First Lady or First Gentleman is an unofficial title usually used for the spouse, and occasionally used for the offspring or other relative, of a non- monarchical head of state or chief executive . The term is also used to describe a person seen to be at the top of her profession or art.
96-419: " Just Say No " was an advertising campaign prevalent during the 1980s and early 1990s as a part of the U.S.-led war on drugs , aiming to discourage children from engaging in illegal recreational drug use by offering various ways of saying no . The slogan was created and championed by Nancy Reagan during her husband's presidency . The campaign emerged from a substance abuse prevention program supported by
192-541: A generic trademark – turning it into a generic term which means that its legal protection as a trademark is lost. Early in its life, The CW aired short programming breaks called "Content Wraps", to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences , Crest , Guitar Hero II , CoverGirl , and Toyota . A new promotion concept has appeared, "ARvertising", advertising on augmented reality technology. Controversy exists on
288-454: A public service announcement . Advertising may also help to reassure employees or shareholders that a company is viable or successful. In the 19th century, soap businesses were among the first to employ large-scale advertising campaigns. Thomas J. Barratt was hired by Pears to be its brand manager—the first of its kind—and in addition to creating slogans and images he recruited West End stage actress and socialite Lillie Langtry to become
384-589: A 1982 visit to Longfellow Elementary School in Oakland, California: when asked by a schoolgirl what to do if she was offered drugs by her peers, the First Lady responded, "Just say 'no'." Just Say No club organizations within schools and school-run anti-drug programs soon became common, in which young people were making pacts not to use drugs. When asked about her efforts in the campaign, Nancy Reagan said: "If you can save just one child, it's worth it." She traveled throughout
480-511: A direct command to the consumer. In the early 1920s, the first radio stations were established by radio equipment manufacturers, followed by non-profit organizations such as schools, clubs and civic groups who also set up their own stations. Retailer and consumer goods manufacturers quickly recognized radio's potential to reach consumers in their home and soon adopted advertising techniques that would allow their messages to stand out; slogans , mascots , and jingles began to appear on radio in
576-618: A direct relationship between the Just Say No campaign and reduced drug use. Although the use and abuse of illegal recreational drugs significantly declined during the Reagan presidency, this may be a spurious correlation : a 2009 analysis of 20 controlled studies on enrollment in one of the most popular "Just Say No" programs, DARE , showed no impact on drug use. The campaign drew significant criticism. Critics labelled Nancy Reagan's approach to promoting drug awareness reductive, arguing that tackling
672-558: A domain lease or by making contact with the registrant of a domain name that describes a product. Domain name registrants are generally easy to identify through WHOIS records that are publicly available at registrar websites. Advertising may be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or purpose. For example, in print advertising, classification by style can include display advertising (ads with design elements sold by size) vs. classified advertising (ads without design elements sold by
768-487: A friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, " Xerox " = " photocopier ", " Kleenex " = tissue , " Vaseline " = petroleum jelly , " Hoover " = vacuum cleaner , and " Band-Aid " = adhesive bandage ). However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into
864-606: A friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009, mobile and Internet advertising grew by 18% and 9% respectively, while older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers). Between 2008 and 2014, U.S. newspapers lost more than half their print advertising revenue. Another significant trend regarding future of advertising
960-558: A need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. The display is not only used for generating awareness, it is used for direct response campaigns that link to a landing page with a clear 'call to action'. As the mobile phone became a new mass medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland, mobile advertising followed, also first launched in Finland in 2000. By 2007
1056-506: A problem for e-mail users since 1978. As new online communication channels became available, advertising followed. The first banner ad appeared on the World Wide Web in 1994. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. In online display advertising, display ads generate awareness quickly. Unlike search, which requires someone to be aware of
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#17328444358091152-422: A product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations, and governmental agencies. Non-profit organizations may use free modes of persuasion, such as
1248-489: A regular basis during their time in the position was Harriet Lane , who was actually James Buchanan 's niece, as Buchanan was a lifelong bachelor. The male equivalent of the title in countries where the head of state's spouse has been a man, such as the Philippines or Malta , is first gentleman . In 2020, Doug Emhoff , spouse of VP Kamala Harris , became the first male spouse of a U.S. vice president. " First gentleman "
1344-406: A term of endearment, who have proven themselves to be of exceptional talent or unique notoriety in non-political areas. The phrase is often, but not always, used when the person in question is either the wife or "female equivalent" of a well-known man (or men) in a similar field. For example, the term has been applied in the entertainment field to denote the "first lady of television" ( Lucille Ball ),
1440-414: A two-hour PBS documentary on drug abuse. The campaign and the phrase "Just Say No" made their way into popular American culture when television series such as Diff'rent Strokes and Punky Brewster produced episodes centered on the campaign. In 1983, Nancy Reagan appeared as herself on Diff'rent Strokes to garner support for the anti-drug campaign. She participated in a 1985 rock music video " Stop
1536-583: Is ... the first step in solving the problem. The "Just Say No" slogan was the creation of Robert Cox and David Cantor, advertising executives at the New York office of Needham, Harper & Steers/USA in the early 1980s. The firm was working with the Advertising Council on a media campaign for children, for the National Institute on Drug Abuse . Nancy Reagan often attributed the origins of the phrase to
1632-545: Is always better than the older idea, but it is different – it hits the present taste." Enhanced advertising revenues was one effect of the Industrial Revolution in Britain. Thanks to the revolution and the consumers it created, by the mid-19th century biscuits and chocolate became products for the masses, and British biscuit manufacturers were among the first to introduce branding to distinguish grocery products. One
1728-502: Is considered the world's earliest identified printed advertising medium. In Europe, as the towns and cities of the Middle Ages began to grow, and the general population was unable to read, instead of signs that read "cobbler", "miller", "tailor", or "blacksmith", images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in
1824-534: Is not sold, but provided to start-up companies in return for equity . If the company grows and is sold, the media companies receive cash for their shares. Domain name registrants (usually those who register and renew domains as an investment) sometimes "park" their domains and allow advertising companies to place ads on their sites in return for per-click payments. These ads are typically driven by pay per click search engines like Google or Yahoo, but ads can sometimes be placed directly on targeted domain names through
1920-528: Is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice, from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view. Niche marketing could also be helped by bringing the issue of color into advertisements. Different colors play major roles when it comes to marketing strategies, for example, seeing
2016-467: Is recognized as a spousal first lady by way of her husband's presidency following Jefferson. Andrew Jackson 's wife, Rachel Jackson , died before Jackson's presidency. Jackson's niece, Emily Donelson , carried out the duties of first lady until her death, and Jackson's daughter-in-law, Sarah Jackson , presided over the White House during the final months of Jackson's presidency. Both are recognized by
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#17328444358092112-705: Is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of the long tail , advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight
2208-422: Is the key to world prosperity." This was part of the "unparalleled" collaboration between business and government in the 1920s, according to a 1933 European economic journal. The tobacco companies became major advertisers in order to sell packaged cigarettes. The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking. Advertising
2304-490: Is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages and qualities of interest to consumers. It is typically used to promote a specific good or service, but there are a wide range of uses, the most common being commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through " branding ", which associates
2400-407: Is used in the United States for the male spouse of a mayor or governor . First spouse and first partner , both rare variations of the title, can be used in either case where the spouse of a political leader is of any gender. This term is used to promote gender equality and gender neutrality . In the United States, collectively, the president of the United States and his spouse are known as
2496-687: The First Ladies of 30 nations to the White House in Washington, DC, for a conference entitled the "First Ladies Conference on Drug Abuse". She later became the first First Lady invited to address the United Nations . She enlisted the help of the Girl Scouts of the United States of America , Kiwanis Club International, and the National Federation of Parents for a Drug-Free Youth to promote the cause;
2592-500: The First Ladies National Historic Site as being first ladies, despite the White House website recognizing Jackson's wife as first lady. James Buchanan was a lifelong bachelor. During his time in office, his niece, Harriet Lane , served as "hostess". She is recognized as having acted in the capacity of a contemporary first lady during her uncle's time in office, and is listed among other spousal first ladies on
2688-520: The National Institutes of Health , pioneered in the 1970s by University of Houston Social Psychology Professor Richard I. Evans. Evans promoted a social inoculation model , which included teaching student skills to resist peer pressure and other social influences. The campaign involved University projects done by students across the nation. Jordan Zimmerman , then a student at University of South Florida , and later an advertising entrepreneur, won
2784-448: The Pears soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century. In 1882, Barratt recruited English actress and socialite Lillie Langtry to become the poster girl for Pears, making her
2880-635: The White House website. Jared Polis , who was elected as governor in 2018, is openly gay, and was in a long-term relationship with his partner, Marlon Reis , at the time of his election. Reis was referred to as "first man" by Polis during a speech on the night of his election, and members of Polis' campaign said that Reis will take on the title of "first gentleman". The pair subsequently married in 2021. Not all non-married partners of Colorado governors are called first lady or first gentleman, as Robin Pringle
2976-631: The first couple and, if they have children, they are usually referred to as the first family . French -speaking countries have used the term première dame for first ladies, regardless of where the first lady is from. At least one article, published in 2017, used the term premier monsieur for first gentleman. For that particular article, it was used to discuss the possibility of Louis Aliot becoming first gentleman, should his domestic partner, Marine Le Pen , win that year's presidential election . Emmanuel Macron defeated Le Pen in that year's election. Portuguese -speaking countries have used
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3072-465: The "first lady of song" ( Ella Fitzgerald ), the "first lady of country music" ( Tammy Wynette , although Loretta Lynn was also known by the title), the "first lady of Star Trek " (actor/producer Majel Barrett ), the "first lady of American soul " ( Aretha Franklin ), the "first lady of the Grand Ole Opry " ( Loretta Lynn ), "the first lady of American cinema" ( Lillian Gish ), the "first lady of
3168-479: The 1920s and early television in the 1930s. The rise of mass media communications allowed manufacturers of branded goods to bypass retailers by advertising directly to consumers. This was a major paradigm shift which forced manufacturers to focus on the brand and stimulated the need for superior insights into consumer purchasing, consumption and usage behavior; their needs, wants and aspirations. The earliest radio drama series were sponsored by soap manufacturers and
3264-443: The 1940s, manufacturers began to recognize the way in which consumers were developing personal relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of
3360-568: The American stage" ( Helen Hayes ), and "the first lady of ( American ) football" ( Norma Hunt ). The term has also been used to refer to wives of college and university presidents in some cases. The term "first lady" is also used to denote a woman who occupies the foremost social position within a particular locality, in this sense being particularly popular in Africa , where the pre-eminent female noble in some chieftaincy hierarchies, such as those of
3456-470: The Great Recession. Industry could not benefit from its increased productivity without a substantial increase in consumer spending . This contributed to the development of mass marketing designed to influence the population's economic behavior on a larger scale. In the 1910s and 1920s, advertisers in the U.S. adopted the doctrine that human instincts could be targeted and harnessed – " sublimated " into
3552-519: The Kiwanis put up over 2000 billboards with Nancy Reagan's likeness and the slogan. Over 5000 Just Say No clubs were founded in schools and youth organizations in the United States and abroad. Many clubs and organizations remain in operation around the country, where they aim to educate children and teenagers about the effects of drugs. Just Say No crossed over to the United Kingdom in the 1980s, where it
3648-460: The Madness " as well. She even appeared in numerous public service announcements, including one which aired in movie theaters where she appeared alongside actor Clint Eastwood . La Toya Jackson became spokesperson for the campaign in 1987 and recorded a song titled "Just Say No" with British hit producers Stock/Aitken/Waterman . In 1985, Nancy Reagan expanded the campaign internationally. She invited
3744-665: The UK and Australia over the use of illegal drugs. Wood's parents even released her school photograph on a badge with the saying "Just say no to drugs" placed on it to warn society on the dangers of illicit drug use. The photograph was widely circulated in the media. A photo of Betts in a coma in her hospital bed was also circulated in British media. Both teenagers died due to water intoxication as they drank too much water after ingesting ecstasy . Nancy Reagan's related efforts increased public awareness of drug use, but extant research has not established
3840-468: The United States and several other nations, totaling over 250,000 miles (400,000 km). Nancy Reagan visited drug rehabilitation centers and abuse prevention programs. With the media attention that the first lady received, she appeared on television talk shows, recorded public service announcements, and wrote guest articles. By the autumn of 1985, she had appeared on 23 talk shows, co-hosted an October 1983 episode of Good Morning America , and starred in
3936-495: The United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour . In some instances the sponsors exercised great control over the content of the show – up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame . The late 1980s and early 1990s saw
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4032-403: The ads they display or broadcast. Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward the usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo . Online advertising began with unsolicited bulk e-mail advertising known as " e-mail spam ". Spam has been
4128-612: The advent of the ad server , online advertising grew, contributing to the " dot-com " boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, some websites, including the search engine Google , changed online advertising by personalizing ads based on web browsing behavior. This has led to other similar efforts and an increase in interactive advertising . Online advertising introduced new opportunities for targeting and engagement, with platforms like Google and Facebook leading
4224-470: The advertisement featured a couple with the message "A skin you love to touch". In the 1920s, psychologists Walter D. Scott and John B. Watson contributed applied psychological theory to the field of advertising. Scott said, "Man has been called the reasoning animal but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible". He demonstrated this through his advertising technique of
4320-617: The audience posing a challenge to conventional morality. In the 1920s, under Secretary of Commerce Herbert Hoover , the American government promoted advertising. Hoover himself delivered an address to the Associated Advertising Clubs of the World in 1925 called 'Advertising Is a Vital Force in Our National Life." In October 1929, the head of the U.S. Bureau of Foreign and Domestic Commerce , Julius Klein, stated "Advertising
4416-435: The blue can promote a sense of calmness and gives a sense of security which is why many social networks such as Facebook use blue in their logos. Google AdSense is an example of niche marketing. Google calculates the primary purpose of a website and adjusts ads accordingly; it uses keywords on the page (or even in emails) to find the general ideas of topics disused and places ads that will most likely be clicked on by viewers of
4512-474: The camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station . Unpaid advertising (also called "publicity advertising"), can include personal recommendations ("bring
4608-511: The campaign. The anti-drug movement was among the resistance skills recommended in response to low peer pressure , and Nancy Reagan's larger campaign proved to be an effective dissemination of this social inoculation strategy. Nancy Reagan first became involved during a campaign trip in 1980 to Daytop Village in New York City . She recalls feeling impressed by a need to educate the youth about drugs and drug abuse. Upon her husband's election to
4704-460: The charge. This shift has significantly altered the advertising landscape, making digital advertising a dominant force in the industry. The share of advertising spending relative to GDP has changed little across large changes in media since 1925. In 1925, the main advertising media in America were newspapers, magazines, signs on streetcars , and outdoor posters . Advertising spending as a share of GDP
4800-559: The city square from the backs of carts and wagons and their proprietors used street callers ( town criers ) to announce their whereabouts. The first compilation of such advertisements was gathered in "Les Crieries de Paris", a thirteenth-century poem by Guillaume de la Villeneuve. In the 18th century, advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in
4896-436: The content of these newspapers consisted of advertising, usually local advertising, with half of the daily newspapers in the 1810s using the word "advertiser" in their name. In August 1859, British pharmaceutical firm Beechams created a slogan for Beecham's Pills : "Beechams Pills: Worth a guinea a box", which is considered to be the world's first advertising slogan. The Beechams adverts would appear in newspapers all over
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#17328444358094992-551: The country's government. The term "first lady" has also been used by the government in English language news releases. While some first ladies, like Maryna Poroshenko and Olena Zelenska , have played a role in social activism, other first ladies, like Lyudmila Yanukovych, have rarely taken part in public roles. The wife of the president of Armenia has been referred to as "Հայաստանի Առաջին տիկին" ( Hayastani Arrajin tikin ). The term "first lady" has also been used. The spouse of
5088-562: The current pervasiveness of the catchphrase, we emphasize that ‘Just Say No’ is not enough!" In 2020, when scholars and historians were asked during the Siena College Research Institute 's first ladies study to assess the signature initiatives of the then most-recent ten first ladies (those from Lady Bird Johnson onward), "Just Say No" was ranked as the second-worst, with only Melania Trump 's " Be Best " campaign being more lowly assessed. Advertising Advertising
5184-537: The current president, however, is only referred to as "հանրապետության նախագահի տիկին" ( hanrapetut'yan nakhagahi tikin ), or "wife of the president of Armenia". The term ibu negara (lady/mother of the state) is used for wife of the president of Indonesia . The term is also used to refer to first ladies of other countries. Before the 1979 revolution there was the queen Shahbano. There is no office of first lady or first female (or madam بانوی اول Banuye Aval). September 2023 Iranian wife of president denied news of being
5280-440: The desire to purchase commodities. Edward Bernays , a nephew of Sigmund Freud , became associated with the method and is sometimes called the founder of modern advertising and public relations. Bernays claimed that: [The] general principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology. It is evident that the successful propagandist must understand
5376-536: The divorce of her father Alberto Fujimori and her mother Susana Higuchi . Thomas Jefferson was a widower by the time he took office as president , and his daughter, Martha Jefferson Randolph , who served as the lady of the president's house on occasion, has been recognized by the First Ladies National Historic Site as being a first lady, even though the White House website recognizes her mother, Martha Jefferson , as first lady. While Dolley Madison also served as hostess and Jefferson's escort on occasion, she
5472-636: The earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell confectionery. Advertisement usually takes the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with " Jinan Liu's Fine Needle Shop" and "We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time" written above and below
5568-435: The earliest use of the term "first lady" is in reference to person of a high ranking or outstanding person in their field, and that the term, as used to describe the spouse of the president of the United States , saw its first documented use in 1838 in reference to Martha Washington , who was never referred to as such during George Washington 's time as president. The first person to have been referred to as "first lady" on
5664-481: The effectiveness of subliminal advertising (see mind control ), and the pervasiveness of mass messages ( propaganda ). With the Internet came many new advertising opportunities. Pop-up, Flash , banner, pop-under, advergaming , and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show
5760-414: The email account or website visitors. First Lady The title has also been used for the spouse of a head of government who is not also head of state. It has also been used to refer to the spouses of the leaders of administrative divisions within a country. The title is often used for the wives of Christian pastors in denominations where married clergy are the norm. It has been noted that
5856-462: The first French group to organize. At first, agencies were brokers for advertisement space in newspapers. The late 19th and early 20th centuries saw the rise of modern advertising, driven by industrialization and the growth of consumer goods. This era saw the dawn of ad agencies, employing more cunning methods— persuasive diction and psychological tactics. Thomas J. Barratt of London has been called "the father of modern advertising". Working for
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#17328444358095952-459: The first celebrity to endorse a commercial product. Becoming the company's brand manager in 1865, listed as the first of its kind by the Guinness Book of Records , Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing
6048-413: The first female prime minister of Australia on June 24, 2010, some news media referred to her partner , Tim Mathieson , as the "first bloke ". The Australian Government has referred to Mathieson as Gillard's partner, and has also recognized him as a prime ministerial spouse. Evo Morales , the former president of Bolivia , is single, so during his presidency his sister, Esther Morales , fulfilled
6144-628: The first lady and said that actually wife of Supreme leader of the revolution is the first lady. Minister of Foreign relations also said the same thing. The wife of Supreme leader is remaining hidden there is no image from her. In Japan , the term Naikaku Souri Daijin Fujin (内閣総理大臣夫人, literally "the wife of the Minister of the Comprehensive Administration of the Cabinet") is the title used for
6240-422: The genre became known as a soap opera . Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations which could be sold to multiple businesses. By the 1930s, these advertising spots , as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising. By
6336-417: The immigrant press. At the turn of the 20th century, advertising was one of the few career choices for women. Since women were responsible for most household purchasing done, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards,
6432-469: The introduction of cable television and particularly MTV . Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising , such as QVC , Home Shopping Network , and ShopTV Canada . With
6528-570: The issue of drug abuse required a more complex approach than simply encouraging the use of a catchphrase. In fact, two studies suggested that enrollees in DARE-like programs were actually more likely to use alcohol and cigarettes. Journalist Michael McGrath suggested that inflamed fears from "Just Say No" exacerbated mass incarceration and prevented youth from receiving accurate information about dealing with drug abuse and responsible drug use . Critics also think that "Just Say No" contributed towards
6624-1134: The line (BTL). The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies. In the 2010s, as advertising technology developed, a new term, through the line (TTL) began to come into use, referring to integrated advertising campaigns . Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings , billboards , street furniture components, printed flyers and rack cards , radio, cinema and television adverts, web banners , mobile telephone screens, shopping carts, web popups , skywriting , bus stop benches, human billboards and forehead advertising , magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (" logojets "), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens , musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising),
6720-486: The most enduring campaigns of the 20th century. In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in
6816-518: The opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any situation in which an "identified" sponsor pays to deliver their message through a medium is advertising. A new advertising approach is known as advanced advertising, which is data -driven advertising, using large quantities of data, precise measuring tools and precise targeting. Advanced advertising also makes it easier for companies which sell ad space to attribute customer purchases to
6912-466: The poster-girl for Pears, making her the first celebrity to endorse a commercial product. Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays , considered the founder of modern, " Madison Avenue " advertising. Worldwide spending on advertising in 2015 amounted to an estimated US$ 529.43 billion . Advertising's projected distribution for 2017
7008-451: The presidency, she returned to Daytop Village and outlined how she wished to help educate the youth. Nancy Reagan's longtime Chief of Staff James Rosebush helped her expedite what she viewed as one of her legacies as First Lady. She stated in 1981 that her best role would be to bring awareness about the dangers of drug abuse: Understanding what drugs can do to your children, understanding peer pressure and understanding why they turn to drugs
7104-428: The printing press; and medicines, which were increasingly sought after. However, false advertising and so-called " quack " advertisements became a problem, which ushered in the regulation of advertising content. In the United States, newspapers grew quickly in the first few decades of the 19th century, in part due to advertising. By 1822, the United States had more newspaper readers than any other country. About half of
7200-403: The product's availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today
7296-416: The role of first lady was filled by his then domestic partner, Celia Larkin . During the last five years of Park Chung Hee 's time as president, his daughter, Park Geun-hye , served as first lady following her mother, Yuk Young-soo 's death. She has been regarded as a de facto first lady of South Korea by some modern sources. Keiko Fujimori took over the duties of first lady at the age of 19, after
7392-419: The role of first lady. Irina Karamanos , the domestic partner and girlfriend of Gabriel Boric , accepted the title of first lady despite both Karamanos and Boric's initial opposition to the position's existence. Karamanos said that taking on the role would involve "adapting it to the times." During the first half of Bertie Ahern 's term as Taoiseach , he was separated from his wife Miriam (née Kelly) and
7488-494: The roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed when the first full-service advertising agency of N.W. Ayer & Son
7584-449: The ruins of Pompeii and ancient Arabia . Lost and found advertising on papyrus was common in ancient Greece and ancient Rome . Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. In ancient China,
7680-453: The spotlight, resulting in "invisible first ladies". As a result, low-profile first ladies remain common in post-Soviet countries, due to the leaders of those countries having grown up during the Soviet era. The wife of Mikhail Gorbachev , Raisa Gorbachev , has been referred to as a Soviet first lady. The wife of the country's president has been referred to as перша леді ( persha ledi ) by
7776-417: The term primeira-dama or "Primeira Dama" for first ladies. The term is used regardless of where the person is from. The term primeiro-cavalheiro is used for first gentlemen. In Spanish -speaking countries , the term primera dama is used for first ladies, regardless of the country the person is from. The term primer caballero has been used for first gentlemen. Sinophone countries have used
7872-725: The term 第一夫人 ( dìyī fūrén ) as a term for first ladies, also without regards as to where the first lady is from. The term první dáma is used for wife of the president of the Czech Republic . The term pierwsza dama (literal meaning: "first lady") is used by the wife of the current president of Poland . Foreign press reports have referred to the wife of the Russian president as first lady. Russian first ladies have been less visible than their western counterparts due to historical reasons. It has been noted that Soviet leaders generally preferred to keep their wives and families out of
7968-442: The true motives and not be content to accept the reasons which men give for what they do. In other words, selling products by appealing to the rational minds of customers (the main method used prior to Bernays) was much less effective than selling products based on the unconscious desires that Bernays felt were the true motivators of human action. " Sex sells " became a controversial issue, with techniques for titillating and enlarging
8064-420: The value of mobile advertising had reached $ 2 billion and providers such as Admob delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcode , which replaces the need to do any typing of web addresses, and uses
8160-508: The viewer can respond to become part of the advertising message. This type of advertising is unpredictable, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement , having consumers vote through text messages, and various campaigns utilizing social network services such as Facebook or Twitter . The advertising business model has also been adapted in recent years. In media for equity , advertising
8256-402: The well seasoned stigma about people who use drugs being labelled as "bad", and the stigma toward those people who are addicted to drugs being labelled as making a cognizant immoral choice to engage in drug use. In a 1992 paper, Evans et al commented: that the "Just Say No" approach had been “taken out of context and redirected in form as a formula for preventing all substance abuse. ... Because of
8352-463: The wife of the prime minister of Japan . Currently, the spouse of the President of Vietnam is called phu nhân chủ tịch nước ( lit : wife of the state president). The term đệ nhất phu nhân (lit: first lady) is also unofficially used by the press and on social media. In some situations, the title is bestowed upon a non-spouse. Following the leadership spill which installed Julia Gillard as
8448-415: The word or line). Advertising may be local, national or global. An ad campaign may be directed toward consumers or to businesses. The purpose of an ad may be to raise awareness (brand advertising), or to elicit an immediate sale (direct response advertising). The term above the line ( ATL ) is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below
8544-494: The world's first global brands, Huntley & Palmers biscuits were sold in 172 countries in 1900, and their global reach was reflected in their advertisements. As a result of massive industrialization, advertising increased dramatically in the United States. In 1919 it was 2.5 percent of gross domestic product (GDP) in the US, and it averaged 2.2 percent of GDP between then and at least 2007, though it may have declined dramatically since
8640-507: The world, helping the company become a global brand. The phrase was said to be uttered by a satisfied lady purchaser from St Helens , Lancashire, the founder's hometown. In June 1836, the French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established
8736-435: Was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest ("Big Five") advertising agency groups are Omnicom , WPP , Publicis , Interpublic , and Dentsu . In Latin, advertere means "to turn towards". Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in
8832-502: Was about 2.9 percent. By 1998, television and radio had become major advertising media; by 2017, the balance between broadcast and online advertising had shifted, with online spending exceeding broadcast. Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4 percent. Guerrilla marketing involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where
8928-466: Was also used as a vehicle for cultural assimilation , encouraging workers to exchange their traditional habits and community structure in favor of a shared "modern" lifestyle. An important tool for influencing immigrant workers was the American Association of Foreign Language Newspapers (AAFLN). The AAFLN was primarily an advertising agency but also gained heavily centralized control over much of
9024-474: Was founded in 1869 in Philadelphia. Ayer & Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it
9120-508: Was popularized by the BBC 's 1986 "Drugwatch" campaign, which revolved around a heroin - addiction storyline in the popular children's TV drama serial Grange Hill . The cast's cover of the original US campaign song, with an added rap, reached the UK top ten. The death of Anna Wood in Sydney , Australia and British teen Leah Betts from Essex in the mid-1990s sparked a media firestorm across both
9216-426: Was referred to by The Denver Post as John Hickenlooper 's girlfriend prior to their marriage. After taking office as Puerto Rico 's first female governor, Governor Sila María Calderón appointed her two daughters, Sila María González Calderón and María Elena González Calderón , to serve as first ladies. It has become commonplace in the United States for the title of "first lady" to be bestowed on women, as
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