Broadcast Marketing

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The advent of radio and television allowed advertisers to propegate their messages, including intonation and delivery, to massive audiences. The most pervasive and, possibly, effective form of marketing in the 20th century, broadcast commercials now face new challenges from the advent of DVRs, VOD and online video.

The technological and cultural changes sweeping through media production and distribution are changing the way products are advertised. Old "out-of-date" methods, such as live reads, have re-emerged with strong results, while newer techniques, including product placement, become more and more common.

As broadcasters continue to experiment, the strengths and weaknesses of broadcast media will be better defined and understood. The results of these developments will have a sweeping effect on our culture, both instigating and reacting to profound changes in the ways humans interact, communicate and entertain.