The rise of modern advertising in the past century has mainly been brought about by the advent of the Internet in the 1990s (Howe, et al), as well as improvements in the education sector which have enabled people to read and use modern types of equipment of information technology. Growth and expansion of the economic sector have also led to rise in demand for modern advertising. The emergence of new media, mainly extensive television, radio, magazine adverts and cable TV in the last century has equally led to new trends in advertising.
New internet advertising techniques like e-mail advertising or use of web-banners which are placed on 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 the content being viewed by a specific user on the internet. 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.
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 show, slideshow, and publicity for its rural promotion activities.
Public relations campaigns which focus more directly on enhancing 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.
Business-to-business vs. consumer advertising
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 the end user directly.
Applegate, Edd, and Art Johnsen. Cases in Advertising and Marketing Management: Real Situations for Tomorrow's Managers. Lanham: Rowman & Littlefield, 2007. Print.
Howe, Katherine, Judith Edelstein, and Mary L. Johnson. Understanding Advertising: History, Persuasion Techniques, Mass Media, Target Audiences, Ad Creation. San Luis Obispo, CA: Dandy Lion Pubns, 2000. Print.
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