A Future of Marketing without Television Commericials
A Future of Marketing without Television Commericials
The growth of technology has dramatically changed the way in which marketers deliver their message to our homes. The development of the internet and interactive television has meant that TV commercials and print media are no longer the only main methods of advertising. This has led to the development and consideration of a number of new advertising techniques which perhaps are more suited to modern society. Keeping up to date is important to advertising agencies as it is their job to find the best way to expose the public to brands. This essay will look at whether the new marketing channels available will lead to the demise of TV commercials.
Bob Jeffrey, president of J.Walter Thompson has declared that conventional TV advertising is obsolete. He is followed by many others in the opinion that the future of advertising lies in the convergence of TV and computer. This will form a multifaced, interactive medium wherein old fashioned sales pitches simply wont work. Therefore the future of television will become increasingly in the hands of the viewer, allowing them to chose programme schedules and cut out adverts.
Nike have taken the first steps towards this merged television and internet approach. They created an advert in which a man is being chased, half way through the chase the advert stops and prompts the viewer to look at the web site for a choice of endings. Television networks feared that the advert would be so successful that viewers would actually leave the programme they are watching to visit the site. This caused many networks to refuse to screen it which in fact hints at the potential for success in this style.
Nike are not the only company to use the internet as a way of advertising. Increasingly more television adverts are followed by the companies web address. The theory behind this is that a television advert is the window to look into, whereas a web site allows you through the door. What this says is that the audience can not interact with the TV adverts but the web allows people access to a variety of menus, email the company, and receive specific information. In agreement to this Bob Herbold of Microsoft has stated that in the future “you will see more brands do good things for...