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Advertising or advertizing[1][2][3] in business[citation needed] is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor.
In Latin, ad vertere means "to turn toward".[4] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "branding", which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.[5][6][7]
In 2010, spending on advertising was estimated at $143 billion in the United States and $467 billion worldwide[8]
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.[9]
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BCE.[10]
In ancient China, the earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell candy. Advertisement usually takes in the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with "Jinan Liu's Fine Needle Shop" and "We buy high quality steel rods and make fine quality needles, to be ready for use at home in no time" written above and below [2] is considered the world's earliest identified printed advertising medium.[11]
In Europe, as the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, instead of signs that read "cobbler", "miller", "tailor", or "blacksmith" would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers.
In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.
19th century
Thomas J. Barratt from London has been called "the father of modern advertising".[12][13][14] Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, ""Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century.[15][16] Under Barratt's guidance, Pears Soap became the world's first legally registered brand.[when?]
An advertising tactic that he used was to associate the Pears brand with high culture and quality. Most famously, he used the painting Bubbles by John Everett Millais as an advertisement by adding a bar of Pears soap into the foreground. (Millais protested at this alteration of his work, but in vain as Barrat had bought the copyright.[17]) Barratt continued this theme with a series of adverts of well groomed middle-class children, associating Pears with domestic comfort and aspirations of high society.
Barrat established Pears Annual in 1891 as a spin-off magazine which promoted contemporary illustration and colour printing and in 1897 added the Pears Cyclopedia a one-volume encyclopedia.[18] From the early 20th century Pears was famous for the annual "Miss Pears" competition in which parents entered their children into the high-profile hunt for a young brand ambassador to be used on packaging and in consumer promotions. He recruited scientists and the celebrities of the day to publicly endorse the product. Lillie Langtry, a British music hall singer and stage actress with a famous ivory complexion, received income as the first woman to endorse a commercial product, advertising Pears Soap.
Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product's availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste."[13]
As the economy expanded across the world during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.
In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. [19] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.[19]
20th century
Advertising increased dramatically in the United States as industrialization expanded the supply of manufactured products. In order to profit from this higher rate of production, industry needed to recruit workers as consumers of factory products. It did so through the invention of mass marketing designed to influence the population's economic behavior on a larger scale.[20] In the 1910s and 1920s, advertisers in the U.S. adopted the doctrine that human instincts could be targeted and harnessed – "sublimated" into the desire to purchase commodities.[21] Edward Bernays, a nephew of Sigmund Freud, became associated with the method and is now often considered the founder of modern advertising.[5][6][7]
The tobacco industry was one of the firsts to make use of mass production, with the introduction of the Bonsack machine to roll cigarettes. The Bonsack machine allowed the production of cigarettes for a mass markets, and the tobacco industry needed to match such an increase in supply with the creation of a demand from the masses through advertising.[22] The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking.[5][6][7]
Advertising was also used as a vehicle for cultural assimilation, encouraging workers to exchange their traditional habits and community structure in favor of a shared "modern" lifestyle.[23] An important tool for influencing immigrant workers was the American Association of Foreign Language Newspapers (AAFLN). The AAFLN was primarily an advertising agency but also gained heavily centralized control over much of the immigrant press.[24][25]
At the turn of the 20th century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".[26][non-primary source needed]
Influence of early psychology
In the early 20th century, psychologists Walter D. Scott and John B. Watson contributed applied psychological theory to the field of advertising. Scott said, "Man has been called the reasoning animal but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible".[27] He demonstrated this through his advertising technique of a direct command to the consumer. The former chair at Johns Hopkins University, John B. Watson was a highly recognized psychologist in the 1920s. After leaving the field of academia he turned his attention towards advertising where he implemented the concepts of Behaviorism into advertising. This focused on appealing to the basic emotions of the consumer: love, hate, and fear. This type of advertising proved to be extremely effective as it suited the changing social context which lead to heavy influence of future advertising strategy and cemented the place of psychology in advertising.
On the radio from the 1920s
In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups.[28]
When the practice of sponsoring programs was popularized, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realized they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.
Public service advertising in WW2
The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS,[citation needed] political ideology, energy conservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest – it is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy.
Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.
In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers.
Public service advertising reached its height during World War I and World War II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear.
Commercial television in the 1950s
This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC).[28] However, the U.S. Congress did require commercial broadcasting companies to operate in the "public interest, convenience, and necessity".[29] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR).
In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.
Media diversification in the 1960s
In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Esso gasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative[30] theme Put a Tiger in Your Tank.[31] Psychologist Ernest Dichter[32] and DDB Worldwide copywriter Sandy Sulcer[33] learned that motorists desired both power and play while driving, and chose the tiger as an easy-to-remember symbol to communicate those feelings. The North American and later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses "wrapped in tiger stripes" as well as pop music songs.[31] Tiger imagery can still be seen on the pumps of successor firm ExxonMobil.
Cable television from the 1980s
The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
On the Internet from the 1990s
With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 20th to 21st century, a number of websites, including the search engine Google, started a change in online advertising by emphasizing contextually relevant ads based on an individual's browsing interests. This has led to a plethora of similar efforts and an increasing trend of interactive advertising.
The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US 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 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4 percent.[34]
A recent advertising innovation is "guerrilla marketing", which involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook or Twitter.
The advertising business model has also been adapted in recent years. A new development is media for equity. Here, advertising is not sold, but provided to start-up companies in return for equity. If the company grows and is sold, media companies receive cash for their shares.
Domain owners (usually those who buy domains as an investment) sometimes "park" their domains and allow advertising companies to place ads on their sites in return for a per-click payment.
Advertising theory
Hierarchy-of-effects models
Various competing models of hierarchies of effects attempt to provide a theoretical underpinning to advertising practice.[35]
- The model of Clow and Baack[36] clarifies the objectives of an advertising campaign and for each individual advertisement. The model postulates six steps a consumer or buyer moves through when making a purchase:
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
- Means-End Theory suggests that an advertisement should contain a message or means that leads the consumer to a desired end-state.
- Leverage Points aim to move the consumer from understanding a product's benefits to linking those benefits with personal values.
Marketing mix
The marketing mix has been a key concept to advertising, it was proposed by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four P's. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer such as distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product.[37]
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.
- Television advertising / Music in advertising
- The television commercial is generally considered[by whom?] the most effective mass-market advertising format, as is reflected by the high prices television networks charge for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television.[citation needed] The average cost of a single thirty-second television spot during this game reached US$3.5 million in 2012.[citation needed] Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops[38] or used to replace local billboards that are not relevant to the remote broadcast audience.[39] More controversially, virtual billboards may be inserted into the background[40] where none exist in real-life. This technique is especially used in televised sporting events.[41][42] Virtual product placement is also possible.[43][44]
- Infomercials
- An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.
- Radio advertising
- Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.
- Online advertising
- Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
- New media
- Technological development and economic globalization favors the emergence of new communication channels and new techniques of commercial messaging.
- Product placements
- Covert advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics", because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.
- Press advertising
- Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.
- Billboard advertising
- Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
- Mobile billboard advertising
- Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.
- In-store advertising
- In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP – Point of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.
- Coffee cup advertising
- Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.[citation needed]
- Street advertising
- This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.
- Sheltered Outdoor Advertising
- This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression.
- Celebrity branding
- This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, Toyota and many more.
- Consumer-generated advertising
- This involves getting consumers to generate advertising through blogs, websites, wikis and forums, for some kind of payment.
- Aerial advertising
- Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.
Purpose of Advertising
Advertising is at the front of delivering the proper message to customers and prospective customers. The purpose of advertising is to convince customers that a company's services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople's individual messages, draw customers to the business, and to hold existing customers.[45]
Sales promotions
Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers one draws in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.[46]
Media and advertising approaches
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Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.[47]
Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offers the unique ability to see the target audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets.[48] Another successful use of digital signage is in hospitality locations such as restaurants[49] and malls.[50]
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.
Reasons for online display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, it's used for direct response campaigns that link to a landing page with a clear 'call to action'.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for e-mail users for many years.
A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network services.[citation needed]
As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2 billion and providers such as Admob delivered billions of mobile ads.
More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.[citation needed]
Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.
Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) – these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark – turning it into a generic term which means that its legal protection as a trademark is lost.
From time to time, The CW Television Network airs short programming breaks called "Content Wraps", to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.
A new promotion concept has appeared, "ARvertising", advertising on Augmented Reality technology.[51][52]
Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).
Rise in new media
With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three-quarters of 2009 mobile and internet advertising grew by 18% and 9% respectively. Older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers).[citation needed]
Niche marketing
Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.[54]
Google AdSense is an example of niche marketing. Google calculates the primary purpose of a website and adjusts ads accordingly; it uses key words on the page (or even in emails) to find the general ideas of topics disused and places ads that will most likely be clicked on by viewers of the email account or website visitors.
The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial.[55] Chevrolet held a similar competition for their Tahoe line of SUVs.[55] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".[56][57]
This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear.[58]
Global advertising
Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company's speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.[59]
Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.[60]
Foreign public messaging
Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.
In the realm of advertising agencies, continued industry diversification has seen observers note that "big global clients don't need big global agencies any more".[61] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".[62]
New technology
The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets.
To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected EPGs, advertising on companion devices (like smartphones and tablets) during the show, and creating TV apps. Additionally, some like brands have opted for social television sponsorship.
Advertising education
Advertising education has become popular with bachelor, master and doctorate degrees becoming available in the emphasis. A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.[63] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.
While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[64] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.[65] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipulating the consumer's needs and wants.
There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greece's regulations are of a similar nature, "banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys".[66]
In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States.
In New Zealand, South Africa, Pakistan, Afghanistan, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK.
In the UK, most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently, the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of £2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature.
In the US, many communities believe that many forms of outdoor advertising blight the public realm.[67] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.[68] Cities such as São Paulo have introduced an outright ban[69] with London also having specific legislation to control unlawful displays.
Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. In France, printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English).[70] The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.
Advertising research
Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns – pre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.
Today's culture is made up of meanings between consumers and marketers. These meanings depict signs and symbols that are encoded in everyday objects.[71] Semiotics is the study of signs and how they are interpreted. Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. The purpose of semiotics is to study and interpret the message being conveyed in advertisements. Logos and advertisements can be interpreted at two levels known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for their product. These signs can be images, words, fonts, colors, or slogan. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogan must be interpreted by the audience or consumer.[72] The "key to advertising analysis" is the signifier and the signified. The signifier is the object and the signified is the mental concept.[73] A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A television's denotative meaning would be that it is high definition. The connotative meaning is the product's deep and hidden meaning. A connotative meaning of a television would be that it is top of the line.[74]
Apple is an excellent example of using semiotics in their advertising campaign. Apple's commercials used a black silhouette of a person that was the age of Apple's target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apple's products.[75]
The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories. Certain characteristics of stumuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message.[76]
There are two types of marketing communication claims-objective and subjective.[77] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, the camera has auto focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service. They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design.[78] Males tend to respond better to objective marketing communications claims while females tend to respond better to subjective marketing communications claims.[79]
In advertisements, men are represented as independent. They are shown in more occupations than women. Women are represented mainly as housewives and mothers. Men are more likely to be shown advertising cars or business products, while women advertise domestic products. Men are more likely to be shown outdoors or in business settings. Women are depicted in domestic settings. Men are more often portrayed as authorities. As far as ads go, with age men seem to gain wisdom and authority. On the other hand women seem to disappear with age. Voiceovers are commonly used in advertising. Most voiceovers are men (figures of up to 94% have been reported). There have been more female voiceovers in recent years but mainly for food, household products, and feminine care products.[80]
Gender effects in the processing of advertising
According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising.[81] According to this study, men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation.
More recently, research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which the ads are embedded are shown to influence a consumer's mood state.[82]
See also
- Advertisements in schools
- Bibliography of advertising
- Branded content
- Communication design
- Comparative advertising
- Conquesting
- Coolhunting
- Copywriting
- Crowd manipulation
- Demo mode
- Family in advertising
- Graphic design
- Informative advertising
- Integrated marketing communications
- Local advertising
- Market overhang
- Meta-advertising
- Mobile marketing
- Performance-based advertising
- Pseudo-event
- Psychological manipulation
- Scad (fraud)
- Senior media creative
- Shock advertising
- Two Cunts in a Kitchen
- Video commerce
- Video news release
- Viral marketing
- Visual communication
- Web analytics
- World Federation of Advertisers
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- ^ Ewen, Captains of Consciousness (1976), p. 33. "As Ford's massive assembly line utilized 'extensive single-purpose machinery' to produce automobiles inexpensively and at a rate that dwarfed traditional methods, the costly machinery of advertising that Coolidge had described set out to produce consumers, likewise inexpensively and at a rate that dwarfed traditional methods."
- ^ Ewen, Captains of Consciousness (1976), p. 34. "While agreeing that 'human nature is more difficult to control than material nature,' ad men spoke in specific terms of 'human instincts' which if properly understood could induce people 'to buy a given product if it was scientifically presented. If advertising copy appealed to the right instincts, the urge to buy would surely be excited'."
- ^ Brandt (2009) p.31
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The foolish fearsomeness of this act was vitiated in the 1960s by Esso, which took a smiling tiger as a symbol with the alliterative slogan Put a tiger in your tank.
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"Put a tiger in your tank." The star of one of the most popular advertising campaigns ever hatched on Madison Avenue, Esso's frisky, whimsical tiger with the high-octane tail has become a roaring success all over Europe.
- ^ Lynne ames (August 2, 1998). "The View From/Peekskill; Tending the Flame of a Motivator". The New York Times. Retrieved October 19, 2011.
Among his most famous successes was the slogan Put a tiger in your tank, still in use by Exxon.
- ^ David Kaplan (January 23, 2004). "Sulcer, 77, Former DDB Needham Exec, Dies". adweek. Retrieved January 20, 2014.
Frederick D. "Sandy" Sulcer... He created the well-known "Put a tiger in your tank" theme line for Esso (now ExxonMobil)
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Littlejohn, Stephen W., ed. (2009). "Advertising Theories". Encyclopedia of Communication Theory. 1. SAGE. p. 19. ISBN 9781412959377. Retrieved August 16, 2013.
Originally developed in the personal-selling literature, the hierarchy-of-effects model has undergone various modifications in its historical development such that today we use it in the plural form, indicating that competing models exist.
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- Bittlingmayer, George (2008). "Advertising". In David R. Henderson (ed.) (ed.). Concise Encyclopedia of Economics (2nd ed.). Indianapolis: Library of Economics and Liberty. ISBN 978-0865976658. OCLC 237794267.CS1 maint: extra text: editors list (link)
- Brandt, Allan (2009) The Cigarette Century
- Ewen, Stuart. Captains of Consciousness: Advertising and the Social Roots of Consumer Culture. New York: McGraw-Hill, 1976. ISBN 0-07-019846-2
- Petit, Jeanne D. The Men and Women We Want: Gender, Race, and the Progressive Era Literacy Test Debate. University of Rochester Press, 2010. ISBN 9781580463485
External links
|Wikimedia Commons has media related to Advertising.
|Look up advertising in Wiktionary, the free dictionary.
|Wikibooks has a book on the topic of: Marketing
|Wikiquote has quotations related to: Advertising
- Advertising Educational Foundation, archived advertising exhibits and classroom resources
- Hartman Center for Sales, Advertising & Marketing History at Duke University
- Duke University Libraries Digital Collections:
- Ad*Access, over 7,000 U.S. and Canadian advertisements, dated 1911–1955, includes World War II propaganda.
- Emergence of Advertising in America, 9,000 advertising items and publications dating from 1850 to 1940, illustrating the rise of consumer culture and the birth of a professionalized advertising industry in the United States.
- AdViews, vintage television commercials
- ROAD 2.0, 30,000 outdoor advertising images
- Medicine & Madison Avenue, documents advertising of medical and pharmaceutical products
- Duke University Libraries Digital Collections:
- On-Line exhibits at William F. Eisner Museum of Advertising & Design
- Art & Copy, a 2009 documentary film about the advertising industry


text:
Evans G2 Coated 8″ Tom Head
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- Description
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Part of the D'Addario percussion line, Evans provide an extensive range of the highest quality drum heads for snare, bass drum, toms, timpani, marching snare, congas, bongos and timbale. Famed for their efficiency and durability in a live setting, as well as their sound quality and tonal response in a studio setting, they are one of the leading brands of drum heads amongst drummers today.
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text:
Buckingham claims 'pre-emptive': Greens
Claims by Greens MP Jeremy Buckingham to have been cleared of sexual misconduct allegations are premature, according to a party official.
Mr Buckingham on Tuesday released a statement claiming to have been cleared of alleged sexual misconduct in 2011.
Mr Buckingham said he had received a copy of the final report, which recommended the party "resolve the matter with no adverse finding against you with respect to sexual harassment and inappropriate behaviour".
Hours after the MP's statement was issued, Greens NSW co-convenor Rochelle Flood issued her own, saying the investigation process had not been completed.
"The investigation process has not yet concluded, and it is disappointing that Jeremy has pre-emptively released the findings," Ms Flood said in a statement.
Ms Flood said Mr Buckingham had been sent a confidential letter inviting him to respond to the findings and recommendations, from he based his statement.
In the letter, investigators said they are "not satisfied that there is sufficient evidence on the balance of probabilities that an incident of sexual harassment as defined by the legislation occurred," Ms Flood said.
A former Greens staffer made the allegations public in August on the ABC, before the inquiry had been completed.
In his earlier statement, Mr Buckingham said he had received a copy of the final report, which recommended the party "resolve the matter with no adverse finding against you with respect to sexual harassment and inappropriate behaviour".
He said the allegations had been "incredibly difficult and damaging" and accused people of using them to "destroy" him.
"I'm glad the day has finally arrived when I've been cleared," he said in a statement.
"Having false allegations aired on national television is incredibly distressing and a very serious breach of the investigation process. Allegations of this nature should be handled confidentially and sensitively, and not be used for a trial by media."
Mr Buckingham has lodged a complaint against the ABC and is also pursuing civil action to "seek justice and restore my reputation".
Australian Associated Press


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Best Breast Test: The Promise of Thermography
by Craig Weatherby
Every year when Breast Cancer Awareness Month (October) comes around I am a saddened and surprised that thermography hasn't become more popular.
Part of this is my mindset. I'd rather focus on breast health and ways to prevent breast cancer at the cellular level than put the emphasis on testing and retesting until you finally do find something to poke, prod, cut out, or radiate.
That's why I've renamed October Breast Health Awareness Month.
I understand that mammography has been the gold standard for years. Doctors are the most familiar with this test, and many believe that a mammogram is the best test for detecting breast cancer early. But it's not.
Studies show that a thermogram identifies precancerous or cancerous cells earlier, produces unambiguous results, which cuts down on additional testing—and it doesn't hurt the body. Isn't this what women really want?
I recently discussed thermography with my colleague Philip Getson, D.O. Dr. Getson has been a medical thermographer since 1982.
As you may know, thermography is a form of thermal (infrared) imaging. Dr. Getson explains how thermography works this way:
"It is widely acknowledged that cancers, even in their earliest stages, need nutrients to maintain or accelerate their growth. In order to facilitate this process, blood vessels are caused to remain open, inactive blood vessels are activated, and new ones are formed through a process known as neoangiogenesis.
"This vascular process causes an increase in surface temperature in the affected regions, which can be viewed with infrared imaging cameras. Additionally, the newly formed or activated blood vessels have a distinct appearance, which thermography can detect."
Heat is an indication that inflammation exists, and typically inflammation is present in precancerous and cancerous cells, too. (It's also present in torn muscles and ligaments as well as arthritic joints, which thermography can also detect.)
Thermography's accuracy and reliability is remarkable, too. In the 1970's and 1980's, a great deal of research was conducted on thermography.
In 1981, Michel Gautherie, Ph.D., and his colleagues reported on a ten-year study, which found that an abnormal thermogram was ten times more significant as a future risk indicator for breast cancer than having a history of breast cancer in your family. [1]
Early detection
The most promising aspect of thermography is its ability to spot anomalies years before mammography. Using the same data from the ten-year study, researchers H. Spitalier and D. Giruaud determined that thermography alone was the first alarm in 60 percent of the cases of women who were eventually diagnosed with cancer. [2]
Dr. Getson adds, "Since thermal imaging detects changes at the cellular level, studies suggest that this test can detect activity eight to ten years before any other test. This makes it unique in that it affords us the opportunity to view changes before the actual formation of the tumor.
Studies have shown that by the time a tumor has grown to sufficient size to be detectable by physical examination or mammography, it has in fact been growing for about seven years achieving more than twenty-five doublings of the malignant cell colony.
At 90 days there are two cells, at one year there are16 cells, and at five years there are 1,048,576 cells—an amount that is still undetectable by a mammogram" (At 8 years, there are almost 4 billion cells).
Today, women are encouraged to get a mammogram, so they can find their breast cancer as early as possible.
With thermography as your regular screening tool, it's likely that you would have the opportunity to make adjustments to your diet, beliefs, and lifestyle to transform your cells before they became cancerous. Talk about true prevention.
Clearer results, fewer additional tests
To many, it felt like the world was set on its ear when, in November 2009, the United States Preventative Services Task Force said it recommended that women begin regular mammograms at 50 instead of 40 and that mammograms are needed every two years instead of annually between the ages of 50 and 74.
Some women felt this was a way for the insurance companies to save money, but I cheered these new guidelines. (For more information read "The New Mammography Guidelines."
The Task Force concluded that the risk of additional and unnecessary testing far outweighed the benefits of annual mammograms—and I couldn't agree more.
Ten years ago, Danish researchers Ole Olsen and Peter Gotzsche concluded, after analyzing data from seven studies, that mammograms often led to needless treatments and were linked to a 20 percent increase in mastectomies, many of which were unnecessary. [3]
Dr. Getson expounded, "According to the 1998 Merck Manual, for every case of breast cancer diagnosed each year, five to ten women will undergo a painful breast biopsy. This means that if a woman has an annual mammogram for ten years, she has a 50 percent chance of having a breast biopsy."
Thermography is a particularly good choice for younger breasts, which tend to be denser. It doesn't identify fibrocystic tissue, breast implants, or scars as needing further investigation. It's also good at detecting changes in the cells in the arm pit area, an area that mammography isn't always good at screening.
Perhaps even more exciting is that a thermogram can help a woman diagnosed with ductal carconoma in situ (DCIS) decide, along with her health practitioners, whether she requires aggressive or conservative treatment. If you've ever had an unnecessary biopsy or been scared by a false positive result on a mammogram, please consider getting a thermogram and using it in conjunction with the mammogram to figure our your treatment options.
It doesn't hurt
It's ironic that the test women are using for prevention may be causing the very problem they're trying to avoid in the first place!
Another reason the United States Preventative Services Task Force reversed its aggressive mammogram guidelines was because of the exposure to radiation. It's well known that excessive doses of radiation can increase your risk of cancer. [4] And this doesn't even touch on the harm done to the body from unnecessary biopsies, lumpectomies, mastectomies, chemotherapy, radiation treatment, and so forth.
Thermography is very safe—it's even safe for pregnant and nursing women! It's merely an image of the heat of your body.
Unlike a mammogram, a thermogram doesn't hurt! Just about everyone who's ever had a mammogram has complained about how painful it is.
The first time you get a mammogram can be quite a shock. Who knew a breast could be flattened like that? Well, the pain isn't in your imagination. The pressure that the mammogram machine puts on each breast when it's being compressed is equivalent to putting a 50-pound weight on your breast.
The best test for you
As with anything, I suggest you let your inner guidance help you in all decisions about your health. If you feel it's best to get an annual mammogram, then by all means continue with them. Just be aware of the drawbacks and risks associated with the test.
One helpful way to assess your risk for breast cancer—which in turn can help you decide how often you want to have mammograms—is to use the National Cancer Institute's Breast Cancer Risk Assessment Tool, available online at www.cancer.gov/bcrisktool.
After you answer seven simple questions, it calculates both your risk of getting invasive breast cancer in the next five years as well as your lifetime risk, and it compares each to the risk for the average U.S. woman of the same age and race or ethnicity.
You would be surprised by how many women tell me their doctors make them feel guilty for not having a mammogram. Women who just know they have healthy breasts. Don't be intimidated if you prefer to forgo annual mammography.
Thermography is a better technology for all the reasons I've already described. Plus it gives results that are unique to you, time after time.
But there are some things to be wary of. Dr. Getson explains, "To be sure, not all thermographic equipment is the same, nor is every center backed by qualified, board-certified physicians who are specifically trained in the interpretation of these images.
Dr. Getson says that women (and men) seeking to have infrared imaging should consider the following:
What is the "drift factor" in the apparatus? Anything over 0.2 degrees centigrade leads to poor reproducibility.
What are the credentials of the interpreting physician?
The room in which the study is performed should be free of outside light and the temperature should always be at 68-72 degrees Fahrenheit, with a proper cooling system in place.
Make sure the images are marked up (doctors call this "stat"-ed) for future comparison.
Ask if the studies are read on site or sent by e-mail to a distant interpreter.
Be sure that the physician is available to explain and discuss all findings.
Instead of just screening for breast cancer, a thermogram can tell you how healthy your breasts are.
It also has the potential to truly detect breast cell anomalies long before mammography can detect cancer, when done properly. This allows you to implement lifestyle changes that can improve the health of your breasts proactively instead of waiting for a cancer diagnosis later.
In honor of Breast Health Awareness month, I encourage you to check out thermography for yourself and your loved ones.
This information is not intended to treat, diagnose, cure, or prevent any disease. All material in this article is provided for educational purposes only. Always seek the advice of your physician or other qualified health care provider with any questions you have regarding a medical condition, and before undertaking any diet, exercise, or other health program.
© Christiane Northrup, Inc. All rights reserved. Reproduction in whole or in part without permission is prohibited.
Christiane Northrup, M.D., a board-certified ob/gyn, is a visionary pioneer, beloved authority in women's health and wellness, and the author of the ground breaking New York Times bestsellers Women's Bodies, Women's Wisdom and The Wisdom of Menopause.
Her third book, Mother-Daughter Wisdom, was voted Amazon's #1 book of the 2005 (in two categories). Her latest books, The Secret Pleasures of Menopause and The Secret Pleasures of Menopause Playbook, teach how to experience joy, pleasure, prosperity, fulfillment, and vibrant health.
Following a 25-year career in both academic medicine and private practice, Dr. Northrup now devotes her time to helping women truly flourish on all levels through tapping into their inner wisdom.
Through her exclusive Women's Wisdom Circle, Dr. Northrup shares cutting-edge medical and lifestyle advice. For more information about Dr. Northrup and her Wisdom Circle go to www.DrNorthrup.com.
- M. Gautherie and C. M. Gros, "Breast Thermography and Cancer Risk Prediction," Cancer, vol. 45, no. 1 (January 1, 1980), pp. 51–56.
- H. Spitalier et al., "Does Infrared Thermography Truly Have a Role in Present-Day Breast Cancer Management?" in M. Gautherie and E. Albert, eds., Biomedical Thermology: Proceedings of an International Symposium (New York: A. R. Liss, 1982), pp. 269–78; R. Amalric et al., "Does Infrared Thermography Truly Have a Role in Present-Day Breast Cancer Management?" Progress in Clinical and Biological Research, vol. 107 (1982), pp. 269–78.
- Gotzsche, P. and Olsen, O., "Is Screening for Breast Cancer with Mammography Justifiable?" The Lancet, vol. 355, no. 9198 (Jan. 8, 2000), pp. 129–34; Gotzsche, P. and Olsen, O., Cochrane Review on Screening for Breast Cancer with Mammography, The Lancet, vol. 358, no. 9290 (Oct. 20, 2001), pp. 1340–42.
- Semelka, R., Imaging X-rays cause cancer: a call to action for caregivers and patients, Medscape, Feb. 13, 2006, reviewed and renewed Feb. 16, 2007.


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In his annual State of the State address last January, Gov. John Hickenlooper gave the General Assembly a wish list that included civil unions, universal background checks, tuition for undocumented students, Medicaid expansion, a comprehensive overhaul of the state's mental health system and school finance and a bill to support advanced industries.
He pretty much got what he asked for.
The 2013 General Assembly adjourned on May 8, completing most of its work on 700 bills and resolutions introduced throughout the 120-day session. Long-time observers and legislators commented that it has been one of the most partisan, controversial sessions in recent memory.
Some of the major issues from this year's legislature:
Tuition for undocumented students: on April 29, Hickenlooper signed into law Senate Bill 13-033, which allows any student who graduates from a Colorado high school with at least three years attendance, or obtains a general education diploma, to be eligible for instate tuition at any Colorado public college or university. The bill is the result of a decade's work by Democratic legislators and Hispanic activists, and in its final attempt gained the support of a handful of Republicans, including Sen. Greg Brophy (R-Wray).
The signing ceremony was held at Metropolitan State University of Denver. Sen. Michael Johnston (D-Denver) a co-sponsor of SB 33, told the story of a straight-A student who wanted to be an engineer, but couldn't go to college because he was undocumented. To that student, and to the many others who will follow, Johnston said, "In Colorado, the doors are open and the dream is alive!"
Gun control: Democratic legislators held a news conference on Feb. 5 to announce a package of eight bills on gun control and related measures. Seven of those bills were eventually introduced, and five of them signed into law by the governor. That includes universal background checks on all firearms sales; restrictions on the size of ammunition magazines, in-person training for concealed carry permits, requiring the purchaser of a firearm to pay for the background check, and prohibiting people either under a protection order or convicted of domestic violence from possessing firearms. The prohibition on large-capacity ammunition magazines is now the subject of a ballot initiative seeking its repeal.
Water: Hickenlooper also mentioned the state is working on a state water plan, with a completion date of 2015. Last week, the governor issued an executive order tasking the Colorado Water Conservation Board with leading that effort, in conjunction with the Basin Roundtables and Interbasin Compact Committee and a half-dozen state agencies. The water plan should "support agriculture in rural Colorado and align state policy to the state's water values," according to the governor's office. A draft plan is required by the end of 2014.
On the final day of the 2013 session, the General Assembly adopted a related resolution on protecting agricultural water supplies. The resolution states that the legislature will work with the executive branch and Colorado water community to address water supply-demand inbalance and minimize the "dry-up of irrigated agriculture." That effort should also include information and education to increase agricultural literacy.
The drought and last year's wildfires put legislators to work on a host of water conservation bills during the session. More than a dozen bills were introduced to address water conservation, storage and legal issues. Most notable: SB 74, which clarified historic groundwater permits. Under the bill, if a decree entered prior to Jan. 1, 1937 establishes an irrigation water right and doesn't limit the number of irrigated acres, the lawful maximum amount would equal the maximum number of acres irrigated for the first 50 years after the original decree was entered. The governor signed SB 74 on April 4.
SB 74 was sponsored by the Interim Water Resources Review Committee, which includes Brophy and Rep. Jerry Sonnenberg (R-Sterling). The committee sponsored six bills during the session and lost only one: a bill that states that the federal government cannot demand water rights from a lessee as a condition for granting a special use permit.
House Bill 13-1013 was one of two measures from the water committee on a 2012 Forest Service directive that requires ski areas to turn over their water rights as a condition for renewal of leases. A similar directive applies to forest lands used for agricultural purposes, such as grazing. A Denver District Court judge threw out the ski area directive because the Forest Service did not follow federal rules regarding public input.
Sonnenberg had agreed to allow HB 1013 to die on the House calendar at the end of the session, so long as the Senate voted on the related resolution, directing the Forest Service to work with affected stakeholders on the directives. However, the Senate failed to take up that measure on its final day, letting it die on the calendar.
School finance: the first major overhaul of the state's funding formula for public schools in 20 years passed on May 1 and will be signed into law on May 21.
SB 213 changes how pupil enrollment is calculated, provides funding for all-day kindergarten and half-day preschool, changes definitions of at-risk pupils and those enrolled in English Language Learning (ELL) programs, provides minimum per-pupil funding; changes the calculation of state and local shares of total funding, including mill levy overrides; and includes a review of the funding investment and cost studies every four years.
The finished products on gun control, civil unions, Medicaid expansion and school finance garnered no support from Republicans at the state capitol. Republicans complained bitterly about partisanship and "back-room deals" made by majority Democrats. That included SB 252, the bill to boost renewable energy use by rural co-ops; and HB 1303, a comprehensive overhaul of the state's elections process.
But Republicans had their successes, too. House Minority Leader Rep. Mark Waller (R-Colorado Springs) pointed to a bill that grants local governments the authority to offer economic tax breaks to companies that may move out of the state. Another bill, sponsored by Waller, reinstates merit-based scholarships for college students.
Senate Republicans pointed to bills signed into law on increased government accountability, protection for the state's forests, water rights and enhancing school resource officer programs.
But their frustration over the partisanship was obvious in the last days.
"This will go down as the session that was the most extreme overreach ever in the history of Colorado," Brophy said last week. "Never have I seen issue after issue, one on top of another, that are so contentious."
Brophy theorized that the overreach is the result of Democrats having lost control of the House after the 2010 session, with their agenda stymied for two years.
"It ends up being an attack on rural Colorado: our values, our pocketbooks and our economy, under attack from this legislature and governor. It will cost us culturally, from a safety perspective, and it costs us part of our future," Brophy said.
Brophy did note the success of getting major water legislation passed, as well as a late bill on renewable energy tax credits. SB 286 extends the period of time that a renewable energy company can claim tax credits.
"That's an incentive approach to renewable energy policy rather than a mandate like SB 252," Brophy explained. The bill got final approval on the last day of the session.
Sonnenberg pointed to the passage of HB 1130, which allows a longer period for temporary water leases, an effort to prevent "buy and dry" sales of water rights on agricultural lands.
Another bill Sonnenberg co-sponsored, SB 41, designated storage of reservoir water as a "beneficial use,' on par with irrigation, dust suppression and recreational uses.
Without that designation, the state water engineer would be required to empty reservoirs every year, a requirement verified in a 2011 Colorado Supreme Court decision. Hickenlooper signed SB 41 into law on April 8.
Sonnenberg also noted his efforts to kill a bill that would have prohibited the routine tail-docking of dairy cattle; and he worked behind the- cenes to change other bills or marshal opposition, such as with SB 252.
Sonnenberg said 2013 "has been the most partisan session" he's seen in his seven years at the capitol, with more party-line votes than ever. "If a bill favors one side over another, those are not good decisions and we've seen a lot of that this year," and that includes bills he terms "anti-rural," like SB 252.
But Sonnenberg also expressed hope on educating urban legislators on agricultural and water issues, and he's invited first-time legislators to come to his district for that purpose. And while most legislators won't be back at the capitol until next January, Brophy and Sonnenberg will be back this summer to continue work on the interim water committee.