Advertising

1204 Words Nov 25th, 2013 5 Pages
Impact Of Advertising
Impact based advertising is a form of advertising designed to have a lasting psychological effect on viewers so they will remember the product or vendor. This approach can help advertising produce the greatest results for a given expenditure.
Impact based advertising is often contrasted with impression based advertising, which is focused on the number of times that an ad is seen and does not differentiate between segments of the audience. Impact-based advertising seeks to give the user something of value, whether that is entertainment or information, and create a positive association with the product or service advertised.
On the Internet, impact based advertising applies mainly to Web-based content although it
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Advertising has a major social impact by helping sustain mass communications media and making them relatively inexpensive, if not free, to the public. Newspapers, magazines, radio, and broadcast television all receive their primary income from advertising. Without advertising, many of these forms of mass communication might not exist to the extent that they do today, or they might be considerably more expensive, offer less variety, or even be subject to government control through subsidies. In depth news programs, a diversity of magazines, and free entertainment might no longer be widely available.
At the same time, however, some critics warn that because advertising plays such a major economic role, it may exercise undue influence on the news media and thereby curtail the free flow of information in a free society. Reporters and editors, for example, may be hesitant to develop a news story that criticizes a major advertiser. As a result, society might not be alerted to harmful or potentially harmful conduct by the advertiser. Most members of the news media deny that pressure from an advertiser prevents them from pursuing news stories involving that advertiser, but some members of the media acknowledge that they might not be inclined to investigate an issue aggressively if it threatened to offend a major advertiser.
Advertisers may affect media programming in other ways, too, critics charge. For example, companies that sponsor TV programs prefer
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