The Great Advertising Shift; What Has Changed and What is Left to Come?
I wouldn’t consider myself an “old-head,” but I have been in the advertising industry for over 20 years, and have seen it shift dramatically. When I started out, it was a pretty easy gig, as far as I was concerned. A media planner by trade, I’d walk into meetings and only have a handful of advertising options to present; television, radio, print, direct mail, sponsorship, and not much else. In preparation, I would run some basic demographics with the target audience, which was easier than today as well – with audiences being so broad. After exchanging pleasantries with the client, I’d break down the costs of each channel, our expectations of their success, and pitch what we thought would be most effective. There wasn’t much back and forth, and typically the client would sign right there. Today, things are much different.