The Evolution and Importance of Advertising Essay

The Evolution and Importance of Advertising - Essay Example During the era of written advertisement, other types of adverts were even in play; one of such methods was town criers. Town crier refers to an individual who publicly announces information; this was a good method to communicate with those who still were illiterate. These individuals used to roam around a particular town announcing different types of information such as public policies, goods and services that are being sold and news paper information. Town criers are recognized the first form of aural broadcasters as they orally provided information in live form to a particular audience who were in the surrounding areas (Russell, 1993, p.25). This means of advertisement was considered better as this information was obtained by people in first hand form as compared to magazines and a newspaper in which the information is reaches the public after a short delay. Previously information used to target a larger market and advertisements were expected to bring in huge amount of returns. Now, advertisements are more niches based due to increase in merchandisers focus on customer niches. Consumer awareness have increased due to changes in educational system, now consumers can easily tell when they are being cheated or being manipulated into buying goods and services and when wrongful information is being provided to them. Advertisers have to involve huge amount of time and effort while conducting the process of creating and delivering advertisements as consumers nowadays have become tech savvy. Today, a merchandiser cannot depend on one or two tools of advertisement in order to gain the attention of consumers. Currently, if businesses have to make their advertising operations successful, they have to use Integrated Marketing Communication. Integrated Marketing Communication refers to the use of all tools and resources available for advertising to gain consumers attention. These tools range from mobile phones to internet communities, blogs and social networks. Importance of Economy and Managers Economics rule states that when consumers have more money, they tend to spend more and save less, keeping this concept in view, economy has a major impact on advertiser’s efforts. If advertisement is conducted during the period of economic down trend, when the unemployment rate is high and people have less money to spend, the efforts of advertisement fail as during that time period, people tend to spend less and save more. All businesses have a specific budget especially for advertising purpose. A manager’