advertising and the changing media landscape

Hogeschool van Amsterdam Interactieve Media

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 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


Agenda

A definition of advertising

Issues facing advertising

What is the job of advertising today?

Summary

Appendix

Advertising channels

Advertising and “new” media


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


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


Issues facing advertising


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


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


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”


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


The changing marketing communications environment


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


What advertising is good at


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


Please choose one


Priming even works on advertisers

http://youtube.com/watch?v=ZyQjr1YL0zg


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


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


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


Appendix



Message

Print Broadcast


Print: Outdoor

Billboards

Bus shelters

Transport (trams, taxis, airplanes. Etc.)


Print: Indoor

In-store

Public buildings, schools, offices etc.

On public transport


Print: Published

Newspapers

Magazines

Classifieds


Broadcast

Television

Cinema

Radio



Message

Print Broadcast

Interactive media


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


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


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?

advertising and the changing media landscape

Documents