Effectiveness of Unconventional Advertising

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8/2/2019 Effectiveness of Unconventional Advertising

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VINAYAK SHINDE

2009B3A4533G

BITS-PILANI K.K BIRLA GOA

CAMPUS

Effectiveness of

Unconventional Advertising

N E W S P A P E R A D S

R A D I O A D S

T V A D S

M A G A Z I N E A D S

T R A D E S H O W S

B I L L B O A R D S

Traditional Advertising

Online Advertising

The Internet has emerged as an advertisingmedium.

With the rapid advancement in the computer

industry, many companies have made the Internetas part of their advertising media mix to takeadvantage of the online technologies.

Google’s Advertisement Campaign

Google Adwords

Google Adsense

Adword Adsense

Forms of Online Advertising

Text ads

Display Ads

Pop-Up Ads

Flash / DHTML AdsInterstitial Ads

Video Ads

On-Site Sponsorships Advertorials

Forms of Online AdvertisingText ads Display ads

On site Sponsorship Advertorials

Traditional vs Online Advertising

Analysis

Low Cost

Targeted Audience

Quick Response

Effectiveness of Online Advertising

Survey Nielsen study polled 400 Malaysian online

shoppers aged 18 and above in January andFebruary 2011 for their online transactions in thepast 12 months

Parameters:

1) attitude towards the ad

2) Ad recall3) click-through rates

Results of the survey

Internet users found online advertising wasinformative but less entertaining

Heavy web users vs Light web users

Advantages - providing privacy and moreinformation

Disadvantages - cluttered and hard to read Websites

The key finding was that the duration of page viewing is a strong determinant of the ability torecall banner ads (around 40 seconds per page)

Ad characteristics such as banner size, animation,message length and logos, campaign length,number of host web sites and campaign cost may influence the direct response of viewers in terms of

click-through ratesclick-through alone is not sufficient in measuring

advertising effectiveness

Viewers avoid looking at the banner ads whilesurfing the Internet

Customers today are bombarded with

tradit ional advertising and have becomeresistant and unaffected by it . Meaning: Itis t ime to change the way you market .

The increasing number of advertisementsthat the “Wary And Cynical” viewers areexposed to every day has forced them tocreate a shield that can make them virtually immune to the Commercial message .

Unconventional Advertising

There are several factors that have contributed to thegrowth of the importance of the non-traditionaladvertising:

the lack of credibility and the inefficiency of traditional advertising

customer’s reluctance to the advertising message the need to reduce the costs of promotion

the need for differentiation of the products and

brands

consumer’s better understanding of marketing andselling techniques which makes them immune tocommercial messages

the need for a better targeting of the audience which has become more and more fragmented

Guerilla Marketing

Guerilla marketing is an unconventional way of performing marketing activities intended to getmaximum results from minimal resources.

The notion of a guerrilla campaign encapsulates theidea that this kind of advertising exists outside thenormal rules of engagement and works by seizing

people’s attention when and where they least expectit, and holding them captive until they’ve absorbedthe message.

It is all about creativity and psychology instead of experience, judgment, and guesswork.

In addition, the psychological factor is very effectiveand it makes people talk about what they saw, which

in turn draws them into a personal relationship withthe product. They begin to talk about the promotionthey saw with their family, friends and others.

EXAMPLES OF GUERILLA ADVERTSING

Further Work

Stealth Marketing Viral marketing

Brand pushers

Celebrity marketingBait-and-tease marketing

Product placement

Ambient advertising

Experiential advertising Ambush marketing

Elevator advertising

Thank You

Effectiveness of Unconventional Advertising

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