Other ways of advertising
When I think about ways of advertising I immediately think about the classic ways such as banners, mass marketing campaigns on television, radio, in newspapers. But I thought by myself that there should be many other ways to do advertising campaigns. Campaigns who attract the attention of the people because they are different from others. So I searched on the internet and looked on the street if there were campaigns which attracted my attention because they were different from the other ‘normal’ advertisements.
When I was looking on YouTube for examples of advertisements my eye fell on a campaign of Coca-Cola Zero. They made a campaign to promote logically themselves but also to promote the new James Bond movie named ‘Skyfall’. The advertisement is a short clip like other commercials you see on the television but this campaign had a whole different approach than most of the ‘normal’ tv-commercials.
In this commercial you see how people could win a ticket for the premiere of the James Bond movie, to win those tickets they had to push a button on a screen in the station and then they had 70 seconds to go to a certain platform. But like in every James Bond movie there were several obstacles they had to defeat.
This is a whole other campaign than the normal television commercials you see because people are getting involved and I liked it to watch because it was very exciting to see if those people could be at the right place on time.
If you press this link, you can see the clip: http://www.youtube.com/watch?v=RDiZOnzajNU
When I was looking on YouTube for examples of advertisements my eye fell on a campaign of Coca-Cola Zero. They made a campaign to promote logically themselves but also to promote the new James Bond movie named ‘Skyfall’. The advertisement is a short clip like other commercials you see on the television but this campaign had a whole different approach than most of the ‘normal’ tv-commercials.
In this commercial you see how people could win a ticket for the premiere of the James Bond movie, to win those tickets they had to push a button on a screen in the station and then they had 70 seconds to go to a certain platform. But like in every James Bond movie there were several obstacles they had to defeat.
This is a whole other campaign than the normal television commercials you see because people are getting involved and I liked it to watch because it was very exciting to see if those people could be at the right place on time.
If you press this link, you can see the clip: http://www.youtube.com/watch?v=RDiZOnzajNU
Working with an advertising agency or not?
Should you, as a company, work with an advertising agency or not? What are the advantages and disadvantages? Will a campaign, made by an advertising agency have more influence on your sales than a campaign you created yourself? I think many business owners asked these question for themselves.
Advertising is for most of the businesses the most efficient way to increase their sales so they should spend a big part of their budget on making good advertisement campaigns. They can choose to do this by themselves or to employee someone to create their own campaigns. Another possibility is to hire an extern advertising agency.
When I would have my own company I would make my own advertising campaigns in the beginning because of the big cost. Another thing you can do is to ask students to make a campaign for your company as a part of their classes but later when your company becomes bigger I would hire an advertising agency because they have more knowledge about everything that has to do with advertising. There are a lot of advantages when you work with an advertising agency. They know perfect how to attract the attention of the customer to your product and how they can create a positive image around your brand. This is one of the most important things that you need to realise.
When you want to work with an advertising agency you should think which one you want to hire. You have to be sure that the agency knows what your objectives are and you must tell them everything about your product so they can create a very good campaign for you. It is important to know that the more they know about your product, the better the campaign will be they made for you, the more you will sell your product.
Advertising is for most of the businesses the most efficient way to increase their sales so they should spend a big part of their budget on making good advertisement campaigns. They can choose to do this by themselves or to employee someone to create their own campaigns. Another possibility is to hire an extern advertising agency.
When I would have my own company I would make my own advertising campaigns in the beginning because of the big cost. Another thing you can do is to ask students to make a campaign for your company as a part of their classes but later when your company becomes bigger I would hire an advertising agency because they have more knowledge about everything that has to do with advertising. There are a lot of advantages when you work with an advertising agency. They know perfect how to attract the attention of the customer to your product and how they can create a positive image around your brand. This is one of the most important things that you need to realise.
When you want to work with an advertising agency you should think which one you want to hire. You have to be sure that the agency knows what your objectives are and you must tell them everything about your product so they can create a very good campaign for you. It is important to know that the more they know about your product, the better the campaign will be they made for you, the more you will sell your product.
The ballerina stunt made by Volvo Trucks
Last September Volvo Trucks launched their new FH-series. They say that this new series of trucks have the best suspension and the trucks will have the world’s best road manners. To prove this they filmed a stunt named ‘The Ballerina Stunt’. In this stunt you can see new Volvo FH-series trucks riding at a speed of 80 kilometres per hour over a closed highway towards a tunnel and between the two trucks a stuntwoman will try to walk over a line before they come at the tunnel otherwise the line will break and she will fall off. I will not reveal if she made it or not, to know the answer you just have to check the link below.
In the beginning the meaning of the marketing department was to create some interest for the launch events of the new Volvo truck but it quickly got bigger than they thought. After they broadcasted the stunt from six cities it appeared on many platforms. At the end of 2012 the Ballerina stunt already reached more than 162 million people. It was a big success. This is an example of a very good way of advertising because many people spoke about the stunt and the new Volvo series, also the press wrote lots of articles about the stunt and as a result everyone knew about the new Volvo. It also reached way beyond the target audience and they won several prices.
I personally found this a very good campaign. They played on the emotions of the people, you waited in tension if the stuntwoman would cross the line in time and it was also a very good way to show that their trucks have very good road manners. They didn’t make an advertisement on the ‘normal’ way but they did something original, something exciting and as a result they got lots of attention for their new truck.
Teaser: http://www.youtube.com/watch?v=1zXwOoeGzys
In the beginning the meaning of the marketing department was to create some interest for the launch events of the new Volvo truck but it quickly got bigger than they thought. After they broadcasted the stunt from six cities it appeared on many platforms. At the end of 2012 the Ballerina stunt already reached more than 162 million people. It was a big success. This is an example of a very good way of advertising because many people spoke about the stunt and the new Volvo series, also the press wrote lots of articles about the stunt and as a result everyone knew about the new Volvo. It also reached way beyond the target audience and they won several prices.
I personally found this a very good campaign. They played on the emotions of the people, you waited in tension if the stuntwoman would cross the line in time and it was also a very good way to show that their trucks have very good road manners. They didn’t make an advertisement on the ‘normal’ way but they did something original, something exciting and as a result they got lots of attention for their new truck.
Teaser: http://www.youtube.com/watch?v=1zXwOoeGzys
Mobile advertising
Mobile is hot! Different studies show us that the success of mobile internet, smartphones and tablets are going up and because of this trend advertisers have to meet mobile advertising.
First thing you have to do is to make a mobile website, so people can easily surf on your website on their smartphones.
There are different forms of mobile advertising:
- Sending SMS’s to people
- Applications
- Geo-location
- Mobile videos
- …
Despite the fact that many people don’t like this type of mobile advertising there are still lots of companies who are sending SMS’s with advertisements because it is very simple of use and sending text messages have a low cost. Also the CTR (click-through rate)is much higher than the rate for e-mail and other.
Nowadays the most popular type of mobile advertising is to create an application. Many companies create their own application that people then can download on their smartphone. Due to this application companies can send advertisements to the people who use their application. For example McDonalds has his own application, on this application you can for example: search for the nearest location of a McDo restaurant, download vouchers for discount and they make commercials for new products. You can also make a commercial and put it in an application from another company. For example ‘hln.be’ is an application with the latest news facts but there are also commercials in applied as you can see in the picture.
If I should have to make the decision which type of mobile advertising to use I would prefer to make first a mobile website and than to make an application. With these types you can provide the customer a lot of information and make nice, modern and exploring advertisements.
First thing you have to do is to make a mobile website, so people can easily surf on your website on their smartphones.
There are different forms of mobile advertising:
- Sending SMS’s to people
- Applications
- Geo-location
- Mobile videos
- …
Despite the fact that many people don’t like this type of mobile advertising there are still lots of companies who are sending SMS’s with advertisements because it is very simple of use and sending text messages have a low cost. Also the CTR (click-through rate)is much higher than the rate for e-mail and other.
Nowadays the most popular type of mobile advertising is to create an application. Many companies create their own application that people then can download on their smartphone. Due to this application companies can send advertisements to the people who use their application. For example McDonalds has his own application, on this application you can for example: search for the nearest location of a McDo restaurant, download vouchers for discount and they make commercials for new products. You can also make a commercial and put it in an application from another company. For example ‘hln.be’ is an application with the latest news facts but there are also commercials in applied as you can see in the picture.
If I should have to make the decision which type of mobile advertising to use I would prefer to make first a mobile website and than to make an application. With these types you can provide the customer a lot of information and make nice, modern and exploring advertisements.
Mass marketing
Mass advertising is the first thing people think about when they think about marketing. Mass advertising are the commercials you see on the television, radio spots, advertisements in nationwide magazines,… It is one commercial you create for a very large target group. Everyone knows the mass advertisements from large companies such as Coca-Cola, Nike, McDonalds,… For example the campaign of Coca-Cola during Christmas where you can see the whole line of trucks from Coca-Cola, this is a commercial which is broadcasted in different countries.
But mass advertising are not only commercials which are broadcasted worldwide or a national campaign but you can also include campaigns who are regional focused. For example a company of baggage can make advertisements among East-Flanders or a baker who puts an advertisement in the regional newspaper, this is also seen as mass advertising.
The advantage of this type is that you only have to pay once to create an advertisement and you have a large group of people who come in contact with your campaign. The biggest disadvantage is that you don’t have a specific campaign which is pointed at one very specific target group. These are also very standard types of advertising so you have to make a very good advertisement to differentiate your commercial among all the other commercials.
In most of the cases these advertisements are created by advertising agencies because you have to pay a lot of money to broadcast your advertisement therefore you want to be sure to have a very qualitative advertisement.
I personally think that mass advertising is worth his money because you can reach a lot of people and you only have to invest in one campaign. This can help for the branding of your name and to create a positive image.
But mass advertising are not only commercials which are broadcasted worldwide or a national campaign but you can also include campaigns who are regional focused. For example a company of baggage can make advertisements among East-Flanders or a baker who puts an advertisement in the regional newspaper, this is also seen as mass advertising.
The advantage of this type is that you only have to pay once to create an advertisement and you have a large group of people who come in contact with your campaign. The biggest disadvantage is that you don’t have a specific campaign which is pointed at one very specific target group. These are also very standard types of advertising so you have to make a very good advertisement to differentiate your commercial among all the other commercials.
In most of the cases these advertisements are created by advertising agencies because you have to pay a lot of money to broadcast your advertisement therefore you want to be sure to have a very qualitative advertisement.
I personally think that mass advertising is worth his money because you can reach a lot of people and you only have to invest in one campaign. This can help for the branding of your name and to create a positive image.
Product placement
Product placement is an advertising technique where companies try to promote their products by placing their product in movies, television series, games, …
It’s an agreement between the company of the product and the company that makes the movie to use and display the product significantly in the movie. The product companies try to associate their product with the movie or the main character of the movie, by doing this they try to persuade the consumer to buy their product.
Product placement can appear in three ways:
· it can simply happen;
· it’s arranged and the use of the product is seen as compensation;
· it’s arranged and the product company pays a financial compensation.
One of the most famous examples of product placement are the James Bond movies. A big part of the production costs of these movies are financed due to product placement. As you can see in the link below, which is a survey on product placement in James Bond movies, products of big companies as Sony Ericcson, Sony, Land Rover, Ford are often clearly visible. James Bond is also famous for his quote: “Vodka-Martine, shaken not stirred” but in the last movie ‘Skyfall’ James Bond also drinks a Heineken. Heineken paid for the placement of their product a hallucinate amount of 60 million euros.
Some people consider product placement unethical. That’s why some non-commercial television stations are applied to some rules about product placement. Last month the Belgian state television VRT was fined because during a television show where they interviewed the famous Belgian snowboarder Seppe Smits. He wore a hat with the logo of Redbull which was too much in the picture. Therefore they received a fine of 5.000 euros.
I think this is a bit exaggerated to give the television station such a fine. I personally have no problems with product placement in movies. It’s a subtle way of making promotion and it helps the movie makers to create a bigger budget which leads to better movies.
Product placement survey: http://www.youtube.com/watch?v=wMK8d2ozQ90
It’s an agreement between the company of the product and the company that makes the movie to use and display the product significantly in the movie. The product companies try to associate their product with the movie or the main character of the movie, by doing this they try to persuade the consumer to buy their product.
Product placement can appear in three ways:
· it can simply happen;
· it’s arranged and the use of the product is seen as compensation;
· it’s arranged and the product company pays a financial compensation.
One of the most famous examples of product placement are the James Bond movies. A big part of the production costs of these movies are financed due to product placement. As you can see in the link below, which is a survey on product placement in James Bond movies, products of big companies as Sony Ericcson, Sony, Land Rover, Ford are often clearly visible. James Bond is also famous for his quote: “Vodka-Martine, shaken not stirred” but in the last movie ‘Skyfall’ James Bond also drinks a Heineken. Heineken paid for the placement of their product a hallucinate amount of 60 million euros.
Some people consider product placement unethical. That’s why some non-commercial television stations are applied to some rules about product placement. Last month the Belgian state television VRT was fined because during a television show where they interviewed the famous Belgian snowboarder Seppe Smits. He wore a hat with the logo of Redbull which was too much in the picture. Therefore they received a fine of 5.000 euros.
I think this is a bit exaggerated to give the television station such a fine. I personally have no problems with product placement in movies. It’s a subtle way of making promotion and it helps the movie makers to create a bigger budget which leads to better movies.
Product placement survey: http://www.youtube.com/watch?v=wMK8d2ozQ90
Inspiring television advertisements
While I was watching a top 10 of the best television commercials of 2012[1] composed by ‘De Standaard’, I saw 2 inspiring advertisements. One is made by Nike and the other one is made by the Chrysler group.
In the advertisement of Nike they show a boy with overweight running in a street. This is a very simple commercial and it's the simplicity of the clip which makes it beautiful and inspiring. The commercial tells us that everyone can do successful things. That greatness isn’t only for famous athletes or famous persons who received this gift but also people like you and me can realise great things. I also like the fact that Nike doesn't highlight their products but they highlight the boy who tries to reach his goal. Nike wants to create a band with the public. For me it’s an inspiring commercial because it activated me to think about the things I could do to have some of my own greatness.
YouTube clip Nike:
http://www.youtube.com/watch?feature=player_embedded&v=LsXRj89cWa0
In the second commercial which was broadcasted during halftime of the super bowl 2012 (the biggest sports event in the US) you see Clint Eastwood talking. He says it’s halftime in the game and he makes the comparison with America. It’s also halftime in America because of the crisis, lots of people lost their jobs and they are thinking what they have to do to make a comeback. He sets the example with the people of Detroit, one of the biggest cities in America, where lots of people lost their jobs in the automobile industry. In the commercial Clint Eastwood talks to them and tries to convince the people of America that also their second half is getting started. This is a very inspiring commercial because it has a strong message to the people of America that they have to fight back and that everything will get better if they work together. I find this commercial very touching because of the charisma of Clint Eastwood, he really convinced me that the crisis will go away and that things will become better.
YouTube clip Chrysler: http://www.youtube.com/watch?feature=player_embedded&v=_PE5V4Uzobc
These 2 advertisements show us that advertising can not only lead to increased sales but advertisements can also inspire people or convince people to do things, to see the bright sight of life.
In the advertisement of Nike they show a boy with overweight running in a street. This is a very simple commercial and it's the simplicity of the clip which makes it beautiful and inspiring. The commercial tells us that everyone can do successful things. That greatness isn’t only for famous athletes or famous persons who received this gift but also people like you and me can realise great things. I also like the fact that Nike doesn't highlight their products but they highlight the boy who tries to reach his goal. Nike wants to create a band with the public. For me it’s an inspiring commercial because it activated me to think about the things I could do to have some of my own greatness.
YouTube clip Nike:
http://www.youtube.com/watch?feature=player_embedded&v=LsXRj89cWa0
In the second commercial which was broadcasted during halftime of the super bowl 2012 (the biggest sports event in the US) you see Clint Eastwood talking. He says it’s halftime in the game and he makes the comparison with America. It’s also halftime in America because of the crisis, lots of people lost their jobs and they are thinking what they have to do to make a comeback. He sets the example with the people of Detroit, one of the biggest cities in America, where lots of people lost their jobs in the automobile industry. In the commercial Clint Eastwood talks to them and tries to convince the people of America that also their second half is getting started. This is a very inspiring commercial because it has a strong message to the people of America that they have to fight back and that everything will get better if they work together. I find this commercial very touching because of the charisma of Clint Eastwood, he really convinced me that the crisis will go away and that things will become better.
YouTube clip Chrysler: http://www.youtube.com/watch?feature=player_embedded&v=_PE5V4Uzobc
These 2 advertisements show us that advertising can not only lead to increased sales but advertisements can also inspire people or convince people to do things, to see the bright sight of life.
Advertising in sports
Many companies invest lots of money in advertisements in sports. There are 3 examples in sports marketing:
1) you can advertise a sport or a sports association such as: the National Football League, the English Football League, The Olympics;
2) you can use individual athletes or sport teams to promote your product;
3) you can use TV advertisements which are broadcasted during sports events.
Advertising in sports is very effective, it boosts the sales, recognition and feeling about a product by a customer towards a brand. More and more sport associations relinquish for the big amount of money companies would like to offer to link their logo with the association or sports team. For example from the season 2013-2014 the National Basketball Association has approved advertising on jerseys. This will be for the first time in a major American sport that advertisements will be placed on the jerseys. Another example of a sport team that relinquished for the big money, is the football club FC Barcelona. Until 2011 they refused commercial shirt sponsoring but since then the Qatar foundation is placed on their shirts. For this sponsoring the Qatar foundation pays 150 million euros for a 5-year contract.
The biggest deal ever made due to shirt sponsoring was between Chevrolet and the English football club Manchester United. They signed a contract which is worth an amount of 300 million pound.
Many companies also pay lots of money to show their advertisement during broadcasts of sport events. This year CBS charged around 4 million dollars to show a spot of 30 seconds during the super bowl.
These amounts look very exaggerated but if you know that a sport event such as The Super Bowl has an average audience of 111 million viewers it can be worth it’s money!
1) you can advertise a sport or a sports association such as: the National Football League, the English Football League, The Olympics;
2) you can use individual athletes or sport teams to promote your product;
3) you can use TV advertisements which are broadcasted during sports events.
Advertising in sports is very effective, it boosts the sales, recognition and feeling about a product by a customer towards a brand. More and more sport associations relinquish for the big amount of money companies would like to offer to link their logo with the association or sports team. For example from the season 2013-2014 the National Basketball Association has approved advertising on jerseys. This will be for the first time in a major American sport that advertisements will be placed on the jerseys. Another example of a sport team that relinquished for the big money, is the football club FC Barcelona. Until 2011 they refused commercial shirt sponsoring but since then the Qatar foundation is placed on their shirts. For this sponsoring the Qatar foundation pays 150 million euros for a 5-year contract.
The biggest deal ever made due to shirt sponsoring was between Chevrolet and the English football club Manchester United. They signed a contract which is worth an amount of 300 million pound.
Many companies also pay lots of money to show their advertisement during broadcasts of sport events. This year CBS charged around 4 million dollars to show a spot of 30 seconds during the super bowl.
These amounts look very exaggerated but if you know that a sport event such as The Super Bowl has an average audience of 111 million viewers it can be worth it’s money!