Many people have broken up advertising into “modern advertising” and “traditional advertising.” It is important for everyone to realize that these words are describing ads along a spectrum. This is not black or white; however, a gray zone. Every ad falls somewhere along the spectrum between “traditional” and “modern.” What are some of the factors to consider?
Classification by Method
One of the easiest ways to break up modern and traditional advertising is by the method that it employs. Print advertising has been around since the earliest newspaper. Therefore, many people call “print advertising” a “traditional” form of advertisement. On the other hand, digital advertisements are seen as more “modern.” Radio and television ads tend to fall somewhere in the middle; however, there is another way that people can divide modern and traditional ads.
Classification by Message
Ads have also changed by the way that they send their message. Therefore, traditional ads can be seen as ads that tend to send a direct message in a politically correct way. On the other hand, many modern ads will use animals, creative optical illusions, and catchy slogans to send their message. Therefore, print ads can be seen as both traditional and modern, depending on their message.
In the end, both modern and traditional advertising can be effective. Furthermore, people can use print advertising in a modern way, helping to speak to a wide variety of potential customers. It is important for every company to examine its goals and messaging to ensure that the two work together. Then, an effective advertising campaign can be generated.