The process of creating an advertising campaign has definitely changed over the past five years. Some of the changes have occurred in areas such as technology, the economy, and client expectations.
Technology is ever-changing so it is constantly opening new doors for producing a campaign. For example, not only do advertising campaigns have to be made to be presentable and functional on computers and laptops, but they now need to be adaptable to smartphones and tablets. The way things are viewed on computers is very different from how they’re viewed on handheld devices. An advertising campaign may likely be given entirely on an iPad. For this reason, campaigns not only have to be presentable and functional on these devices, but they have to be just as pleasing and easy to maneuver as they are on computers. Also, new programs are being developed to assist in the actual creation of the campaigns. New versions of the Adobe products have been created. For example, Adobe Creative Suite 5 (CS5) was just released in 2010 and they already released CS6, an even more updated and advanced version, earlier this year. Also, most everything is moving away from the traditional format. Advertising in print and on television and the radio is definitely still prevalent, but internet advertising is quickly rising to the top so advertisements in the traditional formats have to be that much more motivating and remarkable.
The economy has caused advertising campaigns to make some major changes in the past five years. Since the economy hasn’t been too particularly high, clients don’t want to spend very much on their campaigns. This has caused advertisers and everyone else involved in creating campaigns to figure out how to make an exceptional campaign in the cheapest ways possible. Agencies can no longer spend mass amounts on extraneous campaigns and expect to still get clients. The advertising agencies who have figured out the secrets to an amazing and inexpensive campaign have had a leg up because clients will go to great lengths to have those agencies create their campaigns so they can stay within a reasonable budget but still get their needs met.
Lastly, client expectations have changed substantially over the past five years. The points I mentioned above tie into this, because clients expect for an agency to supply them a great campaign that meets their small budget. If an agency doesn’t meet this expectation, the client will move on to find one that does. Also, since so many technological advancements have been made, clients expect the agencies creating their campaign to be on top of what’s new and “in” for advertisements. If a program gives an agency the ability to create some sort of phenomenal interactive advertisement, the client will expect for them to exercise that ability. If an agency is still in the business in today’s time, they have to be able to adapt the campaign to all aspects of the internet and all platforms of campaign delivery. Point blank, if it can be done, the client will expect for it to be done.
Bernoff, Josh. “Advertising Will Change Forever.” Advertising Agency & Marketing Industry News. Ad Age, 20 July 2009. Web. 02 Oct. 2012. http://adage.com/article/digitalnext/advertising-change-forever/138023/.
Clark, Nick. “Advertising Spend Collapses as Economy Grinds to a Halt.” The Independent. Independent Digital News and Media, 17 Mar. 2009. Web. 02 Oct. 2012. http://www.independent.co.uk/news/media/advertising/advertising-spend-collapses-as-economy-grinds-to-a-halt-1646649.html.
Rucker, JD. “How the Internet Has Changed the Scope of Advertising.” Techi.com. N.p., 8 June 2012. Web. 02 Oct. 2012. http://www.techi.com/2011/06/how-the-internet-has-changed-the-scope-of-advertising/.