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Giorgio Armani: A Persuasive Campaign


Lets examine the use of Giorgio Armani Company's advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image. I have chosen Giorgio Armani Parfum (cologne), Armani Exchange (A|X), Emporio Armani(Dreamers), and Giorgio Armani Occhiali (glasses) to be the focus for the general image campaign of the Giorgio Armani Company.

Armani uses dark colors with rich lighting and contrasting themes to promote their products. Regardless of the product, Armani seeks to be known as an elite brand with the highest quality and best products for a demanding consumer. The symbols, language, colors and imagery used reinforces this concept of the products by cementing into the consumers mind, the image and brand recognition which the company is hoping will sell its products.

Cultural barriers need to be addressed considering that this company is Italian and most of the advertising, which is used, features "European" looking people and scenes. This works: American's, when it comes to fashion, look toward Europe for emerging trends and fashion. One important fact to note is that when the advertisement is directed towards men, like the parfum, and occhiali advertisement, the people featured are more masculine and rougher looking than the smoothened and more feminine models featured for general company advertisements (A|X and Dreamers).

For the advertisement "Dreamers" I would add a few different words of text to the advertisement in the lighter areas of the advertisement. The words "Envisage" and "Discovery" should be added to give the connotation or "private and emotional conception" (Langer ch.5), which can be experienced by the feelings that the words invoke. These two words in addition to the ad will give a little more power to the message which ask the reader to imagine the possibilities, discover the unknown, and dream for what you've always wanted. This is all tied together with the imagery of three models posing, each staring in separate directions using the strategy of ambiguity in the semantic dimension (p.128). "They [Armani] want each potential persuadee to fill in his or her own private meanings or connotations for the particular word or symbol. (p. 128)"

Armani Exchange is a younger brand, and therefore uses stronger sexuality than other advertisements. In addition colorful clothing is featured more prominently in this advertisement to give a younger, freer and brighter feeling. I would ad the phrase "be bold" in the top right corner of the advertisement. First, since Americans read left to right, the reader would see the images first, then the phrase and would link the language with the color and imagery of the advertisement. Sensory language can be used to influence a person using something they are familiar with and associate it with something that they are not. I would also add the phrase "be strong" to invoke the sense of strength, rather the feeling, which compliments the phrase "be bold". These two phrases can tie the advertisement together with the images used and give the reader a reason to take a second look at the product and image being advertised.

Gender persuasion is used in the Occhiali advertisement where an unshaven, stylish and powerful picture of a man is used to induce us to try to look him in the eye. When you do this, you will see his sunglasses, which is the product being advertised. The words added to this advertisement must be simple and not too "flowery". "Men shy away from all such usages because they passionately fear being labeled sissified (Bruell, p. 143)." The choice of phrase for the advertisement is "an enigmatic impression." These two main words; enigmatic, meaning mysterious, and unknown; along with impression would allow the reader to immerse themselves in the image being shown. This type of language is very discursive, according to Langer, Ch.5, because it is sequential and has meaning, which is created through combinations. Packard's "Eight Compelling Needs" (Larson, 154) easily relate to this advertisement.

The need for Ego Gratification comes out in the advertisement - where it is directed at consumers whom have the need to go beyond a high self-worth and into the highest form of egocentrism. Additionally, the need for a Sense of Power comes through in the imagery used and the rough looking style of the product. The sense of mysteriousness can be associated with power. These two Compelling Needs are often used in advertising and are used in this, the Occhiali advertisement.

The last advertisement for parfum, I would leave alone. I think it already is persuasive enough through imagery and does not need additional words or images. The wide-open and glaring eyes of the model do what is intended. I believe that this advertisement focuses on our needs of love and belonging, the 3rd and 4th need in Maslow's Pyramid of Needs (Larson, 160). The need for love is used very often in advertising because it is a well-understood feeling that all people can relate to. The need of belonging [to the "cool" crowd] is often used when the advertiser believes that the product will promote a higher self-esteem or increased likeability.

Giorgio Armani uses the cognitive consistency approach to its advertising. The idea that things should be simple and consistent is the reasoning behind this theory. Fritz Heider's P-O-X (p.90) theory can be implemented to this advertisement campaign as a whole. First, a Person is oriented toward another, which is apparent in the "Armani Exchange" advertisement. Two separate couples; one in the middle, which are clearly oriented, balance the advertisement and the second separated to each side of the page create tension. The idea of an object being the focus and the positive or negative attitude felt about that object can have an effect on the source and receiver. Advertising is dependant on this concept and Armani understands this idea though use of the imagery in its advertisements.

Overall the image of luxury of the brand is maintained and becomes more persuasive by using language, which promotes feelings and emotions of masculinity and mysteriousness. The colors of the advertisements already do an excellent job of keeping mystery in the minds of the readers by using black/white photos and rich, and bold colors. Reasoning from comparison is used throughout these advertisements. The message is: if you use our products or wear our clothing, you will be popular, beautiful, successful, etc.

Sources:

Larson, Charles U. Persuasion: Perception and Responsibility (10th Ed). Belmont, CA: Wadsworth 2004

 

 

 


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. May / 25 / 2022

Snap's Gloomy Forecast Prompts Debate Over Trouble for Broader Advertising Market - The Wall Street Journal
Snap's Gloomy Forecast Prompts Debate Over Trouble for Broader Advertising Market  The Wall Street Journal

News from Google Marketing Live advertising conference - AdAge.com
News from Google Marketing Live advertising conference  AdAge.com

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Federal Trade Commission News
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Federal Trade Commission News

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

Lee Introduces Digital Advertising Act - United States Senator Mike Lee
Lee Introduces Digital Advertising Act  United States Senator Mike Lee

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media” - Federal Trade Commission News
Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media”  Federal Trade Commission News

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

Advertising firm helping local businesses hits 10-year milestone - St Pete Catalyst
Advertising firm helping local businesses hits 10-year milestone  St Pete Catalyst

Are You Prepared To Enter The OOH World Of Advertising? - Demand Gen Report
Are You Prepared To Enter The OOH World Of Advertising?  Demand Gen Report

Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze - Chicago Tribune
Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections - IAB
US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections  IAB

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

Dream hacking: Is this the dystopian future of advertising? - Big Think
Dream hacking: Is this the dystopian future of advertising?  Big Think

Lamar Advertising Company acquires Burkhart Advertising - Greater Baton Rouge Business Report
Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency? - Hollywood Reporter
Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads - The Verge
Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

HSBC faces greenwashing accusations from UK advertising watchdog - Financial Times
HSBC faces greenwashing accusations from UK advertising watchdog  Financial Times

Digital Advertising in 2022 – Stratechery by Ben Thompson - Stratechery by Ben Thompson
Digital Advertising in 2022 – Stratechery by Ben Thompson  Stratechery by Ben Thompson

Amazon has a $31 billion a year advertising business - CNBC
Amazon has a $31 billion a year advertising business  CNBC

Ban Online Behavioral Advertising - EFF
Ban Online Behavioral Advertising  EFF

Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO. - CNBC
Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO.  CNBC

Democrats unveil bill to ban online 'surveillance advertising' - The Verge
Democrats unveil bill to ban online 'surveillance advertising'  The Verge

Microsoft Advertising announces open beta for RSA ad customizers - Search Engine Land
Microsoft Advertising announces open beta for RSA ad customizers  Search Engine Land

10 Top Advertising Campaigns & Why They Work - Search Engine Journal
10 Top Advertising Campaigns & Why They Work  Search Engine Journal

The 10 most innovative advertising agencies of 2022 - Fast Company
The 10 most innovative advertising agencies of 2022  Fast Company

Privacy Preserving Attribution for Advertising - Mozilla & Firefox
Privacy Preserving Attribution for Advertising  Mozilla & Firefox

Amazon, Disney and Other Streamers Are Embracing Ads - The New York Times
Amazon, Disney and Other Streamers Are Embracing Ads  The New York Times

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report - IAB
Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report  IAB

Is Super Bowl advertising worth it? That's the $6 million question - Temple University News
Is Super Bowl advertising worth it? That's the $6 million question  Temple University News

A Downtick Is Coming for Online Advertising - The Wall Street Journal
A Downtick Is Coming for Online Advertising  The Wall Street Journal

Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free - NPR
Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free  NPR

How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years - Adweek
How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years  Adweek

What advertisers need to focus on as they prepare for the metaverse - VentureBeat
What advertisers need to focus on as they prepare for the metaverse  VentureBeat

History Is Repeating Itself in the Current Digital Advertising Landscape - Adweek
History Is Repeating Itself in the Current Digital Advertising Landscape  Adweek

Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions - Walgreens Newsroom
Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions  Walgreens Newsroom

The truth in political advertising: 'You're allowed to lie' - NPR
The truth in political advertising: 'You're allowed to lie'  NPR

Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions - Microsoft
Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions  Microsoft

Google suspends all advertising in Russia - CNBC
Google suspends all advertising in Russia  CNBC

Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022 - The Walt Disney Company
Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022  The Walt Disney Company

Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle - The Business Journals
Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle  The Business Journals

Netflix CFO has no plans for advertising but 'never say never' - Reuters.com
Netflix CFO has no plans for advertising but 'never say never'  Reuters.com

Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup - The Markup
Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup  The Markup

Facebook is the big loser of the fourth quarter's advertising wars - CNBC
Facebook is the big loser of the fourth quarter's advertising wars  CNBC

Facebook's $10 Billion Advertising Exodus - The Journal. - WSJ Podcasts - The Wall Street Journal
Facebook's $10 Billion Advertising Exodus - The Journal. - WSJ Podcasts  The Wall Street Journal

Biden Puts Surveillance Advertising on Notice - WIRED
Biden Puts Surveillance Advertising on Notice  WIRED

Marketing Briefing: 'Skipping steps': Why advertisers may reconsider responsive, real time advertising post Peloton ad - Digiday
Marketing Briefing: 'Skipping steps': Why advertisers may reconsider responsive, real time advertising post Peloton ad  Digiday

This Often-Overlooked Strategy Is Actually an Advertising Breakthrough — and It's Here to Stay - Entrepreneur
This Often-Overlooked Strategy Is Actually an Advertising Breakthrough — and It's Here to Stay  Entrepreneur

Advertising Acts as Another Vehicle of Protest to Ukraine War - The New York Times
Advertising Acts as Another Vehicle of Protest to Ukraine War  The New York Times

Are advertisers going to infiltrate our dreams? - The Hustle
Are advertisers going to infiltrate our dreams?  The Hustle

Top Biden strategists launch new advertising firm - POLITICO
Top Biden strategists launch new advertising firm  POLITICO

Microsoft Ads Chief Rob Wilk On Why Advertising Is The Company's 'Newfound Religion' - AdExchanger
Microsoft Ads Chief Rob Wilk On Why Advertising Is The Company's 'Newfound Religion'  AdExchanger

Podcast advertising could be a blueprint for cookieless advertising - VentureBeat
Podcast advertising could be a blueprint for cookieless advertising  VentureBeat

Does Personalized Advertising Work as Well as Tech Companies Claim? - HBR.org Daily
Does Personalized Advertising Work as Well as Tech Companies Claim?  HBR.org Daily

Advertising Market Keeps Growing Much Faster Than Expected, Forecasters Say - The Wall Street Journal
Advertising Market Keeps Growing Much Faster Than Expected, Forecasters Say  The Wall Street Journal

MLB to add jersey advertising for first time in league history as part of new CBA, per report - CBS Sports
MLB to add jersey advertising for first time in league history as part of new CBA, per report  CBS Sports

Internet Advertising Revenue Report: Full Year 2021 - IAB
Internet Advertising Revenue Report: Full Year 2021  IAB

Through Group Black, P&G Pledges Nine-Figure Advertising Buy in Black-Owned Media - Adweek
Through Group Black, P&G Pledges Nine-Figure Advertising Buy in Black-Owned Media  Adweek

Marketing vs. Advertising: Which Should You Be Doing? - The Motley Fool
Marketing vs. Advertising: Which Should You Be Doing?  The Motley Fool

U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty - Hollywood Reporter
U.S. Advertising Forecast Cut Slightly Amid Geopolitical Uncertainty  Hollywood Reporter

Social Advertising Doesn't Have to Be Complicated or Stressful - Adweek
Social Advertising Doesn't Have to Be Complicated or Stressful  Adweek

The Power of Diversity, Equity and Inclusion in Advertising - Adweek
The Power of Diversity, Equity and Inclusion in Advertising  Adweek

Google's advertising tech targeted in European publishers' complaint - Reuters
Google's advertising tech targeted in European publishers' complaint  Reuters

Facebook ads are suddenly doing better despite Apple advertising debacle - 9to5Mac
Facebook ads are suddenly doing better despite Apple advertising debacle  9to5Mac

What Is Web3 Advertising? - MediaVillage
What Is Web3 Advertising?  MediaVillage

2022 DTC Advertising Awards Finalists Announced - DTC Perspectives Magazine
2022 DTC Advertising Awards Finalists Announced  DTC Perspectives Magazine

New advertising major aims to attract students with agency ambitions - Virginia Tech Daily
New advertising major aims to attract students with agency ambitions  Virginia Tech Daily

Why the metaverse will redefine advertising as we know it - AdAge.com
Why the metaverse will redefine advertising as we know it  AdAge.com

The State of Immersive Advertising In 2022 - Entrepreneur
The State of Immersive Advertising In 2022  Entrepreneur

Inside Facebook’s $10 Billion Breakup With Advertisers - The Wall Street Journal
Inside Facebook’s $10 Billion Breakup With Advertisers  The Wall Street Journal

Local OTT Advertising Is An Untapped $137 Billion Opportunity - AdExchanger
Local OTT Advertising Is An Untapped $137 Billion Opportunity  AdExchanger

How Kroger Precision Marketing Continues to Disrupt Media Advertising - Progressive Grocer
How Kroger Precision Marketing Continues to Disrupt Media Advertising  Progressive Grocer

Ask FINRA Advertising Regulation Senior Staff Webinar | FINRA.org - finra
Ask FINRA Advertising Regulation Senior Staff Webinar | FINRA.org  finra

Nordstrom Expands into Advertising with Nordstrom Media Network | Shop-Eat-Surf - Shop-Eat-Surf.com
Nordstrom Expands into Advertising with Nordstrom Media Network | Shop-Eat-Surf  Shop-Eat-Surf.com

Why gaming will be the next huge advertising channel - AdAge.com
Why gaming will be the next huge advertising channel  AdAge.com

Facebook advertisers can pursue class action over ad rates - Reuters
Facebook advertisers can pursue class action over ad rates  Reuters

The Pitch: Advertising and marketing news for 3.29.22 - RichmondBizSense
The Pitch: Advertising and marketing news for 3.29.22  RichmondBizSense

Microsoft Advertising: ETA deprecation, auto-generated remarketing lists and Audience Network updates - Search Engine Land
Microsoft Advertising: ETA deprecation, auto-generated remarketing lists and Audience Network updates  Search Engine Land

Facebook blocks Russian state media from advertising on the platform - The Verge
Facebook blocks Russian state media from advertising on the platform  The Verge

Brands Find TikTok a ‘Sunny Place’ for Advertising - The New York Times
Brands Find TikTok a ‘Sunny Place’ for Advertising  The New York Times

Apple Has Upended the Online Ad Market. Snap Is Just the Beginning of the Pain. - Barron's
Apple Has Upended the Online Ad Market. Snap Is Just the Beginning of the Pain.  Barron's

The Advertising Standards Authority releases a new Financial Advertising Code - JD Supra
The Advertising Standards Authority releases a new Financial Advertising Code  JD Supra

Lamar Advertising (LAMR) Q4 2021 Earnings Call Transcript - The Motley Fool
Lamar Advertising (LAMR) Q4 2021 Earnings Call Transcript  The Motley Fool

Why newsletter sponsorships are the future of targeted advertising - Marketing Dive
Why newsletter sponsorships are the future of targeted advertising  Marketing Dive

How You’re Still Being Tracked on the Internet - The New York Times
How You’re Still Being Tracked on the Internet  The New York Times

What explains the continuing appeal of Super Bowl advertisements? - University of Illinois Urbana-Champaign
What explains the continuing appeal of Super Bowl advertisements?  University of Illinois Urbana-Champaign

The Pitch: Advertising and marketing news for 4.12.22 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.12.22  RichmondBizSense

The Future of Digital Advertising Is About Context, Creative and Attention - Adweek
The Future of Digital Advertising Is About Context, Creative and Attention  Adweek

9 Good Reasons to Consider Out-of-Home Advertising - Entrepreneur
9 Good Reasons to Consider Out-of-Home Advertising  Entrepreneur

The Fastest Growing Video Advertising Platform Is Now CTV - Forbes
The Fastest Growing Video Advertising Platform Is Now CTV  Forbes

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