Advertising Isn’t Dead, But Marketing Is Changing
When reading the article Advertising Isn’t Dead, But Marketing Is Changing from an advertiser’s standpoint, you feel inclined to analyze the data and news presented to you. The author, Steven Perlberg, states that “All advertising isn’t dead. Just bad advertising.” This is a powerful statement, which can have multiple understandings. Because of the constant changing in media and technology, advertisers have to think smart when thinking how they will get their creation noticed. This varies based on which platform the advertisement will be shared on (and hopefully seen on).
When it comes to platforms such as television, Mr. Smith of vice media states that “the ubiquitous 30-second spot doesn’t work.” I agree with this wholeheartedly. Many viewers of television use commercial breaks to do things other than watch a commercial. Also, in this fast paced day and age, people will use a DVR or websites such as Hulu or Netflix to access their favorite t.v. shows and movies. A DVR allows you the option to fast forward through commercials. Hulu has little to no commercials, and Netflix includes no commercials or advertisements. Mr. Smith believes that product placement can be more efficient and affective. Product placement can be great if done effectively. It needs to be subtle, but not too subtle. It need to be obvious, but not too obvious. There have been quite a few examples throughout the years of this being executed well. I see it to be a great way to advertise, but only if it’s done correctly and not overdone.
“‘There’s going to be a consolidation in media,’ Mr. Smith said. ‘Only the strong survive.'” This final statement of the article left me with a lingering thought… This is a field where you have to work hard to understand what people want and you will have to adapt. As an advertiser, what once worked, will not always continue to work. If anyone wants to be an efficient advertiser, they will have to stay current with the times, trends, technology, and media. Thinking back to Mr. Smith’s final quote in the article: the weak do not survive and you have to work hard in the ever changing world of advertising.