Katalin Fehér

Keywords: digital advertising, webvertising, campaings

The recent tendencies of online advertising form a complex subject as well in the field of non-digital advertising and of the media, as in the context of society, economy and culture. Nowadays, the different types of webvertising range from classical, generally successful solutions to unestablished techniques and risky campaigns. The functioning of these virtual tools and their complicated nexus ultimately leads to the conclusion: many a little makes a mickle.

 

Éva Katona

Keywords: advertising, financial crisis, marketing, new media

Is the cutting back of advertising in economic downtimes an adequate response to the crisis? It seems that in order to survive, companies will have to change their advertising methods and marketing attitudes instead. Advertising as we know it will give way to an era of post-advertising, during which companies should not think anymore in terms of the product, but focus on relationship building and the hitherto untapped possibilities of innovative media strategies.

 

András Réz

Keywords: advertising, marketing communication, Hungary, socialism, virtual groups

What does advertising do to us? And how does marketing communication work without a market? After recalling the publicity ads of the Hungarian socialist era, the essay points out some changes of marketing communication emphasizing how contemporary advertising builds virtual groups among the consumers. According to its prediction, future advertising will not be based upon already existing identity groups, but the recipients of advertising will adopt instead new artificial identities.

 

István Sas

You Know That I Know That You Know. Novel Communication Strategies in the World of Advertising

Keywords: advertising, new media, Web2.0, prosumers

Generally speaking, advertising has a very low prestige among the public. People hate ads, among other reasons, because there is too many of them and they tend to be too aggressive. However, in the era of Web2.0 and many-to-many communication, even manipulation is not anymore what it once was: the recipients of the messages talk back and consumers who now produce their own messages become so-called prosumers. The lesson to be learned for creative advertisers is that people want some reward for their attention: it is not persuasion, but entertainment that sells the product, as the consumers know the rules of the game and reward an open and fun communication.

 

Dániel Szabó

Keywords: Hungary, advertising, printed press, small enterprises

Turn of the Century Hungary have not had yet its golden age of advertisement, it was only a silver age in comparison with the United States. At the same time, more and more Dailies and Weeklies lived on the ad revenues. At this time the copies began to use the selling on lifestyles, on social rise, on health etc. The handbooks of ads suggested this for professional copywriters. It is true, at that time most of the copies of the small enterprises were written by the firm owner (and her or his family). Even this people were able reasoning the new way. First of all shops and brand names were advertised. The social stratification of ads was characteristic, at the same time we can find lots of copies suggesting, or promising universal life styles. We can follow attempts using political values in commercial ads, it seems that they have not worked in the long run.