Professional Documents
Culture Documents
Advertising-
How long will it
survive?
Reema Keswani
Mayank Ghatawat
Index
3. Ambient Advertising
7. Return on Investment
11.Conclusion
Changing Advertising scenario
Today, the effects of media can be observed engulfing the lives of every
person who watches television, reads a newspaper, surfs the Internet or
takes part in a variety of other media influenced activities. These various
forms of media have become standard parts of many people’s lives,
however their affects on our society have been far reaching. Due to the
fragmentation of the media, our society has become more open to
viewing the diversity in our country due to media’s hand at reflecting
various different groups of people.
This just proves that Media has got fragmented, thanks to globalization.
The world has become a global village.
These are the various ways in which an advertiser can reach out to its
audiences.
Need for Innovative Advertising
Unusual location is not the only point of difference for Ambient. The
method of execution is often unusual as well. Holographic projections,
role-plays and graffiti are a few examples of this and certainly fit within
the ‘something different’ imperative.
4 I’s of Ambient Advertising
Innovation
The very sight of an ambient Ad will create the “WOW!” factor in the
minds of the recipient. This is generated as an immediate response due to
the unique place and execution of the idea
Intelligence
This again engages the audience and leads to a lasting image of the
brand and creates a recall for the product.
Interest
Intimation
An Ambient advertisement, more often than not, will not reveal the entire
information about the product or the brand. It withholds certain
information on purpose for the consumer to figure out. It plays a vital role
in creating a first impression about the product among the consumers,
which would lead to inquisitiveness to know more about the product.
The I-factor of Ambient Advertising over Out-of-home
Ambient advertising can act as that perfect spice which can complement
any sort of cuisine. This can fill the need for that much required magic
ingredient to accompany every mode of promotion.
In this recession time, within the marketing industry, the Ad budgets are
being slashed. Marketers are being held accountable for every rupee
spent and all eyes are on the return on investment. Hence, it is time for
the marketers to focus on measurable and result oriented promotional
techniques that are efficient and cost-effective.
The marketers have to reach out to the customer rather than wait for the
customer to switch on the television set. It is the marketer who needs to
assure that their message occupies the top of the mind awareness slot of
their customers. Thus creating an impact in the minds of the customer
with this constrained budget is a challenging task for the marketer.
Ambient advertising thus fits the bill perfectly as it requires very low
investments. It thus comes as a sigh of relief as the investment is on the
lower side; the impact of it is not so. It creates a lasting impression,
reaches vast audience, creates a buzz and helps in brand recognition and
recall.
Sharpening the Differentiation via Ambient Advertising
Thus, it can give a sharp differentiating edge to products which are highly
commoditized or fall in the me-too category.
Example:
SimplyMarry.com
used this innovative
way of
communicating that
they arrange
marriages.
Measuring the impact of Ambient Ads is a tough job for the marketers,
since the same cannot be tracked. By analyzing the sales figures and
depending on whether the same is increasing or decreasing, after the
campaign has been set, one can ascertain if an ambient Ad is effective.
The sales response will give an idea as to how well the ambient media
has been successful in catching the sight and attention of the people
coming across it. Brand recognition or recall with the targeted segment
can be another approach to measure the effectiveness.