1.1 Introduction

For many years, if someone needed advertising, they would hire an advertising agency that would make newspaper or magazine ads or radio and television commercials. The ads would be informative in nature with just enough persuasion to sell the product. Agencies were successful because the only media available were television, radio, magazines, and newspapers; they knew eventually their customers would see their ads.

Things are a little different in today’s advertising world. The media has evolved from the standard four types of media to limitless media outlets. Just think about how cable satellite and web TV have changed the television industry. In the past, American homes received only three or four different TV channels, but today the average home receives 180 channels.1

Newspapers and magazines no longer have the strength and influence they once enjoyed. Radio has competition from web and satellite radio as well as smartphones that plug directly into the car stereo. And let’s not forget the internet—the internet has changed everyone’s perception of the media. With millions of websites that provide specific product information, many Americans make purchases with only one click.

Today's consumers have changed as well. They don't sit around the house reading an actual physical newspaper or magazine, and they certainly don't plan their lives around their favorite TV shows, which would only play at certain times and days, as they did in the past. Now, people are out of their homes socializing with friends, playing sports and other activities, and participating in hobbies, while still enjoying their favorite media at almost any time. With DVRs, Netflix, Amazon Prime, Hulu and others, television and the media now conform to the viewer's schedule. Consumers are still involved in what's going on in the world, but they now get their news and information on the run through handheld devices, mobile phones and social media platforms like Facebook and Instagram.

To keep up with these technological advancements, advertisers have had to rethink their strategies and modify their creative methods to stay relevant in the consumer's mind. Advertisers know their consumers are not staying home as much, so they are using more alternative media such as billboards, taxicab signs, and posters in restaurants, gyms, movie theaters, malls, colleges and grocery stores as part of their media plans. On top of that, because consumers are using more various platforms on the internet, online advertising and having a solid social media presence are a must for a brand to succeed in today's marketplace. With audiences becoming more diverse and consumers facing information overload, advertisers have to be more strategic and understand their consumers' buying behaviors and media use better than ever before.