Advertising J - Chapter 2 Text Notes 42-43 the big power...

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Chapter 2 Text Notes √42-43 the big power struggle is about how the ad industry can adapt to the new technologies that you and I as consumers are willing and eager to use to gain more control over our information and entertainment environment (We like Facebook and YouTube, we do not like commercial TV viewing without TiVo or similar technology so we can skip ads we find intrusive and boring. Since you are part of the wired generation who grew up with the web, cell phones, iPods, etc. this creates opportunities for you in the ad business.) 44 ad industry is in ____ transition but the fundamental process of adv. remains the ____: _______.; often adv.ers struggle with whether to use traditional v. new media but the focus should be on the brand and what is the best/most efficient way to reach the target. AD industry is in constant transition Changes in technology, economic conditions, culture, lifestyles, and business always affect advertising and promotion effort fundamental process of advertising and the role it plays in organizations remains steadfastly the same : persuasive communications directed at target audiences !! Web and new opportunities to communicate are not important. Critical need to focus on the brands, its image and a persuasive, integrated presentation of that brand!! √44-49 five trends affecting adv. and promo industry -- gist of each of these sections (CCCC2) The “Undoing” of Agency Consolidation and Globalization. .or not? provides an enormous array of services to clients Problem with not all clients are impressed with the giant agencies. consumers can be “missing” out on the creativity that small shops can offer through the specialization of services. conflicts of interest when trying to go after new business advertising agencies are trying to do whatever it takes to keep pace with advertisers’ need in effectively reaching and communicating with target audiences. Media Proliferation, Consolidation, and “Multi-platform” Media Organizations Control of media and advertising dollars they attract has always been a driving force behind many media companies. a single company can own television stations that reach up to 45% of US households up from 35% The owning of multiple media companies Media Clutter and Fragmentation more ways to try to reach consumers that ever before new and increased media options have resulted in so much clutter that the probability of any one advertisement breaking through and making a real difference continues to diminish. turning to promotional tie-ins to enhance effect of advertising (e.g miller light chairs at superbowl)
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This note was uploaded on 05/23/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Advertising J - Chapter 2 Text Notes 42-43 the big power...

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