Advertising and Media Final Essay
Advertising has been a traditional mode of communication between a business and its customers. It has served as a means of interaction for clients with the products and services of their favorite brands. Evolution of communication gadgets into the introduction of smartphones, tablets and other digital networks has revolutionized this industry. Particularly, the use of social media for dissemination of information about different services and products has received widespread acceptance by a large segment of the society. It has become the trendiest platform owing to its massive reach of people. Digital marketing has altered the traditional advertising model by enhancing the relevance, reach and speed for quicker message delivery and heightened the ability and scope of whistleblowers on consumerism concerns.
Digital network technology has triggered a paradigm shift in the advertising industry by making the knowledge of data, proficiency in technology and creativity mandatory for all stakeholders. Social media users leave an electronic trail of their preferences, and industry insiders have been forced to understand the right analytical approach to use in synthesizing such information (Benady). It has also become necessary for them to familiarize themselves with the different media platforms, their unique features and the type of clientele they attract. Such background checks are vital in deciding the context under which different product messages are framed for the audience. Fragmentation of the media has become common. Consumers are easily distracted from traditional media onto the new wave of internet-related platforms. The level of creativity is, therefore, higher to capture the attention of the viewers/users and maintain brand loyalty. Most parties have acknowledged the need for switching to the IT dominated forums because a large segment of the society is already plugged into it. Advertisers have also realized that people are often offended by unnecessary intrusions by pop-up advertisements. Ad blocker applications have been downloaded by millions of people to prevent the display of adverts on users’ browsers. It is evident that the modern consumer exerts more control over he/she can view. This complicates the work of various advertisers because they have been forced to produce shorter yet memorable commercials for a diverse population of online users.
An increase in the usage of the internet has heralded a rise in social media, which is a challenging prospect to already established advertising norms. For instance, television and radio ads of the bygone era targeted members of the public irrespective of their gender, race or family setting. They were general and could be listened to or watched by anyone. In contrast, the digital age has facilitated the need for relevance to specific groups of people. Social media users upload their profiles that offer greater insight into their personal beliefs, values, preferences, and opinions on a wide range of issues. Such information is easily accessible by members of the public and product manufacturers. It has, therefore, become necessary for such companies to customize their content to suit different niche markets. For example, advertisers would edit their content to reflect the ideologies espoused by online users.
Digital advertising has integrated emotional intelligence more often than in the past. The current generation of young people enjoys expressing their feelings on their Facebook, Twitter, Instagram and Snapchat posts (Espejo 27). It is a pattern that enhances the appeal of such platforms because users can draw inspiration from familiarity with other people’s experiences. Online surveillance of these activities has forced advertisers to make ads that are more expressive. The current commercials need to consider the feelings of the intended audience by stirring great passion for the product. The perspectives of the ads are anchored in different online researches done to ascertain the general feelings of the users on particular subjects. Advertisers access various metrics such as the number of clicks, likes and the duration spent on a certain topic to gauge the public mood.
Advertisers have adopted a narrative technique in their marketing presentations because people find such stories relatable and easy to remember. The content of various ads has become more personalized. The gist of the commercials is in the storylines that convincingly prop the brand. The era of directly stating the features and qualities of the products alone is long gone. Advertisements are nowadays based on a plot which defines the respective elements of the products. In fact, even the tone of the commercials has changed into a more sensitive nature for fear of offending the consumer. Publishers have become accustomed to aligning various advertisements to their select audience by maintaining a certain form of congeniality.
Digital advertising has also accelerated the rate of unleashing marketing material to the consumers. Millions of people are hooked to their mobile devices at any time during the day or night. Such users are always on hand to comment on events that unfold in any part of the world. As such, users have learnt to adapt to the changing global environment by providing traction of certain occurrences over others. Advertisements have been routinely released into the market at a faster rate to match this rising internet traffic. Companies have creatively become active in enjoining their products to prevailing conditions under respective hash tags. Particularly, the commercials are placed as complementary materials that articulate the objectives of different causes, which helps tap into the buying power of the various proponents of the issues. For instance, during the All Lives Matter movement in the US, different corporations participated in the development of an online public awareness campaign that championed the need for inclusivity and tolerance in the society. Such activism portrays their products as appealing to all types of people.
Online advertising has empowered consumers and companies alike to gauge the effectiveness of the commercials in real time. For instance, buyers can dissect different elements of the advertisement as soon as it has been uploaded to the internet. Owners of such commercials have also anticipated varying feedback from their clientele and have incorporated the use of more rhetorical questions (Torrance). This phenomenon was lacking in the earliest versions of similar ads, but its inclusion in the current phase is informed by the ever-inquisitive public who have a platform for criticizing or praising the advertisements. Commercials have therefore become more guarded in their wording and graphics to avoid connection to controversial issues happening throughout the world. Initially, they would be targeted to a specific audience within a known geographical location, but that changed with the advent of the internet. It has forced them to adopt a universal outlook whenever they release new material to avoid conflicts with other members of the global community. The fear of real-time feedback is a lingering concern for all advertisements.
The reach of the commercials has significantly increased over the years. Many people are interconnected using different social media groups which makes them potential targets for the different advertisements. Diversification of the contents is an emerging trend amongst the marketing companies because of the variation in consumer preferences associated with online users. Communication is an interactive process although digital networks have facilitated the use of a global language to resonate with the local population. It is a challenging feat that relies more on graphics rather than explanations about the greatness of the product. Online users have little time for non-interesting material and enjoy brief disruptions that contain captivating content. Such developments are revolutionary in comparison to earlier strategies used in the production of commercials.
Consumerism is the pooling together of efforts by governments, groups, and individuals to aid in the protection of consumers from unfair pricing and misleading advertisements. Social media is an invaluable tool that has emboldened the chances of consumers proactively assessing the veracity of the advertisements’ contents. In fact, people’s perceptions of consumerism being the responsibility of consumer advocacy groups have waned. Ordinary people have aggressively pursued this task by unmasking the discrepancies between the features touted in the advertisements and promotional materials against the facts. The internet’s global reach and low accessibility charges have created a powerful forum for rallying people against such malpractices. Most social media users have a network of friends whose quick involvement often provides the issue local, regional, national and international prominence (Jamieson and Campbell 38). Complaints of this nature would ordinarily be handled by the company and the individual. However, such issues are nowadays sorted out in the public domain on social media portals for all to see. Corporations are therefore more cautious because of the detrimental effect of a bad reputation which is mentioned on these online forums.
Television and radio enjoyed great airtime several decades ago as the main channels of communication. Uptake in the usage of the internet has greatly influenced the conversion of traditional advertising into an online platform. Prevalence of social media use has increased the rate of traffic on virtual networks. Advertisers have therefore remodeled their strategies to fit into the new paradigm. For instance, the speed of uploading promotional materials has increased because of the minimal shelf life associated with certain global events. The relevance of advertisements has also been in focus because social media users have diverse preferences. Their online profiles are a testament to the divergent needs of a large clientele base. Personalization of the commercials is a common trend nowadays in recognition of the values and beliefs of the global marketplace. It is also evident that the advertising industry has embraced the use of technology in its quest to maintain its relevance (Torrance). Digital marketing networks have become proficient in the scrutiny of online data to anticipate the market reaction for particular product features. It is however notable that social media has become the new platform for consumerism whereby a huge portion of the populace can be rallied to condemn or praise different aspects of a product. The forums’ ability for instantaneous feedback makes it appealing to consumers but worrisome to companies, especially after the revelation of sensitive complaints on a public portal. Social media has made advertising easily accessible and more creative.
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Benady, David. “How Technology is Changing Marketing.” The Guardian, 29 Sep.7 2014, https://www.theguardian.com/media-network/media-network-blog/2014/sep/29/technology-changing-marketing-digital-media Accessed on 5 December 2017
Espejo, Roman. Advertising. Greenhaven Press, 2010.
Jamieson, Kathleen, and Karlyn Campbell. The Interplay of Influence: News, Advertising, Politics, and the Internet. Thomson Wadsworth, 2006.
Torrance, Jack. “Rise and fall of the ad man: How Digital Technology has changed advertising.” Management Today, 26 April 2016,
https://www.managementtoday.co.uk/rise-fall-ad-man-digital-technology-changed-advertising/reputation-matters/article/1392336 Accessed on 5 December 2017
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