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The Evolution Of Advertising

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Aniket Ghosh
The Evolution Of Advertising

Advertising had witnessed some major milestones over the years, because of its continuous adaptation with changes to suit new mediums and audiences constantly. Internet is a medium that had significantly impacted the history of advertising and it had also induced the ability to collect billions of data points on users. In this article, we are going to touch on various levels of advertising evolution, and then point towards the role of a 360-degree advertising consultant.

 

The “Golden Age of Advertising” 

The golden era of advertising comprised radio and television in the early 1960s. This is the era where the advertisement sector witnessed a respectable result, because of the introduction of radios and televisions, which made advertising more personalized to the public. By the end of the 90s radios and television became a go-to medium for advertising industries. Companies began to build up characters to enhance their brand among the public and started hiring film stars for their product promotion. Usha sewing machine “Train her to be an ideal housewife” and Glucose-D “Gabbarkiaslipasand”, are some of the examples of old age tag lines used for advertising. 

Among all the different characters that arose the advertising world at that time had, one main purpose: to sell. While the advertising expert at that time focused on the characters who played a major role in creating an advertisement culture for consumers, keeping the product at the forefront. This is until online advertising came into play, and along with that came several major game-changers in the field of evolution of advertising.

 

Online Medium Of Advertising

This is a period where we had witnessed a drastic shift in motive. Where the golden era of advertising focuses on products, the online era mostly focuses on customers. The focus on brand awareness and problem-solving mostly lead to the online era of advertisement. This had slowly drilled down to the introduction of new advertisement platforms that are portable and much easy to understand and use that is mobile advertising. Mobile advertising had incorporated a personalized and engaging user experience. 

As the online medium started to take over the old medium of advertising the demand for an advertising consultant also started to raise, with an advertising expert a brand can reach its targeted customers within a specified time. So, here let’s see what does an advertising consultant provides.

 

The Role Of A 360-Degree Advertising Consultant

A 360-degree advertising consultant aims to ensure that the brand connects with its target audience most effectively and powerfully possible. Below are some of the roles of a 360-degree advertising consultant: 

  • Understands you – When an advertising consultant approaches you, he focuses on understanding your company. The value of your company, the message that your brand wants to convey to its customers, and what are your expectations. These are some of the important topics that an advertising expert would hit upon.
  • Understands your market – In order of getting effective communication, the advertising consultant must understand whom they are speaking to and what needs to be addressed. Some of the advertising consultants prefer doing this by the secondary approach through reading the existing data, while others look forward to taking the actual feedbacks from the existing customers. Both the scenarios are equally effective. The effective market research also helps a brand to know the strategies adopted by their competitors. 
  • Strategizing and planning – After getting done with the research the advertising consultant is up for creating a marketing plan. They will convey you all the details of how they will do it, why is it important for your brand, and all other nitty-gritty. Strategizing and planning helps to develop a complete picture of the objectives that are going to get addressed, hence providing a clear picture to all themembers of the team. 
  • Digital space – As today's advertising is not only limited to radios and television, therefore an advertising consultant would also benefit you with the nitty-gritty of digital advertising. As an advertising expert has a panel of SEO experts, video creators, copy writers and many more supervisions, hence providing a 360-degree value to your brand.

 

Conclusion

Advertising has been here for a long time and has been through a lot of changes in the way of their production and presentation. Advertising plays a huge role in creating awareness and increases customers for the brand. Similarly, an advertising consultant also played a huge role in the evolution of advertising, as they are the shadows of a creative advertisement and with their skills and expertise, they had made a huge place of demand for themselves in this new world of advertising.

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Aniket Ghosh
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