“The consumer has more voice” How advertising has become more “complicated” since the 1970s | Business


Suffice to say that the only reliable ad blockers you could get in the 1970s were to close your eyes, cover your ears, or change the channel.

The pre-Internet days when salespeople were trying to get consumers to buy their products were much less complicated than they are today, said Rick Hosmer, director of marketing for the advertising agency and the company. Web design Klündt Hosmer, based in Spokane, with print publications, radio, billboards, mailers and advertisements on a limited number of television stations serving as predominant forms of advertising to the American public.

Nowadays, Google search ads, personalized display ads on websites, video ads on the web, ads on streaming services, and sponsored social media posts are just some of the many forms of marketing. digital technology that shaped today’s advertising industry, said Hosmer, who helped form Klündt Hosmer in the mid- to late 1980s.

“It’s not like the mainstream media is gone,” Hosmer said. “We still use all of this, but now we have so many more platforms available that we can use. So I would say it’s more complicated now than it used to be, but one thing that’s really great now that we just couldn’t do back then is being able to track the results of the ad.

While the purposes of advertisements remain the same, their methods of getting consumers to buy certain products or services have certainly evolved since the 1970s.

At the forefront are personalized digital ads driven by user data to target people in specific demographics based on a variety of factors, be it location, gender, or interests. Large-scale micro-targeted advertising was just not possible in the 1970s, said Mark Forehand, chair of the marketing department at the Foster School of Business at the University of Washington.

“Instead of one size fits all that conveys that massive brand image, it becomes a very targeted message that sometimes concerns the brand, but often directly relates to the behavior they are trying to affect.” said forehand.

Hosmer and Nico Archer, senior vice president of Spokane-based communications agency DH, said advertisers would be wise not to overlook traditional forms of advertising despite the prevalence of digital.

Archer cited how targeted senders have recently been tested positively across the industry as there is “less noise and less competition” among shipments. This contrasts with the dozens of email ads that exist today, which are often ignored by people thanks to spam filters or marketing.

“All media can really be effective,” he said. “It’s about how you use it strategically to meet your audience. “

Advertisements glorifying tobacco products have become relics due to tighter federal regulations and anti-smoking sentiments. Conversely, pharmaceutical and legal advertising became much more prevalent after a series of U.S. Supreme Court cases in the mid-1970s ruled in favor of protecting people under the First Amendment. , according to the Freedom Forum Institute.

Advertisers and industry experts are closely monitoring future developments in platforms, online data privacy, and personal data usage.

“A lot of it depends on people’s willingness to allow this to happen because you can block a lot of it, but the younger generations tend to be a lot more open to anything public,” Forehand said on how personal data is used with advertising. “My hunch is that as these younger generations get older, you’ll see more and more this general reluctance to be followed and people to know what you’re doing – as that erodes, the ability to microtarget. will only increase. “

For his part, Hosmer said he believes targeted advertising isn’t necessarily a bad thing.

“I might be bombarded with ads, but these are probably things that I’m really happy to see. I am learning something, or at least I have the opportunity to learn something that interests me rather than things that do not matter to me.


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