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Lecture 3

Film240 week 3 - Advertising

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Queen's University
Film and Media
FILM 240
Sidney Eve Matrix

Advertising Lecture Thursday, September 27, 2012 6:35 PM Consumer Culture Ambient Marketing Management Ad blindness - ubiquity. There is so much clutter of ads surrounding us at all times that we tend to ignore them so we're not always distracted. • A branded environmentcan further relationships • Creativitybreaks through the ad clutter and forces people to pay attention • Advertisers have to do something different for us to notice. • 84% of young people say the don't notice ads on social sites. • Very few people say that ads actually affect their purchases (40% GenY), in comparison to 45% of the general adult population. - Potentiallythe third person effect - people think that advertising doesn't impact their shopping decisions, but it actually does. Relevancy and Search Engine Marketing • Google encourages us to desire ads that are more relevant. - Increases intolerancefor advertising that is irrelevent - Permissionbased and relevant to what we are doing on that moment - Customized and interesting • Search engine advertising delivers messagesto you that are relevant to what you want. You don't want ads to interrupt you, you want them to add to your experienceonline or on TV. • In game ads: product placement increase realism and are non intrusive. - Particularly noticeable in sports games • Microsoftreported that product placement within games translates to brand economicprosperity. - Gatorade sponsored uniforms and put branding on courts, and noticed a 24% increase in household spending • Dynamic ads: 0.5 second exposure can lead to brand recall. - Obama billboard in racing game targeted a new demographic of voters • Slashdot concluded that the best place to put an advertisementin a game, and expect ad recall, is during a momentof violence (like about to run over a pedestrian) Brand Integration and Product Placement • Since we have becomegood at ad skipping, product integration advertising becomes more important: include advertisementsthat are relevant to the product, [ex] - ExtremeHome Makeovershould play commercialsfor Rona, Maytag, Ikea, etc. - Clean Break television series is threaded with advertisementsfor razors, which demonstratesthe "clean shave" theme of the program • Product placement - placing their products in TV shows, movies, etc to promoteproducts (its free advertising). - Apple appeared in 42% of Hollywoodfilms - audience exposure that they didn't pay for - Brand perception can shape characters - Apple products in Mission Impossible - Gossip Girl characters all use iPhones • All types of media are ad supported. If you take away the ads, we don't have sponsorship, so we don't have a product. Content Marketing Content Marketing • Advertising can be consumed as content - awesomeadvertising is fun to watch • Big advertising is big budget. - High production values = awesomecontent that people want to share • Creating commercialsthat people look forward to watching. Increases chance of going viral. - Top viral videos each week are advertisements - Some commercialsare made for the web (too long for televisionspots) • Infographics: more interesting than reading yet another webpage - eye candy Appvert and Gamevert • Appvert: Branded apps can be advertisements • Gamevertspromotesustainability. - Axe company developed a game of girls bouncing on pogo sticks - Hilton Worldwide created a free app that decodes businesss acronymsfor you. It appeals to your intellect, thus, a specific demographic - Coke's virtual spin the bottle application is a fun party app that appeals to GenY demographic • 26% apps are only used once - Description is misleading - It was free - Hoard apps - Forget you have it if you have a lot of apps - Get bored of using app - Introductory preview makes you purchase the rest, and you don't want to - Not good at the game - Just as easy to delete as it is to download. Social Advertising • We want to share and add value to our network • Find links that are "status-worthy" • Though leadership is developed by being the first to share content of a specific nature • Social relationship marketing strategies make you more likely to recall specific brands. • Facebook research shows that social relationship marketing results in a 10% uplift brand recall - People rememberthe things that their friends post • Facebook Beacon controversy:a primitive platform extension that allowed users to tell their friends where they were shopping. - Tracked online activity on websites that were in partnership with Facebook,and purchases were automaticallydisplayed online - They opted everyonein automaticallyby default. - Launched during the holiday season (2007) - purchases were inadvertentlyrevealed - It becamea problem because proposals were spoiled. - Beacon was unplugged The Like Economy • 51% more likely to purchase a brand after liking it • 56% more likely to recommenda brand to friends after liking it • It's effortless,social word of mouth • Socially relevant ads • Sponsored stories: turn your likes into advertisements - image can be used for sponsored stories on your friend's newsfeeds. - Can be negative/riskyfor the brand because Facebook profile pictures may not be indicative of brand messages/values FrictionlessSharing FrictionlessSharing • Brands have signed on to enable you to share your media content automatically.Brands have access to your personal information. • Facebook open graph (shows being watched on Netflix, articles read from the Washington Post) - Can be opted out Personalization • Personalizationand mass customizationadvertisementshave a better chance of being shared - Coca cola puts your name on a can (not cost effective - designed to cause word of mouth surrounding the brand) - Old Spice engaged with Twitter audience (morecost effective) • Mass customizationneeds to be cost effectiveto scale, or it doesn't work - Design your own Nivea lip balm cap and enter it in a contest - showcases users' digital creative skills - Hellman's receipt personalization: receipt technologyrecognized Hellman's mayonnaisepurchase, and combined with other purchased groceries to generate a recipe and print it on the receipt. Sales increased 44% over 3 months of receipt software installation Mobile Marketing • QR codes have not caught on - one in six Canadians will scan this month. - Scan codes for payment at movie theatres and have popcorn delivered to your seat (won't miss the movie,no lines, won't lose your seat, do it to see if it works, - mCommerce - scan the code and get first chapter free, see what you think and decide whether you want to read the rest Digital Discoverability - Geosocial Networking • People sharing their locations • Less than 10% actually use it • McDonalds ran a foursquare contest by offering a gift certificate if people checked in. - 33% increase in foot traffic • Early adoption of geosocial/mobilemarketing might be risky if people don't know how to participate in the promotion. • 74% smartphone owners use phones to get directions, but not for geosocial apps - Locationis the most personal informationof all - the people who need to know your location will know - Social seating through ticket master allows you to find a seat near where your friends are. - Seating on a plane • fCommercehasn't worked - Unsure about security of network - Not using Facebook for shopping - Feels like spam • Social gifting is an opportunity for successful mobile fCommerce - Karma is a mobile app (that has been purchased by Facebook) - Notification of friends birthday - Put together a gift and have it delivered - Convenient Relevant messaging - brand need to understand everyonebuying to customizemessage and position brand accordingly. • Generation segregation • Values, lifestyles, and aspirations are targeted - tweak messages accordingly • Geodemographics:region, neighborhoods, target them differently than others. Cultural Proximity: ads that reflect things they already think and feel. Cultural Proximity: ads that reflect things they already think and feel. You can build an affinity path to purchase - no bumps or wrinkles. AdvertisingStrategies Consumer Types When designing effective marketing campaigns, you must know your customerreally well, and their interests/preferences. • This gives you the capability to target moreeffectivelyand personalize content with offers that are of interest. Market Segmentation → targeting a particular consumer with a message - Healthy choices menu at fastfood restaurants Cohort Analysis → Generational difference • Messages differ based on age Psychographics→ Values and lifestyles • LuluLemontargets people who value health and bases their marketing strategies around these lifestyles Geodemographics → location • Differ from big to small cities Cultural Proximity: People prefer messaging that resonateswith their own lifestyles, values, attitudes, self image, aspirations, tastes preferences,interests, opinions. • Based on relevance to experiences Seeking to build affinity paths to purchase. We want a smoothpath from being inspired to the actual purchase of a product or service. • Advertising that resonates with things that they value Ads combine the following strategies: Rely on the Association principle: must be associated with something that we value. • It need to hook into something that the consumer segment considers valuable • Find something that everybodyloves and build advertisementsaround trends that people are into - Catvertising:cute cat theory of media use Emotional sell: sells emotion(disgust, fear, disgust, sexuality, joy). Trying to provokean emotion • Advertisementstry to resonate on an emotionallevel so we will rememberit • Sexual sell - can be done in a classy way or tied with humour - Trying to break through the advertising clutter • Humor • Fear factor WINNINGTHE ATTENTIONWAR Vignette advertisements: rapid succession of images and music • movequickly, linked to MTV style, quick cuts and pounding music, and fleeting sexual images that captivate your attention. • Its about feeling, not thinking. • Velocity gives you the feeling that life is fleeting, so you have to buy quickly • Difficult to watch passively, always involved - Researchers found that alcohol ads are mostrecalling - Values in alcohol ads: romance,adventure, sex appeal, relaxation, popularity, masculinity Shockvertisingstrategy: trying to arrest your attention - visual technique that interrupts the glance effect. • Almost impossible to look away • Popular with fashion brands and public service announcements • Interrupting the glance theory • Interrupting the glance theory - 51% disgusted people are more receptive to the new (new and improved) - Harvard business review - More likely to pay moreafter disgust-evoking clips Blipvert:if you blink, you miss it. Plays on our short attention span, appeals to intellect, will watch again if you missed the first time • Humour associationprinciple is combined with many different advertising strategies - inject joy into someone'slife, and associate that joy with a brand • Defensiveadvertising: fear ads - Apply to your body - make you feel bad about yourself to avoid the feeling of shame, make purchases to avoid humiliation - Social shaming MASS APPEAL Band wagon ads: evented traditions • makes you think that it’s a tradition - everyonehas been doing it forever. Plain folks pitch: associates a product or service with everyday people. A product that is simple and fits easily and effortlesslyinto every day life. It can be acquired and used easily. • Down to earth • Families are represented Cause marketing - appeals to folks who want to make a difference • Speaks loudest to moms and millenials • Many consumerswould rather do business with a companythat stand for something beyond profits • Helps people feel good about their purchases - it's a justification • They want to believe the brands are making a diffference, not just in it for profit Snob appeal: the best in class. Distinctiveitems stand out amongst peers. • Class membership • Brand recognition • Conspicuous and competitiveconsumption • Upscale emulation - driven by the desire to have exclusive goods and services that only a few people can actually afford - Climbing the ladder - aspiring to be a memberof a higher class • ExclusivityFactor - Only the best/brightest/mosttasteful consumers • To be in the prestige economy, they must be scarce and expensive - Limit availability - Raise prices - No sales - Status goods that remain exclusive • Masstige brands: luxury brands move to products for the masses - Can becomemainstream (apple) - Somewhataffordable Celebrity endorsement: short hop from identifying a celebrity to emulating a celebrity • Bring a set of establishing meanings with them to your marketing message - Products associated with Tiger Woods suffered - You need celebrities that are popular, well-liked, not controversial • Cut through advertising noise and clutter - Parasocial power - Participatoryculture: More celebrities are signing on with brands and becoming designers. - Celebrities have an attention capital that they already own, and you can bring this with you to the - Celebrities have an attention capital that they already own, and you can bring this with you to the brand Comparison ads: mentioning competitorin advertisements.If your product is the same, you need to find a creativeway to compare the two products and communicatebrand distinction • Parity products are all the same - there needs to be brand distinction • The pretty good problem - you don't know what to buy because everything looks pretty good. - USP (unique selling proposition): figuring out what makes the product unique • Have to set product apart • Distinguish yourself using celebrities, humor, • Communicateuniqueness through stereotypes Stereotyping: • The power/stickinessof generalizations can play to humor • Invisible stereotyping - Isn't super obvious;we only see certain people in certain roles looking a certain way. We can't imagine things differently because of repetition (no diversity - certain people are never cast in certain roles) - Have a grain of truth - Visual association Advertising Readings Sunday, December 09, 2012 7:00 PM Introduction Pg. 319-320  2010 marked a significant turn in advertising strategies, because the revenue from Internet advertising surpassed newspaper advertising revenue  Mobile advertising also grew large enough to gain the attention of the advertising industry, with some of the largest international media companies making huge investmentsto bring advertisementsto smartphone and tablet screens. - Media forecasterspredict that the mobile marketwill dominatethe advertising industry in the future - Google, who already dominates the advertising market, bought AdMob, a company that serves ads to mobile screens, in order to bring advertisementsto the network of mobile devices that use Google's Android platform. - Apple also purchased a mobile advertising platform,Quattro Wireless, in 2010,but has since focused its energy on developing their own company, iAd. As Steve Jobs said, "iAd offers advertisers the emotionof TV with the interactivityof the web, and offers users a new way to explore ads without being hijacked out of their favorite apps" The First Advertising Agencies Pg. 323 There were very few goods and products until the 1830sso advertising wasn't particularly prevalent until after the Industrial Revolution.The minimal advertising that did exist usually featured local merchants selling goods and services in their own communities.  The first advertising agencies were newspaper space brokers → Individuals who purchased space in newspapers and sold it to merchants  1941,Volney Palmersopened a prototypeof the first ad agency in Boston Advertising in
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