Primary influences on modern advertising: economic, social, and legal factors

Advertising - Interview

INTERVIEW: THE PRIMARY INFLUENCES on ADVERTISING

Than you for agreeing to participate in this interview under the condition of anonymity. I was hoping to solicit your opinion and the benefit of your experience in the advertising industry with respect to the economic, social, and legal considerations associated with modern advertising and marketing strategies.

You're very welcome. You know what they say about "opinions," but I'll be happy to share mine.

What would you consider to be the greatest influence on modern advertising in terms of economic factors?

Well, as I'm sure you're aware, this country is in the midst of something of an economic recession with the cost of living increasing much faster than salaries and disposable income. To advertisers that means really establishing messages that will still be effective even in an economic climate where consumers are much more careful about how they spend their limited resources.

Q: Does the price of gas factor in as well?

A: Certainly. The vast majority of consumer goods arrive at their ultimate retail destination by interstate trucking. As gas prices, especially diesel fuel, increases, so does the cost of transporting everything from asparagus to xylophones. The additional cost to shippers and manufacturers are naturally passed along to the consumer and explain the recent increase in food prices, for example.

Q: How would you characterize the influence of contemporary social factors on today's advertisers?

A: Well, modern society is very different from the one in which traditional advertisers cut their teeth years ago. The explosion of technology like the Internet and the incorporation of technology into the daily life of consumers is probably the most significant social factor for advertisers because it presents so many new ways of reaching the consumer with a message.

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.