History of Technology Use in Advertising Essay

3412 Words 14 Pages
Introduction: Chapter 1

1.1 Why is it important to ask this question?

It is sometimes easy for consumers and advertisers to forget, but advertising involves a whole ecosystem of creativity, copywriter and art director, planners and Creative Directors, affiliates of the brand, via a plethora of other professionals – and professions – in order for an idea to come to life and hit our TV screens, radio waves, and any other medium available. With a perpetual flux of new technologies, media and ways to market brands, it becomes increasingly important for Creatives to understand their impact on the ways they can affect, and enhance, the creative process in advertising.
For industry veteran David Ogilvy, as for hopefully most
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New technologies can enable advertisers to target their audiences not only as a whole, but in segments, each creative strategy specifically catered to the different particles that make up the audience.
Digitization has enabled brands, as well as advertisers, to quantify the successfulness of an advertising campaign. The amount of clicks received, log-ons entered, credit card details filled out, or even stars rated on the back of an ad campaign can all determine how effective a creative idea has been. The implications of this very specific knowledge are that marketing strategies can more quickly adapt, improve and react to audiences, and advertising agencies can be applauded for the success of their creative output. Similarly, if the campaign flops, a brand can quickly drop an agency, or an agency can oust a creative. To this end, understanding how new technologies will affect one’s creativity becomes critical to one’s livelihood.

1.1 A brief history

The individual, and the industry as a whole, needs to understand and embrace new technology, as the latter is contingent on – if not synonymous with – advertising and its constant strive to reinvent itself. Using the 20th century as a starting point, it is obvious that the relationship between advertising and technology has been a consistent, and at times bitter, one. Consistent, because from popular press all the way through to the latest iPad ‘App’, advertisers have engaged…