The Ever Changing Characteristics of Marketing

Not long ago advertising was very predictable. Businesses and services would post their information in the Phone book, newspapers, magazines, on the radio, or on TV. They were confident that, depending on the business, most of America would see their ad in one or more of these media.

This is certainly changing. Newspapers and magazines are decreasingly the people’s source of information. Many magazines and newspapers are struggling to continue. Some have reverted to electronic versions only. Television programs are so bad that people would rather pay for ad-free cable or satellite. Even if they do watch them, no one is guaranteeing they don’t channel surf during the lengthy commercial breaks or leave the room. In part this is because advertising seems to gobble up as much time as the movie or program itself.

This fact means that companies are less likely to use these mediums to advertise. This only hastens their demise since advertising is often the major source of revenue. Check out these recent statistics: TV ads have declined 10.1%; newspaper advertising has dropped 18.7%; magazine advertising has fallen off 14.8%, and radio advertising has decreased 11.7%. For the first time in decades a rapid and graphic change is occurring concerning our source of information.

Where are companies advertising then? Not surprisingly computer advertising has risen 9.2% and phone ads are up 18.1%. Most people are more annoyed than grateful for telemarketer calls. Yet, as long as people don’t mind being crass, this will probably continue. Over 200 billion emails are sent every day and most of these are spam advertising which is more annoying than effective. On the bright side, innovative ideas like PPC (pay per click) have provided effective ads aimed at target audiences resulting in the rise in internet advertising.

Billboards remain a visible presence on the highway or in cities. Local papers and mail ads still arrive weekly. But for national exposure, a company will need to use innovative ideas to get their message across to an ad-saturated society.

The secret of advertising is to have the important information about your goods or services before the people either to get them interested or readily available because they are 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.

One unique method of advertising that continues to be popular is Arizona Aerial Advertising or the airplane banner. The message is flown over sports events or beaches. It demands attention in the sky and the repeated passes reinforce the concise message. It is especially effective when the product interests the wide variety of people found at these events.

For advertising to remain effective in this changing society will demand regular evaluation of what is working. The only way to stay effective is to be innovative. Of course, nothing replaces a satisfied customer as the best ad of all.