Media and Technology - Commercial Function

Media and Technology SOCI 1306 Commercial Function As one might expect, given that almost every American home has a television and that Americans watch 250 billion hours of television annually, businesses looking to reach customers find that television is an enticing medium for advertising their products and services (Nielsen 2012). The ubiquitous nature of television in American households presents a singular opportunity for marketers to effectively and precisely reach a large audience. With the ability to tailor advertising based on the sophisticated viewership data obtained by network and cable television providers, television advertising is a very effective means of reaching a target market demographic where it resides. Advertisers probably have a plan to target you whether you watch cookery shows on Telemundo or cartoons on Nick Jr. Advertisers may create messages that appeal with particular groups by segmenting viewers based on factors like age, gender, income, hobbies, and watching patterns. This increases the probability of engagement and conversion. Commercial advertising has a far wider audience than only television. It creates a constant stream of advertising messages that influence customer behaviour and preferences, infiltrating almost every facet of everyday life. For example, before films in theatres, there is commercial advertising to introduce consumers to marketing messaging even before the primary entertainment starts. This technique makes use of the captive audience in a dimly lit theatre, where eyes are fixed on the screen, increasing the likelihood that commercials will be seen and remembered. Systems of public transit can provide an excellent platform for commercial advertising. Buses, subways, trains, as well as stations and stops, all have advertisements on them and within. This strategy gives marketers an opportunity to repeatedly engage commuters by taking advantage of the heavy foot traffic and the prolonged time customers spend waiting and travelling. Ads are placed strategically in these settings to guarantee that a wide range of people, including those who would not be reached through traditional media means, see them. The reach of commercial messaging is further increased by placing advertisements on the sides of buildings and along roads. Drivers and pedestrians are drawn to billboards and digital displays, which dominate the visual environment with brand messaging. These large-scale commercials are meant to be striking and unforgettable. They frequently use strong imagery and succinct, powerful language to get their points across clearly and swiftly. These ads are a mainstay of outdoor advertising techniques since their placement in busy places maximises their visibility. Big businesses like Coca-Cola use their presence in educational settings to promote their brands and cultivate brand loyalty in children by bringing their advertising into public schools. These businesses integrate their trademarks into the fabric of school life by supporting athletic fields, competitions, and other school events. Another way for businesses to advertise to students directly is by placing vending machines in cafeterias and school hallways. But as worries about childhood obesity and associated health problems have grown, this practice has come under examination. Discussions over the propriety of such advertising in schools have been triggered by the high sugar content and low nutritional value of many vending machine options. Considerable legislative adjustments have been made to limit the supply of junk food in schools in response to these worries. Junk food was outlawed in schools starting in July 2014 as part of the US Department of Agriculture's Healthy, Hunger-Free Kids Act and Michelle Obama's Let's Move! Initiative. By tackling the rising pandemic of juvenile obesity, this law seeks to enhance the nutritional content of meals supplied to pupils and encourage healthy eating habits. The prohibition is a reflection of a larger movement in society that places a higher priority on health and wellbeing and acknowledges the influence of food availability and advertising on dietary decisions. These modifications have an effect on advertising tactics and customer behaviour outside of the educational setting. Promoting healthy goods and lifestyles is becoming more and more important as businesses adjust to changing laws and public opinion. As a means of connecting their messaging with consumers who are health-conscious, advertisers are emphasising the nutritional advantages of their products more and more. As companies try to stay relevant and appealing in a changing market, this change signifies a substantial progression in advertising techniques. Broader developments in media consumption, consumer behaviour, and technology are reflected in the evolution of advertising. The landscape of advertising has changed as a result of the emergence of digital and social media platforms, which provide new avenues for audience engagement. Online advertising makes it possible to target and personalise content even more precisely by using data analytics to send messages that are specifically tailored to each user. Specifically social media has developed into a potent tool for advertisers, allowing companies to engage with customers directly and in real time while cultivating connections through compelling content. Even with these developments, reaching big audiences still depends heavily on conventional types of advertising like television. Television's continuing appeal stems from its capacity to foster shared experiences and raise public awareness. Big events, like the Oscars or the Super Bowl, draw millions of spectators, giving sponsors a chance to present their products to a wide range of consumers. These incidents demonstrate how crucial television is still to integrated marketing strategy. In conclusion, the ubiquitous presence of television and other commercial advertising highlights the significance of these mediums in building customer relationships. Businesses use a variety of media platforms and sophisticated analytics to create messages that are relevant to their target consumers. Even though the advertising industry is always changing, the core objectives of advertising are still the same: to draw in customers, shape their behaviour, and increase attention. Advertisers need to modify their techniques to conform to evolving attitudes and expectations as society grows more health-conscious and regulatory settings change. The fact that junk food is no longer allowed in schools is evidence of the increased focus on wellness and health promotion, which is part of a larger movement towards ethical and responsible advertising. In a world that is dynamic and always evolving, advertising will remain an essential tool for companies looking to reach and influence customers via innovation and adaptability.