![]() Ad campaigns were under scrutiny of skeptical consumer and clients who measured success in sales figures rather than creativity- more research was done-focus groups, motivational studies, computer models.Many agencies suffered losses and some shut down.Recession caused problems in advertising ad billings did not match the rate of inflation.Advertisers move away from hard sell to build brand images.1980s advertising went global building empires for clients-glamour, wealth and style were in.Immigration created a much more diverse marketplace.1970s stagnant economy gave way to boom times of 1980s.Traditional North American manufacturing in the tight economy of 1975 was changing and the hard times meant advertising took on more of a "hard sell" approach shifting from the entertaining approach to one with more market research, specific products claims and product comparison.North American manufacturers looked for ways to lower costs some moving manufacturing to Latin America and South East Asia.Foreign competition and escalating wages and energy prices led to declines in corporate profits.Western European and Asian manufacturers under cut prices of goods and often provided higher quality goods.Technological advances sped change in all fields - silicon chip revolutionized computers and communications field and speeding up rate advertising design.Overview-The Information Age- Competition.
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