The Rise of Modern Advertising - Essay Example

New internet advertising techniques like e-mail advertising or the use of web banners which web banners and web pages have emerged in the last decade. In pixel advertising, the cost is calculated based on the number of pixels used while in contextual advertising the adverts are selected by programmed systems depending on content being viewed by a specific user on the internet.( Applegate, Edd and  Johnsen pg 17) Celebrity endorsements and testimonials are also used to advertise products and services along with covert advertising, which uses brand names or products in movies or TV shows. Other new methods include keyword advertising, blog advertising, and mobile advertising.

Question 2

 Colgate’s new ‘Smile’ campaign integrates social media and traditional advertising by linking online consumers to outdoor marketing actions. These efforts enable quicker interaction with consumers.

Colgate uses VAN; a mobile promotion station having facilities for screen shows, slide shows, and publicity for its rural promotion activities.

Public relations campaigns that focus more directly on enhancing the parent company’s image to stakeholders are also undertaken by the brand. This is done through major newspapers and magazines, and other media. These practices display the brands’ commitment to meeting their consumers’ needs.

Question 3

 Business-to-business vs. consumer advertising

Audience

Business-to-business advertising targets other enterprises, companies, or organizations to resell their products or services or use them in their operations whereas consumer advertising targets directly.

Media

 Business-to-business advertisings mainly use proposals, personal selling, and direct marketing while consumer advertising uses the internet, television, print media, and radio to reach their target groups.

Advertising techniques

Business-to-business advertising includes advertising for consumers at the national, retail, direct response, and end product levels whereas consumer advertising involves industrial, institutional, trade, and professional advertising.

 Google employs Business to business advertising through Google Ad Sense by advertisinSense the products and services of other companies and partnering with other social media companies like Facebook to advertise websites.

Question 4

 TV advertising has multiple benefits because consumers can see what the products being advertised look like and hear any audio messages that come with it. Many companies continue to advertise through TV because it’s more effective for people's time watching TV compared to other media like the internet (Howe, et al p67). It’s also more reliable compared to the internet which may be prone to connection breakdown.

Guinness is one example of a company that uses TV to advertise. This is done through TV commercials that use sports personalities whose pictures, videos, and words appear along with the messages. This is effective because they can easily reach the target audience, majorly sports fans who watch events on TV.

Question 5

 New newspaper advertising trends have emerged during the last decade. Most newspapers have faced stiff competition from digital advertising hence most newspapers have embraced online advertising, by having websites where readers can subscribe to and read online versions of their online magazines and placing their adverts on them.

Question 6

 On TV, the communicated message would combine the use of audiovisuals and movies displaying short detailed impressions of the restaurant on the other hand radio may involve the use of music and an acoustic message describing the facilities and services offered at the restaurant. Nice colorful pictures of the restaurant and descriptive messages can be put in both newspapers web giving customers details of their services and location. The messages have to be short and precise for TV and radio since paying for time slots is expensive but more detailed in the case of the web which is more spacious.

Question 7

  Advantages of advertising through print media

• Advertising through print media is that it is easily possible to reach specific target groups of people by placing your adverts in different sections of the paper or different types of magazines.
• Advertising in newspapers can be accessed at the consumer's leisure, unlike advertising on TV and radio which run on time slots.
• More so production changes can be made easily and fast to include a variety of advertising offers.
• Magazines are periodic and advertising messages are less price-oriented and more images oriented.
• Cosmetics and beauty care manufacturing companies like Nivea use magazines for their adverts which feature pictures, words, and detailed messages of explicit content ideal for target readers as opposed to TV commercials which are family-friendly.