Download Advertising Futures

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
●●●●