Most of the people involved in advertising and promotion will tell you that
there is no more dynamic and fascinating a field to either practice or study.
However, they will also tell you that the field is undergoing dramatic changes
that are changing advertising and promotion for ever. The changes are coming
from all sides clients demanding better results from their advertising and
promotional dollars; lean but highly creative smaller adagencies; sales
promotion and direct marketing firms, as well as interactive agencies, who want
a larger share of the billions of dollars companies spend each year promoting
their products and services; consumers who no longer respond to traditional
forms of advertising; and new technologies that may reinvent the very process of
advertising. As the new millennium begins, we are experiencing perhaps the most
dynamic and revolutionary changes of any era in the history of marketing, as
well as advertising and promotion. These changes are being driven by advances in
technology and developments that have led to the rapid growth of communications
through interactive media, particularly the Internet.
For decades the advertising business was dominated by large, full service
Madison Avenue type agencies. The advertising strategy for a national brand
involved creating one or two commercials that could be run in general interest
magazines, and some sales promotion support such as coupons or premium offers.
However, in today’s world there are a myriad of media outlers print, radio,
cable and satellite TV, and now the Internet comporting for consumers,
attention. Marketers are looking beyond the traditional media to find new and
better ways to commonicate with their customers. They no longer accept on faith
the value of conventional advertising placed in traditional media. The large
agencies are recognizing that they must change if they hope to survive in the 21st
century. Keith Reinhard, chairman and CEO of DDB Worldwide, notes that the large
agencies “have finally begun to acknowledge that this isn’t a recession we’re
in, and that we’re not going back to the good old days.
In addition to redefining the role and nature of their advertising agencies,
marketers are changing the way they communicate with consumers. They know they
are operating in an environment where advertising messages are everywhere.
Consumers channel surf past most commercials and brands promoted in traditional
ways often fail. New age advertisers are redefining the notion of what an ad is
and where it runs. Stealth messages are being woven into the culture and
embedded into movies and TV shows or made into their own form of entertainment.