Week-10 Lecture Hour New Advertising Techniques By, Dr. Yuvaraj.

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Week-10Lecture Hour

New Advertising Techniques

Dr. Yuvaraj

Marketing Communications 2001Smith&Taylor

Viral Advertising

Companies creating ad messages so compelling, so funny (or often suggestive) that consumers spontaneously share them with friends via email or mobiles

The objective is the exponential spread of ads that are endorsed by consumers’ own friends

Viral Advertising

04/19/23 Dr. Yuvaraj 3

Viral Advertising

What are the best virals that you have seen?

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Viral Advertising

Best known viral is the…. “Subservient Chicken” site, created to promote a Burger King chicken sandwich

The site received over 20 million visitors between 2004 and 2006

From its roots in young, anarchic quirky examples, viral advertising has moved increasingly into the mainstream…

Subservient Chicken

Viral Advertising In 2006, Sony used virals to gain a huge amount of publicity around its new tv commercial for the Bravia television

Leaked news of the shoot location and director

Leaked early shoot footage including consumers own shots onto the net

Requested consumers suggest new scripts ideas for the next commercial in the series

Seven Key Rules to Successful Viral Advertising

1. Make People Feel Something- you need a strong emotional connection- you need to have an opinion- you need to express an idea always with passion and commitmentforget about pleasing all peopleViral is all about EMOTIONS!

2. Do Something Unexpected- forget about trying to be great!- forget about trying to be cool!- you remember virals like John West salmon when the bear gets attacked by a bear!Unexpected and very effective

3. Do not try to make advertisements- virals are NOT just shared

commercials- virals are “good stories”, like BMW

films- Sony did not even feature their

televisions once in the tv commercialsYet “everyone” knows what they are for…

4. Make Sequels- people have seen your campaign and are engaged….what do you do next?- give them more, in small chunks….- extra footage, behind the scenes looks,

bloopers/outtakes, blogs, competitionsWhatever it takes to keep interest levels up

5. Allow sharing, downloading and embedding- as sharing is vital, make it accessible- usable formats – MPG, JPG etc- allow it to be embedded on other sites- publish on social networks – You TubeVariety of formats is the key to ubiquity

6. Connect with Comments- respond to feedback from consumers- some will like virals, other hate them!- be ready to facilitate a debate Best viral campaigns are those that get and keep the discussion lively and fresh

7. Never restrict access- the best virals are like viruses –spreading!- content must be free - do not require registration/membership- do not require special software/downloadsViral advertising is NOT about exclusivity

Other TechniquesOnline Advertising

BannersClick-throughsAwards and competitionsE-zinesArticlesTestimonials

Other Techniques Online Advertising – What to Avoid!

Pop ups in front of your working window Slow loading of pages Tricking you into clicking on to it No close button Covers what you are tying to see Blinks on and off Floats across the screen Automatically plays sound

Questions?

1804/19/23 Dr. Yuvaraj

Week-10 Lecture Hour New Advertising Techniques By, Dr. Yuvaraj.

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