Advertising is evolving, are you?

By Patrick Abou Chacra, Founder & CEO

One of the oldest professions, advertising, has constantly been reshaping itself. From how it was being expressed to how it engaged with its target audience- each factor has drastically changed. Marshall McLuhan once stated, “The medium is the message.” What he meant was, the changes in our society or cultural conditions indicates the presence of a new message, that is, the effects of a new medium. This new medium has often been changing, with the current one being replaced by a newer medium that drove people’s habits. In the 80’s and 90’s it was easy to reach the mass through newspapers, radio, television and outdoor advertising, which did the job quite predictably. Then came the Internet in the 90s. This path-breaking invention complicated the advertising industry. This is because, people’s habits changed. Preferences changed. How they communicated, worked, consumed information, and made purchase decisions - everything changed. This generated a continuous drive among marketers to push the envelope and think differently. The new consumer has given birth to new planning, new creativity, and a completely new marketplace. Through this info graphic, we will take you through a 400-year old journey to see how the advertising industry has drastically changed.