Featuring a female model in advertisements initially started with advertisements on products like alcohol and adult entertainment. The trend then spread like a wildfire in the market and is still being widely used although being exaggerated. It has become a compulsion now to have a beautiful model in all kinds of advertisement, which sometimes seems unnecessary. They seem to sell anything from shaving gel to cars.

Many women right activists say that the women are being projected as merely an object by such advertisements. But the harsh truth is that advertisements featuring women is influencing viewers of all ages and advertisers have realized this. The advertisement starts with an attractive woman posing in seductive ways followed by the product or the service offered by the company. The beauty of the model already lures the customer, so advertisers do not have to put in more effort to motivate them.

But there are certain drawbacks in using women models in some advertisements and if a consumer is smart enough, it won't take time for him to realize that. It is totally irrelevant to feature a female model or an actress in advertisement promoting men products. Some good examples of this point are showing a woman in axe deodorant commercial and comparison of a partially nude woman's body to the body of a car. Second drawback is due to more concentration on the model, the attention deserved by the product is not sufficient. The main focus of the advertisement is lost.

Surprisingly only few male models advertises for male oriented products. Even a picture of a woman on an Internet commercial seems not logical to some extent, as there are thirty percent of female internet users and seventy percent of male internet users, worldwide. To add to it, advertisers cannot explain why beautiful bodies bring success to advertisement.

Advertisements are convincing and motivating tool, which can leave a deep impact on the minds of the viewers and plays a major role in molding the culture and attitude of the people. Expansive and extensive portraying of women in this manner merely reduces their image to an object of passion. Emphasis is laid only on the physical beauty of the woman like features, body curves. After the commercial has been shot, using graphical technology, any kind of imperfection of the body is altered which in a way sends out the signal that only perfect people are meant to use the product.

The companies have a moral responsibility also in the society. These commercials have a negative impact on the society and leads to problems faced for the common woman. The major ill effect is the pressure on woman to get those near-perfect bodies. They get so pressurized that they take the unhealthy way to reach the set goals. They develop eating disorders; their health gets affected which may sometimes result in irreparable damages. And those who never make it to that point, face humiliation and get taunted by everyone around them. This results in depression and other long-term psychological diseases.

According to researches and surveys conducted, most of the women vow that commercials lower their self-confidence and they visualize themselves as unattractive due to the image being portrayed of the perfect woman in ads. In America, seventy-five percent of healthy females think that they are over-weight. Half of the women populations are on some kind of diet program and nearly ten million women suffer from serious eating disorders. The weight of a fashion model is twenty three percent less than an average weighed ordinary woman.

Advertisements haven't spared women being beaten up. In a particular after shave lotion commercial, the background voice says that its essential to learn martial arts because once a man applies the company's product, women around will be attracted and will pounce on him. Towards the end of the commercial, they show a male model kicking several women model that seem to have attracted to him. This is degradation of respect of women to the lowest level.

After all this exposure, women viewers identify themselves as the weaker sex. Some think that males decide their self-worth. Over exposure of women as sex objects have triggered cases of physical assault and rapes. Majority of the women are taking the wrong way to get those stick figures, which are results in diseases, sometimes leading to death. And most of this is attributed to the advertisements that pour into the lives of innocent people everyday. Marketing ethics should be built to raise the status of woman in the society and give them the due respect but not degrade them.

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Direct advertising is defined as advertising that targets specific potential customers directly. Direct advertising is different from other types of advertising which may send a message over a broad segment of the public. Direct advertising might also be called targeted advertising, as it goes directly to the "target" or specific potential buyer.

One example of direct advertising, and pehaps the most important example, is that of direct mail. Direct mail is a time-honored form of direct advertising. It means just what it says…mail that is sent directly to a potential client or buyer. The direct mail form of direct advertising is based upon lists of consumers who are known to be good possibilities as buyers of the client's goods or services. Direct mail companies associated with direct advertising either sell their mailing lists to clients, or even handle the mailings themselves in this form of direct advertising.

Direct advertising can take very simple forms. For example, when the supermarket checkout person slips a notice of a special sale into your grocery bag, this is direct advertising. When a person calls you from a direct marketing company, this, too, is direct advertising, and often an annoying form of it. When you receive a number of circulars in your mail, this is direct advertising, even though it's directed to everyone receiving mail.

When a department store sends a notice to its regular customers announcing an advance sale, this is direct advertising, as it is directed specifically to known customers of the store. Almost all stores of any size use this form of direct advertising. The stores want to give their preferred customers (those who buy regularly at the store) an opportunity to purchase special sale items before the sale is open to the public, and so use direct advertising to target those customers.

Many local merchants and professional services people give their customers calendars at Christmas time. This is a form of direct advertising, as it keeps the merchant's name in front of the person daily for a year, provided of course the calendar is used. In many cases it is.

Of course using direct advertising in the form of giveaways to customers is not limited to holidays like Christmas or Thanksgiving. Many insurance or real estate agents who have clients or potential clients coming to their offices use a form of specialty advertising as direct advertising. This direct advertising might take the form of key rings or pens with the agent's name on them, hoping that the client will use the item and thus be reminded of the agent's name regularly.

The many forms of direct advertising remain in use for the simple reason that they have proved effective. No doubt they will continue to be used well into the future.

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Most people who are the targets of advertising do not think much about the origins of the advertising ideas behind the ads they see. Advertising ideas, however, are the key to successful advertising, and good advertising ideas are worth a great deal to the advertiser.

Advertising ideas are not just the result of spontaneous clever thinking; they are a combination of knowledge, research, study, inspiration and plain hard work. Advertising ideas are sometimes the result of group thinking…and sometimes the creation of one individual. But no matter who they come from, good advertising ideas must be based on knowledge and research as well as creativity.

As an example of how advertisinhg ideas are developed, we might assume the problem facing an advertising agency is to create unique advertising for a new automobile. The creative team will begin with the basic facts on which to base an advertising idea. What are the primary engineering features of the car? Is there a single unique feature on which an advertising idea might be developed? What are the benefits to the consumer which an advertising idea might emphasize.? Is the car highly rated for safety? This would be important to people with children. If other features of the car make it a good family car, perhaps an advertising idea would emphasize safety and target families. If the car is moderately priced, an advertising idea might also mention moderate cost. "The car that redefines safety…at a cost you can afford". If this is the idea chosen, then copy and visual materials express it in various ways.

Every advertising idea deemed good enough to present to a client is developed by a team including copywriters, artists and a creative director. The first expression of the advertising idea might be a piece of copy or even just some headlines. Or the first concrete expression of the advertising idea might be a piece of art. In any event, the development of the advertising idea must progress through a series of proposed ads for magazines and other print material, TV, perhaps radio and direct mail. The advertising idea will also be expressed in promotion pieces. After the creative team has developed the advertising idea it will be approved by agency management and the account executive, and a presentation made to the client.

Every product advertised needs to be promoted with an advertising idea that speaks to the consumer, whether to his pocketbook or her vanity or to make life easier and more pleasant.(It might also of course appeal to HER pocketbook and HIS vanity).Sometimes pure creaivity enters into the process as, for example, when attempting to come up with a new advertising idea for one of 200 laundry detergents. There's just so much you can say about soap. The challenge to the creative staff in an advertising agency is to find a new way to say the same things. The answer has to be a new advertising idea.

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Since the time the first ever commercial to be aired on television of Bulova Watch Company in July 1, 1941 many categories of advertisements have been formed. The advertisements have become a part and parcel of daily life and are playing a significant role in decision making of the consumers. Such has become the power of advertisement that even a politician cannot assure his success in election campaign in if he hasn't advertised on television. The different categories of television advertising are political advertising, promotional advertising, infomercials, television commercial donut, promo, and sponsorship.

Political advertising is nothing but reaching out to the citizens of a particular region to capture their vote bank. It's the most influential advertising method and is also very important as it affects the nation in a big way. The two main platforms to advertise for a political campaign are television and radio known as broadcast media. This also depends on the money raised through political campaigns. The earlier the money raised and the more the money raised, the better the method of advertising. Usually the candidate's party committees contribute the money. To advertise through television specialized consultants are be contacted to buy slots on local or national network. It has been observed that even a candidate for local office position places an ad on television.

Promotional ads or product placement ads are commercials placed on television by marketers involving commercial products to increase their sales and services. Promotional ads can be featured on television, movies, music videos, books, websites and even video games. Good amount of money can be saved by consulting sales executives and by renting location, models and props.

Television commercials are popular with automobile industry and James Bond movies are credited for promoting them. Promotion of cigarettes or any other tobacco products in movies have always been a point of controversy as most of the State Governments have set up a limit for promotion of such items. Authenticity of the products and services being advertised are many times questioned by the consumer as some of them can be misleading. To tackle this, many consumer groups have been formed who ask for complete disclosure of the product from companies advertising them. In case of any refusal for cooperation of any kind these groups are liable to slam a case against the product and its company. The product ads can be differentiated on the basis of appearances like sponsorship, cost reduction oriented, brand integration and fee based. Sponsorship is the contribution by the company to soaps or sports matches. Brand integration is known as the annexing of the product in a movie or video song.

Infomercials are differentiated from other television advertisements on the basis of time. They are usually thirty minutes long like a regular program. They are also known as teleshopping or paid programming. One can catch them at odd hours of the day like early morning or late in the night. It's actually a commercial letting out the complete information about a particular product like expert advice on the product, how it should be used, its cost, and where it is available. They resemble more like a talk show than to a commercial as the advertisers communicate to viewers with the help of catchy phrases, celebrities and experts.

Television commercial donut is a template. Its like a blueprint and has all the necessary elements to make a finished commercial but the actual product is missing. Usually advertisers who find producing a commercial difficult use it. The local networks in return of purchase of airtime on their respective channels usually provide the commercial donut. It is a very cost effective method but it has a lack of creativity that will not ensure customer attraction. With the advancements in video editing technology this option is becoming increasingly popular among advertisers.

Promos or network promotional advertising involves television advertising. The amount of commercials that are being hosted on local and national television has been rising by the day and has featured almost everything one can imagine in the world.

Sponsoring a program or a channel is done to promote products or a program for a cause. The group or individual supports financially to advertise his product, service or organization.

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Celebrity branding is a method of advertising which uses the services of a celebrity to promote a product or service with the help of their fame and status in the society. This method has several approaches; it can involve a celebrity simply appearing in a commercial and the celebrity can be signed for attending events for promotion. Another method is to start a product line using their name as a brand. Perfume and garments are the largest product lines involving such a promotion. All the top actors, singers and models are known to give their name to a certain brand or licensed products. Jennifer Lopez started her own line of clothing a while ago which features designer clothes personally designed by her.

A customer's buying behavior is hugely influenced by famous people. Marketing experts, using associative learning principles, analyzes the lifestyle of the celebrities to properly assign them to the brand which depicts them perfectly. Their fashion sense, appeal, awareness, fame and public image are reviewed thoroughly to assign them the right charity work or product. Repetition, blocking, CS pre-exposure, extinction, overshadowing, belongingness, and association set size are the principles on the basis of which analysis is done like the famous Miss World Aishwarya Rai of India who has very beautiful eyes was chosen to campaign for eye donation project. Some of the celebrities are known for their distinct voice. This concept led to the voice-over method in advertising. Their voices merely attract customers when used in a commercial.

Today, nearly twenty percent of the advertising industry utilizes celebrity endorsement. A celebrity is bound to endorse many products and brands over a course of time. Each time a different image of the celebrity is being projected to the public. The company should keep in mind the previous identity and play accordingly. Projecting a different person every time will sustain the interest of the customers, but at the same time the two identities shouldn't conflict with each other. The captain of England soccer team David Beckham has endorsed many products. While advertising for Gillette, his taste for hairstyles was considered and he was given a bald look. When campaigning for Police his passion for fashion was portrayed all over and heavily jeweled David Beckham was depicted.

If a celebrity isn't comfortable with being pictured differently each time he or she can create a graphic image or logo of their own which can be used each time they advertise for a particular product. The logo can reflect the personality of the respective celebrity, like the font can be stylish if the celebrity is fashion conscious like Jennifer Lopez who created a logo of JLO, which is used to advertise perfume and even clothing line of her own. Another advantage in this approach is that the brand can still be appealing to the crowds even after the celebrity has lost his or her looks as they won't require visual recognition and aids in the long-term negotiations. The celebrity logo itself carries the style and attitude.

Millions of dollars are being invested by marketers to get the promotional support of super stars every year. Davie Brown Entertainment has an agency completely devoted to the purpose of choosing a celebrity for a product. They not only judge a celebrity's caliber to affect brand affinity and consumer's taste but also design the advertisements for the celebrities to feature in it.

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Business advertising is that category of advertising which involves selling to businesses. In most cases, business advertising is also selling BY businesses, as it involves one business selling its products or services to another business. In some cases, selling to businesses through business advertising is less costly than selling to consumers in the general public.. This is true because business advertising far less often uses the medium of TV.

One example of business advertising might involve a large accounting firm which wishes to sell its services to businesses through business advertising. Such a firm might do its business advertising in the magazine Business Week, with either small or large ads. Such a medium for business advertising will vary in cost in terms of the size of an ad, the use of one color or more and the frequency with which the business advertising occurs.

Another example of business advertising might be that of a large supplier of building materials. Such a company would advertise in magazines devoted to construction and perhaps to architecture. It would be targeting major builders with its business advertising. In this case the business advertising might be also directed to small local suppliers, in which case the business advertising might appear in local newspapers.

A company which manufactures small electrionic components used in the manufacture of electronic products sold to the public would place business advertising in those publications read by the manufacturers of electronic end products. This might include both trade magazines and general business publications.

Communications companies advertise both to businesses and consumers, although the content of their business advertising would differ from that of materials directed to the individual user. Business advertising in business publications would stress both monetary advantages and effectiveness of the product; advertising to the public would stress personal benefits. Business advertising might be done primarily in business publications: advertising to the general public would include television, a more expensive medium.

Business advertising, like other forms of advertising can also make use of direct mail as an advertising medium. A company advertising professional services might direct a business advertising mailing to top management persons in the potential client company, or of advertising services or equipment which would be used throughout the organization, direct mail business advertising might be directed to accounting or to office management executives….or even to the purchasing department which in many cases handles all equipment purchases for general use. Such business advertising might include brochures which describe equipment such as copiers, computers or even office supplies. .

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Almost all of the major advertising in the world is handled and created by advertising agencies. Advertising agencies may range in size from two or three persons to very large oranizations numbering hundreds. Advertising agencies came into being during the industrialization period, when large companies needed to market their goods. There were, of course, forms of advertising before advertising agencies came into being…primarily outdoor signs or notices in newspapers or circulars.

Advertising agencies are responsible for the spending of billions of dollars for selling all types of goods and services. The same advertising agencies are responsible for persuading consumers to spend more billions of dollars for their clients' products. Advertising agencies create advertising and marketing campaigns for all media: newspapers, magazines, radio, TV and many types of outdoor advertising. Advertising agencies are responsible for selling everything from real estate to shaving cream, pharmaceuticals to heavy machinery, and all types of services.

Aside from the executives who manage advertising agencies, there is a staff which includes media specialists, accountants, copywriters, artists, account executives (who work with the clients) and persons who "traffic" or move work through the agency. The account executive is a very important member of the advertising agency staff, as he is the contact with the client, responsible for liaison between client and advertising agency, and for helping to "sell" advertising campaigns to the client.

Large advertising agencies may have an entire group of people assigned to produce work for a single client…a group which includes all of the above-mentioned advertising agency personnel. In some cases a vice president of the advertising agency may be in effect the creative director of a group working on a major account, and will appove all work done for that account, as well as contributing major ideas for advertising campaigns. When a new client comes to the advertising agency, the group assigned to the client will work together to create a new advertising campaign calculated to market and sell the client's product. The advertising agency account executive and possibly a vice president and a creative group will present the campaign, complete with art, copy and media recommendations to the advertising director and other executives of the client company.

An advertising agency client may accept or not accept a proposed campaign. Or the advertising agency client may accept a campaign in part. In this case, the creative group will return to the agency and revamp or even redo the proposed campaign.The preparation of a major campaign requires days of work on the part of a number of people and is a costly proposition. The fees the advertising agency receives for handling an advertiser's account must cover all of these operating costs.

When the client approves a proposed advertising campaign, the various members of the advertising agency staff who create and produce the elements of the campaign are off and running for days and weeks of hard work.

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There is no denying the fact that the success of an advertisement lies mostly in the headline. The headline should attract the reader and make him read the rest of the advertisement. The headline should be simply catchy and various key points should be embedded when deciding on the headline for the ad.

The headline should catch attention of the eye at the first glance. Words in headlines should act as tags for the advertisement. It should say it all about the content that follows. If a company is selling reasonably priced furniture, the headline of their advertisement should be 'Durable furniture for less price'. This headline will attract the right customers who are on a look out for durable furniture as well as low cost furniture. If the customers to be reached belong to a category that are interested in decorating their house with beautiful furniture and aren't concerned about the price to get the right look, then the headline can be 'Change how your house looks by our oriental furniture'. Anything other than the prospects should not be included in the headline. If both men and women can use a product, both of them should be referred to in the title, missing out even one of the category is like losing a huge number of potential customers.

The title should be instant product seller. According to a research, five times more readers read just the headline when compared to those who read the complete advertisement. So the investment is of no use, if the title isn't good enough to sell the product. There can be a possibility that the content of the ad isn't strong enough. All the harm can be undone by having a powerful headline.

The headline should be centered on the product and not the company that is selling the product. The customer's interest should be reflected and he should feel that he is directly addressed. Start with 'you' and not 'we'. So if the client specified on mentioning the company's name, don't start the sentence with it. For example, instead of writing 'Tylenol – solution for sever cold ', write 'Got sever cold? Try Tylenol'. Never forget to mention the name of the product in the headline. The product name should be of top priority.

A snapshot of the benefits of the product should be given in the headline. This is an important quality of a well-phrased headline. The customers look out for advantages when he thinks of buying a product. If inculcating all these factors have made the headline long, it should be remembered to write the product advantages in bold. If a visual is placed in the advertisement, it will be a good complement. As a picture speak thousand words. But care should be taken that the headline should say some part of the story and the visual should say the rest. Don't repeat the headline or the picture.

Too much of cleverness should not be applied to design a headline. There are nearly five hundred advertisements in a local newspaper on weekends. A regular reader reads the headings of all of them. He will be able to classify between a false heading and a genuine heading. No false promises or information should be included in the headline. Over smart headlines are good for award competitions, but don't really work with the savvy customers.

The headline should give out a positive feeling to the reader. Negativity should be totally excluded as it not only creates a negative impression but the mind will also be not receptive friendly. It sometimes confuses the mind and it interprets a negative meaning of the message being delivered. Confidence should be reflected in the headline. Don't include any doubtful words like if and but. Conditional phrases are a strict no. The sentence should be in present tense, instead of past or future.

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The advent of radio as a common and popular medium decades ago changed the face of advertising. Radio advertising became a primary tool of marketing, particularly radio advertising on popular comedy programs and news broadcasts, as well as the emerging area of soap operas. Radio advertising was used to market every conceivable product, and daytime radio advertising was particularly successful in selling products to housewives. Foods, dishwashing and laundry soaps and certain cosmetics were sold by the truckload through radio advertising.

Early radio advertising employed techniques known as "hard sell"…that is basically beating the listener into submission through strong, repetitive phases. One form of such radio advertising hard sell was commercials that were geared to "direct sales"…in other words, direct consumer response. Sponsors could measure the effectiveness of such radio advertising by the numbers of responses to each announcement. This form of radio advertising required that announcers be very forceful in their presentations. Radio advertising also requires strong writing skills as there are no visuals to support the message. Comparable advertising today is the ":phone in your order now" advertisements on TV.

Radio advertising purchased during programs by famous personalities, such as Jack Benny, was of course far more expensive than late night radio advertising. The same pertains today for the cost of radio advertising and for TV advertising as well. Obviously the cost of both radio and TV advertising is related to the number of listeners to a program. Ultimately the effectiveness of radio advertising will be judged in terms of product sold.

Radio advertising has changed as radio broadcasting has changed, with emphasis today on a mix of news, DJ music and talk shows. A talk show host who commands a large audience will have more radio advertising on his show. While TV advertising has taken center stage in many advertising campaigns, it is considered important to support it with radio advertising. Radio advertising can be particularly important in reaching local audiences where it reenforces national TV advertising. Almost every major TV advertising campaign presented to a client will include radio advertising recommendations as well, along with strong print advertising campaigns

Local radio advertising can be quite inexpensive and useful in supplementing major national campaigns for products. An example of the use of radio advertising in this manner is commercials run by local car dealers. The national TV and radio campaigns will have emphasized the features of the automobiles, but the radio advertising used by the local car dealers will, like newspaper advertising, emphasize special sales events the dealer is holding, and the good prices offered to the consumer by the dealer. As with other media, the cost of radio advertising will vary according to the times when commercials are run and the position in terms of shows with good listener numbers..

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Magazine advertising has been widely used since early in the 20th century for every type of consumer product. As magazines have multiplied and diversified, magazine advertising has expanded to include all types of businesses and industrial organizations as well. Just as all other costs in world economies have increased, so have the costs of magazine advertising.

The effectiveness of magazine advertising, like advertising in other media, is measured against sales and profits to the advertiser. The purchase of magazine advertising is carefully considered by marketing personnel as well as the advertising agencies who serve various companies. There is almost no sizeable advertising budget in which magazine advertising does not have a place.

Magazine advertising usually is based on a creative theme designed by an advertising agency, working with the client, so the magazine advertising supports and augments advertising in other media. Criteria for effectiveness of magazine advertising include both eye-catching art and provocative words in headlines and copy. If the magazine advertising isn't read, the advertising dollars are wasted.

Magazine advertising, like other media advertising, begins with a concept or theme. Advertising copywriters develop headlines and copy which emphasizes the theme, which ideally promotes a product benefit to the consumer…a reason to buy. Both copy and art in magazine advertising have to get the idea across quickly… people do not spend long moments reading an ad.

Research proves that magazine advertising which uses full color in an ad is more noticed and read than ads using only black and white. Position is also important in terms of readership…usually the back of the magazine is less expensive and magazine advertising is less effective. No rule applies 100% of course. On the other hand, the back cover of a magazine is an effective and expensive buy in terms of magazine advertising.

Good magazine advertising must be addressed to the right audience, so careful media studies ensure that a client's magazine advertising be placed in a publication which will be read by potential consumers. Fashion ads go in Vogue, not in Business Week. Properly used, magazine advertising can reap excellent returns to the advertiser.

All major magazines have advertising sales personnel who work with both advertising agencies and directly with clients to promote the purchase of advertising in their magazine. These salespersons must have at their command all of the pertinent data about the magazine in terms of the audience it reaches, the purchasing power of that audience, and also data on response to and readership of the magazine advertising placed in the publication. the advertising sales people who work for major publications must also have good knowledge of the products and services of the potential buyers of space in the magazine.in order to convince agencies or advertising managers to spend their advertising dollars on magazine advertising in a particular publication.

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