Increasingly, other media are overtaking
many of the "traditional" media such as television, radio and
newspaper because of a shift toward consumer's usage of the Internet for news
and music as well as devices like digital video
recorders(DVRs) such as TiVo.
Advertising on the World
Wide Web is
a recent phenomenon. Prices of Web-based advertising space are dependent on the
"relevance" of the surrounding web content and the traffic that the
website receives.
major mass media because of its ability to
reach larger audiences for less money. Digital signage also offers the unique
ability to see the target
audience where
they are reached by the medium. Technological advances have also made it
possible to control the message on digital signage with much precision,
enabling the messages to be relevant to the target audience at any given time
and location which in turn, gets more response from the advertising. Digital
signage is being successfully employed in supermarkets. Another successful use of digital signage is in
hospitality locations such as restaurants. and malls.
E-mail advertising is another recent
phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail
spam". Spam has
been a problem for e-mail users for many years.
Some companies have proposed placing
messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness
of subliminal advertising (see mind
control), and the
pervasiveness of mass messages (see propaganda).
Unpaid advertising (also called
"publicity advertising"), can provide good exposure at minimal cost.
Personal recommendations ("bring a friend", "sell it"),
spreading buzz, or achieving the feat of equating a brand with a common noun
(in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum
jelly, "Hoover" = vacuum
cleaner, "Nintendo" (often used by those exposed to many
video games) = video
games, and "Band-Aid" = adhesive
bandage) — these can be
seen as the pinnacle of any advertising campaign. However, some companies
oppose the use of their brand name to label an object. Equating a brand with a
common noun also risks turning that brand into a generalized trademark - turning it into a
generic term which means that its legal protection as a trademark is lost.
As the mobile phone became a new mass media
in 1998 when the first paid downloadable content appeared on mobile phones in
Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By
2007 the value of mobile advertising had reached $2.2 billion and providers
such as Ad mob delivered billions of mobile ads.
More advanced mobile ads include banner
ads, coupons, Multimedia Messaging Service picture and video
messages, advergames and various engagement marketing campaigns. A particular
feature driving mobile ads is the 2D
Barcode, which replaces
the need to do any typing of web addresses, and uses the camera feature of
modern phones to gain immediate access to web content. 83 percent of Japanese
mobile phone users already are active users of 2D barcodes.
A new form of advertising that is growing
rapidly is social network advertising. It is online advertising with a focus on
social networking sites. This is a relatively immature market, but it has shown
a lot of promise as advertisers are able to take advantage of the demographic
information the user has provided to the social networking site. Friendertising
is a more precise advertising term in which people are able to direct
advertisements toward others directly using social network service.
From time to time, The CW Television Network airs short programming
breaks called "Content Wraps," to advertise one company's product
during an entire commercial break. The CW pioneered "content wraps"
and some products featured were Herbal
Essences, Crest, Guitar
Hero II, Cover Girl, and recently Toyota.
Recently, there appeared a new promotion
concept, "ARvertising", advertising on Augmented
Reality technology.
No comments:
Post a Comment