Given the new business context in which print media have been hit in recent years by changes in habits and audiences are on multiple channels and digital platforms, marketing and advertising teams must reinvent themselves.
The most recent changes in lifestyle habits resulting from the spread of covid-19 have combined with the increased use of digital platforms, a phenomenon that was already evident before the pandemic.
Reduction in advertising and marketing budgets in companies and an increase in the preference for investment in television campaigns are part of the changes that are being reported in the context of the new commercial reality.
Radical changes in the ways people relate to each other, new consumer habits and the home confinement decreed by the pandemic have led to a transformation in the advertising sector.
From September 15 to 18 Panamanian and foreign companies working in screen printing, printing and advertising will be gathering together at the Atlapa Convention Center to showcase their products and services and to evaluate business opportunities.
The event, called Panama Expográfica 2016, will include conferences on topics related to graphic design, signage and printing.
The adjustment to the Advertising Standards Code includes changes to the marketing of food and non-alcoholic beverages and those targetting minors.
"All of the documents from responsible sources that give us indications, that tell us of existing trends or what's happening in the world, with the research that is being carried out, are important tools for dealing with the reforms and allowing the Code of Ethics to always be up to date" , said Sherman Calvo , president of the Salvadoran Association of Advertising Agencies (ASAP) and Senior Vice President of National Advertising Council (CNP) to Laprensagrafica.com .
The new Code of Advertising Standards aims to address aspects not covered in its predecessor, in particular the treatment of images of women and children, and environmental credentials.
Gabriela Melara's article in Laprensagrafica.com reports that: "As of today, Salvadoran advertising will be governed under a new Code of Advertising Standards, which will address issues that the previous (code) did not address clearly, as reported by members of the National Council of Advertising (CNP in Spanish)."
A study by eMarketer predicts that online ad spending in Latin America will grow between 6% and 9% annually between 2010 and 2014.
According to the study, Latin America was the region which showed more strength against the recession, registering an online advertising growth of 13.3% in 2009 reaching $ 1,700 million. According to eMarketer, this trend will continue and reach $ 4,000 million in 2014.
A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
It is estimated that by 2012, the number of Europeans who regularly use the Internet will overtake newspaper readers (in fact, it already has among those under 34 years). Equally rapid is the change in the roles which both channels play in the lives of readers. Europeans who read print and online use the Internet more frequently, allowing them access to more content and information and allows them to enjoy many of the main qualities of traditional newspapers and magazines.
People are migrating from television to the digital media, where they interact.
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.
The fall in newspaper advertising revenue equals the increase in internet advertising.
Theslogan Magazine remarked how advertising spending has recovered in the United Kingdom, as the economic and financial crisis comes to an end. However, only Internet and movie theathers registered more spending in 2009 than in 2008.
“In fact, online advertising increased exactly as the same amount lost by newspapers (4.2%).
Interaction between mobile telephony, barcodes, cameras and software permits "traveling" from print media to the web.
On its Friday edition, the print versions of Wall Street Journal had advertising from BMO Capital Markets. In the lower left part of the ad there was a barcode.
Those readers with a camera-enabled mobile phone and the right software, could aim it to the barcode, take the picture and directly access BMO Capital Markets, where they would get more information.