Download emanating international advertising through modern technology

A. Nithya et al., International Journal of Advanced Engineering Technology
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Review Article
EMANATING INTERNATIONAL ADVERTISING THROUGH
MODERN TECHNOLOGY
1
1
Dr. A. Nithya, 2Dr. S. Gobinath
Address for Correspondence
Assistant professor, Management Sciences, KNCET, Trichy, Tamilnadu, India
2
Associate professor, Mechanical Engineering, KNCET, Trichy, Tamilnadu, India
ABSTRACT
Media is the most popular way for any kind of introduction, and it is also the most effective method utilized in the
advertising. In this age of media war, it is essential to have a strong campaign through advertisement for the promotion of
each and every company. The purpose of this Article is to know about various media. And to find out which media is best to
attract the more number of population at a stretch. Our study includes new media of advertising like Digital Signage , Floor
Graphics , Ads in Light Emitting Capacitor (LEC) , Table Talk . This study has concentrated on types of future media and its
merits. The data were secondary collected from online resources and other books and journal. After collecting data it is
revealed that major and best media to capture huge market is digital Signage, floor graphics etc. Hence this study will help
the advertiser, media owner and marketer to develop their advertising strategy through various modes of media. This article
will also help the researcher to know about various ad and its data. To tell new about this article is that the next generation of
advertising is also took a concrete shape where ideas of new media were also discussed.
KEY WORDS: Advertising, Types of new media, modern layout of advertisement, Future Media for Ad.
INTRODUCTION
International Advertising cultivates success and
provides market Knowledge for people in and around
the various countries. The pace of change has become
so frenetic and erratic that today, we get success but
there is no assurance of success tomorrow.
International Advertising is more technology- driven
and is a knowledge oriented process and creative and
innovative. The world’s prestigious brands like
Mercedes, Benz, BMW Ford, Toyota, Peugeot,
Mitsubishi, Fiat, Skoda, and Hyundai have entered
the overall world roads. This is because of only each
one of them is advertising at the best level to capture
the international market.
International advertising entails dissemination of a
commercial message to target audiences in more than
one country. Target audiences differ from country to
country in terms of how they perceive or interpret
symbols or stimuli; respond to humor or emotional
appeals, as well as in levels of literacy and languages
spoken. How the advertising function is organized
also varies. In some cases, multinational firms
centralize advertising decisions and budgets and use
the same or a limited number of agencies
worldwide. International advertising can, therefore,
be viewed as a communication process that takes
place in multiple cultures that differ in terms of
values, communication styles, and consumption
patterns. International advertising is also a business
activity involving advertisers and the advertising
agencies that create ads and buy media in different
countries. The sum total of these activities constitutes
a worldwide industry that is growing in importance.
International advertising is also a major force that
both reflects social values, and propagates certain
values worldwide.
Once the advertising message has been created, a
media plan must be developed and specific media
vehicles purchased to deliver the message to the
target audience. Media differ from country in their
availability, effectiveness and efficiency in delivering
a message, and, with relatively few exceptions, tend
to be organized on a country-by-country basis.
Notable exceptions include StarTV, MTV, CNN in
television, Business Week International, the Asia
Wall Street Journal, the International Herald
Tribune in print, and selected industry and medical
publication that are read worldwide. There is also a
trend toward consolidation of media in order to
achieve greater economies of scale and leverage
content developed in one market to others. This
consolidation facilitates purchase of media on a
regional and global basis. In addition, the Internet is
emerging as a truly global medium that does not
conform to country boundaries.
Ads in New Media Technology
 Digital Signage
 Floor Graphics
 Ads in Light Emitting Capacitor (LEC)
 Table Talk
Next Generation of Media Technology
 AdPod
 Creative Ads as Business
Emergent New Media Advertising Technology
Digital Signage
Digital signage, deemed the outdoor advertising
platform of the future, provides consumers with
display screen installed in public spaces to inform,
entertain or to deliver advertisements more reliably
to target audience at specific location, at specific
time. Digital signage is increasingly sought after by
advertisers to utilize the medium and reach
consumers in ways that conventional Advertisements
are unable to accomplish. It is also convenient for
advertisers to carry out a quick copy change or any
updating of their advertisements, without limitation
of location and effort. It’s outstanding. Digital
signage is a great way to attract customers. Digital
signage displays make the atmosphere much more
lively. Digital signage is a great way to help out your
marketing team as it allows you to effectively and
efficiently communicate messages with your
customers and your employees. From news channels
to twitter feeds, photographs to advertisements – the
list is endless which can be put everything on the
same screen, at the same time.
According to a study by Online Testing Exchange
(OTX), respondents found digital advertising to be
interesting (53%), attracted their attention (63%),
unique (58%) and less annoying (26%), than other
traditional and online media. Indication is that, 75%
of 18 to 34 years old group in the US take notice of
digital signage in seven different locations in a week.
This provides opportunity to the advertisers for
intercept for ads and reaching young people at
various locations.
Int J Adv Engg Tech/Vol. VII/Issue II/April-June,2016/1063-1065
A. Nithya et al., International Journal of Advanced Engineering Technology
Floor Graphics
Floor graphics advertising is not the latest innovation,
but it has come a long way from the traditional flat
floor advertising to the illusion of pop-up illusionary
images on the floor which consumers probably have
seen at local grocery stores, convenience stores, gas
stations, shopping malls, airports, parking lots or
retail outlets. Floor graphics are able to create and
promote brand awareness, especially in retail
environments where most customers do not choose
the brand until they are in the store. Strategically
placed floor graphics can grab customers attention
and influence buying decision. For instance, the
advertising agency, Aap!Global, managed to attract
consumers from the parking lot to Starbucks by
putting such floor graphics on the parking lot floor.
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of sale and floors. Companies using these for
advertising include H&M, House of Fraser, FedEx,
Virgin Atlantic, Starbucks and Motorola.
Table Talk
Table talk advertising not only creates awareness and
provides information to consumers, but the medium
also allows consumers a visual experience of
products and services offered by advertisers. Table
talk exposes consumers to the ads for duration of half
an hour or more and is able to stimulate consumers’
curiosity and interest. Further, Table talk advertising
not only does its job when customers sit at the table,
but also catches the eye of the pedestrians as they
walk pass.
Awareness of Table talk advertising at eating
place
Ads in Light Emitting Capacitor (LEC)
CeeLite is an innovator in researching, developing
and commercializing Light Emitting Capacitor (LEC)
technology. LEC technology is distinct from the
older technology known as Electroluminescence (EL)
and is considered to be a separate category of
products from anything currently available in the
lighting industry. CeeLite LEC technology is named
one of TIME Magazine’s “Best Invention of 2006”.
LEC lighting technology is environmentally friendly
by its very nature and process. The technology is
extremely energy efficient, long-lived and can
potentially have substantial positive impact in
reducing by 22% the national energy usage
consumed by lighting. The technology has been used
for numerous commercial and private requirements.
Trade booth, broadcast desk, dining rooms, bars,
staircases, trade shows, even catwalks have been
using LEC in numerous creative ways to maximum
effect. LEC is also innovatively used in a variety of
fields
such
as
entertainment,
motoring,
manufacturing and clothing. For example, jackets,
vests, pullovers and accessories from American Light
are embedded with LEC technology to create unique
apparel. Also, a rock band in the US, called Red Hot
Chili Peppers, uses sound-activated LEC illuminated
drums for highlights and special effects. With this
trend and its potential usage, LEC could soon replace
existing fluorescent, Light Emitting Diode (LED) and
neon lighting.
The architectural design of LEC enables the
technology to light advertisements on flat or curve
surfaces on such mediums as buses, billboards, points
Next Generation of Advertisements
AdPod
The AdPod is a medium scale, modular, 3D
advertising pod that projects 3D images into free
space. The capability of the AdPod to establish oneto-one communication with the consumer through
displays of realistic, 3D moving images makes
AdPod an ideal for real engagement and reengagement of the consumers at point of sales
environments such as retail outlets, shopping malls,
cinema foyers, railway station and airports. In
Malaysia, Wonderworks expects to install AdPods at
20 to 30 retail site locations within the Klang Valley.
Creative Ads as Business
Trend in marketing has audibly changes from using
words to persuade consumers towards using action,
with the philosophy of “Actions speak louder than
words”. The creative industry companies such as
R/GA, Crispin, Far far and Droga5 in the US,
specialize in brilliant business ideas, not just
communicating the ads. These companies approach
consumers where they would be least able to resist
the message, maximizing consumer involvement and
creates engagement by combining multiple business
channels.
CONCLUSION
The advertising industry is moving towards trends in
creativity, personalization, interactivity, Multiple
distributors, consumer control and connectivity.
Today, the changes and developments in technology
allow consumers to have more control of what they
Int J Adv Engg Tech/Vol. VII/Issue II/April-June,2016/1063-1065
A. Nithya et al., International Journal of Advanced Engineering Technology
want to see, interact with, or purchase. Advertisers
and advertising agencies recognizing this are
expected to grow more creatively and innovatively to
meet the challenges of growing their advertising
avenues and businesses, including the accompanying
advertising business models in ways and means that
can grab the traditional as well as the digital viewers’
attention to maximize business opportunities arising.
Traditional media distributors need to infuse
innovation and alertness to changes in the media
environment into their business models so as not to
risk losing significant revenue to the new media
platforms such as the Internet, mobile device
providers and interactive home portals. Tracking and
measuring actual viewership, engagement and
response to advertisements through the new media
seem to be easier. Many companies are moving
towards providing enhanced delivery capabilities
across media platforms in line with targeted user
behavior such as mobile platforms. Meanwhile, the
world advertising market holds much promise with
ample advertising opportunities in the changing
traditional and new media platforms. There is a
rapidly growing Internet audience in international,
where marketers need to take stock of this avenue
and seek ways to engage targeted audience. It is not
likely that the digital media will totally transform and
displace old media totally, but perhaps if players in
the industry can leverage by integrating across media
platforms empowering the interactive and rich media
technology, audience could be engaged and
communicated effectively.
Influence of media in the purchase of products seems
to be very effective, savvy, connected. It is
imperative for marketers to create ad that are
believable and contain relevant information about the
product through various latest channels for
communication is adapted. Thus the new millennium
emerged with revolutionary advances in technology
which led to the dynamic growth in the use of latest
channel or media which are for entertainment. The
growth of these forms will increase the potential for
advertisement. Hence this study will help the
advertiser, media owner and marketer to develop
their advertising strategy through various modes of
media Technology.
REFERENCES

De Mooij, M. 1998, Global Marketing and Advertising:
Understanding Cultural Paradoxes. Sage Publications,
Thousand Oaks, CA.

Grein, A. and Ducoffe, R. 1998, Strategic Response to
Market Globalization among Advertising Agencies.
International Journal of Advertising, 17, 301-319.

Peebles, D.M. and Ryans, J.K., Jr. 1984, Management
of International Advertising: A Marketing Approach.
Allyn and Bacon, Boston.

Rijkens, R. 1992, European Advertising Strategies.
Cassell, London.
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Andrew J. Craig. “The dimensionality of beliefs
towards advertising in general” Journal of Advertising.
Online source
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http://www.businessmantra.net/category/advertising/pa
ge/4
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http://ezinearticles.com/?Successful-advertiisngStrategies&id=1423716
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http://drypen.in/advertisng/defining-advertisngconcept.html
Int J Adv Engg Tech/Vol. VII/Issue II/April-June,2016/1063-1065
E-ISSN 0976-3945