Developments in the Field of Advertisement

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Table of Contents


DEVELOPMENTS IN THE FIELD OF ADVERTISING ................................................ 3

THE THREE PHASES OF ADVERTISING ..................................................................... 4

NEW METHODS IN MODERN ADVERTISING ............................................................ 5

THE IMPORTANCE OF CREATIVITY ........................................................................... 6

PUBLIC RELATIONS ....................................................................................................... 6

COMPETITION ................................................................................................................. 7

CONCLUSION ................................................................................................................... 7

REFERENCES ................................................................................................................... 9




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DEVELOPMENTS IN THE FIELD OF ADVERTISING

The advertising is not a new concept to human, this has been implemented ever since
people decide to sell product. Advertising gradually became popular because of its
affectivity and profitability that it produced to mankind. Advertising now is considered
an art, and this art has undergone numerous changes and gone through different phases
during the last several years. History prevails that advertising has always made its impact
on the product, service or any other object where it is implemented.

In the previous years when there weren’t not many look alike feel alike products
available in the market, there was no word heard as ‘advertising’, rather the term ‘sales’
was more often use. Manufacturers had monopoly in the markets and their sales were
pretty much guaranteed. People where content with the way things were going because
the targets were small and the markets were easily catered (McFall, 2004).

But then several manufacturers entered into the market, and competition started. This
competition became tougher and tougher everyday, and people started to think how to
retain a competitive edge with so many look a like and feel a like products in the market.
Advertisement’s age exactly starts from this era, with so many manufacturers offering
similar products, it was the need of the hour for the manufacturers to communicate that
their product has a competitive edge over the others in the market.

The very old kind of advertising was very odd, where people were paid to roam around
on a donkey cart with drum beats and parade and shouting about the products. This
phenomenon changed eventually because in this way many people were not addressed.
The art of advertising then progressed and providers started to write on walls about the
products, gradually time progressed and then came up newer ways to advertise. We will
be discussing this history and art of advertising that has been modernized by the
advertisers with the massive use of technology and other tools.




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THE THREE PHASES OF ADVERTISING

Advertising businesses officially started when marketing was evolved as a prime factors
for the company, products that were developed were once thought as complete product
without its marketing, but the perception have change over the years, about in the 1960s
decade, advertising became as one of the prime factor that contributed in the products
sale. According to analysts, advertising business has undergone three phases during the
past fifty years of its existence. The first phase was the period up to the sixties, when the
advertising agencies were functioning very well all around the world, famous among
them in those days were Lint as, known then as Lever's International Advertising Service,
D.J. Keymers and the representatives of Walter Thompson.

The second phase came when some of the industries experienced recession and the
industries that were in development phase witnessed a downward trend. During the
recession period almost every government imposes ban on the repatriation of foreign
exchange which forces companies to narrow down their sales and promotional budget,
this eventually hits the advertising sectors as well and forces many hard working
advertisers to pack up.

The third Phase of advertising is very good, this phase starts from 1990s, despite some
criticism over advertising, companies and advertisers worked out smart tools and
techniques to advertise products and services, now days there is nothing which has not
been advertised. People have been provided so many social media platforms, paper media
platform and electronic mediums that almost every one can sell his product through good
advertising techniques. The best thing about this phase is the availability of mediums.
There are so many ways where people can advertise their products and services.
Companies now do not spend a huge amount from their budget on advertising. Rather
they focus on more smart and effective advertising through professional advertising
agencies. There are several advertising agencies already present in the market, they
invent new innovate and creative ways to promote product within the specified budget. In
the modern phase amount spend on advertising is not as much effective as the method
used for advertising is.


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NEW METHODS IN MODERN ADVERTISING
Advertising agencies have now found new methods for advertising, with the entry of so
many television channels, targeting a specific segment of audience has become easy
when it comes to advertising. Social media evolution has changed the scene so much, that
even a smart boy at home can advertise better than some big enterprises. The
advertisement has advance so much that advertisers are not only the television channels
or newspaper front pages, but through the word of mouth.




This phase also has witnessed other changes in techniques especially due to the arrival of
innovative and imaginative new products that could match no other product in the
market. Today’s market is something where you cannot stand alone with one product, it
is just about the matter of time when some other company comes up with the same
product or even better product to offer, it is the right time where advertising comes into
play, if you have something that is different and unique than what is offered in the
market, you have to advertise this factor intelligently otherwise you will just be another
offer like several in the market (Mulvihill, 1951).

There were some fresh business graduates who entered in quite a large numbers into the
industry and were specialized in this field. This gave a great boom in the field of
marketing and advertising.

There are also an increased number of mergers in the industry. For some it was a
necessity to maintain their previous brand image through advertising, while for others the
affiliation provided new business and new clients to be able to address the mergers and
acquisitions.

One of the most important advantages of these developments was the increased level of
communication, and customer awareness that was created through new methods of
advertising.




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THE IMPORTANCE OF CREATIVITY
Until the advent of the third phase of the advertising industry, there were little or no
professionals to man the client service area of the ad industry. The third phase, however,
witnessed the entrance of trained business professionals

People with professional training from various countries, worked on creative department
of the industry, these people included members of ad agency owners who were sent out to
study the various arts used in advertising all around the world. Thus we saw the
development of the creative aspect of the industry, which is often regarded as its
backbone of advertisement in the modern era (Petley, 2002).


PUBLIC RELATIONS
Another field which is said to have branched out of the main advertising stream during
some recent years is public relations.

Though the field itself is said to have been existing since long, but professional public
relations started mushrooming around the world at a later time when people realized that
they can be benefited a lot from Public Relations (Leon, 2001). Today, beside the in-
house PR department of various organizations, there are companies, consultants or firms
now that are specialized in the field of image building and image enhancement of a
company, which eventually comes up a brand. This brand bringing up in the market
becomes very easy when the public relations of a company are very strong.

Separated form the main advertising stream in the seventies, public relations has made
itself into an industry worldwide and not only does it sell the image of a consumer
producing company, most of the political leaders worldwide now bank on their services
also.

Initially, both the advertising agency and the in-house public relations, generally who is
hired to project more of the chief executive's image than that of the company, worked
together, but now most of these works are divided between the in-house public relations,
the advertising agency and the public relation firm.


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COMPETITION
The industry has witnessed very stiff competition among its various aspects over the last
few years especially in the modern age of advertisement. People who are employed to
take care of the creative aspect of the industry usually stayed for years with their
employer, creative people of today spend less time with one agency before moving on.
The turnover rate is increasing as time goes by.

In the past, an advertising agency usually took care of all its client's needs, but that has
changed now due to arrival of many similar product offering companies, some of the
companies which tend to have diversified portfolios, distribute their advertisement role to
different agencies rather than giving them to one agency.

The smaller agencies that came into limelight too, with the evolution of social media
marketing, money scale does not matter that much, but what really does is the ability to
utilize your resources, innovatively and creatively. This is one reason that in the recent
years the intensity of the competition in the industry has increased so much, these days
when a company's main advertising account is given to its main ad agency, other related
small scale advertising and miscellaneous promotional jobs such as printing calendars or
diaries are giving to another agency which at times leads to three or more companies
offering their designing services free of charge in anticipation of getting the printing job.




CONCLUSION

Advertisement has emerge as a backbone to a product now, Companies rely so much of
advertising that at times the majority of the budget is spent on the advertising and
promotion sector. This has been only possible because of the figures that have proven the


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affectivity of advertising during the years. Advertisement has changed life of companies
over the years, and in the modern era where scale of advertising matters a lot with the
level of creativity, companies have to be really smart when they advertise their brand,
because through advertising they are not only positioning their brand in the market, but
also changing the perception in the minds of people about their product utilization.
Advertisement is very sensitive and it can affect the business a lot, therefore it is very
important that you master this art before implementing on your brand.




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REFERENCES

   Leon, Jose Luis 2001. "Mitoanálisis de la publicidad". Barcelona. Ariel, ISBN 84-
    344-1285-3
   McFall, Liz, Advertising: A Cultural Economy, Thousand Oaks, CA: Sage
    Publications Inc., 2004. ISBN 0-7619-4255-6
   Mulvihill, Donald F., "Marketing Research for the Small Company", Journal of
    Marketing, Vol. 16, No. 2, Oct., 1951, pp. 179–183.
   Petley, Julian 2002 "Advertising". North Mankato, Minnesota: Smart Apple Media,
    ISBN 1-58340-255-1




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Description: This is an analysis of developments in the field of advertisement