Thursday, August 11, 2022

How would advertising be without today’s technology?

This is all known and experienced by current generations, but in a small survey I conducted among 30 year olds, the vast majority wonder how advertising and marketing can be done without today’s technological resources. Is. The answer is given by the creativity derived from the need to reach the audience.

In the center of Mexico City, near the San Juan Market, is Ernesto Pugibet Street, which at some point intersects with the so-called Bueno Tono; Both names are associated with the beginning of creativity in marketing communication in our country in the 19th century. Pugibet was a French businessman who founded a small cigar factory of the El Buen Tono brand, which was able to grow with great vision and the best technology of the time.

But its success was due to the new way of advertising its products. In 1906 he formed a group of street vendors, which he called the “Sandwich Men” because, hanging over their chests and backs, they carried some signs with the brand. Aware of the need to be more striking, in 1907 he brought an airship to Mexico, with a large banner advertising it on the sides, and which flew over the then great city. Then they used hot air balloons and later light aircraft.

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Over the years, channels of marketing communication (promotion and advertising of various products and services, including political campaigns) began to diversify in a simpler way. Suddenly, small planes crossed the sky, displaying a tall poster attached to the tail of the plane, announcing various products. The aircraft then, equipped with powerful speakers, took advantage of the expansion of sound waves from the air to transmit the message.

Then came planes writing smoke messages in the sky, which lasted long enough to send the message on a large scale. In the 1950s, a channel that began to be used for political campaigns had large signs with the candidate’s name or initials painted on the top of the hill.

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Over the years, creatives have found exciting new channels to deliver their customers’ messages. In the 1990s, a friend of mine sold advertising banners pasted on hot air balloons, which he inflated on some busy city cruise ships during peak times.

At any other time, product placement (product placement), consisting of the brand’s visual presence in movies, television series or soap operas. Depending on the situation, it is possible to see dairy products, fried foods, soft drinks or alcoholic beverages, car brands, etc.

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