![]() ![]() The resulting expansion of platforms has propelled consistent growth in marketing expenditures, which now total as much as $1 trillion globally. These new trends include a massive proliferation of television and online channels, the transformation of the home PC into a retail channel, the unrelenting rise of mobile social media and gaming, and-with all these trends-a constant battle for the consumer’s attention. Until recently, marketers could be forgiven for looking back wistfully at this golden age as new forces reshaped their world into something completely different. Don’t leave home without it”) to air travel (“British Airways: the world’s favourite airline”). ![]() These years gave birth to iconic advertising messages in categories ranging from sparkling beverages (“I’d like to buy the world a Coke”) to credit cards (“American Express. In reality, though, the 1960s through the early 1990s witnessed a happy marriage of advertising and technology as marketers mastered both the medium of television and the science of Nielsen ratings. Fans of the television drama Mad Men saw a fictionalized encounter when an IBM System/360 mainframe computer physically displaced the creative department of a late-1960s advertising agency. Science has permeated marketing for decades. ![]()
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