New media technologies have a great impact on today’s advertising industry.
First of all, there are multiple advertising platforms resulting from new media.
On one hand, there are more chances for advertisers to spread their advertisements to reach various audiences.
For example, at present, KFC advertisements can be found almost everywhere including TV, newspapers, bill boards, and internet to show its wide impact.
Traditional media such as newspapers and television are either space bound or time bound, while new media like internet and mobile phones span time and space.
Besides, what is another unique promotional strategy to the internet is the participation sites—chat rooms and blogs.
Some are constructed by companies to discuss their products, while some are established by individuals or groups to exchange their comments.
On the other hand, the marketing strategies might be more complex and the effectiveness might be uncertain as a result of so many platform options.
The platforms are growing in number, and the fragmentation of the media audience is also increasing.
It is a big challenge for advertisers to make right marketing strategies which vehicle they should focus on more and how in the new media environment.
Even some targeted audiences receive the advertisements, they might ignore them at once as there are so many fake advertisements on various platforms, especially internet and mobile phones, and they have already been tired of checking their accuracy.
Secondly, brand culture is another important effect on the advertising industry.
New media allow advertisers to communicate ‘with’ consumers rather than the traditional ones of talking ‘to’ them to build strong brand relationships more effectively.
However, the advertiser is faced with a big challenge of catering to diverse cultural groups in a global extent at the same time.
For example, “Kodak film and your family happiness” is a popular advertisement in China, while the American edition is “a picture of one boy holding ponchos in one hand, and the other standing on a sward with the statement: he just killed his last dragon”.
This difference is based on different cultural perceptions of ‘family’ for Chinese while ‘independence’ for Americans.
Therefore, advertisers should well understand distinct cultures to avoid taboos and make suitable advertisements for diverse cultural groups.
Thirdly, it is more convenient and efficient for advertisers in this new media age.
Previously, it always took a long time to illustrate advertising copies.
While in new media age, only with clicks of the right buttons, the copy is illustrated rather quickly.
Now old files can be kept in memory of the computer instead of filing cabinets under databases, which does bring in great convenience and efficiency to advertising industry.
Fourthly, advertisers usually create unnecessary wants and sponsor irrationality to consumers.
The story of advertisements made always involve magic, such as superman, gorgeous women, and extraordinarily effective products.
However, these ‘wonderful’ information are really unnecessary, even a waste sometimes.
First of all, there are multiple advertising platforms resulting from new media.
On one hand, there are more chances for advertisers to spread their advertisements to reach various audiences.
For example, at present, KFC advertisements can be found almost everywhere including TV, newspapers, bill boards, and internet to show its wide impact.
Traditional media such as newspapers and television are either space bound or time bound, while new media like internet and mobile phones span time and space.
Besides, what is another unique promotional strategy to the internet is the participation sites—chat rooms and blogs.
Some are constructed by companies to discuss their products, while some are established by individuals or groups to exchange their comments.
On the other hand, the marketing strategies might be more complex and the effectiveness might be uncertain as a result of so many platform options.
The platforms are growing in number, and the fragmentation of the media audience is also increasing.
It is a big challenge for advertisers to make right marketing strategies which vehicle they should focus on more and how in the new media environment.
Even some targeted audiences receive the advertisements, they might ignore them at once as there are so many fake advertisements on various platforms, especially internet and mobile phones, and they have already been tired of checking their accuracy.
Secondly, brand culture is another important effect on the advertising industry.
New media allow advertisers to communicate ‘with’ consumers rather than the traditional ones of talking ‘to’ them to build strong brand relationships more effectively.
However, the advertiser is faced with a big challenge of catering to diverse cultural groups in a global extent at the same time.
For example, “Kodak film and your family happiness” is a popular advertisement in China, while the American edition is “a picture of one boy holding ponchos in one hand, and the other standing on a sward with the statement: he just killed his last dragon”.
This difference is based on different cultural perceptions of ‘family’ for Chinese while ‘independence’ for Americans.
Therefore, advertisers should well understand distinct cultures to avoid taboos and make suitable advertisements for diverse cultural groups.
Thirdly, it is more convenient and efficient for advertisers in this new media age.
Previously, it always took a long time to illustrate advertising copies.
While in new media age, only with clicks of the right buttons, the copy is illustrated rather quickly.
Now old files can be kept in memory of the computer instead of filing cabinets under databases, which does bring in great convenience and efficiency to advertising industry.
Fourthly, advertisers usually create unnecessary wants and sponsor irrationality to consumers.
The story of advertisements made always involve magic, such as superman, gorgeous women, and extraordinarily effective products.
However, these ‘wonderful’ information are really unnecessary, even a waste sometimes.
For example, one beautiful slim woman shown in the advertisement, a large quantity of women chase for the product she shows to lose weight including many ordinary or even thin women, which probably results in a waste of time and money, and even cause indisposition and illness.
没有评论:
发表评论