Leeds, United Kingdom

Advertising and Marketing

Master's
Language: EnglishStudies in English
Subject area: economy and administration
Qualification: MA
Kind of studies: full-time studies
Master of Arts (MA)
University website: www.leeds.ac.uk
Advertising
Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or "ad" for short.
Marketing
Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being innovation.
Advertising
It is never silent, it drowns out all other voices, and it suffers no rebuke, for is it not the voice of America? [...]
It has taught us how to live, what to be afraid of, how to be beautiful, how to be loved, how to be envied, how to be successful. ...
Is it any wonder that the American population tends increasingly to speak, think, feel in terms of this jabberwocky? That the stimuli of art, science, religion are progressively expelled to the periphery of American life to become marginal values, cultivated by marginal people on marginal time?
James Rorty, Our Master's Voice: Advertising (New York: John Day, 1934); pages 32-33, 70-72, 270.
Advertising
By saturating the public domain with false sincerity, advertising makes genuine sincerity more difficult.
Avner Offer, The Challenge of Affluence (2006), p. 359.
Advertising
There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach, Letter (5/15/47) as quoted in Shaun Usher, Letters of Note: Volume 2: An Eclectic Collection of Correspondence Deserving of a Wider Audience (2016), p.190
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