The Future Of Advertising
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Transcript of The Future Of Advertising
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Not about:
Web 2.0
Advertisement 2.0
Consumer 2.0Marketing 2.0
Communication 2.0
Business 2.0Identity 2.0
School 2.0 Jesus 2.0
Media 2.0 Smoking 2.0
Politic 2.0
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.. And also not about..
Consumensen
Putting the customer first
Customer Relationship Management
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The TV-Industrial
Complex
Buy Ads
Sell MoreProducts
Get MoreDistribution
Make aProfit
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The old days One way communication Limited choice Central editorial control
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Reach the customer
“We don’t hang out at the same places any more”
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“In 1965, 80% of 18/49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G)
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“People with PVR’s watch 12% more TV, yet 90% of them adskip”
“78,2% of Germans are irritated by advertising, only 24% actually still watches it.”
“85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom.”
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“54% of US consumers avoids products & services which ‘overwhelm’ with advertising”
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Trust
“You’re saying that you love me, but you’re not behaving like you love me….”
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We can see what we want, when we want it, how we want it.
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"Your contract with the network when you get the show is you're going to watch the spots. Otherwise you couldn't get the show on an ad-supported basis. Any time you skip a commercial or watch the button you're actually stealing the programming,"
Jamie Kellner, CEO of Tuner Broadcasting, 2002
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Dialogue
“We don’t talk”“You do all the talking”
“You’re not even listening are you”