Limitations of advertising and marketing communication.

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Laura Lawrence, 106562

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Limitations of Advertising and Marketing Communications

Trends in advertising and marketing communications change decade by decade, but none so dramatically as trends that have occurred in the past ten years. With the steep upward climb in popularity and usage of the Internet come innovative and interesting new avenues for advertisers to explore to reach potential consumers in a different way. Social networking has been an explosive trend in the past few years that does not appear to be decreasing in popularity. With every advance in electronic technology comes another opportunity to reach consumers in a brand new way. An example of this advanced technology would be the method of targeting consumers through messages sent via their phone or PDA device. Another example would be targeted direct mail sent from lists created off of purchasing patterns.
Traditional formats for advertising are changing with technology, and many of these advertising avenues are frantically trying to find ways to stay in the game. Yellow pages are an example of a media choice for advertising that has moved into the online realm in order to keep business viable and growing. More users are searching for names, addresses and phone numbers online than in print versions of phone directories. For yellow pages this was a viable option as to how their company could expand and change with the innovative needs of consumers. Other advertising methods have far more limitations and are faced with the threat of extinction instead of innovation. One such example of this is the rollercoaster changes that have taken place in the newspaper industry in the past decade.
Newspapers are a form of advertising that is shifting more and more rapidly to an online alternative, as circulation numbers are dwindling at an alarming rate across the country. Many newspapers have closed, consolidated or have refinanced to be able to stay afloat. Others have adopted hybrid online and print versions of the paper or are going to a strictly online format. Print newspaper readers are declining and online newspaper readers are on the rise, and newspapers globally have had to jump onto the bandwagon to get a functioning online newspaper in place or risk being left behind in the dust.
According to a recent article in the Washington Post, U.S. newspaper circulation has hit its ...