advertising and the changing media landscape
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Advertising and the changing media landscape. Hoorcollege marketing communication blok 4 week 3. Why do we bother advertising?. Learning goals. By the end of the colleges and the reading you should: Be able to define advertising - PowerPoint PPT PresentationTRANSCRIPT
Hogeschool van Amsterdam Interactieve Media
Advertising and the changing media landscape
Hoorcollege marketing communication blok 4 week 3
Hogeschool van Amsterdam Interactieve Media
Why do we bother advertising?
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Learning goals
By the end of the colleges and the reading you should: Be able to define advertising Be aware of how the changing media landscape affects
advertising as a communications channel Understand the benefits of- and the issues with advertising Have an awareness of the different advertising channels
available Be aware of the threats and opportunities interactive media
generates for advertising
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Agenda
A definition of advertising
Issues facing advertising
What is the job of advertising today?
Summary
Appendix
Advertising channels
Advertising and “new” media
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A definition of advertising
Advertising can be defined as any paid for non-personal promotion broadcast through a mass medium where there is an identifiable sponsor Mass media
TV, radio, cinema, magazines, newspapers, outdoor media Perhaps “New” Media
The world of advertising is full of noise Some argue that the aim of any form of advertising is to attract
and hold the attention of the target audience But perhaps this is not always the case
Advertising must be consistent internally, within the communications mix AND the marketing mix
Advertising must be truthful
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What advertising is not
It is not just television The majority of advertising is print-based
It is not dying, but it must change Internet, iTV, PVRs, in-game, etc. are changing the face of
advertising
It is not the only element of the promotions mix Advertising is great for creating awareness and interest But to increase sales it must be combined with other
elements of the promotions mix
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Issues facing advertising
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What’s the problem
Today marketing communications as a whole and advertising in particular faces two (connected) issues The selective nature of human perception
This has always been the case
The changing media landscape This is a relatively new phenomenon
These are perhaps most difficult for advertising
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Watch the video
Count how many passes do the team in white make to each other?
http://viscog.beckman.uiuc.edu/grafs/demos/15.html
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The selective nature of human perception
Selective perception The tendency of human beings to filter most information
they receive - this is called attention We see around 1,500 ads per day, we remember 4 or 5
1
Selective distortion The tendency of human beings to adapt information to fit in
with their existing views The “Pepsi Taste Challenge” only works when blind tasting
2
Selective retention The tendency of human beings to forget things that do not
fit with their “world-view”
1. Fiske, J. (1989), Understanding Popular Culture, London, Routledge2. McClure, S. M., (2004), “Neural Correlates of Behavioral Preference for Culturally Familiar Drinks”
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Changes in the marketing environment have made this worse
Over the past few decades the marketing environment has changed significantly Consumers have become more sophisticated and better
informed Mass markets have fragmented into smaller market
segments Developments in communications technology and
legislation has led fragmentation of communications channels
This has led to increasingly segmented markets and communication channels
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The changing marketing communications environment
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What this actually means
The old (1950’s) mass communication model is less effective
Communication has to be targeted IMC and cross-media campaigns
For advertising this means it’s role in the promotions mix is changing
X
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What advertising is good at
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Advertising as priming
Priming involves preparing a person to be more open to receive a message
It is not subliminal advertising (which has been never been proved to work)
Advertising might be very good at priming
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Please choose one
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Priming even works on advertisers
http://youtube.com/watch?v=ZyQjr1YL0zg
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The job of advertising
Advertising
Product Institutional
Pioneer
• Build awareness
• Explain a new product
Competitive
• Unique benefits
• Comparisons
Remind / reinforce
• Remind about product
• Reinforce benefits
• Encourage repeat purchase
Pioneer
• Information on new developments
Image building
• Reinforce image
• Create or maintain the character of organization in public mind
Advocate
• Communicate the company's viewsPRIMING
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Advertising and the marketing mix
Advertising is not effective “stand-alone”
Advertising should support the marketing mix and the rest of the promotional mix Priming the target group Selling activities
Generating leads Supporting intermediaries Reduce seasonality
Sales promotional activities Short-term promotion campaigns
Positioning or repositioning the company or product Defending against competitors Changes in STEP factors
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Summary
Advertising is Paid for Delivered via mass media Has an identifiable sponsor
Advertising is good for awareness, interest and creating priming effects But works best when integrated into an overall campaign
Read the attached stuff about channels and IAM and advertising
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Appendix
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Advertising channels
Message
Print Broadcast
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Print: Outdoor
Billboards
Bus shelters
Transport (trams, taxis, airplanes. Etc.)
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Print: Indoor
In-store
Public buildings, schools, offices etc.
On public transport
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Print: Published
Newspapers
Magazines
Classifieds
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Broadcast
Television
Cinema
Radio
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Advertising channels
Message
Print Broadcast
Interactive media
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Interactive media
Websites
Other online E.g. pop-ups and banners
Adwords
CD-ROMS
Viral & “Downloadables”
In / though game
SMS / MMS / i-Mode / UTMS / Bluetooth
RDS, Digital / Interactive TV, Digital Radio, GPS
Narrowcasting
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Issues with interactive media
Still not clear how it should be used as an advertising medium
The ability to combine elements can be ignored New media is dynamic not static
Sometimes seen as separate from mainstream advertising It is not integrated well
All of this is changing gradually
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Guidelines for interactive media
It must be integrated into the overall campaign Take advantage of material developed for other media Base it on same creative concept
Avoid the annoying the target audience Always a risk with e-mail, banners, pop-ups and viral
Use the potential of the media Do not simply take existing material and digitize it
Avoid online catalogues and static banners Avoid simply streaming your TV spot
Think about how “new” media can enhance the campaign What can it do that other media cannot
Virtual experiences?