Digital Advertising vs. Print Advertising

Topics: Advertising, World Wide Web, Newspaper Pages: 6 (2539 words) Published: February 7, 2011
Digital Advertising vs. Print Advertising
Advertising is the action of calling something to the attention of the public especially by paid announcements. This has been accomplished using a variety of mediums that have evolved through the use of new technologies. Approaches to advertising include television, radio, online, product placement, billboards, newspapers, and magazines. Digital advertising has become a more accessible and effective form of advertising than press advertising in our growing society. Digital advertising promotes ads through technologically advanced means, such as the internet, television, and telecommunications. It is not to be confused with digital signage, which is a form of electronic display like LCD, LED, and plasma screens. The internet now offers ways to reach an unlimited number of consumers and innovative ways to narrow this selection. A customer can be chosen based on the sites that they surf. An ad for designer perfumes is likely to appear on a website for someone shopping on an online department store. Press advertising uses spreads in newspapers, spaces in magazines, and flyers. Slower societies without electricity rely on newspapers which is responsible for its success in the past. Therefore, there is no way to be selective in the people you are trying to cater to. Newspaper stands and subscription magazines gain loyal customers allowing press advertising to be an ideal form of communication for small businesses. Globally known products that are commonly purchased in a local area are often advertised using print advertisements. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It is not to be confused with the whole of marketing. Marketing consists of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Moreover, advertising is a multibillion dollar industry that businesses use to promote the image of their company, which in turn sparks interest and increases sales. Although, advertising is not limited to a profitable business, it is also used by individuals, organizations, and political candidates. Persuading someone to share a common idea, to utilize services, or to buy something is the main goal of advertising. This has been since 79 A.D. when Romans in Pompeii made billboards to exhibit their testimony on the state of society. A more commonly known advertisement in history is that of Volkswagen, “Think Small”. The simplicity and use of white space in the campaign gained great response from the German people. Thomas Jefferson was one of the first persons to acknowledge the power of white space around headlines to catch ones attention. This aspect has been modified and has led to the use of bright colors, flashing lights, and shocking phrases. In the present day there are ads like Nike’s “Just do it,” and “Got Milk.” These very campaigns have developed over the last twenty years. Changing from ads on the back of milk cartons to magazine spreads to television commercials, they have grown in their versatility. In a sense, they have grown with their generations and the technological advances that came with them. The invention of the television, telephone, and internet extremely changed the advertising industry. In the United States, the first television commercial recorded is that of Bulova Watch Company. They aired an ad on New York’s News Channel, WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The ad featured the slogan “America runs on Bulova time.” Commercials frequently use slogans, jingles, humor, and animations to promote and idea or product. The use of these aspects allow for it to grasp the audience’s attention, be remembered, and depicted in ways that through the mere use of actors could not be accomplished....

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