Sociology 2172A/B Chapter Notes - Chapter 1: Integrated Marketing Communications, Media Consumption, Marketing Communications
14 Jul 2016
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Document Summary
More customers are viewing and interacting with media content on wireless devices. The internet offers a massive potential audience reach for cheaply made and easily targeted viral advertisements which cost nothing to place on video sharing websites (e. g. youtube) Advertising agencies have proved to be the most flexible and smartest organizational form in adding skills and techniques to retain their central place in an evolving media environment. Advertising is so powerful because it is taken for granted. Advertising"s crossing over into mainstream entertainment and the uses of entertainment media make of advertising styles and techniques reflect another aspect of advertising"s dynamic character as a perpetually evolving form of social communication. Many consumers were fed-up with traditional advertising and felt cynical toward product endorsements. The absence of an explicit message lent the ads a stronger sense of authenticity, which compliment both the brand and the viewer for their mutual sophistication.
