HAWAIIAN

Keeping Up With Changes In Advertising

Advertising formerly followed a very predictable plan. The use of the newspapers, magazines, phone book, radio, or TV handled most advertising. Businesses were confident that most of America would see their ad in these places.

All that is changing. Polling reveals that people are reading newspapers and magazines much less than before. Many of them are now struggling to continue. Some have reverted to electronic versions only. People prefer ad free pay TV over the free networks. But even if they watch the networks, many channel surf during the lengthy commercial breaks, talk, or leave the room. In part this is because advertising seems to gobble up as much time as the movie or program itself.

This fact means that companies are less likely to use these mediums to advertise. The effect is that the media is further crippled and closer to the brink of extinction. According to recent statistics, newspaper advertising has dropped 18.7%; TV ads have declined 10.1%; radio advertising has decreased 11.7%, and magazine advertising has fallen off 14.8%. For the first time in decades a rapid and graphic change is occurring concerning our source of information.

Where then are companies investing their advertising dollars? Not surprisingly computer advertising has risen 9.2% and phone ads are up 18.1%. Personally I find phone ads irritating, invasive, and ineffective. Yet, as long as people are willing to call for a living, they will probably continue. Over 200 billion emails are sent every day and most of these are spam advertising which is more annoying than effective. On the bright side, innovative ideas like PPC (pay per click) have provided effective ads aimed at target audiences resulting in the rise in internet advertising.

Billboards are still an effective place for ads on the highway or in cities. Local papers and mail ads are used for local information. But with the dramatic changes in communication, getting a presence in the lives of potential customers requires imaginative innovation.

The secret of advertising is to have the important information about your goods or services before the people either to get them interested or readily available because they are interested. If this can’t be accomplished through traditional media, then the ad must be dropped. After all, they can’t afford to be a good ol’ Joe to keep the media going.

While many traditional places for ads are dying out,  Illinois Aerial Advertising or the airplane banner is actually growing in popularity. These large, concisely worded signs are flown repeatedly over sporting events or beaches. They demand to be noticed and the repeated passes inscribe the message into the people’s minds. It is especially effective when the product interests the wide variety of people found at these events.

For advertising to remain effective in this changing society will demand regular evaluation of what is working. The only way to stay effective is to be innovative. Of course, the greatest ad of all, and one that will never be replaced, is a satisfied customer.

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