Q.

4 Footnote 1 of the case leads you to a blogger who asks, with reference to the age of
YouTube advertising, “Is marketing now cheap, fast and out of control

Advertising was considered a game changer to change perceptions and create a new world
of thoughts and actions. It is also considered the pivot point of making a North American
culture of 1950’s. It was unique, authentic and did not carry any similarities with anything
which existed before in the history of mankind.

As time passed and humans got more acclimatised to the changes happening around them,
the culture of advertisements have changed. Advertisements in itself has been divided in so
many fractions and segments that each of them is clearly trying to grab the attention. Thus
each advertisement is clearly looking at so many parameters such as Consumer, segment,
brand and relationship. Consumers have become overburdened with each and every aspect
of their lives and values being targeted in order to convert it into profitability motive.

Advertising was about simple approach. Clear marketing with simple message. The
approach in the past was that marketer were there and the customer has to get used to the
fact that they are there. However, the present era has completely changed. The unique
selling proposition of good old days, keep it simple and stupid has completed changed over
time. Marketing is about bigger, wider and larger audience. Marketing is now cheaper with
various technological aids and it has become a humongous industry. Every decision passes
through various hierarchies and narrows down to the user of different channels of
communication. Each brand trying to get into the consumer mind-set has increased the
scope of marketing beyond the wildest dreams of centuries. The new media has made
marketing efficient, but it has made it very cheap as well. Given the extremely short span of
attention of a customer, the marketing campaigns have become fast as well. The quest to
dominate the market and capture an attention of a customer has also made the marketing
cheap, fast and out of control.