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Modern advertising Essay Example

Modern advertising

ADVERTISING Question The rise of modern advertising in the past century has mainly been brought about by advent of the Internet in 1990s (Howe, et al), as well as improvements in the education sector which has enabled people to read and use modern equipments of information technology. Growth and expansion of the economic sector has 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 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 show, slide show 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.
Question 3
Business-to-business vs. consumer advertising
Business to business advertising targets other enterprises, companies or organizations

preview essay on Modern advertising
  • Pages: 3 (750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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