The Modern Day Advertising Agency

The Modern Day Advertising Agency

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Introduction

One important form of mass media communication that has great impact on the public 's way of thinking is ADVERTISING . It plays a vital role in every person 's daily life because it influences how a person decides among the many prospects he /she faces in every decision-making . To put it simply , advertising is about informing the public on the existence of certain products or services (Spotlight Ideas ) in to gain popularity in effect , more chances of higher sales . Apparently

advertising is a paid form of non-personal presentation and promotion of ideas , goods , or services by an identified sponsor (Agee , et . al 406

United States of America , as a nation well-driven by vibrant economy and having the biggest share in the world market , greatly relies in advertising for the further vigor of its market - urging people (instead of being scared ) in spending or investing their money to something they think is worth it . It serves as pillars among entrepreneurs who rely heavily to their advertisements in to gain more clients . Warren Agee (406 ) even cited that advertising plays an important role in the American economic system , not to mention its substantial social role in the lifestyle among Americans . He further said that Americans live in an environment wherein advertising primarily informs and persuades pre-selected audiences about major issues ' It is also being believed by many that advertising does not only play around the circle of business , media and propaganda , but it also serves as a venue for high tax collection . Accordingly , advertising agencies have higher taxes

The existence of advertising as an integral part of economic activity however , can be rooted back as early as during the colonial times wherein advertisements became a major source of vital information about American economy and international market (Association of National Advertisers . In recent years , the modes of advertising have shifted to higher and perplex dimensions as advertisers adjusted to the context of modernity and digital age . Modern advertising can be characterized with new technologies that make the relay of information more attractive efficient , and , at the same time , effective

Meanwhile , it is nice to note that an effective and successful advertising is wherein it benefits the public as well as the advertiser and the medium (Calkins and Holden 18 . It benefits the public because it gives the consumers more knowledge on products /services offered . In another area , advertising also benefits the advertising industry and the medium used because any output will reflect on the success or failure of the industry

It should also be taken into consideration that the presence of modern advertising in a way that it is right now could not be realized without the genius minds of advertising men such as Leo Burnett , Bill Bernach and David Ogilvy . Among the many personalities and innovators in the advertising business , this researcher purposely highlighted Leo Burnett as the greatest contributor in modern advertising . This researcher believes that Leo Burnett embodied the...