Advertising Isn’t Dead – The Creative Process Is

socialmedia reporting: Every single year we hear advertising as a whole or the various mediums (ie radio, print, outdoor, etc) are dead. And, every year we see new advances in technology and advertising thrive. There are new mediums emerging and we are expanding advertising, so to say that advertising is dead is ridiculous. Advertising is more alive now than it ever has been. I admit, I am a bit old school when it comes to advertising and, like many, think radio, tv, print, outdoor. But, there is a whole other medium that we tend to not necessarily consider advertising: the social platforms; which are very much alive.
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The technological advances are astounding. We have come a very long way from the early days of advertising. There is more opportunity now to be creative but it is missed. It is easy to create a commercial that has the spokesperson/mascot, the catchy jingle, the stereotype, humor or lack thereof (it obviously was funny to someone) but is hard to create an ad that speaks to the target market well enough to have them take action and that is a viable ad across the various mediums. We can say that this ad will work well on TV but does that translate over to YouTube? Does that Tweet translate well over on Facebook? Is that even considered, especially for a small business?
Exposure across the mediums has become the goal. More eyes, shares, retweets will gain more exposure but does that exposure resonate and equate to action? Creating a commercial requires a story board. Does anyone have a storyboard or something of  the like for Twitter? Big brands have an agency or department that develops the voice of the brand online which is different than creating a spot but is it really? If we think of Twitter and Facebook as a billboard as each time we update as similar to people flying by on a highway at 65 and catching a glimpse then, we have to treat our social media accounts as advertising. Sure, some are able to sit in traffic on the highway and see all the billboards, especially the digiboards that change which again is like Twitter when we tweet more and more. Social media platforms are advertising and should be treated as such when to comes to the creative process. http://socialmediatoday.com/node/414741?utm_source=smt_newsletter&utm_medium=email&utm_campaign=newsletter