Over the last few decades, advertising has started gotten more and more influential. It has reached to the extent whereby the advertising industry has profited the world with billions of dollars. Marketer has then begun exploiting children as advertising tools. Children have been hired to be in the advertising campaign to catch the attention of publics due to their innocent and attractive physical appearance. Somehow, the advertising industry has emerged into youth driven market.
Because through advertising, every single person has evolved in terms of awareness of the brands, which earlier used to be an objective to achieve. Human beings, in general, have become specific towards their needs. We now, no more depend on others ' suggestions. Advertising is enough to affect our decision process. Every product which advertises is a brand for the
As technology has evolved so has marketing. Traditional marketing is fading at a rapid pace, and digital marketing is taking over. How does the 4Ps fit into the new age of digital marketing? Well like the saying goes, out with the old and in with the new. Everything evolves and so does consumers and their method of communicating.
Advertising not only informs us about what we ‘need’ and what we should purchase in order to fulfill that need, it also shapes who we are, who we are not and who we should be. The effects of advertising are not sitting on our shelves in the form of the products that we purchase but also within ourselves. Advertising has not only shaped consumer purchasing habits but has sunk deeper. The love-hate relationship consumers have with advertisers
We live in world where advertising is becoming increasingly popular each year. Advertising is the act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. (http://www.dictionary.com/browse/advertising ). Walker-Smith, President of the Marketing Firm, Yankelovich, claims we’re exposed to as many as 5,000 adds a day, an increase from about 500 a day in the 1970’s (http://www.cbsnews.com/news/cutting-through-advertising-clutter/). Since its popularity is increasing, there has been many types of advertising created, one of which is comparative advertising.
But then questions would come up such as “What could we do better?” or “What are they buying from us?” Previously, the advertising agencies acted as mediators between the customer and the media. In the future, you have to mediate between the customer and his many communication experts. What will be well received by the people? This is an old question that made flourish the subject research sector in the United States from the 1940s. Psychological methods of advertising research have been refined, criticized, celebrated and vilified ever since.
As stated by Killian and McManus, social media is dominating the consumer conversations as well as pop culture. The new developing consumer environment has resulted in brand managers seeking ways in which to promote their brands with minimizing the possible negative impacts. This transition into the digital age has come with several difficulties. The difficulties are suggested to be a reflection of companies not being accustomed to consumers having a platform by which they are able to express their thoughts in a mass medium (Killian and McManus, 2015). The early part of the 21st century came with an exponential growth in new media, this new media having two key characteristics, digital and interactive (Winer, 2009).
Statistics would suggest that the younger generation have a perfectly even consumption of online and offline media stating “23 percent reading papers and 22 percent going online for news”. For us to properly understand the dynamics of new and old media we must look at the advertisers and the consumers. According to this article “Despite increasing fragmentation of the market, advertisers have not found any suitable substitute for the exposure generated by traditional media.” They address the fact that the market is different and changing but like Taylor said “conventional media is far from dead”. Even during the recession in America traditional media did see a decline as did online media, but not to the same extent. It was due to overall advertisers watching their spending not necessarily customer disinterest.
Print, radio and television advertising are no longer the most important channel of marketing campaign. Today, consumers communicate in social networks and blogs, where peer reviews and recommendations are influential. Consumers are more likely to look for blog reviews and Amazon ratings and follow the like and dislikes of their friends via Facebook, Myspace and so on. (Agresta, 2010, p.8). Thus, social media marketing is implemented based on the effect of social capital among friend groups, and
In today’s digital age the customer is getting access to more and more information which he analyses before making a purchase decision. Today’s consumer is smart enough to ignore the sales pitches given by the traditional marketers. Content marketing takes a different approach to reaching out to the customers. Instead of pitching for the products or services it relies on delivering useful and relevant information which will increase the awareness levels of the customer. Let’s have a look at the buying cycle and where content marketing plays a role in