History of Technology Use in Advertising Essay - 3412 Words

Introduction: Chapter 1 1.1 Why is it important to ask this question? It is sometimes easy for consumers and advertisers to forget, but advertising involves a whole ecosystem of creativity, copywriter and art director, planners and Creative Directors, affiliates of the brand, via a plethora of other professionals – and professions – in order for an idea to come to life and hit our TV screens, radio waves, and any other medium available. With a perpetual flux of new technologies, media and ways to market brands, it becomes increasingly important for Creatives to understand their impact on the ways they can affect, and enhance, the creative process in advertising. For industry veteran David Ogilvy, as for hopefully most†¦show more content†¦New technologies can enable advertisers to target their audiences not only as a whole, but in segments, each creative strategy specifically catered to the different particles that make up the audience. Digitization has enabled brands, as well as advertisers, to quantify the successfulness o f an advertising campaign. The amount of clicks received, log-ons entered, credit card details filled out, or even stars rated on the back of an ad campaign can all determine how effective a creative idea has been. The implications of this very specific knowledge are that marketing strategies can more quickly adapt, improve and react to audiences, and advertising agencies can be applauded for the success of their creative output. Similarly, if the campaign flops, a brand can quickly drop an agency, or an agency can oust a creative. To this end, understanding how new technologies will affect one’s creativity becomes critical to one’s livelihood. 1.1 A brief history The individual, and the industry as a whole, needs to understand and embrace new technology, as the latter is contingent on – if not synonymous with – advertising and its constant strive to reinvent itself. Using the 20th century as a starting point, it is obvious that the relationship between advertising and technology has been a consistent, and at times bitter, one. Consistent, because from popular press all the way through to the latest iPad ‘App’, advertisers have engagedShow MoreRelatedPrivacy Issues Under Targeting Advertising1209 Words   |  5 PagesUnder Targeted Advertising Advertising has always been an important part of our society. The history of advertising can be traced to pre-modern history when it served an important purpose by allowing sellers to effectively compete with other merchants for the attention of clients in Ancient Egypt. 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