Tradition persists: the enduring presence of old-fashioned media
In the realm of business, advertising has long been a tool to elevate the status of products and services, a strategy rooted in the belief that greater fame confers greater appeal. This principle, as famously expressed by Blaise Pascal, posits that the allure of fame is so potent that we are drawn to anything associated with it.
Traditionally, advertising in mass media offered instant fame for a brand, providing a competitive edge for those who ventured into the advertising landscape. The more people who knew about a product, the more likely they were to spend money on it. This mass exposure added to the overall perception of a company, creating an aura of legitimacy.
However, the media landscape has undergone a significant shift in the last few decades. The rise of the internet and personalized media has transformed the point of advertising from fame to response. Today, online ads are uniquely tailored to individual users, creating a solitary experience. The internet allows for targeted advertising based on user behavior and preferences, a stark contrast to the mass media approach of reaching as many people as possible with each execution.
Despite these changes, the importance of fame remains. The shift doesn't diminish its significance, especially for large brands. Coca-Cola, for instance, continues to advertise heavily, even with widespread recognition, because fame is hard won and easily lost. Mass media advertising still exists and is still the goal of most B2C brands.
Interestingly, the internet hasn't entirely replaced the need for mass media advertising. While tech giants like Facebook, Instagram, and Google have spent billions on mass media advertising, they typically focus on product launches, feature expansions, and brand awareness efforts rather than singular blockbuster campaigns like those of Coca-Cola.
In the period between 2021 and 2022, Coca-Cola's largest campaigns included limited-edition product collaborations and seasonal campaigns like the Halloween campaign with special Fanta cans featuring horror characters coupled with film releases. These campaigns involved physical and digital marketing elements globally, showcasing the company's commitment to maintaining its fame.
In conclusion, while the media landscape has evolved, the importance of fame remains a constant in the world of advertising. Fame creates more fame, and brand exposure adds to the overall perception of a company. As we move forward, it will be interesting to see how brands navigate this digital age, balancing the need for personalized advertising with the enduring allure of fame.
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