Advertising issue
Name
Advertising
Enablers
1. The growth of multimedia supplies more chances of companies to promote their products. e.g. TV, Internet,mobile
2. The world become global which makes it easier for companies to market in other countries and easier for consumers to buy products and services from marketers in other countries. Also the advertising become useful in the global market.
3. In a market where many products are rather similar (i.e. commodotization), the brand can have a large effect on whether customers want to buy the product and what price they're willing to pay. So the advertisement on different Brands add more value to the companies' products.
Inhibitors
1. Regulation control the content of advertisement will limit the advertising development. e.g. some products are not good for people's health such as the cigarets or some products are promoted in devertising over their real affect such as some drugs which help people lose weight will advocate wrong living habit or have people exaggerated information. These factors will be harmful for people, so some givenments have regulation to control them.
2. The more channels for people to get more information will limit the advertising development. in the past people only source of information were other consumers, own experience or sellers information, nowadays the possibilities to get information on a larger scale is easier then ever before with the introduction of the internet.
3. Nowadays more and more people like watching the video on DVD which reduce the chance people watching advertisements.
4. As TV advertising can bring the companies' more benefits, they invest more and more money into it. Therefore there are large amount of advertisements when people watching TV program. Most of people Do not want to watch them when they do not want to buy this kind of products, and hate to disturb by them when they watch the interesting program.
Paradigms
In the old time, the majot way which people get the information of products is the TV advertising. With the globlization and information system, people have many other ways to get it which is a large challenge for the TV advertising. Companies like using TV advertising to promote their products which is much more expensive, and give large benefits to the TV suppliers. With the trend of information and Internet technologies, there are more channels for companies to promote, and will be needed to support the development of the modern technologies including Internet TV, IPTV and mobile TV. Also the future trend of advertising is to have more efficient and effective advertisements on TV which will bring people more information they need but will not let them to hate the advertisements.
Timing
1. August 28th, 1992: a ten-minute advertisement for suburban apartment housing broadcast by station WEAF in New York City .
2. 1948: the United States to recover from the Depression and World War II. At that time, the number of television sets reached the critical mass necessary to be considered a medium that could reach the masses.
3. 1960: the magazine concept dominated television advertising appeared.
Web Resources
http://www.inc.com/magazine/20050801/future-of-advertising.html