Marketing & Advertising
Marketing & Advertising Market Research Reports, Analysis & Trends
Marketing research reports provide the basis for a developing effective marketing strategies and advertising campaigns. One may choose between a topic of advertising, branding and communication, internet advertising, direct marketing, email marketing, events & promotions, public relations and print advertising.
Advertising is a type of communication that is used to influence an audience. Advertising messages typically promote services, products, ideas, persons and businesses. Advertising is a way of commercial promotions that could include in flight advertising, street furniture, passenger screens, billboards, skywriting, flyers, wall paintings, banners, taxi cabs, passenger screens, television, newspapers, radios, subway platforms, human billboards and places where organizations and sponsors are willing to pay to put out a message. There are also other forms of advertising like press ads in magazines and newspapers. An example of press advertising would be advertising in the classified section of the newspaper. Mobile billboard advertising is most often a billboard or digital screen that has been mounted on a moving vehicle. Convert advertising or guerrilla advertising is when a brand or product is used in a large entertainment venue. An example of this would be when a soft drink, watch or pair of sneakers is shown or referred to in a popular movie. In-store advertising consists of advertising in store videos, the aisles and on the inside of shopping carts in a retail store.
Celebrity advertising uses the power of money, fame and popularity to influence consumers. However, the use of a celebrity can sometimes be damaging to a brand if the celebrity falls out of favor. Non commercial advertising would include religious groups, political parties, political candidates and special interest groups. Non profit advertising often relies on free advertising or advertising in the form of a public service announcement. Public service advertising is used o educate and motivate the public about many non commercial issues such as Polio Immunization, HIV, recycling and save environment campaigns.
Marketing & Advertising Industry Current Trends
The total online and offline advertising is about US $474 billion as on 2010 mark that include local newspapers, local newspapers, local radio, local web sites, local TV, direct mail, billboards etc.
When we look at local advertising the component of interest is mainly local paid search advertising which is very small but rapidly growing. Global online advertising revenues projections amount to $71US billion. Global TV advertising revenue projections as per 2011 - US $169 billion. The newspaper advertising revenues is US $80 billion as per 2011. Global Magazine Advertising Revenues amounting to US $36 billion as on 2011. According to market research the Global Radio Advertising Revenue projections is about US $30 billion. Global Outdoor Advertising Revenues projections amount to US $26 billion and Total Internet Users Worldwide US $1.97 billion as on 2010. As per market research projections during 2013, Worldwide Mobile Advertising would amount to US $13.0 billion.
Paid local search is expected to remain the fastest-growing category, nearly doubling to $1.8 billion and accounting for almost a quarter of local online ad spending. Local e-mail will climb by 54% to $233 million while local banners and listings will increase 18.4% to $5.6 billion. By 2010-2011 local search and e-mail are forecasted to comprise half the local online ad market. However market researchers predict overall flattening or decline in local online ads in four years as the category approaches $10 billion.
The global advertising market size is continuing to grow despite the recession. Worldwide ad spending will total $496.9 billion in 2011, up from $475.7 in 2010 up from $475.7 in 2010. The growth rate did slow somewhat, with a 4.5% growth rate in 2011 vs a 5.8% growth rate in 2010. This ad spend encompasses a range of advertising mediums, including directory listings, online ads, magazine ads, newspaper ads, outdoor ads like billboards, radio ads and TV commercials.
The online advertising market size is playing a big role in these robust numbers. Advertisers will spend $80.2 billion globally in 2011, which is a 17.2% growth from last year.
Major Marketing & Advertising Industry Players
With almost $500 million being spend on ads this year, who are the biggest spenders? According to Media research, Proctor & Gamble was the biggest advertiser in the US from January to June 2011, spending $1.3 billion dollars. This is followed by AT&T with a spend of $1.1 billion dollars. The other major advertisers were General Motors ($924 million), Comcast ($884 million), Verizon ($808 million), Pfizer ($633), L’Oreal USA ($626 million), Chrysler ($621 million), Time Warner ($18 million) and Johnson & Johnson ($589).
Others like Wieden+Kennedy, Kraft, Ford, Mullen, Vivaki, Google Creative Labs, Horizon Media, Grey NY, 360i, BBDO and GroupM among others who have successfully created some winning brand campaigns.
The 30-second slot between TV shows is a largely coveted space for most advertising companies today. Television viewers are very much influenced by visual ads and print ads, thus expanding the product consumer base. The following companies deal in providing advertising facilities to their clients There are different types of advertising services given by the companies. The list of 10 reputed advertisng companies in the world are: Ameredia, Arnold Worldwide, BBDO, Doyle Dane Bernbach, Goodby Silverstein & Partners, N.W. Ayer & Son, Ogilvy & Mather, Saatchi and Saatchi, Partnership Advertising and Wieden+Kennedy.