Are we facing the end of advertising
as we know it?...
T
he dominant form of advertising used by the majority of companies in most countries appears to be that of the advertising format developed by practitioners in the West during the 1950s and 1960s. At the beginning of the 21st century, are things radically different?
The communication industry is itself, not only on a national but also on a global scale, undergoing great changes, currently being that these changes are the challenge that advertisers face.
The most important reason in this changing world of advertising is the Internet, which has turned into a dominant social medium, calling into question many of the principles on which traditional advertising is based.
“Whereas “old media” cast content at the center, new media is about the user, giving them control of what they digest and how they digest it. In the new media universe, organized chaos is the rule and conversations are the kingdom´´ (Vogt & Knapman, 2007).
The World Wide Web has also played an important role in the economy´s globalization, with the increase of the competition all over the world as a consequence of that process, and converting traditional marketing is not only less effective, but also more expensive.
As a consequence, an explosion of advertising methods has taken place, causing some fear in advertising managers about the unknown.
This fear and other events, like the overload of information faced by the audience or the need of connectivity that people appear to have, make the traditional method of word of mouth - which is characterized by its checked efficiency - as the new strategy for informing and persuading customers. According to Dr. Gregory Nylasy, a professor from t ...