REVIEW OF RESEARCH ON ADVERTISING

Today we all have informed views on what advertising is, and we also tend not without reason, to have own opinions and prejudices on the subject. There are many and varied definitions of advertising: it can be defined as a process of communication , as a process of marketing, both economic and social processes to ensure communication with the public, or as the information process and the process of persuasion, depending on the point of view.
Market economy conditions have caused the accelerated development of advertising as a social institution and the professional activities of hundreds of thousands of people in our country and all over the world. Advertising from the dilettante trade proposal has become a mechanism of influencing the consumer and the entire sphere of business.
Extensive media market makes it necessary to study the mechanisms of its functioning and development, performance impact on the audience. Each advertiser and each production company must know the most detailed features (pros and cons) of each of the types of information, channels of disseminating, advertising services, activities, etc. – all the advertising information and statistics.
We will make a review of 5 articles about different spheres of advertising, that provide both theoretical and statistical research on the topic.

The first article is “An Overview of Branding and Brand Measurement for Online Marketers” by Molly Hislop.
The article is devoted to on-line advertising, and the fact that and the problem of measurement of its effectiveness. according to the Direct Marketing Association within advertising budgets that are spent in TV, Print, and Radio, over half of it (59%) is for branding. So branding campaigns are clearly a part of traditional ad spending, and
marketers need to understand how to include brand metrics in their measurement approach, so that the measurement tactics must meet the objectives of the campaign: branding, direct response, or both. (Hislop 2001, p.2)
According to statistical data, the awareness for the product increases from about 23% to 77% since the brand advertising is launched. (not simple product advertising, but the brand advertising). (Hislop 2001, p.10)
The studies of how Advertising works in Print were held in 1960 by Alfred Politz, who showed the effectiveness of print advertising. According to the results, Politz found:
– Brand familiarity increased with number of exposures;
– Claim familiarity and belief increased with the number of exposures;
– Purchase intent increased with the number of exposures.
Overall, increases were noted in use and purchase for the brands advertised (Kim, 1992).
Also the author gives information about the research on the branding effectiveness of online advertising for one company, and results show that the company has significantly increased awareness of their brand through the use of online advertising – the banner campaign increased awareness of the brand by 16%. (Hislop 2001, p.17)

Also the results vary by frequency level – “the more times a person saw the banners, the greater the impact in awareness lift: among those people who were exposed to the banners 4 or more times”, and the lift in awareness of the brand was 44%. (Hislop 2001, p.17)

The last part of the research was devoted to the comparison of online and offline branding. The author states that “Internet advertising banners are a cost-effective branding tool when compared to TV and print”. This statement is proved by the table “Comparing Media Effectiveness in Branding and Direct Marketing” that compares advertising on TV, media, newspapers, magazines and e-mail with internet indexed to Internet and on basis of cost effectiveness.
The table was built on the basis of “Observations on Media Effectiveness” of Morgan Stanley Dean Witter in 2001.