Advertisement
is a paid impersonal promotion of goods or services through serving persuasive
information to the audience. There are
many different ways to advertise products and services. There are two major
kinds of advertisement, the one you have to pay for and the one, which you can
get free. To paid advertisement, we
could classify for example TV, radio, newspaper, search engines, social media
et cetera. There are also free ways to
advertise, for example organic result in search engines such as Google, Bing or
Yahoo. YouTube channels are also a great way to advertise on the web.
Advertisers
have full control of the message they want to pass to the public through
whatever form of promotion they prefer.
There are
several different ways to approach potential customers with advertisement. Some
advertisements are comic, some are rather serious building the pure prestige
for the product or a company, and some rely on product price to attract the
audience to make a purchase of goods/services.
Are funny adverts effective in
terms of marketing success? What is your personal opinion?
Companies often advertise to create
their image. It is a great way to build prestige and respect for their brand.
On the internet we can often find
unusual advertisement videos. Those videos have never seen TV screen. We often
refer to them as "banned advertisement". Search YouTube for
"banned advertisement" term to watch some of them or see the example
bellow.
Brian Trancy states that there are
four fundamentals of marketing which determine success or failure of business.
The first is "Specialisation" which determines the market in which
your company will specialise to make it a little bit better than others did. It
would be a great advantage if the company could lead and create the new
industry standards.
The second is "Differentiation"
which is the true key to business success. It determines how we are different
from the others. It is important that this "difference" is useful to
our customers. It is crucial to develop a "Unique Selling Point",
which will allow the company to provide a better quality product or services.
USP determines our differences from competitors.
Nowadays customer’s purchase
decision is based on the terms of the deal, unlike in the past. People used to
buy goods and services from merchants that they would know well. It was more
likely that we would go to the same store as our parents did. Today this is not
a case anymore. Customers want to get highest quality for the lowest price and
this is all that matters. There are no emotions in the process of selection.
Decision-making is purely based on quality and price.
The third is
"segmentation". This process
is responsible for segmenting and identification of potential customers who are
more likely to buy advertised products.
"Concentration" is the
last fundamental. This process is
responsible for concentration on the most important target group of business. Potential group of customers that
are more likely to buy company products. Brian Trancy in one of his videos states
that around 50% of funds spent on advertisement were wasted because of the bad
audience targeting or the ineffective advertisement system.
We can look at some marketing
failures. Those advertisements simply did not work.
If you find this post interesting
and want to watch some more interesting adverts go to: top 30 adverts at: http://www.creativebloq.com/3d/top-tv-commercials-12121024
What is your favourite advert?
Can you remember any other
advertisement failure?
How would you advertise your
product/service?
What is the best way to advertise
at low cost?
Do you think a funny advertisement
is a good way of attracting new customers?
I love watching advertise. Of crouse, not all of them, but the best selection, that we usually can see in Noc Reklamożerców.
ReplyDeleteThe best advertisements are those, that we can remember. That's why, most of them are funny. But also those, that surprises us are very good.
I remember this one french advertise. You can see the mother, the father, the child, and the dog. Mother is talking, how it's difficult to take of all this dirt from clothes. You can see, that she was speaking otjer language, and the frensh gave a dubbimg. So you say "great, another cleaning powder advertise...." and then the woman sais "but I don't care about thay, I do have a washing machine. So while clothes are ben washed up, I'm going shle shopping in Eram!"
That was pretty cool.... and here you can see the selling point, the target, and humour.... and you remember this advertise. That's why it's good....
For me, good advertising is an art
ReplyDeleteMost companies trying to reach the target group of the product. Ads washing powder etc for advertising for housewives. No offense to the creators and the audience, but their artistic expression is comparable with a joke leading familiada.
The link on the top 35 ad can, seen that only the big brands can make a good advertisement. Perhaps this is due to the fact that these companies know that in the advertising is not important product but everything around.
I think it is worth mentioning the Super Bowl commercials. Nothing is refined as these ads.
And my favorite:
http://www.youtube.com/watch?v=4d8ZDSyFS2g
You haven't mentioned one of most effective and cheapest method of advertisement, namely word of mouth. Often, our opinion about some product (and associated with that feeling that we want to get it) is based on something what we have heard before. Sometimes we can also see successful advertising campaigns that involves phenomenon of something called viral. That way of promotion has double effect: firstly, people talk about it and pass information about advert (and the product itself) to others and secondly, someone who took part in that viral and enjoyed it, subconsciously associates that thing which was promoted with something good and interesting (and beside that remembers that advertisement for a longer time).
ReplyDeleteAdvertisements are not as dull as they use to be few years ago. Companies that want to get their product to the public need to be cleverer as customers don’t really want to be brainwashed. When you watch a commercial that is for example funny or intriguing you will remember it, maybe rethink it after watching or even spread the word and talk to a friend. Once you reach a store or have an opportunity to buy the product you might be keener to it. As Yoshi said, viral ads are probably the most successful technique to reach the target audience.
ReplyDeleteAdvertise in polish tv are just boring.. they are way to long... but i really enjoy watching forbidden advertise on intrenet, or the best one in "noc reklamożerców" i was twice at this event, and it was of course at night, but u didn't want go sleep, they are intresting, little film.
ReplyDeleteAdvertising may be the form of modern art. And if it is well prepared, well considered and it fits the potential customers then it will surely be successful. But the most important should be the target group. All these funny ads may be considered as the best and most interesting but we should be aware that they won't be received well by potential customers of some products or services. Such products may be somehow connected with religion or politics or the customers interested in buying it would like to be seen as staid and serious people.
ReplyDeleteNowadays one of the most important and effective way of advertising is through social media. We see more and more facebook games or contest with our favourite products, the companies have accounts on Twitter, Youtube or Instagram. They just post some photos or several catching words and let poeople do the rest. It is both free and highly efficient way.
Considering the example of interesting campaigns and ads the long lasting 'war' between Pepsi and Coca Cola comes to mind. To see the results google 'Cola wars' or 'soda wars'. Here's the example of one of the posters http://files.coloribus.com/files/adsarchive/part_247/2473205/file/pepsi-bare-rug-small-77101.jpg.
I think the most effective marketing is that you are not aware of. Smart and funny adverts are great, but frankly speaking I can't recall any of it at the moment... But maybe unconsciously I am still under influence of such ads. I know that production of some TV ads can be more expensive than movie production... For instance advertisements shown during super bowl's breaks.
ReplyDeleteAdvertisement is a really good subject:D
ReplyDeleteI always appreciate a good commercial. Especially these really funny or with beautiful pictures. One of my favourites are Dolce&Gabbana, Coco Chanel adverts.
Not so long ago I watched this advertisement:
http://www.youtube.com/watch?v=MZGPz4a2mCA
it is not official, but someone had a really catchy idea and he even got awarded. What you think about it? Is it brilliant or simply bad taste?
I am convinced that a litlle bit of both if it is possible.
The best way to advert at low cost is to have a really good idea, which makes the whole advert.
I am not sure if this is a good idea of attracting the cutomers. I think nowadays we have too many adverts and people got used to it. So there are not so susceptible as they used to be. Sometimes you don't have to invest in a good commercial if you have a good product, like "Inglot".
I don't have good associations with advertisements. Very often I watch Polsat and TVN and after fifteen minutes movie they initiate a 20 minute break on advertising. It is just terrible and unacceptable. In addition, the products advertised are often weak and intended for the masses. For me, searching the best product (I called diamond) is the time for the advancement of knowledge, understanding the market and new technology.
ReplyDeleteIt is great to hear that you like this subject. Yes I did not mention about the word of mouth advertising because I believe that good service or product will generate it anyway. I also agree with Przemek that advertising is an art. Good effective advertising can really bust the business. Darkia you said that advertisement in polish TV is boring. I think I will agree on this with you however i can think of some funny advertisements. I think that PLAY have really good advertising methodology. Ad perhaps this is why we are very effective and successful on polish market. Izabela I watched the advert that you recommended in your comment. It is very interesting. I would not think that this would be the car advertisement when the clip has started. But the hit and run .. :) oh that was bad.
ReplyDeleteThis is also true that TV advertising is not the cheapest one and only big brands can afford them. I think that price of advertising in TV is really the issue.
I love watching marketing failures. It's like, how is it possible nobody predicted it's going to be like that ? ;-)
ReplyDeleteTo be entirely honest, I sometimes think some of them are made on purpose.. for bigger marketing impact. After all, no matter how they talk about you, as long as they're talking.
I think one of the best ways to market your product is by having a good product by itself - it's going to speak by itself. The best marketing is a happy customer, after all. I believe marketing mostly helps mediocre products that people don't truly need - marketing creates that need.
But that said yes, a good video ad is a form of art (it can be). As long as it's not an annoying video you have to watch before watching the Youtube video you really want to see, and you're just waiting for the "5 seconds" to pass to be able to skip it ;-)
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ReplyDeleteWiktor, word of mouth marketing that results from having a good product is a little different than the paid one - when people are paid (or given the product for free) to talk good about it. After all, you're more likely to praise something if it's free. When other people see you using the product and ask you for opinions, you're more likely to tell them it's a very good product, because you got it for free so you don't see it in the 'price/quality ratio' way. You're much less likely to complain "wow, I paid 1000$ for this phone and it takes almost 2 seconds to load that app!". You're going to be like "wow, I got it for free and it does everything!". Most people taking part in word of mouth campaigns aren't exactly rich. They have time for that. They are not usually exposed to premium products so receiving one makes them talk about it a lot. And lastly, word of mouth campaigns are often targeted for mediocre products that their makers know are not going to generate enough impact by being good enough products, so they're not going to generate natural positive word of mouth. That's why they organize paid campaigns. How ethical this is, it's hard to tell. I'd say even receiving a product for free, people shouldn't be obliged to say good things about it - which they have to do by being a part of a word of mouth campaign. Also, it really, really should be illegal to hire people to write positive or negative reviews on the internet - which some word of mouth campaigns do. It makes buying the right product so much harder, and unfortunately, it works.
ReplyDeleteI do not have a favorite ad. I like advertising of food. When I watch them I get hungry. I watched on youtube video compilation of failures in advertisements.
ReplyDeleteIf I would want to sell something I would advertise it on the internet. I also think that the best way to get cheap publicity. Just need a smartphone with a camera and Internet access.
Funny ads evoke a smile that is a positive emotion. This product will be the associated well.