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Though the landscape of television and communications is changing rapidly, the industry is not slowing down. In fact, it is an increasing industry, especially in the areas of content marketing, social media and public relations.
There is an increasing number of channels on television, as well as many programs being produced exclusively for the web. This means that, while there may be less of a concentration of jobs, they certainly will still be available. Advertising is also likely to increase; not only in traditional formats but also in new ways, such as affiliate marketing for web-based productions. So, while we might see a visible shift in the way television is made and monetized, with less centralization, it is safe to assume that the industry will continue to grow.
Corporate communications is also a booming industry. Not only do customers expect more from businesses and companies and expect them to react to criticism quickly, but they also demand more and more information. Consumers are taking an increasing interest in the ethics and morals behind what they consume and a business must respond with advertising and marketing accordingly.
With the influx of social media, criticism and complaints are now commonplace and very public. An efficient response to such matters is imperative and this is only likely to continue, as more people become connected to the internet.
The final and most important facet of the future of communications is that everybody who wants to own a business will have to have a knowledge of how to conduct themselves in the public forum. A savvy public demands that even a small business will need to maintain a reputable profile. In a world where bad reviews of anything are readily available online, understanding the importance of this is crucial to surviving in the digital age.
Marketing is a multi-million dollar industry and, as the world becomes ever more mediated, it shows no signs of slowing down. At the most basic level, marketing is communication between a business and the consumer. However, its goal is more complex and this communication is framed in such a way that it persuades an individual to buy the products and services offered by the business. But can you market anything? Even things that people don’t want? The short answer is yes!
Cigarettes are the famous example of a highly successful marketing campaign. At the turn of the twentieth century, very few women were smokers. An advertising campaign, which took the form of women smoking at a parade in America, rocketed the sales; even though cigarettes are unnecessary and, in theory, most people wouldn’t want to buy them. That is, of course, until they become glamorised through clever marketing.
It is not just products themselves that can be marketed, but whole lifestyles and behaviours. Health, political ideas, ideologies and life practices can, and have, all been the subject of marketing campaigns in the past. Millions are spent by governments and organisations, not to promote a product, but to promote an idea, party or person.
Of course, things are never that black and white. While it is possible, in theory, to market anything, it doesn’t always pay off. Many marketing campaigns fail, even if they are very good. You have to fill a gap in the market. If something is already filling that gap, or people don’t believe that they need that product, then the task is much harder. The reason cigarette campaigns work so well is because they are advertised as stress-busting and sexy; who wouldn’t want to feel less stressed and more beautiful? So, find your niche and you really can market anything.
Though the rise of the internet and social media has slightly shifted the paradigm of advertising, television is still the most influential medium for reaching large numbers of people. Another benefit of the television is that it reaches all demographics; the internet is used much more by young urbanites than the older generation and thus has market limitations.
Thus is the power of TV advertising that it has changed very little since its début in the 1950’s. Though the industry has rapidly expanded due to the increasing number of channels on television. How much you pay for an advert will vary dramatically depending on a number of variables. Due to time limitations, you will often pay by the second for a television advert and, therefore, keeping an advert short can reduce costs. The time slot and show in which you want your advert to be aired will also greatly influence the cost. An advert to be aired at 2am between an all night game show is going to cost considerably less than one broadcast in a popular show on Saturday night prime time television.
However, airing an advert in a cheaper time slot may not always be to your detriment. To maximise the efficiency of your advert, it’s always wise to consider the viewer demographics at a particular time. Adverts shown late at night or in the daytime, when viewing figures tend to be lower than in the evening, may be more beneficial for those advertising alcohol, gambling or products with adult themes.
One way in which the industry has had to adapt for the modern era is through monetizing catch up services. Many individuals now watch television at a later date or on demand, and they often skip the adverts when they have recorded something using a cable box. This is problematic, as people are still paying for the commercial adverts, but fewer people are seeing them. Many have tried to increase their reach by showing adverts in catch up services, which cannot be skipped to increase exposure.