles to employ. They, along with their ad agencies, then create messages that not only grab the attention of the target audience but, eventually, inform and/or persuade them in some desired manner. This is never easy.

For the international marketer, performing these challenging tasks is further complicated by the fact that cultural and legal environments often vary significantly from nation to nation. As a result, advertising that works spectacularly in one country may be perceived by the target audience in another nation as irrelevant, ridiculous, and/or offensive. When the latter occurs, not only have international advertisers made themselves look bad; they have, in most cases, also spent a lot of money to do so.

The international marketer should be aware that advertising possesses both strengths and weaknesses relative to other forms of promotion. Arguably advertising’s main advantage over other forms of promotion is its ability to cost-effectively reach a very large, geographically dispersed target audience. Let us say that a large, global consumer products firm like Colgate-Palmolive is planning on introducing a new brand of toothpaste worldwide. A good way to cost effectively promote the new product to the target audience would be to advertise in a general interest news magazine sold and read in many regions and countries of the world, such as Time. This media vehicle is produced in several editions each week—with each edition created for and distributed in a specific region of the world.

Advertisers can, as Colgate-Palmolive would likely want to do with its new toothpaste, purchase advertisements in each edition of Time. Running a half page ad in each edition for three weeks—say one week prior to and two weeks after product introduction— would cost the company a total of approximately US$740,000. Given Time’s worldwide (weekly) circulation of nearly 4.4 million people and the fact that roughly three people can, on average, be expected to view each magazine circulated, a total of 39.6 million people—and potential consumers of the new toothpaste—will at least have the opportunity to see and be influenced by Colgate-Palmolive’s advertisements.

The US$740,000 may seem like a lot of money to spend on advertising but global companies with large, globally dispersed target audiences—and large ad budgets—like Colgate-Palmolive are more concerned about the cost of reaching each potential buyer (and the return on this investment in advertising). In this case, the cost of reaching each of the nearly 39.6 million consumers with the firm’s advertisements in Time is approximately US$.02. If only 5 percent—one out of every 20—of the 39.6 million persons seeing the advertisements in Time buy the new toothpaste just one time—priced, say, at US$2.00—the $740,000 has been well spent, with a revenue of nearly US$4 million generated.

Related to advertising’s ability to cost effectively reach a large, geographically dispersed audience is its ability to also reach a narrowly targeted/niche target audience with minimal waste circulation. A “narrowly targeted” or ”niche” audience means a very specific group of people with particular, shared interests or organizations in a specific industry (or group of related industries). “Waste circulation” implies that advertising—particularly when done through magazines and Web pages—can cost-effectively get the marketer’s promotional message out to the niche audience with very few people or organizations outside the targeted group also seeing the message. The minimization of waste circulation is very important to marketers because paying to communicate with persons or organizations outside the target market is a waste of money (in that those outside the target market are not very likely to be interested in the message and/or the advertised product).

A good example of a media vehicle that allows advertisers to cost effectively reach a large, geographically dispersed, niche target audience with minimal waste circulation is The Journal of Commerce (JOC). The JOC, which began publication in 1827, is a weekly magazine containing content of interest to high-level international trade, transportation, and logistics executives around the globe. Marketers wishing to promote their goods or services to these—and pretty much exclusively these—executive decision makers can run advertisements in the JOC in a variety of sizes up to 52 times per year. For example, international marketers with a relatively small budget could run six quarter-page, black-and-white advertisements over the course of the year in the JOC at a total cost of approximately US$13,620. The advertising would, in this case, be reaching a total of roughly 150,000 readers highly likely to be interested in its message (with a cost-per-reader of slightly over US$.09). An international marketer with a larger ad budget could, for example, place and run 26 of the same quarter page ads in the JOC (i.e., one every other week over the course of a year) at a total cost of approximately US$44,400. These ads—and the precisely targeted promotional messages they contain—would be reaching a total of about 650,000 readers (with a cost-per reader of approximately US$.068).

While the cost-per-reader associated with advertising in the JOC is much higher than the previous example of US$.02 to reach consumers worldwide by advertising in Time magazine, it should be kept in mind that the JOC is targeted at a very specific and specialized group of organizational managers in many different countries. It is likely well worth the extra per-reader cost to advertise in the JOC if doing so allows you to reach your target audience—and only your target audience.

Suggested in the latter part of the JOC example above is another strength of advertising. With advertising, the marketer can repeat the message as many times as their budget will allow them to do so. An advertiser could, for example, run ads in the JOC each week it is published (i.e., 52 times in a year). The same marketer could also run dozens of 30-second radio or television advertisements in local markets where their target market members are located. This ability to repeat the message is important because seldom will anyone promotional message—run just one time—have the informative and/or persuasive impact desired by the marketer. And, luckily for international marketers with large ad budgets, buying ads in volume typically translates into: (1) lower per-ad cost, and (2) lower per-reader cost.

Finally, advertising, relative to other forms of promotional activity, is also good at both creating a prestige image for the marketer as well as appealing to the target audience in multisensory fashion. With regard to prestige, it enhances the image of the marketer—especially when the marketer is relatively unknown—to be seen advertising: (1) in well-known, well-respected magazines and newspapers, and (2) on major television networks or radio stations. Prestige can also be created or enhanced via the employment of well-known, respected celebrities in advertisements. With regard to the multisensory nature of advertising, television and Web page advertising offer the marketer unmatched potential to grab the attention and inform and/or persuade target audiences through the simultaneous and synergistic use of both sight and sound. Even radio advertising, limited only to sound, offers the creatively inclined international marketer much potential to appeal to the senses of the listener. Radio has been, in this regard, referred to as “the theater of the mind.”

Disadvantages

While advertising has some significant advantages over other forms of promotional activity it also has some distinct disadvantages. One primary disadvantage of advertising is its high absolute cost. Earlier, in the context of demonstrating the relative cost-effectiveness of advertising when communicating with large, geographically dispersed target audiences, a hypothetical example was provided wherein Colgate-Palmolive could possibly generate US$4 million in sales as the result of a US$740,000 investment in advertising. This is, indeed, a good return on investment. However, if a marketer does not have $740,000 to invest in advertising then there is no opportunity to realize this kind of return. While large global firms like Colgate-Palmolive have budgets allowing such large expenditures on advertising many other—particularly smaller—firms do not. Simply put, advertising can be a great investment but the absolute dollar volume required to create and run advertisements on a global—even national or regional or local—scale can be great.

Another relative weakness of advertising is its inability to provide the marketer with timely feed-back with regard to how effective it is (or has been). This weakness is particularly strong when comparing advertising to personal selling (i.e., using salespeople to promote the company or its products). For example, when a salesperson is making a sales presentation to a client, he or she can assess in real time the extent to which their promotional message is: (1) being paid attention to, and (2) having the hoped-for informational and/or persuasive effect. With advertising, due to the fact that the marketer is not present when the message is being received and the fact that multiple exposures to an advertisement are necessary for it to have any impact, it may take weeks or even months to know how effective promotional efforts have been— and it may take a significant investment in marketing research to make this (belated) determination.

Related to the issue of slow feedback on effectiveness is another relative weakness of advertising. Not only does it take considerable time to judge the effectiveness of advertising, it is also relatively difficult to accurately measure the informational and/or persuasive impact of advertising. Think back again to our hypothetical example of Colgate-Palmolive possibly generating US$4 million in sales as the result of a US$740,000 investment in advertising. Saying that advertising caused this level of sales is not, in practice, easy to do (at least with a great deal of confidence). This is because so many other factors in addition to advertising can effect the sales—and, to an even greater extent, the profits—of an organization. Thus: (1) in order to determine what has caused sales (or profits) all factors having an impact on it must be taken into consideration, and (2) one cannot accurately say to what extent advertising has caused sales (or profits) unless the causal impact of all these other factors has been taken into account. Web page advertising is somewhat an exception here, as far more precise measurement of impact on sales can be discerned (e.g., through tracking how many viewers clicked on links in advertising and then purchased the advertised products).

Finally, it is relatively impractical—if not impossible—to customize promotional messages with advertising. Personal selling, for example, allows the marketer the opportunity to customize each message transmitted to the exact needs, wants, and expectations of every targeted person. Although major magazines do allow some level of customization due to the publication of specialized regional or national editions every one of perhaps hundreds of thousands of persons receiving any one edition of the magazine sees the exact same advertisement. With major broadcast media such as radio and television individualized customization is essentially impossible—even if it were possible it would be very expensive.

The Global Advertising Industry

Advertising’s scope is increasingly global. Business organizations large and small and in virtually all industries and countries are using advertising—and increasingly more of it—to promote themselves and their products to prospective and existing consumers. Thus suggested is that the strengths of advertising discussed above generally outweigh its weaknesses— with the latter just placing limits on what can be done with advertising.

According to Advertising Age, the preeminent authority on virtually all matters related to advertising, the world’s top 100 marketers alone spent nearly US$98 billion on advertising in 2006 (the latest year for which complete data is readily available). For the sixth year in a row, U.S.-based consumer products giant Procter & Gamble—marketer of brands such as Bounty, Camay, Charmin, Gillette, Head & Shoulders, Ivory, Luvs, Max Factor, Mr. Clean, Noxzema, Pampers, Pepto-Bismol, Scope, Tide, and Vicks—topped the list of global advertisers. Rounding out the list of the top five advertisers in the world in 2006 were Unilever, General Motors, L’Oréal, and Toyota. Automotive firms in Advertising Age’s Global Top 100 for 2006 spent more on advertising than companies in any other industry and accounted for almost 23 percent of all advertising expenditures by the top 100.

With respect to advertising expenditures by the top 100 global advertisers by region of the world in 2006, the U.S. tops the list with US$46.02 billion. This is followed by Europe (US$31.12 billion), Asia and Pacific (US$14.92 billion), Latin America (US$2.48 billion), Canada (US$2.09 billion), Africa (US$711 million), and the Middle East (US$422 million). The region of the world exhibiting the greatest increase in ad spending was Latin America, with 2006 spending up 12.7 percent from 2005.

Overall, the nearly US$98 billion in global ad expenditures in 2006 represents a 1.1 percent increase over 2005 spending. Interestingly, this growth is in spite of the fact that U.S. marketers ranking among Advertising Age’s Global Top 100 cut ad spending by 2.2 percent in 2006. Some of the largest U.S. advertisers were those showing the greatest percentage decrease in expenditures. General Motors tops the list with a 17.4 percent decline, followed by Time Warner (down 13.8 percent) and Johnson & Johnson (down 13.2 percent). This decline in U.S. ad spending was offset by significant increases in advertising by non-U.S. marketers such as Sharp Corporation (Japan), Fiat (Italy), Moët Hennessy Louis Vuitton (France), LG Group (South Korea), and Aldi Group (Germany).

Finally, the large global marketers/advertisers such as those discussed above are not the only “major players” in the global advertising industry. Also heavily involved—albeit not as conspicuously as advertisers— are the media firms that, by virtue of producing magazines, newspapers, and Web sites and running radio and television stations as well as billboard advertising companies, provide advertisers the vehicles through which to reach target audiences worldwide.

A third “major player” in global advertising that is even more “behind the scenes” than media firms are the advertising agencies that provide media planning/buying and creative and production services to marketers/advertisers. It is common, in this regard, for large, international marketers to work with multiple advertising agencies. According to an Advertising Age report published in November 2007, the world’s largest global advertiser, Procter & Gamble, employs the services of 10 different ad agencies to help it plan for, create, and run advertisements. According to this same report, the three advertising agencies with the largest number of Global Top 100 clients/assignments are: (1) Euro RSCG Worldwide (42 clients), (2) McCann Erickson Worldwide (40 clients), and (3) Ogilvy & Mather Worldwide (35 clients). Euro RSCG Worldwide, the largest ad agency in the world in terms of “global assignments” (i.e., major clients served), is based in New York and has a total of more than 230 offices in 75 countries. Euro RSCG Worldwide, by virtue of working with 10 of the top 20 and 42 of the top 100 global advertisers, exemplifies the global advertising agency.

Cross-Cultural Considerations

It is often said that strategic marketing decisions involving advertising are those most likely to be significantly impacted by cultural variation between nations. It should be of little surprise, then, that failure to carefully consider the appropriateness and likely acceptance of an advertisement through the cultural lens of the targeted audience puts marketers at high risk of—at a minimum—considerable embarrassment. Consider, in this regard, a few “classic blunders” of international advertisers. The United States Dairy Association’s successful “Got Milk” advertising campaign was introduced in Mexico. The association was later informed that the Spanish translation used for “Got Milk” could be taken to mean “Are you lactating?” Pepsi’s “Come Alive With the Pepsi Generation” advertising slogan translated into “Pepsi Brings Your Ancestors Back From the Grave” in China. And in the United States, Scandinavian vacuum manufacturer Electrolux used the—well-rhymed albeit ill-advised—slogan “Nothing sucks like an Electrolux.”

While the validity of several of these “classic blunders” has been debated, they clearly illustrate, at the very least, what can potentially happen when just one cross-cultural factor—language—is ignored or misunderstood by international advertisers. Creating and running just one high-quality television or magazine advertisement can cost an organization hundreds of thousands—perhaps even millions—of dollars. Spending this magnitude of money to make oneself look silly in the eyes of and/or offend members of the target audience—including one’s potential and existing customers—is, to say the least, not good strategy.

Language Considerations

Language is, as demonstrated in the “classic blunders” listed above, a particularly perilous cross-cultural domain for international advertisers. In this regard, it is far from enough to have translations be done in literal/“dictionary” fashion by persons who are not fluent in the language of the targeted audience—and, most importantly, the language as actually spoken by the target audience. This is due largely to the fact that literal translations found in most dictionaries fail to adequately account for regional variations, slang, and symbolic meaning in language as spoken by persons in a given country (or region thereof ). Further, superficial knowledge of a given foreign language may be more dangerous than no knowledge at all for the international advertiser.

To avoid potentially embarrassing and costly mistakes due to the often subtle yet critical intricacies of cross-cultural language variation, international marketers must take the task of translating what it wants to say in one language into its advertising in another language very, very seriously. At a minimum, translations should be done by persons highly fluent in both focal languages—wherein “highly fluent” with regard to the language of the targeted audience means knowing how the language is actually spoken by members of the audience in their local environments.

In addition, just one translation done by one person is often not sufficient. In this regard, what are known as back translations are commonly done. In the process of back translation, advertising content is translated by one bilingual person from one language (e.g., Spanish as spoken in Mexico) into the language of the target audience (e.g., Portuguese as spoken in Brazil) and then translated back—from Brazilian Portuguese to Mexican Spanish—by another competent, bilingual translator. The results of the two translations are then compared to ensure consistency and, ultimately, effective communication through advertising. If, for example, the second translation comes back saying exactly what was meant to be said in the first place—in the same language—then the marketer knows they are on the right track. If, however, the second translation is significantly different than what was originally meant to be said, then the marketer still has much work in translation to be done.

Cultural Considerations

Language is, however, but just one of many potentially arduous cross-cultural hurdles frequently encountered by international advertisers. Indeed, being “culturally fluent” entails far more than being fluent only in the language of a given foreign country or group of people. One prime example of a nonlanguage, culture-based factor that international advertisers must be cognizant of involves what are called cultural values (i.e., what is considered appropriate versus not appropriate by persons in a given nation or group of people).

Variation in cultural values between one nation and another creates a host of potentially important considerations for marketers wishing to effectively advertise in multiple countries. Take, for example, the appropriateness of certain words used to identify people in two nations that speak the same language— say the United States and Australia. It would, in this regard, generally be acceptable for a U.S. firm to tout itself in domestic—particularly regional or local— advertising as employing “native” persons. This would likely be taken by most recipients of the message to imply that the sponsor of the advertising creates jobs locally and that their employees are not only from the area but are also highly similar to other local persons in many ways (i.e., by virtue of being from the same approximate place and having similar values). Using the word native in this manner in advertising in Australia would carry a different meaning. In Australia, native usually implies indigenous/Aboriginal persons. This is a mistake that could easily be made by persons working in advertising for foreign firms from countries with less contentious histories with regard to the plight of indigenous persons. Required in this instance is guidance from Australian locals—including but not limited to Aboriginal persons—well versed in Australian cultural values.

Another potentially critical cross-cultural, value based consideration for international advertisers involves the use of humor. Simply put, what is considered humorous by members of one target audience in one country may be seen—even if adequately translated—as meaningless, ridiculous, and/or offensive by persons in another country (or region thereof ). Again, as with language translations and word appropriateness, successfully using humor across cultures requires the input of persons fluent in the local culture of the targeted audience. Effective international advertising thus requires that the foreign marketer employ persons from the local culture at least as agents or consultants—if not as fulltime managerial employees responsible for making key advertising decisions.

Legal Considerations

Just as international advertisers should expect to encounter cross-cultural obstacles so too should they assume that variations in laws across nations may significantly impact their ability to effectively communicate with targeted audiences. Generally, when doing business in foreign countries, the marketer: (1) should not assume that the laws of their home country are applicable abroad, and (2) should be familiar with and abide by the law of the host nation—particularly those laws which impact the ability of the foreign firm to market its specific type of product. These general points reign very true in the context of advertising. The international advertiser should never assume either that: (1) home-country advertising-related law applies abroad, or (2) they will be able to advertise their product in the exact same manner abroad as they do domestically.

A good example of not being legally able to advertise products in a foreign country in the same manner as done in the domestic marketplace is comparative advertising. In this form of advertising, the sponsor directly—and favorably—compares its products to those of a competitor. Comparative advertising law differs significantly from nation to nation. In the United States, it is not only legal to compare your products to those of a competitor but also legal to name the competitor in the advertisement (as long as the comparative statements in the ad can be objectively substantiated). In some Western European nations (e.g., Ireland, Spain, the United Kingdom, and Portugal) comparisons can be legally made but only as long as the comparison is implicit and does not specifically name the competitor. Comparative advertising is illegal, however, in other Western European countries (e.g., Germany, Belgium, and Luxembourg). Comparative advertising is also heavily regulated in other regions of the world. As a result, marketers that commonly (and legally) employ this form of advertising in their home countries must be very careful about using it abroad.

Sometimes an international marketer will find that it cannot advertise its products at all in a given foreign nation. For example, toy, tobacco, liquor, and pharmaceutical drug ads are banned or at least heavily restricted in many nations of the world while advertising these products is perfectly legal in others. Marketers of a product that cannot be legally advertised in a given nation in which the marketer wishes to sell the product must find an alternative means of promotional communication.

At other times, international marketers may discover that they cannot legally advertise via a certain type of media in some countries. Advertising on television, for example, is regulated in many nations. In Kuwait, for instance, only 32 minutes of television advertising per day is allowed on the government-controlled television network. In China, the government has only in the last several years begun to ease some regulations significantly restricting the use of TV advertising. However, the Chinese government has, at the same time, also increased regulation of other aspects of TV advertising (e.g., the required provision of proof of claims made in ads). The bottom line for the international advertiser is to know the law relevant to the marketing of your product in the given country in which you are doing business and to: (1) abide by it, and (2) adapt your advertising efforts accordingly.

Bibliography:

• Advertising Age, adage.com/datacenter (cited March 2009);
• Philip Cateora and John Graham, International Marketing, 13th ed. (McGraw-Hill/Irwin, 2007);
• Ian Dow, “Your Ad Is a Tad Mad!: It’s a Marketing Chief ’s Worst Nightmare When the Catchy Slogan for the Expensive Ad Campaign Translates to Mean Something Hilarious for Foreign Shoppers,” Daily Record (October 5, 2002);
• Nadeem Firoz and Taghi Ramin, “Understanding Cultural Variables Is Critical to Success in International Business,” International Journal of Management (v.21/3, 2004);
• Ali Kanso and Richard Nelson, “Multinational Corporations and the Challenge of Global Advertising: What Do U.S. Headquarters Consider Important in Making Media-Selection Decisions?,” International Marketing Review (v.24/5, 2007);
• Yih Hwai Lee and Elison Ai Ching Lim, “What’s Funny and What’s Not: The Moderating Role of Cultural Orientation in Ad Humor,” Journal of Advertising (v.37/2, 2008).

This example Advertising Essay is published for educational and informational purposes only. If you need a custom essay or research paper on this topic please use our writing services. EssayEmpire.com offers reliable custom essay writing services that can help you to receive high grades and impress your professors with the quality of each essay or research paper you hand in.

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