What Is Advertising free essay sample

Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising  is a form of  communication  used to encourage or  persuade  an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. We will write a custom essay sample on What Is Advertising? or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by  sponsors  and viewed via various  traditional media; including  mass media  such as  newspaper,  magazines,  television commercial,  radio advertisement,  outdoor advertising  or  direct mail; ornew media  such as  blogs  and  websites  and  text messages. Commercial advertisers often seek to generate increased  consumption  of their  products  or  services  through branding, which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of  consumers. Non-commercial  advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations  may rely on free modes of  persuasion, such as apublic service announcement. Those in client servicing must therefore interact with clients, gather information, oversee research where necessary, gauge consumer attitudes and based on this, work along with the various departments of the agency to formulate the most appropriate and effective  advertising  strategy  within the specified budget. To be an effective client-servicing person, the candidate has to have a thorough knowledge of the clients business and also know his weak points so that, through advertising and communications, the gap can be minimised. An  accounts executive  who works in the client servicing department takes care of all the monitory dealings. He should know the most effective way to advertise clients product or service i. e the media and their cost effectiveness. Account executives should also have an idea about market research and target audiences. Market Research Every good ad plans, start with research. This is the department which surveys the market and analyses and studies consumer behavior about a product or service. They are involved with collection of data- information about the consumer, the market, existing competition and so on. The research studies provide basic information to the manufacturer, for planning a new product. Media planning/Research Responsibility of media planning department starts at the point when the ad is complete. Media Department  is responsible for the planning, scheduling, booking and purchase of space and time (in newspapers, magazines, radio and TV, and outdoor hoardings). The media department must therefore devise the most effective use for an advertising budget to effectively and economically transmit a campaign message to the target audience. This department consists of the following: Media Planners who decide the different media where the ads would be featured in order to get maximum viewership. Media Buyer has to negotiate to buy space in the Press, or time on electronic media at the best rates for which he has to understand the buying as well as selling trends.

Biography of Jacques Cartier, Early Explorer of Canada

Biography of Jacques Cartier, Early Explorer of Canada Jacques Cartier (December 31, 1491–September 1, 1557) was a French navigator sent by French King Francis I to the New World to find gold and diamonds and a new route to Asia. Cartier explored what became known as Newfoundland, the Magdalen Islands, Prince Edward Island, and the Gaspà © Peninsula, and was the first explorer to map the St. Lawrence River. He claimed what is now Canada for France. Fast Facts: Jacques Cartier Known For: French explorer who gave Canada its nameBorn: Dec. 31, 1491 in Saint-Malo, Brittany, FranceDied: Sept. 1, 1557 in Saint-MaloSpouse: Marie-Catherine des Granches Early Life Jacques Cartier was born on Dec. 31, 1491, in Saint-Malo, a historic French port on the coast of the English Channel. Cartier began to sail as a young man and earned a reputation as a highly-skilled navigator, a talent that would come in handy during his voyages across the Atlantic Ocean. He apparently made at least one voyage to the New World, exploring Brazil, before he led his three major North American voyages. These voyages- all to the St. Lawrence region of what is now Canada- came in 1534, 1535–1536, and 1541–1542. First Voyage In 1534 King  Francis I  of France decided to send an expedition to explore the so-called northern lands of the New World. Francis was hoping the expedition would find precious metals, jewels, spices, and a passage to Asia. Cartier was selected for the commission. With two ships and 61 crewmen, Cartier arrived off the barren shores of Newfoundland just 20 days after setting sail. He wrote, I am rather inclined to believe that this is the land God gave to Cain. The expedition entered what is today known as the Gulf of St. Lawrence by the Strait of Belle Isle, went south along the Magdalen Islands, and reached what are now the provinces of Prince Edward Island and New Brunswick. Going north to the Gaspà © peninsula, he met several hundred Iroquois from their village of Stadacona (now Quebec City), who were there to fish and hunt for seals. He planted a cross on the peninsula to claim the area for France, although he told Chief Donnacona it was just a landmark. The expedition captured two of Chief Donnaconas sons, Domagaya and Taignoagny, to take along as prisoners. They went through the strait separating Anticosti Island from the north shore but did not discover the St. Lawrence River before returning to France. Second Voyage Cartier set out on a larger expedition the next year, with 110 men and three ships adapted for river navigation. Donnaconas sons had told Cartier about the St. Lawrence River and the â€Å"Kingdom of the Saguenay† in an effort, no doubt, to get a trip home, and those became the objectives of the second voyage. The two former captives served as guides for this expedition. After a long sea crossing, the ships entered the Gulf of St. Lawrence and then went up the Canada River, later named the St. Lawrence River. Guided to Stadacona, the expedition decided to spend the winter there. But before winter set in, they traveled up the river to Hochelaga, the site of present-day Montreal. (The name Montreal comes from Mount Royal, a nearby mountain Cartier named for the King of France.) Returning to Stadacona, they faced deteriorating relations with the natives and a severe winter. Nearly a quarter of the crew died of scurvy, although Domagaya saved many men with a remedy made from evergreen bark and twigs. Tensions grew by spring, however, and the French feared being attacked. They seized 12 hostages, including Donnacona, Domagaya, and Taignoagny, and fled for home. Third Voyage Because of his hasty escape, Cartier could only report to the king that untold riches lay farther west and that a great river, said to be 2,000 miles long, possibly led to Asia. These and other reports, including some from the hostages, were so encouraging that King Francis decided on a huge colonizing expedition. He put military officer Jean-Franà §ois de la Rocque, Sieur de Roberval, in charge of the colonization plans, although the actual exploration was left to Cartier. War in Europe and the massive logistics for the colonization effort, including the difficulties of recruiting, slowed Roberval. Cartier, with 1,500 men, arrived in Canada a year ahead of him. His party settled at the bottom of the cliffs of Cap-Rouge, where they built forts. Cartier started a second trip to Hochelaga, but he turned back when he found that the route past the Lachine Rapids was too difficult. On his return, he found the colony under siege from the Stadacona natives. After a difficult winter, Cartier gathered drums filled with what he thought were gold, diamonds, and metal and started to sail for home. But his ships met Robervals fleet with the colonists, who had just arrived in what is now St. Johns, Newfoundland. Roberval ordered Cartier and his men to return to Cap-Rouge, but Cartier ignored the order and sailed for France with his cargo. When he arrived in France, he found that the load was really iron pyrite- also known as fools gold- and quartz. Robervals settlement efforts also failed. He and the colonists returned to France after experiencing one bitter winter. Death and Legacy While he was credited with exploring the St. Lawrence region, Cartiers reputation was tarnished by his harsh dealings with the Iroquois and by his abandoning the incoming colonists as he fled the New World. He returned to Saint-Malo but got no new commissions from the king. He died there on Sept. 1, 1557. Despite his failures, Jacques Cartier is credited as the first European explorer to chart the St. Lawrence River and to explore the Gulf of St. Lawrence. He also discovered Prince Edward Island and built a fort at Stadacona, where Quebec City stands today. And, in addition to providing the name for a mountain that gave birth to Montreal, he gave Canada its name when he misunderstood or misused the Iroquois word for village, kanata, as the name of a much broader area. Sources Jacques Cartier Biography. Biography.com.Jacques Cartier. History.com.Jacques Cartier: French Explorer. Encyclopedia Brittanica.