Going Global: Advertising in the 21st Century

2823 Words Dec 1st, 2011 12 Pages
Going Global: Advertising In The 21st Century

Jeromy J. Clark

06/14/2011

In order to remain effective, the advertising industry has to adapt to changes and trends in society. Because of this, the general pattern of advertising plans will appear to essentially mirror their target market, or a specific group of people in that society, from the picket-signs of years ago to the high-tech advertisements of the 21st century. There are a number of factors that come into play, each affecting the other as well as changes and trends in groups of people in society. Some of these factors are the culture and values of the target market, their use of technological advances, their degree of communication and connectivity, and the economic
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Palmer bought ad space in newspapers at a bulk rate, and resold it to advertisers for profit. From there, more businesses sprang up to fill the need for an Advertising Service. "In 1890, Ayer became the first ad agency to operate as agencies do today— planning, creating, and executing complete ad campaigns in exchange for media-paid commissions or fees from advertisers." (Arens, Schaefer, & Weigold, 2009, p. 13) The onset of the Great Depression there was an extreme sales resistance in the overall population. "Daniel Starch, A. C. Nielsen, and George Gallup had founded research groups to study consumer attitudes and preferences. By providing information on public opinion, the performance of ad messages, and sales of advertised products, these companies started a whole new business: the marketing research industry." (Arens, Schaefer, & Weigold, 2009, p. 13) Advertising strategies then began to focus on the business brand, and what sets it apart from the others- the connotation being that its uniqueness makes it superior. This strategy worked well until the marketplace was filled with similar products claiming to be unique and better than the rest. Advertising in the 21st century is characterized by technological advances which are steadily pushing business boundaries toward a global economy. As technology becomes more advanced it becomes easier for people to communicate, and people are more connected to each other on an international (some prefer to use
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