Communication has always been a tool for interaction between members of society allowing mutual learning through the exchange of information and knowledge. From a simple conversation, a letter, listening to the radio, to advertisements and social networks. The last one is a new way to communicate with each other. And it is precisely the media, which have evolved the most over time.
For years, radio and television have been the most popular ways of informing and entertaining the population, but nowadays in the digital age other types of media have been positioning themselves in people's preferences. Social networks and digital platforms generate new interaction dynamics. YouTube channels, streaming entertainment companies such as Netflix and instant messaging applications such as WhatsApp not only impact the way we are informed, entertain and communicate, but also the commercial models of the industry. As an example, the music industry which has different digital applications - Spotify or Deezer – and through them it spreads and promotes artist’s work.
Marketing then appears as an ideal tool to meet the needs of the consumer and thus satisfy them. What kind of music do people listen to? What movies do they watch? What product are they interested on? In summary, marketing allows us to anticipate the needs of society and sometimes even create them. Advertising thus becomes a leading actor to stimulate consumption through different means of communication.
As a matter of fact, the United States spent $ 190,835 million on advertising during the year 2016, and the Asia-Pacific region spent about $ 176,000 million. It is evident that in the most populated regions and therefore more potential customers, advertising expending is significantly important.