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One strategy that we have seen more and more actually preceded the current economic recession is product placement instead of traditional advertisement in commercials (Howard 2005). This may be one of the most effective innovations in our industry since the shift in the 1960s from word-heavy advertising to memorable visual images (Ogilvy 1983).
Q: The Internet and other visual media must factor into that shift as well.
A: Absolutely. The modern advertiser is learning not to focus exclusively on traditional modes of message transmission and product branding like television and billboards. The phenomenon of things like YouTube demonstrate the value of creating imagery that captures the audience's imagination and interest. In fact, future advertisers may eventually question the value of spending so much money on commercials and even product placement when it is possible to reach huge audiences on the Internet, essentially, for free.
Q: The way that the Napster and its competitors changed the music recording industry?
A: Exactly.
Q: What about legal considerations for advertisers?
A: That's another thing about the modern advertising environment. We definitely have to anticipate potential liability issues as well as possible legislative changes. For example, I'm sure you're aware of the attention that obesity has been getting recently, especially in connection with the fast food eating habits of Americans....
There have even been cases in court over supposedly deceptive advertising said to have caused consumers to overindulge. Advertisers must be able to envision the worst case scenarios associated with marketing strategies from a legal perspective in addition to other traditional considerations.
Likewise, just as legislation eventually prohibited certain forms of advertising tobacco products and alcohol, it is perfectly conceivable that future legislation could limit the availability of other advertising platforms, such as product placements, for example.
For that matter, the use of celebrity spokespeople may also be prohibited someday as another form of so-called "subliminal" advertising that was outlawed decades ago (Howard 2005). That is why creativity and vision will always continue to be some of the most important components of those in the advertising field.
Q: Thank you for your time.
A: You're very welcome, Good luck.
References
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. Irwin/McGraw-Hill: New York
Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies. Howard, M. (2005) We Know What You Want: How They Change Your Mind. New York: The Disinformation Company
Ogilvy, D. (1983) Ogilvy on Advertising
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