3. What is Advertising?
Advertising is a form of communication for marketing and used to encourage
or persuade an audience (viewers, readers or listeners; sometimes a specific group)
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. In Latin, ad vertere means “to turn the mind
toward.” [1] 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; or new media such as blogs,
websites or text messages.
Commercial advertisers often seek to generate increased consumption of their
products or services through "branding," which involves associating a product name
or image with certain qualities 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 a public service announcement (PSA).
Modern advertising was created with the innovative techniques introduced with
tobacco advertising in the 1920s, most significantly with the campaigns of Edward
Bernays, which is often considered the founder of modern, Madison Avenue
advertising
4. What is advertising agency?
An advertising agency or advert agency is a service
business dedicated to creating, planning, and
handling advertising (and sometimes other forms of
promotion) for its clients. An ad agency is
independent from the client and provides an outside
point of view to the effort of selling the client's
products or services. An agency can also handle
overall marketing and branding strategies and sales
promotions for its clients.
Typical ad agency clients include businesses and
corporations, non-profit organizations and
government agencies. Agencies may be hired to
produce television commercials and radi
commercials as part of an advertising campaign.
5. Advertising agency – Cheil Worldwide Inc.
Cheil Worldwide Inc. (KRX: 030000) is a global marketing and
communications company headquartered in Seoul, South Korea.
It is South Korea's largest advertising agency and was ranked
16th in the world by Advertising Age in 2006.
Cheil offers marketing communications services including
advertising, public relations, sports marketing, exhibition and
display production, as well as the production of large-scale
performance events. Cheil also operates a Brand Marketing
Institute that publishes trend reports on the South Korean
advertising industry.
The president and CEO of Cheil Worldwide (as of March 2007) is
Nack-Hoi Kim. The executive appointment of Bruce Haines, a
former Group CEO of Leo Burnett London, was made in April
2008. As President and Global Chief Operations Officer, Haines
will be responsible for the globalisation and growth of the
company, specifically in the overseas markets. In 2011, former
Weiden and Kennedy managing director Buz Sawyer was named
CEO of Cheil North America.
6. Project of Cheil Worldwide Inc.
Internationally, Cheil has carried out communications campaigns for
Samsung Electronics, including the “Imagine” branding campaign spanning
80 countries. It also provides marketing support for Samsung’s role as a
Worldwide Olympic Partner. In 2005, Cheil negotiated a five-year
sponsorship deal with Chelsea Football Club and a two-year deal with the
US National Football League as part of a sports marketing push by
Samsung. Cheil has also executed entertainment marketing tie-ins with pop
star Beyoncé, movie director Tim Burton and others.
Within South Korea, Cheil has developed campaigns, including the first
South Korean advertisement to feature a celebrity from North Korea. In
2002, it organised the opening ceremony of the 2002 FIFA World Cup and in
2005 arranged the cultural program for the Asia-Pacific Economic
Cooperation leaders summit in Busan.
7. Global expansion
After achieving a dominant position in the South Korean advertising market with
billings of more than double that of its nearest rival, Cheil has looked overseas for
new growth. From the start of the new millennium, the agency has expanded its
global network from 12 overseas offices in 2001 to 31 in 2006. Cheil’s overseas
billings exceeded 50% of total consolidated billings for the first time in
2005, following five years in which annual overseas billings growth averaged 24%.
About 600 of Cheil’s approximately 1,600 professionals work at branch offices
outside of South Korea. As of July 2012, Cheil has 50 branch offices in 28
countries.
