Advertising: From 3 Meters to 30 Centimeters

People are migrating from television to the digital media, where they interact.

Thursday, October 14, 2010

Advertising is changing rapidly, to respond to rapid changes in public behavior, which is increasingly spending more time in front of computers, connected to the Internet, at the expense of time devoted to traditional media like television and especially printed media.

The ability to interact with the public in digital media can learn preferences, habits and interests of people, which in turn allows advertising messages to develop more and more tailored to those preferences, habits and interests, making the content of information in advertising of high-value for individuals.

In his article at Enter.es, Ruth Gamero adds that "The new technologies offer the possibility to monitor more closely the impact of advertising campaigns.”

More on this topic

Opposition to Free Electoral Radio Advertising

April 2013

Radio stations in Costa Rica are opposing a bill that would force them to give free advertising space to political parties.

The proposal, made by the Supreme Electoral Tribunal (TSE by its initials in Spanish), would mean that radio and television stations would have to provide free 30 minute slots a day for political parties in Costa Rica for them to broadcast propaganda.

NO to Publicising Legal Issues

July 2012

The Chamber of Commerce, Industries and Agriculture of Panama has rejected the public airing of legal proceedings.

A statement from the Chamber of Commerce, Industries and Agriculture of Panama reads:

The Chamber of Commerce, Industries and Agriculture of Panama, considers it unacceptable that any legal processes be publicly aired, when they should be handled by the appropriate entities, as was the case last week with the Ministry of Labor and the company Varela Hermanos S.A.

Traditional Advertising on the Wane

May 2011

In 2009 spending on traditional media advertising grew by 18.5%. In 2010 it increased by only 2.1%, confirming that consumers have started to abandon ship.

Only television and radio appear to be safe from the unstoppable advance of digital media on consumer preference. Print media is suffering most from this change in trends.

Changing Paradigms in Advertising

May 2009

The consumer is becoming a “prosumer.” Ad messages are no longer in one direction. They have become a dialogue instead.

It was Alvin Toffler who coined the term "prosumer" when he envisioned a scenario in which businesses would initiate a process of change to mass-produced customized products in order to continue increasing their profits in a market saturated with mass-produced standard products.

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