COMMUNICATION ASSESSMENT FILE
CHANGING TRENDS- NEW AGE ADVERTISING
CHANGING TRENDS- NEW AGE ADVERTISING
Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers, to purchase or to consume that particular brand. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, and billboards.
But the trends in advertising are changing over time. The competition is going tough day by day. Thus, marketers are trying to find out more effective ways to reach the target audience. But these changes have not occurred suddenly. There is a continuous growth in advertising trends with the passing time. While some old trends have been modified some new trends have evolved.
The old advertising trends indicate a very simple equation i.e. more people=more sale. In the previous years the marketers were concerned about reaching more target audience.
Advertising is changing its avatar. It can no longer run on the good old `buy my product' themes. Advertising is dead, `advertainment'" is the new mantra.
People who are sceptical about the future of advertising in India and predict its demise do not take into consideration that enterprises have a need to communicate with the public. Hence Advertising will continue to be a tool of communication.
Across time, we have been witness to big changes in advertising, from merely communicating a product or service, to highly sophisticated multi-dimensional and multi-channel strategies, and always with the same goal. Across time, we have seen a huge evolution of techniques and trends, products, strategies, media… The authentic “next big thing” comes with the advent of the Internet.
Advertising is a very powerful business. All by itself, advertising powers large industries such as television or print media, huge empires with thousands of employees and billions of dollars in revenues which constantly feed their tummies with money coming from the advertisers. Across time, we have been witness to big changes in advertising, from merely communicating a product or service, to highly sophisticated multidimensional and multi-channel strategies, and always with the same goal: to induce someone to buy or use that product or service. To achieve their goal, advertisers use different types of weapons with very different characteristics, ranging from pure carpet-bombing that guarantees the coverage of a large area, to highly precise snipers that allow them to hit a specific target right between the eyes and in the perfect moment to do so. Across time, we have seen a huge evolution of those wea pons, new techniques and trends, new products, new strategies, new media… How ever, as in many other industries, the really big change, the authentic “next big thing” comes with the advent of the Internet. And believe it or not, even though the Internet has been among us for quite a significant number of years, the change is yet to come.
With the rapid pace advancements and innovations in the world of today every thing has experienced disastrous changes and modifications. Be it eating habits, life styles, living standards, behavioral patterns, business or marketing strategies; every single entity has undergone some change with the passage of time. Means of communications have improved a lot. People no longer have to wait for long period of time to get answer to their mails. Any latest technological development becomes common to the entire world within hours. Few years back modes of advertisements were quite similar and known to the readers and customers. Newspapers, magazines, radio and TV were considered as the most powerful means of advertising. Entrepreneurs were quite confidant of the fact that these modes are...
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