Kevin J. Martin, the chairman of FCC acknowledged the influence of technology to changes in trends in the advertising sphere. The scope of advertising became broader with the proliferation of advertising media widely used at present, not only limited to traditional newspaper, television, or radio outlets. The Internet and mobile phones have become major channels of advertising due to their popularity and frequent use. Although changes in advertising trends seem to challenge the industry because of its complexity and diversity, Martin remains optimistic about its effects to the field.
According to Martin, “While technology is changing the advertising market, new opportunities abound. ” With this in mind, we perceive that technological changes challenging the field of advertising should be seen as a means of developing and advancing the industry in terms of efficiency and social responsibility. A major issue discussed in the speech was the influence of television programming to its young audience. Television programs designed for children should be free from persuasive commercials or advertisements, violence, nudity, and such which poses negative behavioral effects and influences to susceptible children.
Martin added, “There has been a lot of attention recently paid to the alarming rise in childhood obesity rates. ” Although other private organizations and industries have been working to address this concern, Martin believes that the field of advertising is able to deal with this particular matter through technology. “In the digital world, it is technologically feasible, with a few simple steps, for cable and satellite operators to offer consumers more choice over the programming they buy and bring into their homes,” Martin stipulated.
Offering consumers the decision to choose programs they want to watch is part of looking after the welfare not only of the young viewers but the whole audience as well. Martin considers it as part of marketing accountability and social responsibility as advertising is in a strong position to influence and change behavioral patterns. Martin looks into “a la carte” programming as a means of addressing the issue saying that, “A la carte sales provide a much more accurate proxy for viewership than sales of the large tier of which the small network is currently one component.
” Although this seems to be a client-centered approach to promoting marketing accountability and social responsibility, Martin believes that it also provides the advertising industry an opportunity to develop and advance the industry. Not only does a la carte programming provide consumers with the choice to manage the programs they are able to view, it also enables advertising agencies to develop suitable advertisements and commercials that will appeal to a particular demographic population.
Martin said that a la carte program is a means of “Knowing more about the types of consumers that are watching a particular channel” allowing advertisers to “target ads to the demographic composition of the audience more effectively. ”
Martin, K. J. (2007). Remarks of FCC Chairman Kevin J. Martin Association of National Advertisers Advertising Law and Business Affairs Conference. Retrieved September 30, 2008, from Federal Communications Commission. Website: http://www. fcc. gov/commissioners/martin/speeches2007. html