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Marketing is Ever Changing

Aerial Advertising

Advertising formerly followed a very predictable plan. The phone book, newspapers, magazines, the radio, or the TV were the major ways to get your name known. Businesses were confident that these were read or watched and, therefore, their product would be known by the populace.

But today this is changing rapidly. Polling reveals that people are reading newspapers and magazines much less than before. Many magazines and newspapers are struggling to continue. Others have discontinued the printed version and are available only online. People prefer ad free pay TV over the free networks. If people do watch the ad-saturated networks, many surf during the advertisements or simply leave the room. In part this is because advertising seems to gobble up as much time as the movie or program itself.

Therefore, companies are not using these media for advertising as much. Since advertising is often a major source of income, this only further cripples the business. According to recent statistics, newspaper advertising has dropped 18.7%; TV ads have declined 10.1%; radio advertising has decreased 11.7%, and magazine advertising has fallen off 14.8%. These are major drops and reflect the shift in our source of information.

Where then are companies investing their advertising dollars? Computer advertising, in the same period, has risen 9.2% and phone ads 18.1%. Personally I find phone ads irritating, invasive, and ineffective. Yet, enough revenue is generated to keep them going. Over 200 billion emails are sent every day and most of these are spam advertising which is more annoying than effective. On the other hand, innovations like pay per click have produced focused ads for target audiences thus causing successful Internet advertising to increase.

Billboards are still an effective place for ads on the highway or in cities. Local papers and mail ads still arrive weekly. But with the dramatic changes in communication, getting a presence in the lives of potential customers requires imaginative innovation.

The secret is to interest new customers with their ads or have available their information to those already interested. After all, if the newspapers, magazines, and TV are not attracting customers, then the ads are not cost effective. After all, companies can’t run ads simply to keep the magazines and newspapers going.

While many traditional places for ads are dying out,  Florida Aerial Advertising or the airplane banner is actually growing in popularity. These large, concisely worded signs are flown repeatedly over sporting events or beaches. They can’t help but be noticed and the multiple passes assure the message, though brief, is etched into the minds of the multitudes. Banner ads are especially effective when the product or service appeals to a wide range of people who would be at these events.

Good, effective advertising will have to keep one finger on the pulse of our rapidly changing society. Innovation more than tradition will win the day. Of course, the greatest ad of all, and one that will never be replaced, is a satisfied customer.

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This entry was posted on Saturday, December 19th, 2009 at 12:20 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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