Class Notes (838,386)
Canada (510,872)
FILM 240 (67)
Lecture

3. Advertising.docx

8 Pages
138 Views
Unlock Document

Department
Film and Media
Course
FILM 240
Professor
Sidney Eve Matrix
Semester
Fall

Description
LESSON 3: ADVERTISING 1: COMMERCIAL CULTURE  Encouraged to buy, buy, buy  Ubiquitous and ambient marketing messages (and ad blindness) o Advertising saturation (ad clutter)  Have to ignore, or you would be distracted all the time o Branded environment around us  Outdoor advertising  Mars (truck size)  Hard to get people to look at your ad unless you do outdoor ads  Everywhere all the time, all around us (e.g. KitKat bench) o 84% of millennials say they don‟t notice ads on social sites  Don‟t look at ad on Facebook, Twitter, Youtube o 40% (GenY) to 45% (general adult population) say ads affect purchases  Third person effect?  New expectations of relevancy o Desire ads that are more relevant  Search engine marketing o Changing expectations, delivering relevant and timely ads o Search engine advertising (ads on the side of Google search result pages)  Delivering ads to you depending on what you want  Personalized: based on what you are doing online at that moment  Brand integration and product placement o In-game ads  Product placement: increase realism and non-intrusive  Gatorade buys spots in EA games (branded courts and players) o Increase in household spending  .5 second exposure for brand recall  Obama ad in auto racing games (target a new demographic of voters)  Best place to put an ad is in the moment of game play where there is violence  Right when you are about to run over someone gives great recall  Highly emotional moment o Ad skipping -> product integration  Product integration in reality shows  Extreme Makeover (Home Edition) o Rona, Sears, Sony, Home Depot  Ads that you can‟t skip o Product placement  Gadgets in Mission Impossible: Ghost Protocol (a lot of Apple products)  Apple gets a lot of placement in Hollywood movies  Apple doesn‟t have to pay for it (a lot of free advertising)  Gossip Girl switched to iPhone (from Verizon) o Obsolete technology would not fit in with the plot o Popular culture productions  Ad-supported  Soap operas sponsored by P&G  Content marketing o Used to make a distinction between ads supporting the media and the content  More integration today (no media without ads) o Awesome advertising is content  Sony Bravia (high production values, expensive)  Consumed as if it were content  Most popular videos every week, 9 out of 10 are advertisements (viral) o Feature commercials made for the web (too long for TV)  BMW commercial is 3 minutes long (goes straight to the web)  Big set, big budget o Creating commercials that people actually look forward to watching  High budget: Old Spice  High production values = more people like it, more likely to be shared (goes viral)  Low budget, personalized  Virtual cheese sandwich with your face on it o App on Facebook that went viral o Ads people want to consume and share  Office Depot (elf yourself) o Branded infographics (shared by peopl0e  History about brand, research based  Nicer to read than a webpage (eye-candy) o Branded apps  Jamie Oliver, Martha Stewart (recipe apps)  Appverts and gameverts o Gamevert  Sustained engagement  Axe (girls on pogo sticks)  Hilton Worldwide (test business jargon/acronyms)  Spin the Coke (virtual spin the bottle) o 26% apps are one-time use  Download an app, use it once  So many you forget about them, or they‟re pointless, free  Social advertising, sponsored WOM o Ads people want to consume and share  Is it status update worthy?  We‟re all looking for something to share o Social relationship marketing – 10% uplift brand recall  More likely to patronize the store if your friend bought something there o Facebook social advertising  Beacon controversy (Holiday season 2007)  First social advertising campaign  Social shopping (track activity on e-commerce sites partnered with Facebook) o If you bought something from one of the retailers, shows up on your Facebook  See where your friends shop o Everyone was opted in by default o Revealed purchases inadvertently o Saw when guys bought engagement rings (ruined proposals)  Class action suits (settled)  The Like economy  51% more likely to purchase from a brand after liking it  56% more likely to recommend brand to friends after liking it  Brands are motivated to make their presence known  Social context ads  Online word-of-mouth marketing at scale o Effortless for you  Sponsored stories o Turn your likes into ads (show up in your friends‟ feed) o Check into Starbucks, show up on your friends‟ newsfeed o Controversy: underage and in ads for alcohol on Facebook  Underage people liking alcohol and appearing in ads  Open graph  A new class of apps  Frictionless sharing  Share what media you use (movies you watch in Netflix, social reader) o Articles you read on Washington Post end up on newsfeeds  Personalization, customization, frictionless sharing o New expectations of personalization and mass customization  Coke let you have a can with your name on it  Campaign to produce word-of-mouth to sell Coke o Not produced to a large scale (too expensive)  Old Spice  Tweets in character, video responses on Youtube to Tweets  Personalized, cost effective  Design your on lip balm cap  Cap may win and will be manufactured o Mass customization  If you buy Hellman‟s, recipe on your receipt  Incorporates other things that you buy into the recipe  Have to find a way for it to be cost effective if done to scale  Permission marketing vs. interruption advertising  Mobile marketing (SMS/QR/GPS) o 1 in 6 Canadians will scan a QR code this month o QR payment system  Scan code, order food, food arrives (direct to seat in theater)  Don‟t have to wait in lines, won‟t have to lose seat… o In Spain, trains offer first chapter of novels through QR codes  Geosocial marketing, digital discoverability o Checking into Foursquare, Facebook places o Foursquare promotion at McDonalds  Increased fan base by 600 000 in 1 day (increase in foot traffic)  Randomly awarded $5 or $10 gift cards for those who check in o Use Facebook places to check into the Gap for free jeans  People did not read instructions: typed “check in” on their Facebook page o Most people use smartphones to get directions  Much less people check in  People don‟t care where you are, loss of privacy  Is location the most personal information of all? o Social seating (Ticketmaster and Facebook)  Books seats near your friends o KLM Meet and Seat  View Facebook and LinkedIn profiles or people on your flight  Opt into the service  Plan who you sit beside on the plane (KLM)  Get friends to opt in and plan together  Want people to buy tickets right from Facebook o fCommerce (1-800-FLOWERS.com)  Not very many people want to shop on Facebook
More Less

Related notes for FILM 240

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit