How has Technology Changed Creativity in the Advertising Industry

The advertising industry has always made optimum use of the latest technology available throughout the years. This Buzzle article chronicles advertising’s creative journey seen from the technological point of view. Sounds a lot like the advertising of yore, doesn’t it? Of course, when we consider the person who said it, it just seems like a line out of a gospel. The dynamics in the creative sphere of the advertising world have certainly evolved, and how!

Isn’t it incredible how a glimpse of a billboard, the right-side panel of a web page, or a twelve second commercial on TV can convince us into believing that what our life lacks right now is that one product which they happen to be selling? How a jar of moisturizer can help a woman hitch the man of her dreams. How a shaving gel can help a guy get a place on the football team. Amazing isn’t it? That’s the power of creative advertising for you.

Creativity and Advertising: A Perfect Marriage

Creativity and profitability usually never see eye to eye – one wanting to push the boundaries of innovative selling concepts, the other wanting it to be restrained within the prescribed budget. So, what is it that makes them blend together and weave magic? Technology, of course!

The advertising industry has pioneered the use of technology ever since it came into being, and we’re talking about the disturbing times when a major part of ad revenue came from slave auction ads. Yes, this was probably how advertising as we now know it, was born.

A few years later, with the advent of commercial European goods into the Union, there arose this incessant need to put products “out there” where consumers could see them, and decide on buying them. A few years down the line, with the birth of competitive markets, came in the stipulation of advertising. The Print Phase: Advertising’s Baby Steps Print space was precious – it was all about tapping the potential of newspapers. Magazines came in later, and specialty magazines followed. Now, creativity involved limiting the sales pitch within an inch-by-inch space. These ads rarely left anything to the imagination – the focus was on the product, and a solid, clear copy was always provided.

Lets Face It. There Is No Answer To The Advertising And Marketing Crisis!

Both Clients and advertising agencies are deluding themselves. Marketing has to accept there is no way out of its decline. For one blood-curdling moment it seemed that the marketing world had woken up to the fact that their preposterous industry had finally been caught in the act. Pepsi ,the world’s leader in advocating and implementing new-age marketing nonsense, and now paying the price for its foolish belief in the three-headed marketing monsters: “branding,” “engagement,” and “conversation.” (Here’s a tip for anyone left alive in the Pespi marketing department. There is one thing, and one thing only, that advertising is about — persuasion. All the rest is word games and chit chat. Got it?) Last week it was reported that after years of fighting Coke for first place in the soft drink category, Pepsi-Cola had fallen to third place.

The L.A. Times called it… “…a stunning fall from grace.” Pepsi-Cola and Diet Pepsi saw their U.S. sales volumes in 2010 fall sharply, by 4.8% and 5.2%, respectively… The U.S. soft drink market is about 74 billion dollars. Therefore a 5% drop in Pepsi market share (which is about 10%0 cost them well over $350 million on the Pepsi brand alone! The goal of advertising is to create a clear awareness of your company and its Unique Selling Proposition. Unfortunately, most advertisers evaluate their ads by the comments they hear from the people around them. The slickest, clearest, funniest, most creative and most different ads are the ones most likely to generate these comments. See the problem? When we confuse “response” with “results” we create “attention getting ads” which say absolutely nothing. The business owner is uniquely unqualified to see his company or his product objectively.He is on the inside, looking out, trying to describe himself to a person on the outside looking in. Its hard to read the label when youre inside the bottle. Too much product knowledge causes the business owner to answer questions that no one is asking. ThisLets Face it. There is no answer to the Advertising and Marketing Crisis!makes for extremely ineffective advertising.

Marketing has to accept there is no way out of its decline. The rot began when we chose never to take heed of Professor Ehrenbergs statements on advertising effectiveness! Because nothing has changed despite all the ballyhoo about Social Media, Facebook et al. Wherever ads appear, especially on Social Media, Ehrenbergs resolute focus on the facts what data actually tells us led him to challenge many a marketing bandwagon such as loyalty. You may wish to improve the brands performance by improving customer retention, he observed, but without a higher market penetration it just wont happen. His work on advertising effectiveness was equally challenging. He argued convincingly that there was no evidence that advertising persuades anybody to do anything; advertising can only ever be a weak force that improves brand recognition and/or jogs consumers memories. Ehrenbergs uncompromising insistence on staying only with the facts is probably why his work was so studiously ignored by so many sections of the marketing community. The consequences of this has been far more lasting than any recession could ever be. Slowly, very slowly, two opposing forces are massing and sooner or later they must clash. One, still in the ascendant but wobbling, is top-down-management, the imposed judgement of an international elite. Call this elite what you like, Marketing, New York Advertising, London Creative, Saatchi and Saatchi, WPP or a sneering cabal of all these elements. Its leadership is weak, its self-confidence beginning to falter. The other now stirring is bottom-up: the rising dissatisfaction of disillusioned shoppers, disillusioned by shoddy goods, misleading advertising and specifically shoddy service! The Marketing world fight shy of consulting it testifies only to their fear of the verdict. The current crisis leads us to look for someone to blame, something to postpone the unavoidable. We look away from something that stares us in the face, the imperium of Marketing and Advertising is over, never to return. Our predominance is gone. Our inheritance is diminished. We are humbled and will not be raised again. We have overstretched our resources and we have most certainly, been outspending our own budgets. Our output has been falling behind while our shopping habits have been racing ahead. Future Business historians will call these decades The Great Evasion! The zeitgeist of the turn-of-the-century Advertising and Marketing world was to believe and promote anyone who told us we could have it all, and to buy the marketing and advertising bullshit they designed for us. Marketing and Advertising are not the answers to our problems, and, in point of fact, they have been partially responsible for the problems we now face, there is no answer. To even think that we will emerge from all this into a sunlit marketing and advertising sea where we beat the rest of the world at their own game is pure fantasy!

Two Latest Avenues Of Ooh Advertising In India

It is a brand conscious world today. Advertising provides a huge impact in the brand marketing activities. Various channels of advertising provide brand information to customers through rich and customized advertising mediums. With a boom in technological sector, outdoor advertising India has set various milestones in out of home brand promotion modes. Assuring more name and fame of advertised brand, OOH Advertising is quite an effective mode of brand promotion. In this article, let us have a look at two latest avenues of out of home advertising.

Outdoor advertising practices are expanded to many more avenues at present. OOH ads are not restricted to conventional modes such as billboard advertising, poster advertising, hoardings, lamp posts etc. Billboard advertising is still in vogue but most of the billboard ads are now digitalised. Kudos to various technological innovations which have brought about innovative and dramatic changes in various OOH Advertising practices. In the following paragraphs, find out the two latest avenues of outdoor advertising in India.

Best Medium of Brand Adverting

Advertising is an activity of brand promotion which aims at enhancing sales of the advertised product or brand. Though advertising cannot guarantee sales of the particular product, an ad campaign helps a great deal in generating awareness among st the target groups and in providing valuable brand information to customers. There are various mediums of brand advertising. It depends upon the promotion requirements of the brand or the choice of the brand owner to adopt a relevant medium of advertising his brand. Some commonly adopted mediums of brand advertising are listed below. Take a look-

Airport Advertising

Brand promotion at airport areas is one of the in demand avenues of OOH Advertising in India. Airport Advertising is considered posh as well as superior mode of providing brand message to the target groups. Airport Advertising is currently rated among-st the top revenue drawing practices of OOH Advertising in India. The launches of various airports further open pools of opportunities for various airport advertisers.

Why Airport Advertising?

– Airport ads provide a posh look to audiences and are considered as a premium mode of brand promotion

– Airport ads provide a larger than life impact on customers

– Airport ads target people who have spending capacities

– Most of the posh brands use airport media for promotion

Mall Advertising India

Mall Advertising is one of the emerging modes of OOH brand promotion. With a big leap in outdoor advertising activities, mall ads have also become quite popular in India. Mall Advertising India is currently one of the in demand modes of outdoor advertising widely adopted by a various OOH advertisers and brand owners. The rising tide of mall culture in India has brought about sweeping changes in OOH Advertising practices in the country. Most of the OOH advertisers have expanded their brand advertising expertise at malls or shopping outlets.

Why Mall advertising?

– Shopping malls are emerging day by day offering more and more advertising spaces at the various malls

– Mall advertising entertains and at the same time informs customers about valuable brand information

– Mall ads redefine the shopping, recreational and leisure activities of customers

In brand advertising, what is important is to devise the right strategies of promotion and deploy the brand message through an effective media channel. No brand advertising media is superior or inferior from other mediums. It is just the requirement of the promotion campaign for which brand advertisers adopt various mediums of advertising. To cite an example, outdoor advertising is not an effective medium to launch service ads. Hence, most of the OOH advertisers do not pay much heeds to launch service ads through OOH media. The promotion requirements of various brands vary from one another. Advertisers select and launch their promotion campaign through a particular medium or mediums after massive survey or market research.

Tips For Successfully Advertising Skin Care Products

Skin care is an important aspect of personal care at any age. Companies spend top dollar developing and advertising skin care products for different skin types, age groups, and lifestyles. Reaching these diverse markets successfully requires time to conduct research, formulate products, and market these offerings to the target audience. Successfully advertising a skin care product requires consideration of several factors.

Initial Steps for Promoting Skin Care Products

These products are used by people from different backgrounds and each segment of the population has different needs. While teenagers may be looking for products that prevent acne, older consumers may want products that slow the skin aging process. The target audience should be identified for each skin care product being developed and promoted. This helps the company select the proper ingredients and learn how, when, and where to advertise the items.

Learning more about a target market includes finding out where these individuals shop, how much money they have to spend, and where they look for product information. It also reveals which product ingredients they consider important. Highlighting the desired ingredients in advertising campaigns provides consumers with information they want. Pointing out benefits of use like smoothing wrinkles or sun protection and providing details about ingredients capture consumer attention.

A low product price and informative advertisement may be sufficient to convert some shoppers to customers. Others may prefer to try the products before making a purchase. Print and online advertising can include offers for free samples, allowing consumers to test products before committing. Including a coupon with a sample increases the likelihood that the individual will buy the product. If the items in the product line are high in quality, a sample should be enough to win over a consumer.

Effective Ongoing Promotion of Skin Care Products

Throughout the marketing process, skin care companies should remain in touch with customers. People who purchase the products are a great source of information about the pricing, packaging, and quality of the product. They will also provide feedback regarding promotional efforts. Surveys effectively solicit this and much more information, doing so in an unintrusive way. Survey questions may include skin type, where the products were purchased, how often the products are used, whether the items have caused an improvement in skin. They can also solicit feedback regarding the likelihood of recommending products to family or friends.

Surveyed customers who provide positive feedback regarding products can be asked to give testimonials that will be incorporated into future advertising efforts. Testimonials can also be solicited on product packaging and via the company website and email communications. They can be included in those locations and in email newsletters, product brochures, advertisements, and the company website.

Reading about positive results experienced by others should encourage prospective customers to make purchases. Testimonials make a brand more credible and help reach various target audiences. As new customers try the products, their feedback can be solicited and incorporated into new advertisements. Viewing advertising as an ongoing process rather than a once-and-done technique creates results that are more effective.

Political Advertising The Game Changers

With elections just around the corner, Advertising Age published a great article outlining “The Top 10 Game-Changing Political Ads of All Time.” What made these ads memorable and why were they “game changers”? Advertisements like television spots, radio spots and even print advertising (like yard signs, magazine ads, etc.) have mere seconds to make an impact on a viewer make every second count.

Visuals do play a strong role in the world of advertising, but when it comes to politics, the language used plays a crucial role. You have to be very strategic combining your powerful message while using verbal techniques and emotional appeal.

Here is the list that Ad Age published as “The Top 10 Game-Changing Political Ads of All Time” and here are our comments on some of them:

1.Peace, Little Girl (“Daisy”)

Who can forget the most controversial political ad put out by President Lyndon Johnsons team,” Daisy”? You may have not been around in the 60s, but this television spot is famous because it displayed a little girl, who represents the youth of America, innocently pulling petals off a flower, then cuts to a nuclear explosion with a voice-over of a countdown.

This ad instills fear, especially when the spot zooms into the girls wide eyes as she looks up into the sky. Even the language used was meant to be a scare tactic. Words and phrases like “these are the stakes,” “make a world in which all of Gods children can live in or go home in to the dark,” “love each other or we must die,” and “stakes are too high” combines the emotion fear with over tones of taking action.

2.Prouder, Strong, Better (“Morning in America”)

Any time a candidate is faced with economic troubles, their campaigns focus on confidence, faith, and hope with voters. President Ronald Reagans “Morning in America” combined both visuals and language that did just that. If you listen to what was said you can easily identify what phrases were “positive.” “More men and women will go to work than ever before,” “interest rates at about half the record highs,” “2,000 families will buy new homes, more than at any time,” and it continues. What President Reagan did was list accomplishments and showed how he is moving America in a positive direction — which makes this ad and his message very powerful.

3.Tank Ride

This ad is what we see more of and could be labeled as “propaganda.” However, Ad Age identifies this as a definite game changer. This spot combines a somewhat humorous footage of Massachusetts Governor Michael Dukakis riding in a tank with statements about how he opposes our defense system. The effect there decreased the confidence America had in him to be President. The ad goes on to say how America cant afford that risk and how could he expect to be our commander in chief when he opposes Americas defense efforts. There are overtones of sarcasm while portraying Governor Dukakis as someone who doesnt have what it takes to defend America, much less run America.

4.Yes, We Can

This video is different from most political ads and wasnt actually done by President Obamas team; instead, it was created by Will.i.am. and Jesse Dylan. This video took parts of President Obamas speech and used them as lyrics. During a time of financial crisis and economic downfall, this ad was successful because of the language. Phrases like “Not divided, were one nation” and “next great chapter,” and the entire video had huge overtones of hope. It made America feels like “Yes, we can” make the changes we need to move in a positive direction.

5.Man in the Arena

6.America First

This spot geographically targeted Michigan and at the time President Bush was losing in polls to the opposing candidate, Pat Buchanan. The economy was down, support for the GOP was down and specifically in Michigan, the auto industry wasnt performing well either. At the time, it appeared that President Bushs chances were slim, until this spot was released. It exposed Buchanan contradicting his message “America First” because he had a foreign car and also labeled American-made cars as “lemons.” This ad exposed Buchanan as being deceitful.

7.Hound dog

8.Dean for America

9.Windsurfing

This ad exposed Democratic presidential candidate John Kerry as someone who cant make up his mind. It gives various scenarios where Kerry was opposing and supporting various issues. It pokes fun of Kerry windsurfing in different directions and paired it with “which way the wind blows” to ultimately show that he is unfit for being President.

10.Sleeping Bear

Language in political advertisements is carefully chosen and works with multiple elements (e.g. visuals and emotional appeal) to convey a message. You have to be strategic and most importantly you need to be memorable. The above examples work because they succeeded in all those aspects. They used visuals and carefully crafted language to depict the politicians intent.

Same can apply to other campaign materials and your political yard signs. You need to strategically craft what your message it is and how youre going to make your signs distinct and memorable.

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