Transcript Hoorcollege week 3 ( 12.3MB)

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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