Advertising in the digital age

Advertising and Promotion

An Integrated Marketing and Communications Perspective.

Publisher:McGraw-Hill. John E. Beirnat, Printer: R.R Donnelly. 2004. 6th edition
ISBN:0072536764
9780072536768
Characteristics:779 pages, ; 28 cm.
Source:Own Library.

A once expensive book for a marketing course, Advertising and Promotion is a detailed read into the advertising world. As a long-time fan of Gruen, ABC’s show about advertising, I was interested to learn about the advertising world in more detail.

One of my favourite ads, the Apple promotion using elements from the novel “1984” by George Orwell.

The book is late enough to cover the effect of the Internet on advertising, but not social media, which was in its infancy in 2004. Facebook didn’t come into popular use until 2008. Much of the text is spent on using magazine and television advertising effectively. With streaming services over taking free-to-air television, new places to put ads need to be found.

Advertising and Promotion, front cover
Advertising and Promotion, front cover

The text discusses the then upcoming threat of PVRs (Personal Video Recorders) which allow viewers to bypass ads even easier than VCR (Video Cassette Recorders) do. PVRs allow the viewer to record whilst watching. If watching a show is delayed, the ads are bypassed until the viewer has caught up to the live broadcast. This is making the Nielsen ratings system more irrelevant. I think a better solution would be to utilise the PVR’s connection to the internet to send real time disidentified data to the surveyors.

Celebrity Sell Out in Japan

One interesting segment discusses how major celebrities including Meg Ryan, Brad Pitt and Demi Moore are happy to promote products in Japan but nowhere else. The movie “Lost In Translation (2003)” follows such a celebrity trying to make sense of the Japanese culture and direction instructions while making an advertisement for whisky.

I suspect the pay is enough to attract them and as Japan is culturally detached from their cinema market, some alternate exposure won’t damage their celebrity image.

Conclusion

An excellent book with much information still relevant today. Customers still have needs that require satisfying, and the way they search and decide what to buy will endure. It’s the advertisers’ job to help them to their client’s products and services.

Featured image by Leeloo Thefirst

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