New trends in advertising

Abstract

The author considers advertising to be an exceptionally dynamic industry, where upheavals occur almost on every-day basis. Hence, her main goal was to scrutinize the major changes which occurred in this field within last couple of years both in Poland and in the activities of selected global companies. The first chapter focuses on such problems as the role of advertising in the process of communication between the consumer and marketer as well as the development of traditional and the emergence of the truly innovative advertising forms and media. Many examples of both ancient and modern advertising solutions are described in detail. Second chapter scrutinizes the evolution of marketing concept, examines the impact of the technological revolution on the advertising solutions and identifies the major characteristics of the consumers of the decline of XX and the beginning of the XXI century. The third chapter is composed of two types of study– field and desk research. The main objective of examination of secondary data sources is to prove that the innovative advertising forms and media are implemented by the major global marketers. The selected companies are Coca-Cola, McDonald’s and Nike. The analysis of primary data sources aims at analyzing the views of marketing experts about the new trends in advertising. A professor of marketing, an advertising expert and a manager of a Cityboard Media company have been requested to express their opinions.