How Has Communication Changed Advertising

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CHAPTER 1: INTRODUCTION1

Background1

Rationale1

Research question2

CHAPTER 2: LITERATURE REVIEW3

Advertising3

One to One Marketing is the era of the Customer3

Future of communication4

CHAPTER 3: METHODOLOGY5

Research Design5

Literature Search5

Significance5

CHAPTER 4: DISCUSSION7

CHAPTER 5: CONCLUSION8

REFERENCES9

CHAPTER 1: INTRODUCTION

Background

Finding new customers is the most important challenge for a small business. Through publicity and promotion is creative, your business can attract new customers and generate profits. As small businesses, it is particularly important to spend the funds in an effective channel to target the customer that Company wants to acquire (Carpenter 2008).

Communication and creative advertising are two areas that are totally opposite to each other. It seemed appropriate to compare and analyze how advertising and communication could be creative as a communication tool. Indeed, we believe that advertising communication, is commonly used to extol the merits of a product or brand, and can bring added value to the communication (Callcott 2009).

Rationale

The purpose of advertising is to attract customers' attention and influence their behavior, usually in order to buy your products or services. It can be expensive, so it is important to ensure that you are sending the right message to the right audience. The complaint may be more credible than communication; it increases your visibility and has a relatively low cost but requires time and effort. The techniques of advertising can be as good as the appropriateness of graphics or involve targeted press releases, press information supplied, interventions and publishing articles is in the advertisement. Community participation in events is for sponsorship or to help charities that can generate a powerful return.

Research question

How has the communication changed advertising?

What changes has made in the advertising due to change in communication channels and advancements of social media?

CHAPTER 2: LITERATURE REVIEW

Advertising

Communication via ATL media are advertising and shocking to communicate traditional products or services focusing them on expensive media and mass as the case of television, radio, cinema, outdoor, newspapers and magazines (Bretl 2008).

However, communication via media is BTL advertise with forms of mass communication aimed at specific segments of the population and is developed for impulse or promoting products or services through which actions design is characterized by the use of high doses of creativity and surprise to the target audience for the campaign. Channels communications are Internet marketing communication, merchandising, events, and promotions (Brenner 2007).

One to One Marketing is the era of the Customer

The customer has become sophisticated, informed, and therefore more aware of it. Only companies that will prove able to build deep relationships and custom anticipating their needs and seeking his satisfaction will gain competitive advantage (Brehm 2006).

If your customer is satisfied, not only products, but more importantly, services offered, will be more difficult to compete with you, and anyone could compete easily leverage on price. Organizations that recognize the customer as an individual, focusing on relationships, stand out among others, attracted by the customer and getting more attention (Amitava 2007).

Through multiple instruments, we carry the message customized to each client and establish a direct route, fast and effective communication-market companies with a very low cost, comparatively speaking, ...