Living in todays society, everywhere is filled up with advertisements, commercial, public service, newspapers, radio, televisions, network, on the road and shopping mall, nowhere we can escape from them. Nearly every day we must touch these ads, it is becoming an indispensible part in our life. The prosperous of advertising is based on a consensus: advertisements convince consumers to choose the goods. Advertisers believe it and so do the retailers.
In the middle of nineteenth century, you can find some skepticism towards adverting. Royal Commissions on the Press are adamant that advertising does not have any influence on commercial and equally dismissive about the result from it on the press. Just as the first commission concluded that attempts by advertisers to influence editorial policy 'appear to be infrequent and unsuccessful' (Curran, 1981). Such determine denials the importance of advertisers on commercial media, which seems to claim that further enquire is pointless. Nevertheless, there are grounds for wondering whether the verdict is correct. Great shifts in the pattern of media advertising have taken place over the last decades, which have altered the feature if the commercial media. In nowadays media industry, the editorial policy of the press and network is shaped and molded by way of a blend of subtle financial pressure from advertisers.
Thus in this specific article, it is worth to discuss the alternative ways in which advertisers affect the commercial media instead of over attempts to influence its content. Especially, as a concealed subsidy system, more attention should be paid to the ways advertising has shaped the mass media and the ways the media have adapted to the marketing that advertisers' needs to be able to compete for the subsidies. In addition, much like concerns about the impact of advertisers' requirements and demands on editorial and creative decision in the media and cultural industries, basing on the current situations, this article will investigates the influence advertisers in some primary sectors of commercial media, and the changes of these power on those sectors, to be able to figure out whether the modern day advertisers is acquiring more control over the organization and output of commercial media or less.
The character of advertisers in the commercial media
Since the first modern full service advertising agencies emerged in the late nineteenth century, it has been a significant thread of debate about the owner power advertisers placed on the media. Mainly, advertisers affect the media by two means: both directly and indirectly ways.
Advertiser's power exert over the information programming they sponsor. As one of the key resources of produced commodity of popular images, languages and narratives, the context of advertisement is directed by advertisers, as well as the whole media industry. They also influence the written text of news as it is reported, the actual form and content of information as it is presented to consumers. Recently, it could be controversial of the phenomenon that where or not it is related to their industry of advertisers having begun demanding advance warning of content. For example, the country's fourth major advertiser Chrysler Corporation informed the magazines where it advertised that
It is required that Chrysler Corporation be alerted in advance of every editorial content that encompasses sexual, political, social issues or any editorial that could be construed as provocative or offensive. Every single issue that carries Chrysler advertising takes a written summary outlining major theme appearing in upcoming issues (Baker, 1997).
Since advertisers want to reach the public so that they can sell their products well, they naturally support the media that happen to be popular with the general public. This conditions and commercial tension directly shaped the modern-day advertising industry. As the major way to obtain finance for the two leading commercial media sectors- the press and commercial broadcasting, advertisers are thus act as neutral and passive intermediaries who allocate their media budgets basing on the preference of media consumers. They determine the structure of media industries by just choosing where you can spend their money and support media outlets that reach the right demographic groups, audiences that consume the most. Advertisers rarely think of the media exclusively as a distribution system for advertisement. Generally, in addition they make judgments about the potency of different media as agencies of persuasion but not the desire to attain all members of the public. Actually, consider the nature and need for the influence posed by advertisers; we can see that the media fashions an essentially means of advertising patronage in line with the needs of market and the class inequalities of power, influences and consumption within the society.
The advertisers want to expand their power of several aspects: fist is to gain access to to mass or niche markets. What they would like to control is how potential consumers view their product and things external to the advertisement that could influence the way people viewing it (McAllister, 1996), this means, for instance, advertising tries to control not only the symbols in the ads, but also the meanings of these symbols represent. Meanwhile, advertisers also focus on the positive demographics, they weight towards groups with disposable income like youngsters and the ones who are in professional and managerial occupations. They would like to control over the audience's viewing behavior in order to make certain audience actually notices the advertisement. In reality, to varying degrees, the consumers that media companies are giving an answer to are advertisers, not people who read, watch or pay attention to the media (Croteau &Hoynes, 2005), the demographics group with high rating is more appealing to advertisers. Higher- income audiences are more appealing than lower- income viewers because they're more likely to afford the advertisers' products. And advertisers likewise have a solid preference for younger audiences and relatively haven't any interest in the audience older than 50. Besides, another factor advertisers want to regulate is the media environment. They are simply engaged in creating a positive selling environment to make certain that the media content about the advertisements complements the messages and tones of their ads.
The levels advertisers influences the commercial media
Advertising has been central to the formation of the contemporary media landscape. While using high development and growth of advertising, advertisers have significantly more right to participate the decision of media. Mainly, their influence can operate at several levels.
Instrumental
Basically, advertisers will adopt the instrumental interventions to get to affect particular media products, trends, or policies. This influence can be reflected both by individual and collective.
Individually, advertisers always enthusiastic about the sector in which particular companies endeavor to, they follow the mainstream of the media market and change their ways of look for maximum interests. One of the most effective tactics is sponsorship, through which advertisers can secure favorable publicity. Literally, a sponsor is often 'someone or some organization who donates to, and takes responsibility for, the public good' (Savan, 1994). As definition here, sponsorship is the act of corporate giving for some for profit, and it can emphasize its philanthropic elements. Sponsorship as a promotional activity is not new. The first instance of the company sponsorship of an event occurred at least as far back as 1887, when the French magazine Velocipede sponsored an early automobile race (Lucas, 1992). The term sponsorship is seen as another form of advertising, is employed as contrast to identify advertising. Different from the location advertising, which involves several advertisers sharing the full total advertising time, it involves only one promoter giving all the funding to and getting all the promotional time from a media program. Nowadays, rather than the original advertising, sponsorship as a more effective and valid way has filled into every sectors of media industry and even our life. Advertisers looking for the new opportunity to propagandize for their products, they are not confined to the essential form like sponsor an event or sport, but sponsor ranging from a TV program to famous stars daily attire and supplies. Simply take those starts for example; the producers of cloth, handbags, shoes or everything can put in the starts they wish to sponsor. Because to people idolaters, they are really crazy to check out their idols style and need it what their idols like. In this manner, producers can advertise for the merchandise with the minimum cost and expand the sales and visibility. The rising cost of traditional advertising slots in media (McCarthy, 1991) resulted in a significant increase in sponsorship. Out of this viewpoint, sponsorship has become just like any other advertising buy, and becomes valuable when it fulfills a company's marketing needs, especially when it could be tied specifically to sales increase. Besides, advertisers need do some market research to censor negative coverage. As an ads maker, one should understand that in order to sell the products they have to know consumers' desires and dreams better than they know themselves. General market trends, where psychologists, polling organization, trends analysts, focus group leaders, interviewers, and the complete panoply of mass communications interact and make an effort to figure out what will make customers buy.
Colletive
Advertisers also interfere in the media industry collective, this means, as a group they make an effort to a far more positive selling and operating environment. Because the most income of commercial media is depend on advertising, advertising makers usually use their monetary capacity to censor and control the content or purchase content favorable to their interests (Baker, 1994). Advertisers make a more substantial contribution to the finances of the mass media than audiences. Commercial broadcasting derives practically most of its revenue from advertising while newspapers and magazines both derive over half their earnings from advertisements. With this sense, advertisers sponsor or control the media through boycotting some programs or groups that don't meet their aims. For instance, American advertisers had ever shunned the working class press, and also avoided radio station with largely BLACK of Latino audiences. On study posed by Federal communications commission (FCC) in 1999 suggested that advertising on stations that target programming at racial and ethnic minorities. Along with the paying on minority- formatted radio stations less than general market stations with comparable audience size (Bettig & Hall, 2012). So we can say that the proportionate contribution to the media enterprise's revenue from a person advertiser or organized group of advertisers, the higher the likely influence.
Allocation advertisers change in various sectors
In order to gain the maximum profit, advertisers need to shift their investment strategy according to audience taste. Since there emergence varies channels for advertisers to do publicity of their products, they are trying to get for the most effective way. From the traditional media press to the modern internet, advertisers change the investment allocation basing on media market demand. The realistic condition is that t advertising allocation between media sectors aren't closely tied to the pattern of media consumption. Newspapers and magazines absorb significantly less time, on average, than commercial TV and broadcast.
Media press
Recent changes in advertising allocation between media sectors have tended to undermine traditional mass media, promote the growth of specialized media and favor the introduction of the regional press.
The media press has been one of many places to promote due to its attractiveness to local advertisers and government restrictions on the development other commercial sectors like broadcasting. In today's media industry, this medium still draws a huge share of advertising revenue, for instance, Newspapers increased their advertising income by 7. 3% from 1993 to 1994 (Coen, 1995). However the newspaper press nonetheless didn't regain fully the marketplace share of media advertising expenditure so it had enjoyed before because in recent years, there is much faster growth in their direct competitors for local advertising money, like TV network which up 17. 8% and direct mail growth 8. 7% (Coen, 1995). This reflect the medium's diminished attractiveness to advertisers, the favorite press total share of advertising revenue has steadily declined and it was only partly displaced by the newborn media such as TV and internet.
Some reason for this decline is the fact services that newspapers have traditionally had a lock on, like classified ads, is now able to be delivered by other means, such as commercial TV of computer network (Fisher, 1993). The rise of commercial media seriously depleted the worthiness of the advertising that the press did obtain. To be able to get out of the dangerous situation, the press has to charge suprisingly low cover prices and spend very much more heavily on editorial outlay because of this of the rising advertising income it obtained. The most important is usually that the press may make an effort to overcome the adverse situation by becoming more advertising friendly. Even though the proportion of the adult population reading newspaper and magazine remained stable over new media rise, the youngster's are seldom read it any longer and more enthusiastic about the news form TV and internet. Like some women magazine press, to be heavily oriented into the young middle income, they sell their magazines coming with some free surprise to attract the clients. Besides, the amount of magazine advertising pages increased by practically 50% (Danna, 1992). Just like one newspaper executive claims that 'instead of simply selling space, we're listening carefully to advertisers and marketing those newspaper environments that best fit an advertiser's marketing goals'(Szathmary, 1992).
Internet
The emergence of the internet creates new platform for advertisers to transfer of ad from established media to the internet. Using the development of the society, we've entered the internet era, especially in nowadays; young people are no more centered on reading the newspaper and even viewing television, so advertisers turn the perspective and power to the internet. In comparison to traditional advertising model, the network advertisement propaganda is varied. According with an Internet and interactive marketing data, which display network advertising marketing scale driver mainly from two aspects: some may be the internet search engine advertising scale still maintained a fast growth; and another is continuously improvement of the advertising marketing value of video and BBS (Fine, 1995). For instance, the micro-film now is extremely popular on the internet. Some advertisers take this opportunity and make spectacular micro-film which is turned out to be an advertisement in the long run. Unlike the classical advertisement show on TV or radio, this type of ads has longer time for you to tall a complete story without spending so much money as on TV. Meanwhile, they have a high rate of spread and circulation, which means if advertisers said in the YouTube so that people can share it all around the world. The rapid development of electronic commerce highlights the worthiness identity advertisers paid to Internet channel, and they're on the way of transferring their control to the network world.
Commercial TV
Commercial TV became accepted in leading agency circles as the best promotional medium for cheap mass market commodities. Commercial TV is more advanced than the press in selling cheap, mass products. On average, people see approximately 100 TV commercials every day, and studies estimate that, counting all the logos, labels, and announcements, some 16, 000 advertisements flicker across an individual's consciousness daily (Gauntlett & Hill, 1999). It comes in the innovative techniques television can be subservient to advertisers, where becomes the most obvious sector managed by advertisers. Viewing many commercial TV, the golden time is definitely given to the soup operas, drama series those advertising friendly programs. Advertisers generally love sitcoms, for example, using their half-hour format, and the guideline in modern commercial TV is exactly what advertisers want, they get.
Another kind of TV program advertisers involve in most is reality show. Together with the limitation of spot advertisement both in time and rule, advertisers now will sponsor a reality show or studio entertainment. With sponsorship, one sponsor's name usually appears throughout the function, sometimes from beginning to end, sometimes in the backdrop and foreground. For example, in those reality shows just like the American Next Top Model along with the Project Runway, there are very a lot of sponsors ranging from the prize to the home competitors live, at the beginning of each series, they will be introduced and throughout the show those sponsors are intentionally mentioned and detailed descrambled by competition or judges for many times. Audience who like the show must be memorable for those products. This seems to be more impressed than the traditional TV advertisement. For the commercial media, because they are sponsored, they need to do advertising hardly to ensure they can get subsidy. This conflict of interest means that unlike "official" cultural products, films, TV shows, books, and paintings and so on, advertising finds few regular critics in the mainstream press.
However, television set that is competitively depends on advertising does have a tendency to bar appeals to quality from the decision- taking process as consideration to be weighed in their own right. Unfortunately for advertiser, traditional media do not reach some of the most desirable groups. Consumers have significantly more places to flee advertising and it was usually the consumers most desirable to advertisers who escaped their messages. As the major medium of commercial media industry, advertisers intervene and control mainly in commercial TV. In return some rules are completed by the national advertising association to be able to check the total amount between the advertisers and audiences. In 2011, THEIR STATE Administration of Radio Film and Television of China (SARFT) a fresh ban that all TV stations must rearrange their programs to delete all commercials set to air during TV dramas or face stern punishment. And according to Korean television set regulation, aside from sponsorship goods, the rest of the logos must be covered in variety show and drama series.
Conclusion
Advertisers have great influence to the modern commercial media. The most important factor affecting the degree of influence is the portion of the media firm's income provided by ads. The media have adapted to the requirements of advertisers in the ways they have got sought to increase revenue. Advertising earnings usually has great significance for the life span of the publisher or broadcaster. In commercial media, advertiser' expenditure partially of an entirely underwrites the production and publication or broadcast of media 'content'. In return media owner displays the advertisements. Advertising income supports media, either directly, or even more usually indirectly, through a holding company or network of commissioning channels. Advertisers are free to decide whether to remain with or withdraw their commercials from controversial program.
From the original media press to the universal commercial TV, advertisers always seek for new possibility to put their power into wider media sectors. They change the strategy in line with the need of commercial media market. As the rise of new advertising platform, advertising of newspapers and magazines are facing with big challenges and slowly but surely lose their dominant position. The emergence of internet offer advertisers a perfect means to advertise products with less expenditure and high efficiency. The commercial TV is the foremost promotional medium for cheap mass market commodities. By means of spot advertising, sponsorship, implanted advertising, advertisers want to obtain more control over the opera of commercial TV. However, way too many advertisements lead to a boycott of the audience, and in order to keep the total amount, the advertising administration has issued some rules to prevent overpower of advertisers.
Advertisers have been central to the forming of the modern day media landscape, which depends heavily upon advertising revenue. Subsequently advertisers are dependent on the media to provide audiences. Overall, from what discussed above, it could be seen that modern advertisers are acquiring more control over the organisation and output of commercial media.
