Hoorcollege week 3 ( 12.3MB)
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Advertising and the changing media
landscape
Hoorcollege marketing communication blok 4
week 3
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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, Routledge
2. 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
Pioneer
• Build
awareness
• Explain a new
product
Institutional
Competitive
Remind / reinforce
• Unique benefits
• Remind about product
• Comparisons
• Reinforce benefits
• Encourage repeat
purchase
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Pioneer
• Information on
new
developments
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Image building
• Reinforce
image
• Create or
maintain the
character of
organization in
public mind
Advocate
• Communicate the
company's views
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
E-mail
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?
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