Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 12, Problem 12.10MA
Summary Introduction
Case summary:
Olden day’s marketers advertised through television, newspapers, and magazines, but today almost all companies market their message online through native advertising. Initially, the sponsorships were not mentioned. But today sponsorship of negative advertisements is labeled.
Native advertising at present is growing rapidly with 73% of online publishers, and 40% of brands use it. People can study from the website in what manner the big data will change regarding the gender gap in science, technology, and so on. Few other websites help marketers to create sponsored content.
Social media is playing a major role nowadays. The native advertising has also caught the attention of Federal Trade Commission (FTC); recently, Federal Trade Commission held a meeting on advertisement or content? It was the conference regarding issue of blending advertising with content and news.
Introduction:
The Federal Trade Commission (FTC) is an individual agency whose main goal is to protect customers and ensure a tough competitive market by implementing antitrust laws and customer protection.
To discuss: Whether Federal Trade Commission that present rules and regulations about online advertising is suitable for this nature of advertising promotion and will FTC issue new rules and regulation.
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Has TV Advertising Lost Its Power?
Long deemed the most successful marketing medium, television advertising is increasingly criticized for being too expensive and, even worse, no longer as effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV advertising disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential impact.
Take a position: TV advertising has faded in importance versus TV advertising is still the most powerful advertising medium.
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Marketing: An Introduction (13th Edition)
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