Staff Writer: Carolyn Johnson
In 2006, Los Angeles advertising publication, Advertising Age made the bold announcement that the age of advertising as we know it is over, sparking people to pursue SEO classes Los Angeles and attend an SEO seminar Los Angeles. At Cannes, one of the most illustrious advertising award shows awarded its grand prize to not a television ad, but an Internet ad, for the first time. This seemed to mark a brand new era of advertising and summoned the demise of print. Many of the ads that won awards that year seemed to merge digital media, public relations and advertising into one organism.
Although we need not run to conclusions about the death of print, one thing is sure: there have definitely been several dramatic changes in the advertising and marketing worlds. One can say we are leaving the world of advertising and emerging into the world of engagement and interactive media; perhaps ads will become more consumer-personalized thanks to interactive media. These changes also require us to re-evaluate how we instruct students about advertising and marketing firms.
As new forms of digital media and technology continue to develop, new methods of advertising and marketing also develop right along with it. Therefore any top advertising agencyneeds to keep up with the fast-growing trends of website design companies Los Angeles, which are updated at an alarming pace.
Students of advertising and marketing need to understand how rapidly these changes are and how to adjust to them. They need to keep an eye on the “big picture” of marketing while also focusing on an integrated marketing communications plan. Students also need to recognize engagement as a concept.
Mass media outlets are rare nowadays, as the consumer’s attention is dispersed across many kinds of media outlets. One of the remaining forms of mass media outlets exists in the Super Bowl. Despite being massively watched by American viewers for decades, much about how the Super Bowl and its ads are broadcast have changed. Advertisers for the Super Bowl don’t simply film a 30-second spot and call it a day. Indeed, advertisers now use tactics to build a buzz before and after the game, using many digital platforms and interactive media. Thus advertisers need to team up with public relations experts and digital media experts to get the most exposure they can.
Advertising isn’t the only realm that feels a great shift in its base. Journalism has also experienced much change in its very core, especially with interactive media and new digital outlets and platforms. Such outlets rival the newspaper, to the point of putting newspaper production in jeopardy.
The one big challenge for advertising and marketing educators is to keep up to date on the very latest developments in integrated marketing communications. One cannot use outdated rules and processes to address a very up-to-the-minute digital phenomenon.
Integrated marketing communications campaigns are now often used by advertisers as a way to free up the media clutter that presents itself in digital and Internet advertising. The problem with universities and colleges as of 2010 is that old-fashioned methods are still being taught without acknowledging growing interactive media trends. The osmosis and sharing of knowledge is vital for the advertising world to grow and be productive. Indeed, according to a report and study from The Wall Street Journal, advertising agency executives are now focusing their filtering of prospective employees in favor of those who excel in integrated marketing.
Whatever happens in this industry, the drastic changes doesn’t herald the end of advertising. Rather, it is the end of an era that requires marketers and advertisers to change their methods to better serve the masses.