Advertising in the Digital Age

Gr 7 Up—The Sears Roebuck catalog, first published 1886, changed the way America bought products. Today, the Internet is transforming the shopping experience in ways no one could have imagined even 20 years ago. This program covers advertising techniques with a modern twist. It explains how advertising has evolved to include social media. In our Internet driven world, communication is key. Businesses need to create a relationship and interact with consumers, making their input part of the product and modifying and responding to the consumer demand to keep up with today's interactive world. Advertising and media professionals explain how their role has changed in today's market and how they keep their advertising fresh and appealing. Several professionals offer their perspective on advertising in the digital age. This fast-paced, comprehensive production is suitable for teens with a strong interest and some background in advertising. The brief discussion guide pinpoints the main ideas of the film and could be used as a springboard for further exploration. Useful as an overview for career exploration or to supplement a consumer economics course.—Ellen Frank, Jamaica High School, NY