Ad Cyclopedia
AdZyklopädie is an artificial word meaning encyclopedia for ads (Ads = Advertisements). The AdZyklopädie is a digital archive for advertising measures that digitally stores older and current advertisements and communication measures from various media - from consumer and trade magazines, daily newspapers, television, cinema, posters / out-of-home, Internet, info screen, digital signage , airport advertising , Radio and radio advertising. AdZyklopädie is used by advertising agencies, publishers of publications, magazines and newspapers as well as organizations to monitor sales success. “Advertising is a cultural asset ” is the AdZyklopädie motto.
history
Advertisements in publications are developed, designed and provided with text by creative people in the advertising agencies. Until the end of 1990, advertisements in Germany were only archived comprehensively by Stefan Rögener in his company AdFinder in Hamburg and by Maren Riepelmeier as part of the BBDO in Düsseldorf and offered to advertising agencies for research purposes. When creating new advertisements, it is important to know what previous advertisements for the current product from different manufacturers looked like and how the competition is currently promoting it.
In 1998, the AdFinder archive suffered from acute shortage of space. That is why advertisements have been digitized so that they can also be made publicly accessible on the Internet.
Until 1998, advertising campaigns could only be archived according to a single criterion. With the digital storage, a database was created in which various search terms can be researched.
A cooperation agreement has been concluded with the General Association of Communication Agencies (GWA) on future Internet use of the archive. In the same year the company AdVision digital GmbH was founded in Hamburg.
description
In the AdZyklopädie, print advertising can be viewed from 1947, TV advertising from 1970. It is difficult to penetrate the history of advertising further than 1947 because no corresponding collections for digitization are publicly available. More than 8.5 million advertising campaigns were archived at the beginning of 2017 and the 50 employees at AdVision are busy regularly recording around 1,500 current national and international titles in the field of consumer and trade magazines as well as 100 daily newspapers and 75 television stations - around 70,000 advertising measures per month. This makes the AdZyklopädie the most comprehensive archive for advertising measures in Germany.
With the help of the many stored characteristics, it is possible to determine the relative importance of a measure under various aspects such as dispersion, effect, costs and medium.
The archive can be searched on the Internet. In particular, it is available to advertising agencies and advertisers via a subscription for research purposes. In particular, the AdZyklopädie can be used to determine distribution and circuit diagrams as well as spendings (= advertising expenditure) of individual companies or industries for competition monitoring .
Search criteria
Information on the following areas is stored for the individual advertising measures, with the help of which the archive can be searched;
Industry, segment, product group, group, brand, product, date, media area, medium, advertising expenditure, design code, credits, slogans / claims, full text
The design code is used to categorize 700 creative or content-related aspects (with rubric, aspect, element), supplemented by details worth knowing, for example ADC ( Art Directors Club ) Awards, Cannes Lions or Clio Awards . Design code categories are architecture, food / drink, objects, geography, culture / art, landscape, people, plants / animals, sport / leisure, textures / typography.
The credits are recorded by the makers behind the advertising campaigns, such as the director, advice, cameraman, film production, etc. Slogans / claims are saved separately in the print advertising area.
The running text of print advertisements is included for full-text research . The editorial texts of magazines and daily newspapers are read and searched for the frequency with which certain products are named. The storylines are saved for a selection of TV and radio spots .
Reception in science and teaching
Graphics students and lecturers can access the data free of charge after registering. The content of the AdZyklopädie is used by professors of graphic design in scientific works.
Web links
Individual evidence
- ↑ Stefan Rögener Type Speaker
- ↑ AdForum Riepelmeier
- ↑ Advison Hamburg
- ↑ Inotec on AdZyklopädie
- ↑ w & v; Articles: Spots from the Web; Werben & Sell GmbH; Munich 3/2004
- ↑ w & v; Article: The memory of advertising; Werben & Sell GmbH; Munich 8/2005
- ↑ w & v; Item: Treasure Chest of TV Ads; Werben & Sell GmbH; Munich 9/2007
- ↑ Handelsblatt; Article: Everyone should have a turn; Verlag Handelsblatt GmbH; Düsseldorf 3/2009
- ↑ Red Box, Food & Drink; Article: Advision starts international service; New Business GmbH & Co; Hamburg 4/2009
- ↑ w & v; Article: Adcyclopedia is growing; Werben & Sell GmbH; Munich 6/2011
- ↑ GWA-AdZyklopädie shows Clio Awards
- ↑ Andreas Baetzgen and Lena Eulenhofer, The Man in Advertising, University of the Media, Stuttgart 2018
- ↑ Andreas Baetzgen: Context-based brand communication: an action-theoretic planning approach . Haupt Verlag AG, 2007, ISBN 978-3-258-07232-6 , pp. 79–.
- ↑ Moritz Gekeler: Consumer good sustainability: For the staging of new leitmotifs in product communication . transcript Verlag, June 2014, ISBN 978-3-8394-1950-2 , p. 231.
- ↑ <Christopher M. Schmidt, Advertising Communication in Business, Springer VS, 2018