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Transcript
Marketing Advertising Futures To stand still in advertising is to be left behind. What’s ‘new’ is what advertisers always aim to find. For the twenty-first century, here’s what is on their minds ... A FIRST FOR FROSTIES A much publicised first-ever interactive TV ad for Frosties breakfast cereal launched by Kelloggs.The aim: to build customerbrand relationships through play; and to increase association between enjoyment of ad and enjoyment of product. Facing the future Issues, advances and changes faced by advertising over the coming decade include: ● clever consumers the average 35-year-old consumer will have seen some 150,000 TV commercials, most of them half a dozen times; in other words, new ads don’t fall on virgin soil; consumers catch on more quickly ● multi-national messages the gimmick is now to go global; really only works well for the big boys, with the biggest brands and even bigger budgets (see Bulletpoint ‘Cross-border Marketing’ May 1996) ● PC policies industry codes of conduct put the screws on ads to be politically correct, and the scuppers on their punch and pith takes the form of a surf-boarding lesson, allowing users (mainly kids) to choose eg how to steer a board ● ends, of course, with a group of young people tucking into a bowl of Frosties regardless of which route they take ● tests will monitor the number of times buttons are pressed, eye movements of viewers, and attitudes before, during and after the ad Introducing interactive Control freaks everywhere will be pleased - interactive advertising is on its way. Covering anything from telephone helpline numbers, to the Internet, to CD-ROM, interactive advertising is designed to: ● give consumers control of the action ● obtain direct dialogue and feedback from consumers ● © BULLETPOINT – JUNE 1996 ● But perhaps the biggest change is in the delivery ... A SIGN OF THE TIMES 14 100,000 homes with set-top box allowing 4 versions of the ad to run simultaneously; viewers click on-screen buttons (each representing a version) via remotes to create their own ad concerned consumers they are also more socially aware; so ad messages need to convey this concern if they want to push products ● ● The payback on advertising is on the decrease: ● today one third of all UK TV viewers actively avoid watching ads ● these TV avoiders are the most important third of an advertiser’s target market - the cream of As, Bs, C1s, and C2s TEL: 01737 767181 FAX: 01737 767868 ● allow advertisers a bigger bite of the cherry ie to give more information for a fraction of the cost of conventional ads interactive TV consumers actively interact and control commercials from the comfort of their couch at home; wrong assumption: couch potatoes don’t interact; that’s why they’re called couch potatoes ● Internet surfers have to seek the advertiser out; adverts can be simple (text) to sophisticated (video/audio); but take time to download; if unsolicited, consumers could switch off not on; won’t work for all products - would you surf the net for your next pack of Persil? ● CD-ROM expects less effort; plug in, point and click; can be read, and reread at leisure; but no two-way dialogue, and info is quickly out of date A PINCH OF STATISTICS ● 6% of UK homes have PCs with CD-ROM drives, although 10% of people have access at work ● the Internet is less available than CD-ROM, with only 2% of UK homes, and 3% of people at work having access via modem ●●●●