Final answer:
The importance of brand communication has grown with the proliferation of media platforms and the increased competition for consumer attention. Companies utilize synergistic advertising and technology to reach wider audiences and reinforce their brand image, while large advertising budgets can also deter new competitors from entering the market.
Step-by-step explanation:
The ability of a brand to communicate has become increasingly important in today's attention economy, where companies battle fiercely for consumer awareness and loyalty. Advances in information and communications technologies play a critical role in the changing landscape of brand advertising. With the advent of television, print media, and now the internet and social media, advertising strategies have evolved. Brands now have to maintain a consistent and recognizable image across a multitude of platforms to stay competitive.
Brands like Coca-Cola and Pepsi have leveraged their large advertising budgets not just to attract consumers but also to act as a barrier to entry for competitors. What Naomi Klein discussed in her book 'No Logo' rings true even today, as corporations wield their power through visuals and logos recognized worldwide. Furthermore, the internet has made it possible for smaller firms to reach wide audiences, creating speculation about the future size and dominance of firms in various industries.
Advertising synergy ensures that companies deliver a unified message through different channels, catalyzing brand recognition. For instance, encountering Miller beer through billboards, stadium commercials, and halftime ads works to cement its presence in the minds of consumers. In such a scenario, it's likely that synergistic advertising practices would lead consumers to choose Miller at the concession stand because of the repeated exposure and cohesive branding efforts.
Despite the power of traditional advertising, the internet, which targets a younger, more educated demographic, offers a cost-effective method for engaging consumers and shaping brand perception. This dynamic shift poses a continual challenge for businesses of all sizes and affects strategies for brand development and maintenance in the digital age.