In a capitalistic society fueled by consumerism, advertising is becoming more and more important to the success of a business. Without it, a company would lack public awareness and would not be able to compete with other companies who are actively promoting themselves. Therefore, our modern society is cluttered with a plethora of media messages.
In the past few years, I have given up cable television because, like most people, I hate being bombarded constantly with commercials. I mean, really. Turn on your television now and compare the amount of time dedicated to advertisements and the amount of time featuring the content you actually want to watch. According to TNS Media Intelligence, an hour-long television show is 36% advertisements.
I think that most Americans are fed up with advertisements. They are an annoying interruption that distracts us from the program we are watching. By the time the commercials are over and the program returns to the screen, you forget what it was you were watching.
Why would one subject themselves to these constant annoyances when there are so many other viewing options nowadays? Netflix, On Demand, Hulu, and premium television have changed the face of program viewing. Also, one can access nearly any television show through free online streaming websites such as TV Links. These options have reached out to exasperated television viewers and subsequently have put advertisers in a rut. If people are not watching television, how are these messages supposed to reach consumers?
Yes, these options have made advertising more difficult. But it has also forced advertisers to become more creative in their attempts to sell a product. In general, I believe it has made the job of a strategic communicator more interesting. They have to create ads that are truly entertaining in order to engage their viewers. They must brainstorm the perfect message that will remain salient in consumers’ minds. They must conduct careful research on their audience and figure out what would be most stimulating and persuasive to their ideal customer. The process takes more thought and talent now.
What interesting advertisement techniques have you seen used recently?