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Advertising
From Wikipedia, the free encyclopedia

Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Advertisements are seen on the seats of shopping carts, on the walls of an airport walkway, on the sides of buses,and are heard in telephone hold messages and in-store public address systems. Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information.

Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements.

Advertising spending has increased dramatically in recent years. In 2006, spending on advertising has been estimated at $155 billion in the United States and $385 billion worldwide, and the latter to exceed $500 billion by 2010.

While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.

Garden
From Wikipedia, the free encyclopedia

A garden is a planned space, usually outdoors, set aside for the display, cultivation, and enjoyment of plants and other forms of nature. The garden can incorporate both natural and man-made materials. The most common form is known as a residential garden. Western gardens are almost universally based around plants. Zoos, which display wild animals in simulated natural habitats, were formerly called zoological gardens.

See traditional types of eastern gardens, such as Zen gardens, use plants such as parsley. Xeriscape gardens use local native plants that do not require irrigation or extensive use of other resources while still providing the benefits of a garden environment. Gardens may exhibit structural enhancements, sometimes called follies, including water features such as fountains, ponds (with or without fish), waterfalls or creeks, dry creek beds, statuary, arbors, trellises and more.

Some gardens are for ornamental purposes only, while some gardens also produce food crops, sometimes in separate areas, or sometimes intermixed with the ornamental plants. Food-producing gardens are distinguished from farms by their smaller scale, more labor-intensive methods, and their purpose (enjoyment of a hobby rather than produce for sale).

Gardening is the activity of growing and maintaining the garden. This work is done by an amateur or professional gardener. A gardener might also work in a non-garden setting, such as a park, a roadside embankment, or other public space. Landscape architecture is a related professional activity with landscape architects tending to specialise in design for public and corporate clients.

The term "garden" in British English refers to an enclosed area of land, usually adjoining a building. This would be referred to as a yard in American English. Flower gardens combine plants of different heights, colors, textures, and fragrances to create interest and delight the senses.

Flower
From Wikipedia, the free encyclopedia

A flower, also known as a bloom or blossom, is the reproductive structure found in flowering plants (plants of the division Magnoliophyta, also called angiosperms). The biological function of a flower is to mediate the union of male sperm with female ovum in order to produce seeds. The process begins with pollination, is followed by fertilization, leading to the formation and dispersal of the seeds. For the higher plants, seeds are the next generation, and serve as the primary means by which individuals of a species are dispersed across the landscape. The grouping of flowers on a plant are called the inflorescence.

In addition to serving as the reproductive organs of flowering plants, flowers have long been admired and used by humans, mainly to beautify their environment but also as a source of food.

Flower specialization and pollination

Each flower has a specific design which best encourages the transfer of its pollen. Cleistogamous flowers are self pollinated, after which, they may or may not open. Many Viola and some Salvia species are known to have these types of flowers.

Entomophilous flowers attract and use insects, bats, birds or other animals to transfer pollen from one flower to the next. Flowers commonly have glands called nectaries on their various parts that attract these animals. Some flowers have patterns, called nectar guides, that show pollinators where to look for nectar. Flowers also attract pollinators by scent and color. Still other flowers use mimicry to attract pollinators. Some species of orchids, for example, produce flowers resembling female bees in color, shape, and scent. Flowers are also specialized in shape and have an arrangement of the stamens that ensures that pollen grains are transferred to the bodies of the pollinator when it lands in search of its attractant (such as nectar, pollen, or a mate). In pursuing this attractant from many flowers of the same species, the pollinator transfers pollen to the stigmas—arranged with equally pointed precision—of all of the flowers it visits.

Anemophilous flowers use the wind to move pollen from one flower to the next, examples include the grasses, Birch trees, Ragweed and Maples. They have no need to attract pollinators and therefore tend not to be "showy" flowers. Male and female reproductive organs are generally found in separate flowers, the male flowers having a number of long filaments terminating in exposed stamens, and the female flowers having long, feather-like stigmas. Whereas the pollen of entomophilous flowers tends to be large-grained, sticky, and rich in protein (another "reward" for pollinators), anemophilous flower pollen is usually small-grained, very light, and of little nutritional value to insects.

Wedding Photography
From Wikipedia, the free encyclopedia

Wedding photography is a major commercial endeavor that supports the bulk of the efforts for many photography studios or independent photographers.

History

Like the technology of photography itself, the practice of wedding photography has evolved and grown since the invention of the art form in 1826 by Joseph Nicéphore Niépce. In fact, an early photograph, recorded some 14 years after the fact, may be a recreation for the camera of the 1840 wedding of Queen Victoria to Prince Albert. However in the early days of photography, most couples of more humble means did not hire a photographer to record the actual wedding itself. Until the later half of the 19th century, most people didn’t pose for formal wedding photos during the wedding. Rather they might pose for a formal photo in their best clothes before or after a wedding. In the late 1860s, more couples started posing in their wedding clothes or sometimes hired a photographer to come to the wedding venue.

Due to the nature of the bulky equipment and lighting issues, wedding photography was largely a studio practice for most of the late 1800s. Over time, technology improved, but many couples still might only pose for a single wedding portrait. Wedding albums started becoming more commonplace towards the 1880s. By then, the photographer would start including the wedding party in the photographs. Often the wedding gifts would be laid out and recorded in the photographs as well.

In the beginning of the 20th century, color photography became available, but color photography was still too unreliable and expensive so most wedding photography was still practiced in black and white. The concept of capturing the wedding "event" came about after the Second World War. Using film roll technology and improved lighting techniques available with the invention of the compact flash bulb, often photographers would simply show up at a wedding and try to sell the photos later. Despite the initial low quality photographs that often resulted, the competition forced the studio photographers to start working on location.

Initially, professional studio photographers might bring a lot of bulky equipment, thus limiting their ability to record the entire event. Even candid photos were more often staged after the ceremony. In the 1970s the more modern approach to recording the entire wedding event started evolving into the practice as we know it today.

Technology

During the film era, photographers favored color negative film and medium-format cameras, especially by Hasselblad. Today, many more weddings are photographed with digital SLR cameras as the digital convenience provides quick detection of lighting mistakes and allows creative approaches to be reviewed immediately.

In spite of diminishing film use, some photographers continue to shoot with film as they prefer the film aesthetic, while others are of the opinion that negative film captures more information than digital technology, with less margin for exposure error. Certainly true in some cases, it should be noted that exposure latitude inherent in a camera's native RAW image format (which allows for more under- and over- exposure than JPE) varies from manufacturer to manufacturer. All forms of RAW have a degree of exposure latitude which exceeds slide film - to which digital capture is commonly compared.

Currently however, it is fair to say that many professional labs have a greater capacity to provide services in post-production for film compared with digital[citation needed], such as quickly generate adequate prints in the event of some over- or under- exposure. This should change over time, with manufacturers like Kodak announcing a commitment to further develop streamlined services in the area of professional digital lab output.

Technology has evolved with the use of remote triggers and flashes. Wedding photographers are now able to take advantage of travelling light and having the ability to use creative lighting.

There are many business directories and many of these have moved over to the internet and away from printed format. Whilst not being a search engines, Business directories often have a search facility

Examples of these include:

* Yellow Pages
* Thomson Local
* Kellysearch
* Businessmagnet.co.uk - A well established UK Business Directory<
* Abol.com.au - Australian Business Directory
* AME Info

The term Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term Yellow Pages is now also applied to online directories of businesses.

To avoid the increasing cost of yellow paper, the yellow background of the pages is currently printed on white paper using ink. Yellow paper is no longer used.

The name and concept of "Yellow Pages" came about in 1883, when a printer in Cheyenne, Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead. In 1886 Reuben H. Donnelley created the first official yellow pages directory, inventing an industry. [2][3]

Today, the expression Yellow Pages is used globally, in both English-speaking and non-English speaking countries. In the United States, it refers to the category, while in some other countries it is a registered name and therefore a proper noun.

Yellow Pages (YP) are a print directory which provides an alphabetical listing of businesses within a specific geographical area (e.g., Greater Chicago), which are segregated under headings for similar types of businesses (e.g., Plumbers). Traditionally these directories have been published by the local phone company, but due to the highly profitable nature of the business there are numerous independent directory publishers. Some YP publishers focus on a particular demographic (e.g., Christian Yellow Pages or Business Pages).

Yellow Pages directories are usually published annually, and distributed for free to all residences and businesses within a given coverage area. The majority of listings are plain and in small black text, usually in the Bell Gothic or Bell Centennial typefaces. The YP publishers generate profit by selling advertising space or listings under each heading. Advertising may be sold by a direct sales force or by approved agencies (CMR's). Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks"). Advertising rates typically increase every year regardless of distribution or usage fluctuations.

In the United States, the predominant yellow pages are the RH Donnelley's DEX, Yellowbook, the AT&T Real Yellow Pages, and the Verizon Superpages.
Yellowbook Logo. Note the resemblance to the "Walking Fingers" logo.

In some countries, the familiar "walking fingers" logo is not protected as a trademark and may be used by anyone. This logo is used in varying forms by almost every YP publisher; however, there are companies that use it to imitate mainstream publishers. In Israel and the Republic of Ireland, the directory, although using the Yellow Pages logo, is called "Golden Pages".
Current Yellow Pages logo.

Business listings used for publication are obtained by several methods. Local phone companies that publish YP directories rely on their own customer lists and include business listings that are provided by phone service providers (CLEC's). Business owners that utilize phone services other than the local phone company (typically a Bell Company) should make certain that their information has been sent to the publisher for printing in upcoming directories.

Advertising in YP directories requires payment in full prior to printing or may be billed monthly over the life of the contract, which is usually 12 months. Typically, a sales representative will assist the customer in creating their ad design and provides a Proof Copy for review and approval. Advertisers should be aware that many contracts have automatic renewal clauses and require action on the part of the advertiser to end future billing.

Yellow Pages print usage is reported to be declining with both advertisers and shoppers increasingly turning to Internet search engines and online directories. According to a study by Knowledge Networks/SRI, in 2007, print Yellow Pages were referenced 13.4 billion times, while Internet Yellow Pages references increased to 3.8 billion, up from 2006’s 3.3 billion online searches. As a result most YP publishers have attempted to create online versions of their print directories. These online versions are referred to as IYP or Internet Yellow Pages. Independent ad agencies or Internet marketing consultants can assist business owners in determining sound opportunities for YP advertising and provide objective information on usage, possession and preferences.

[edit] Internet Yellow Pages

Online Yellow Pages are known as IYP or Internet Yellow Pages. On a broader scale they are known as vertical directories. There are consumer oriented and business oriented varieties. All providers of IYP offer online advertising. IYP's have largely formed as a result of yellow pages publishers needing to replace rapidly declining print revenue by chasing the migration of shoppers toward web-based information.

IYP offers listings differently than standard search engines. Where search engines return results based on relevancy to the true search term, IYP returns results based on a geographic area.[citation needed]

Studies by independent companies such as Nielson and comScore have shown that Internet Yellow Pages have a very slim percentage of total Internet searches. The majority, over 85% of all Internet searches, occur on the major search engines Google, Yahoo and MSN.

Advertising on IYP is typically available with numerous a la carte choices. These choices become small "individual sales presentations" which makes it easier for sales reps to sell large advertising packages. Advertisers should closely monitor any IYP ad programs to measure their ROI.

A newer version of IYPs are classified as local search directories which provide similar content with the added ability for customer reviews and comments for a listed business. The user advantage is that local search is not dominated by high paying corporate advertising. All services offer paid advertising options which typically offer preferred placement on search results pages.

[edit] Mobile media (local search)

The Yellow Pages are also available on mobile devices (such as mobile phones and GPS navigators) with static (embedded) and real-time (online) databases. The usage method varies (such as SMS, a WAP session, voice, or a dedicated application on the device), but usually relies on the input of the search keywords, and a return from the application with the points of interest.

This kind of yellow page query is more and more being referred to as a local search. Local searches are a growing area where marketing dollars are being invested due to the targeted and focused customer base it develops to the Yellow Pages advertisers.

Voice recognition is also being used in the interfacing; the Canadian Yellow Pages Group has commercially been using a voice local search "Hello Yellow" (in 2007 renamed "YellowPages411") since 2005, enabling one to find local businesses using only one's voice. In 2008 a multi-million pound stand alone advertisement was launched by Mother Agency. The campaign tells the story of the spoilt schoolboy Marcus, played by actor Max Gill, and his demands of Fresno (Normski) and Carrie (Catherine Bailey), Yell.com party organisers, which become increasingly bizarre.

In 2009, Yellow Pages asked Weebl to produce an ad for their online and mobile services, dubbed "118 24 7"[1]