Advertisers have always been creative. You have to be creative to stay on top. The new way of advertising has changed the way people are introduced to and informed about a product or service. With new technologies and attitudes about marketing/advertising, there has been a need to create campaigns that target the consumer in a new way. Sure tv, magazine, newspaper, and radio ads still work, but these different media are now so segmented. That could be a great thing if you are targeting a very specific consumer.
I love that advertising is starting to target people where they are. Sure, the ad on the back of a bathroom stall may be a bit annoying, but if the message is in tune with the space in which it is presented it can be a beautiful thing. One of my favorite books (Advertising is Dead, Long Live Advertising by Tom Himpe) has many examples of great media choices making an impact on the way the main message is interpreted. This need to be creative to reach a market I hope can only improve communication between company and consumer.
