Effectiveness of Unconventional Advertising
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Transcript of Effectiveness of Unconventional Advertising
8/2/2019 Effectiveness of Unconventional Advertising
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VINAYAK SHINDE
2009B3A4533G
BITS-PILANI K.K BIRLA GOA
CAMPUS
Effectiveness of
Unconventional Advertising
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N E W S P A P E R A D S
R A D I O A D S
T V A D S
M A G A Z I N E A D S
T R A D E S H O W S
B I L L B O A R D S
Traditional Advertising
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Online Advertising
The Internet has emerged as an advertisingmedium.
With the rapid advancement in the computer
industry, many companies have made the Internetas part of their advertising media mix to takeadvantage of the online technologies.
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Google’s Advertisement Campaign
Google Adwords
Google Adsense
Adword Adsense
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Forms of Online Advertising
Text ads
Display Ads
Pop-Up Ads
Flash / DHTML AdsInterstitial Ads
Video Ads
On-Site Sponsorships Advertorials
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Forms of Online AdvertisingText ads Display ads
On site Sponsorship Advertorials
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Traditional vs Online Advertising
Analysis
Low Cost
Targeted Audience
Quick Response
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Effectiveness of Online Advertising
Survey Nielsen study polled 400 Malaysian online
shoppers aged 18 and above in January andFebruary 2011 for their online transactions in thepast 12 months
Parameters:
1) attitude towards the ad
2) Ad recall3) click-through rates
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Results of the survey
Internet users found online advertising wasinformative but less entertaining
Heavy web users vs Light web users
Advantages - providing privacy and moreinformation
Disadvantages - cluttered and hard to read Websites
The key finding was that the duration of page viewing is a strong determinant of the ability torecall banner ads (around 40 seconds per page)
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Ad characteristics such as banner size, animation,message length and logos, campaign length,number of host web sites and campaign cost may influence the direct response of viewers in terms of
click-through ratesclick-through alone is not sufficient in measuring
advertising effectiveness
Viewers avoid looking at the banner ads whilesurfing the Internet
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Customers today are bombarded with
tradit ional advertising and have becomeresistant and unaffected by it . Meaning: Itis t ime to change the way you market .
The increasing number of advertisementsthat the “Wary And Cynical” viewers areexposed to every day has forced them tocreate a shield that can make them virtually immune to the Commercial message .
Unconventional Advertising
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There are several factors that have contributed to thegrowth of the importance of the non-traditionaladvertising:
the lack of credibility and the inefficiency of traditional advertising
customer’s reluctance to the advertising message the need to reduce the costs of promotion
the need for differentiation of the products and
brands
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consumer’s better understanding of marketing andselling techniques which makes them immune tocommercial messages
the need for a better targeting of the audience which has become more and more fragmented
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Guerilla Marketing
Guerilla marketing is an unconventional way of performing marketing activities intended to getmaximum results from minimal resources.
The notion of a guerrilla campaign encapsulates theidea that this kind of advertising exists outside thenormal rules of engagement and works by seizing
people’s attention when and where they least expectit, and holding them captive until they’ve absorbedthe message.
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It is all about creativity and psychology instead of experience, judgment, and guesswork.
In addition, the psychological factor is very effectiveand it makes people talk about what they saw, which
in turn draws them into a personal relationship withthe product. They begin to talk about the promotionthey saw with their family, friends and others.
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EXAMPLES OF GUERILLA ADVERTSING
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Further Work
Stealth Marketing Viral marketing
Brand pushers
Celebrity marketingBait-and-tease marketing
Product placement
Ambient advertising
Experiential advertising Ambush marketing
Elevator advertising
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Thank You