Economics of Advertising

No company can imagine economic growth without this strong tool called advertisement. Even non-profit organizations and public authorities to promote national programmes such as health campaign, anti drug campaign, literacy drive, cultural mission etc use this vehicle to reach their people. Some organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the public, include political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. Additionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements. The advertising industry is large and growing. In the United States alone in 2005, spending on advertising reached $144.32 billion, reported TNS Media Intelligence. That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by global accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385 billion. The accounting firm’s report projected worldwide advertisement spending to exceed half-a-trillion dollars by 2010. Nowadays, advertisement has become the common medium of commercial interaction in competitive bids. Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising….
me organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the public, include political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. Additionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements. The advertising industry is large and growing. In the United States alone in 2005, spending on advertising reached $144.32 billion, reported TNS Media Intelligence. That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by global accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385 billion. The accounting firm’s report projected worldwide advertisement spending to exceed half-a-trillion dollars by 2010. Nowadays, advertisement has become the common medium of commercial interaction in competitive bids. Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximizing local effectiveness of ads, and increasing the company’s speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel. (Global marketing Management, 2004, pg 13-18)
MERITS OF ADVERTISEMENTS
If a vehicle runs with an