MEDIA ADVERTISING

Communications and Media Advertising

Communications and Media Advertising

Introduction

The advertising industry of the United Kingdom has been a very lucrative industry for the media agencies and firms in the 20th century. The advertising industry has been a major contributor to the national income of the United Kingdom economy. The change in the trends of advertising in the UK economy resulted much from the increase in digitalization and internationalization. The nature of advertising has changed considerably in the UK economy and has experienced a move towards online advertising. The UK economy is one of the leading economies of the 20th century with much of its success based on its advertising industry (Albert, A. & Reid, B., 2011, p. 8).

Advertising Industry of UK

The advertising industry of UK has seen considerable changes in the trend of its advertising operations and structure. The services offered by the advertising industry have also increased considerably to meet the changing needs of the customers. The advertising channels and the media coverage of the advertising channels have also increased considerably to reach large audiences in the economy. The major change that the UK media industry saw recently was the expansion of the industry in the non-traditional advertising mediums such as the direct marketing, public relationships, promotional campaigns and sponsorships within the traditional advertising mediums such as the newspapers, radio, television ads, internet, billboards, magazines etc. The change in the trend of advertising in the UK economy is being driven by three major forces including digitalization, globalization, and convergence. The changes in the trends of the advertising mediums have had significant effect on the manner in which the consumers interact with the media and access the different advertising channels. The advertising industry is also changing according to the changing needs of the customers in the industry. With the increased interaction ...