It was Lord Leverhulme, the British

It was Lord Leverhulme, the British soap pioneer, who is said to have complained that they knew half of their advertising budget was wasted, but didn't know which half. The real effects of advertising become more measurable, exposing another, potentially more horrible truth, for the industry: in some cases, it can be a lot more than half of the budget that is going down the drain.

The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media, and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.

The media are the message.

But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include consumer promotions (such as coupons), in-store displays, business-to-business promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies now provide most of them.

As ever, the debate in the industry centres on the best way to achieve results. Is it more cost-effective, for instance, to employ a PR agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist's newspaper? Should you launch a new car with glossy magazine ads, or — as some carmakers now do — simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable-TV channel or splurge $2.2m on a single 30-second commercial during this year's Super Bowl?

Net sales.

Such decisions are ever harder to make.For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radio and turning in ever-increasing numbers to a new medium, the internet (see chart 1). No one knows just how important the internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain groups of consumers. But not everyone uses the internet, and nor is it seen as particularly good at brand building. So far, the internet accounts for only a tiny slice of the overall advertising pie (see chart 2), although it has begun to grow rapidly.

Despite all of these complications, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out, TV never killed radio, which in turn never killed newspapers.They did pose huge creative challenges, but that's OK, he maintains: “The advertising industry is relentlessly inventive; that's what we do.”

Kết quả (Việt) 1:

It was Lord Leverhulme, the British soap pioneer, who is said to have complained that they knew half of their advertising budget was wasted, but didn't know which half. The real effects of advertising become more measurable, exposing another, potentially more horrible truth, for the industry: in some cases, it can be a lot more than half of the budget that is going down the drain. The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media, and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work. The media are the message. But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include consumer promotions (such as coupons), in-store displays, business-to-business promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies now provide most of them. Như bao giờ hết, các cuộc tranh luận trong ngành công nghiệp tập trung vào cách tốt nhất để đạt được kết quả. Có hiệu quả hơn, ví dụ, để sử dụng một cơ quan PR để mời một nhà báo ra ngoài để ăn trưa và thuyết phục anh ta để viết về một sản phẩm hơn để trả tiền cho một hiển thị quảng cáo trên báo chí mà nhà báo? Bạn nên khởi động một chiếc xe mới với các quảng cáo tạp chí bóng, hoặc -như một số carmakers bây giờ làm-chỉ đơn giản là công viên trình diễn mô hình ở trung tâm mua sắm và trạm dịch vụ đường cao tốc? Và là nó tốt hơn để mua một loạt các quảng cáo trên các chuyên gia một kênh truyền hình cáp hoặc làm oai $2. 2m trên một thương mại 30-thứ hai duy nhất trong năm nay của Super Bowl? Bán hàng net. Quyết định như vậy là khó khăn hơn bao giờ hết để thực hiện. Để bắt đầu một, người dân đang chi tiêu ít thời gian đọc báo và tạp chí, nhưng sẽ đến rạp chiếu phim nhiều hơn nữa, nghe đài phát thanh nhiều hơn và quay trong ngày càng tăng số-một phương tiện mới, internet (xem bảng 1). Không ai biết như thế nào quan trọng internet cuối cùng sẽ là một phương tiện quảng cáo. Một số nhà quảng cáo nghĩ rằng nó sẽ là một cách rất hiệu quả để đạt một số nhóm người tiêu dùng. Nhưng không phải tất cả mọi người sử dụng internet, và cũng không phải là nhìn thấy như là đặc biệt tốt ở xây dựng thương hiệu. Cho đến nay, tài khoản internet cho chỉ là một lát nhỏ của quảng cáo tổng thể bánh (xem bảng 2), mặc dù nó đã bắt đầu phát triển nhanh chóng. Despite all of these complications, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out, TV never killed radio, which in turn never killed newspapers.They did pose huge creative challenges, but that's OK, he maintains: “The advertising industry is relentlessly inventive; that's what we do.”