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The producers and distributors of goods and services often compete for the loyalty of the existing buyers. A business cannot be successful if it does not attract and retain loyal consumers. This calls for strategic and consistent advertising.
When companies notify consumers about new products they are advertising. When companies tell consumers about new features of a product or recent changes they are advertising. Advertising can be defined as the system that promotes products – goods and services to the willing consumers. It aims at building people’s attention towards the products and service on sale. Excellent advertising translates into improved sales and the resulting profitability of companies (Petley, 2004, p.4).
Modern advertising and the media landscape in 2011
The marketing business is more difficult in 2011 than it has been in the previous years. This is because of the growing knowledge by the population that consumes the existing products and services. The stiff competition existing between providers who deal in the same goods and services completes the factors. Advertising agencies and marketing teams today makes use of the cheap methods of advertising through the print and audio media.
The advances in technology have aided the development of advertising business to a new dimension in the recent times. The vital problem of modern advertising has to do with too much clutter and the creation of adverts that become detached from peoples conscious needs. The quest to make more in order to convince has caused some businesses to suffer substantial losses in advertising expenditure. Modern advertising has moved from just focusing on the products to the entire media programming.
Modern advertising has become bigger than just being part of the atmosphere. Advertising has grown to be the atmosphere itself. It has become a popular world culture. The entire marketing industry structure got rebranded. The present selling machineries are more focused at getting to the target customers than before. The world of marketing got revolutionized by the concept of emotional branding.
The aim of advertising today does not have to do with product placement in the market. Modern advertisers’ goal has to do with filling the gap in every customer. Relevant advertising approaches today are those that appeal to the five physical senses of every customer. There is a shift from just creating brands to building brand movements.
The methodologies used have to be comprehensible and elegant. They should be able to create devotion and loyalty among the consumers. The language used must be relevant and effective. It must represent the implied needs of the target customers. It must not ignore culture and other coded structures.
Impact of modern advertising on culture
Modern advertising and the amount of media it gets are wrong in one way or the other. Pressing to raise loyal customers is like creating a cultic movement.
Sooner or later, the customer’s begin to feel let down and cut out. It is not sustainable. The impact this amount of media has on kids and the social philosophy is worrying. Advertising robes kids of basic cultural values such as hard work, integrity and vision. The sensual language most of the adverts use and the images they assume are a powerful damage to cultural practices and ideals.
Modern advertising managers and agencies will do well if they consider the inherent needs of the customers. The adverts must not ignore customer’s culture.
Petley, Julian. Advertising. Minnesota: Smart Apple Media, 2004. Web.