Alternative Advertising and Articles
Alternative advertising options * In recent years researchers have noticed reduced effectiveness for television due to increased commercial clutter. * Furthermore TV advertising costs have risen faster than any other media costs and many marketers are looking for alternatives
Place Advertising: * Or out of home advertising is a broad category including many creative and unexpected forms to grab consumers attention * Rationale = marketers better off reaching people where they work, play and shop * Examples: * Billboards – have been transformed and now use colorful, digitally produced graphics, backlighting, sounds, movement and even 3-dimensional images * Superga – Hugely designed 3-D shoes on buildings * Public Spaces – advertisers place ad’s in movies, lounges, airplanes and buy space at stadiums and arena’s and even on garbage cans
Product Placement: * Marketers pay huge fee’s so that their products will make cameo appearances in movies and television shows next to celebrities or even sported by them * Marketers are finding innovative ways to advertise real-time television broad casts * Advertorials are print ads that offer content reflecting favourably on the brand and are difficult to distinguish ffrom newspaper or magazine content
Point of Purchase * In store advertising includes ads on shopping carts, aisles and instand coupon machines, some super markets are even experimenting with “talking shelves” and floor placements * POP radio provides FM style programming and commercial messages to thousands of stores * The appeal lies in the fact that in many product categories many consumers make the bulk of their final brand decisions in the store
Evaluating Alternative Media * Ads can now appear anywhere consumers have a few spare minutes or even seconds to notice them * Main advantage = non-traditional media can often reach a very precise and captive audience audience in
Place Advertising: * Or out of home advertising is a broad category including many creative and unexpected forms to grab consumers attention * Rationale = marketers better off reaching people where they work, play and shop * Examples: * Billboards – have been transformed and now use colorful, digitally produced graphics, backlighting, sounds, movement and even 3-dimensional images * Superga – Hugely designed 3-D shoes on buildings * Public Spaces – advertisers place ad’s in movies, lounges, airplanes and buy space at stadiums and arena’s and even on garbage cans
Product Placement: * Marketers pay huge fee’s so that their products will make cameo appearances in movies and television shows next to celebrities or even sported by them * Marketers are finding innovative ways to advertise real-time television broad casts * Advertorials are print ads that offer content reflecting favourably on the brand and are difficult to distinguish ffrom newspaper or magazine content
Point of Purchase * In store advertising includes ads on shopping carts, aisles and instand coupon machines, some super markets are even experimenting with “talking shelves” and floor placements * POP radio provides FM style programming and commercial messages to thousands of stores * The appeal lies in the fact that in many product categories many consumers make the bulk of their final brand decisions in the store
Evaluating Alternative Media * Ads can now appear anywhere consumers have a few spare minutes or even seconds to notice them * Main advantage = non-traditional media can often reach a very precise and captive audience audience in