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Advertising: One way communication? June 26, 2008

Posted by BCME UK in Social media.
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By Natasha

Today’s advertising campaigns are extremely developed with the expansion of further social media tactics! However, you still see billboards stuck against the bus stop or on the tube walls. According to an article by Jacquie Bowser (Brand Republic) much advertising today still follows the one way communication tactic of broadcasting rather than a more symmetric method of interaction.

Yes, billboards do get the message to the public and raise awareness of a brand BUT how can advertisers receive opinions and/or feedback.

Thanks to people such as Mark Zuckerberg, Thomas Anderson and Christopher DeWolfe the media world has been blessed with social networks Facebook and MySpace. In addition, research conducted by JupiterResearch recently revealed that marketers must appeal to social networkers’ love of multimedia in order to get noticed. Brands such as Marmite, Nike and most recently Heinz (their most recent ad was banned from TV but is flying virally around the internet) have succeeded in using such networking tactics and have thus largely expanded their audience. This kind of success begs the question of marketers – is online the only way to go now? Your thoughts please…

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