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[A284]Advertising Industry In India

by Search For Classes, Sea

Advertising is one of the few industries that not only acclimates to changes in public perception but institutes them as well. What we as a population purchase is often more a reflection of what's sold to us than what we want or need. In fact, it's the perception of need that drives the advertising industry.

If the average person performed an analytical cost/benefit analysis on the purchase of a thinner phone, a faster computer or the latest pair of sneakers, savings accounts everywhere would be earning low interest yields on much more substantial nest egg. Unfortunately, analytical thinking has no part in our collective conscience when it comes to making purchases, at least for the average consumer. Instead, we are readily convinced of which new songs we like from a very limited pool of easily accessible offerings. We are told which styles of clothing are in and which are fashion suicide. We are bombarded with messages aimed at providing us with the knowledge of how we are supposed to think, feel, act and most of all, consume.

Colleges are teaching the same fundamentals of demographics, recognition, repetition and visual appeal that have been a hallmark of marketing for print, television and to a great degree radio since the 1950's. The biggest change between that time period and the one in which we are currently living isn't found in academia, but instead in the tenants that mark our modern world.

We buy what is sold to us because we need to belong, because we want the best, the fastest, the cheapest, the latest or the most unique. We buy out of the need to keep up with the Jones' and then buy to set ourselves apart from them. We buy with purpose while claiming indifference. Successful advertising and marketing offers a reflection of how we feel today, and while it may prey upon our fears or speak to our vanity, it only reflects the importance we place on our inner feelings. Perhaps that's why advertising is always evolving, to meet the needs and expectations of a society that is constantly in a state of change.

There are four very influential inventions that have shaped the media and thus the advertising industry - the printing press, radio, television and the Internet. The printing press made the wide dissemination of information with words on paper possible, mainly advertisements in newspapers and magazines. Selling material had to be created and advertising agencies were born.

The first advertising agency, Volney B. Palmer, was opened in Philadelphia in 1841. By 1861 there were 20 advertising agencies in New York City alone. Among them was J. Walter Thompson, today the oldest American advertising agency in continuous existence. Radio became a commercial medium in the 1920s.

For the first time, advertising could be heard, not just seen. Soap operas, music, and serial adventures populated the new medium, and as radios appeared in virtually every home in America, sales of products advertised on the air soared. Advertisers rushed to write infectious advertising jingles, an art form that still has its place in the advertising repertoire of today.

Then television changed everything. Although TV was invented in the 1920s, it didn't become a mass commercial medium until the 1950s when the prices of television sets began to approach affordability. Print and radio had to take a back seat because, for the first time, commercials were broadcast with sight, sound and motion.

The effect of the telvesion on the advertising industry and the way products were sold was remarkable. Advertising agencies not only had to learn how to produce these mini movies in units of 30 and 60 seconds, they had to learn to effectively segment the audience and deliver the right commercial message to the right group of consumers.

Cable television was the next great innovation, offering a greater variety of channels with more specific program offerings. That allowed advertisers to narrowcast. Before the advent of cable television, the networks attempted to reach demographics by airing at different times throughout the broadcast period. Soap operas were broadcast during the day to reach women, news in the evening to reach an older target audience.

Cable television, on the other hand, brought with it channels like MTV that catered to young music lovers, ESPN, for (typically) male sports fans, and the Food Network, for people who love cooking (or at least love to watch others cook). These new advertising channels were delightful for advertisers who wished to target certain audiences with specific interests, though less so for the networks who saw their share of ad revenue dwindle.

Article Source : Advantages Of Directory Advertising

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Search For Classes has sinced written about articles on various topics from Advertising Guide, Marketing and Education. . Search For Classes's top article generates over 6600 views. to your Favourites.

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