Marketing and Advertising

Chapter 7: Advertising: Targeting and Strategies
Then:
Advertising and marketing strategies have not changed that much since the early 1700s. Benjamin Franklin printed the first American magazine ad in his General Magazine in 1742. Techniques like this are over 250 years old, but still remain popular in the marketing world because they are fail proof. The idea was that as long as people read magazines and newspapers then they will read the ads as well and be influenced to buy products.

Then radio became popular. After the first advertisement in 1922-WEAF offered 10 minutes of airtime for $100 which was bought and used by Queensboro Corp. for advertising real estate-radio advertisement started to catch on. People began tuning in and advertisers were buying more airtime.

Along with newspapers, magazines, billboards and radio came television. This was the beginning of cable TV advertisement and what is now the most popular form of marketing today. One of the first advertisements in 1941 was broadcast by NBC's WNBT. The ad was a TV spot for a Bulova watch that ticks for 60 seconds.

Many techniques that were being used early on were "bandwagon" technique which influenced people to buy products to be like everyone else. This was a concept of "jumping on the bandwagon". Another technique used was "glittering generatlites" which were words used to make a product seem positive and achieve instant approval from the view. For instance the words "Everyone wants..." at the beginning of the ad sells that everyone wants this product.

*All of these mediums used a broad type of advertising. Being that there were limited radio stations and cable channels it was more of a challenge to target a specific audience. As more stations went on air it became easier for marketers to advertise.

*Television still reigns supreme over the internet in marketing simply because it reaches more of the population.


Now:
The strategies  and techniques of advertising haven't changed just expanded.
Magazines, newspapers, books, comic books, radio and television all use ads, but now it is easier to target the desired audience through a larger variety of techniques using radio, cable and internet. For instance the only ads that play during Mickey Mouse's Club House on the Disney channel are ads for Pillow Pets and Barbie dolls. Just like most of the ads seen during a sports game are for men who like big trucks and beer.  Radio is the same way. Based on the radio station someone is listening to they may hear ads that are formed around that style of music.

Internet is one of the most effective tools advertisers use today to market their products. Targeting the desired audience is easy when using the internet because it uses IP address, location, cookies, history and other things that help determine what a particular consumer is interested in. For example if someone visits Amazon checking out a new Galaxy Tablet they may decide to wait on buying it. Later while visiting a completely different site like Facebook an ad will appear in the side bar for that same tablet. This is one way the internet uses cookies to advertise products. Another way marketers target audience is by location and IP address. This allows them to sell products based on where the consumer is from. If the consumer lives in California they may be interested in a new pair of trunks and some Ray-bans. If the consumer lives in Alaska they may need a new Columbia jacket.

*So the way marketers advertise hasn't changed from the past. Newspapers and magazines are still used to advertise because they work. Radio and cable are still used for advertising between programs because it works. As long as people read, listen and watch advertisement will remain in these forms.

*Today it is easier for marketers to target their desired audience through specific programs on radio and cable. And with internet today this makes for an even easier and efficient way to advertise by using location and personal interests of the consumer to determine products they may buy.


Later:
With more companies being created it raises the demand for advertising time. This means more companies are going to be taking up cable and radio air time as well as internet advertising. Even though television advertising is the most popular form of advertising today it would be no surprise
to see the internet become the most popular form in the future. And this could be because of a majority of the population "connecting" using their mobile devices and logging online daily. It could also be from the lack of tuning into radio and television programming.

With more people using their smart devices and connecting to the internet marketers will begin leaning towards more internet types of advertising. This is where the majority of consumers are going to be and where specific audiences can be reached by marketers.

*How will DVRs effect advertising in the future? I've wondered how DVR effects the advertisers when people are able to record their programming and skip over the advertisements or just pause the station when commercials come on live television and fast forward when the live show comes back on.

** I wouldn't be surprised if Buy N Large took over in the future. With the joining of companies and supply and demand of products, one big company is formed.






*Theme Concept
**Personal Thoughts