Advertising Past and Present Paper - 1
Advertising Past and Present Paper
MKT/447
July 20, 2012
Advertising Past and Present Paper
Introduction
Advertising is considered as a nonpaid platform to communicate the target customers about the products and services (Hill, O 'Sullivan & Hill, 2003). There are different tools and tactics that are used in advertising. It is true that over the years, the form of advertising has changed in a dramatic manner. Taste & preferences of target market have changed that resulted into the alterations in the advertising patterns. Print advertising before 1970 was different in comparison to the present form of print advertisement. I have selected print advertisement of Coca Cola. There will be a discussion of target market, changes in advertising, impact of social, cultural and ethical issues.
Target Market
Target market plays a vital role in the success or failure of print advertising that if not considered effectively can result in a loss of valuable resource and time. Before 1970, the expectations of customer were not so modernize, but after 1970, a dramatic shift in the demands and expectations of target market has changed. In past print advertisings, target market generally comprised of specific age group, gender and occupation (Lancaster & Reynolds, 2005). Nowadays, print advertisements are generally oriented towards people of all age group, gender, race and occupation.
In past form of print advertisements, the focus of marketers was mainly to target a particular group. In present scenario, target market is selected on the basis of all key factors like geographic, demographic and psychographic. Before 1970, the target market for Coca Cola was mainly youth (Hill, O 'Sullivan & Hill, 2003). After 1970, the target market for Coca Cola has changed to every age group people.
Print Advertisement of Coca Cola in 1964 (Magazine Ads, 2010).
Print Advertisement of Coca Cola 2009 (Coca Cola Open Happiness, 2010)
Advertising Changes
As a trend
MKT/447
July 20, 2012
Advertising Past and Present Paper
Introduction
Advertising is considered as a nonpaid platform to communicate the target customers about the products and services (Hill, O 'Sullivan & Hill, 2003). There are different tools and tactics that are used in advertising. It is true that over the years, the form of advertising has changed in a dramatic manner. Taste & preferences of target market have changed that resulted into the alterations in the advertising patterns. Print advertising before 1970 was different in comparison to the present form of print advertisement. I have selected print advertisement of Coca Cola. There will be a discussion of target market, changes in advertising, impact of social, cultural and ethical issues.
Target Market
Target market plays a vital role in the success or failure of print advertising that if not considered effectively can result in a loss of valuable resource and time. Before 1970, the expectations of customer were not so modernize, but after 1970, a dramatic shift in the demands and expectations of target market has changed. In past print advertisings, target market generally comprised of specific age group, gender and occupation (Lancaster & Reynolds, 2005). Nowadays, print advertisements are generally oriented towards people of all age group, gender, race and occupation.
In past form of print advertisements, the focus of marketers was mainly to target a particular group. In present scenario, target market is selected on the basis of all key factors like geographic, demographic and psychographic. Before 1970, the target market for Coca Cola was mainly youth (Hill, O 'Sullivan & Hill, 2003). After 1970, the target market for Coca Cola has changed to every age group people.
Print Advertisement of Coca Cola in 1964 (Magazine Ads, 2010).
Print Advertisement of Coca Cola 2009 (Coca Cola Open Happiness, 2010)
Advertising Changes
As a trend
References: Coca Cola Open Happiness (2010). Retrieved July 19, 2012 from http://theinspirationroom.com/daily/2009/coca-cola-open-happiness/ Goi, C L. (2009). A Review of Marketing Mix: 4Ps or More?, International Journal of Marketing Studies 1(1), 2-15. Hill, E., O 'Sullivan, T. & Hill, L. (2003). Creative Arts Marketing (2nd ed.). Butterworth-Heinemann. Lancaster, G. & Reynolds, P. (2005). Management of Marketing Burlington: Butterworth-Heinemann. Magazine Ads (2010). Retrieved July 19, 2012 from http://www.magazine-ads.com/COK1264.php Arens, F. William, Arens, Christian, Weigold, F. Michael. (2008). Contemporary. Advertising (11th ed.). McGraw-Hill Professional. The Coca-Cola Company (2009). Retrieved July 19, 2012 from http://www.thecoca-colacompany.com/presscenter/viewpoints_kent_nacs.html