It’s not a secret we’re attacked by commercials every day.
Entrepreneurs would do anything to attract customers to
shops, so, commercials are everywhere. They start to take different, unheard forms, till now. Even if we
don’t watch TV or listen to the radio, we are bombarded
by them. Just look how many adverts you see out of the window riding a tram,
for example.
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| http://m.natemat.pl/43e3afea7a307524bb83fd2f0a02ac55,300,0,0,0.jpg |
Ubiquitous billboards, leaflets are a part of our everyday life. The citizens of French city, Grenoble started to work against that situation and they won. A mayor decided to get public space free of advertising mediums. Since April 2015, all types of advertisements will be removed. 300 constructions which were used as a frame for posters will be exchange for the… trees! Grenoble is the first European city, which decided for such a project.
No matter what kind of media a commercial represents : sound
bites, a commercial, prints, all of them use a similar language. What tricks attract
the attention of a prospective client? A short,
not complicated heading makes a message clear. A face of a famous person gives prestige
to a product. More often is used a sexual context. Sex and scandals – these things always catch people’s
attention. That’s only a
little part of them.
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| http://photogallery.indiatimes.com/photo/25254695/photo.jpg |
Sometimes advertising agencies present the weakest points of a competitive brand. Personally, I think it may be a risky
business. The power of the brand should benefit from itself, not bring down the
competitor.
http://media.topito.com/wp-content/uploads/2014/07/big-mac.jpg
Recently product placement has been the most popular. The
way products are presented in films or shows
is extremely intrusive. Well, it’s great to know what kind of washing powder your
favorite character uses. Okay… it sounds ridiculous. We can ask ourselves: is
there anyone who thinks that way? Statistics say product placement is the most cost-effective
form of advertising.
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| https://www.youtube.com/watch?v=QiQbo925n2k |
Last year over 200 hours of airtime in Poland was
taken by product placement. It is still growing, because profits are extremely
high.
If there’s anyone who hasn’t turned the AdBlock yet, he knows what’s the biggest horror
of every Internet user. It’s called online advertising. This one is often aggressive
and intrusive. It takes different forms, like, for example loud, full screen banners.
Another annoying banner contains disappearing or a flying away sign. These things make brands disliked and unreliable.
There’s a saying – enough is enough. Someone broke that rule creating Media Expert campaign – i think this one is the most annoying thing over last few weeks.
Questions:
- If you were a brand owner, how would you advertise the product of yours? Would you decide for aggressive form of campaign?
- Have you ever bought anything because of catchy advertisement?
Sources:
- http://natemat.pl/125285,drzewa-zamiast-billboardow-francuskie-miasto-pozbywa-sie-reklam-czy-w-polsce-to-mozliwe
- http://forsal.pl/artykuly/774115,lokowanie-produktu-jest-w-polsce-siermiezne-i-nachalne.html
I really like the article, it's an extremely topical issue nowadays.
ReplyDeleteAs to the advertisements on the streets (billboards, signs, etc), I really think it's something horrible. People don't care about aesthetics anymore, they just want to be noticed - in any possible way; and that's what makes our streets look like mixed-up pile of snippets. About a month ago I've seen a survey "what would you change in Warsaw"; I thought people don't care about that form of advertisement and I was positively astonished by the fact that it got the most votes. Unfortunately, it's a tough matter when it comes to the law - aesthetics is very subjective and it can be interpretated in many ways. I hope Warsaw will follow Grenoble and at least reduce the number of advertisements that make our city ugly.
(By the way, I recommend a social initiative on that topic here: facebook.com/wysokaizbo)
As to the sexual context in ads, I'm really disgusted by the form it takes - mostly, objectifying and sexualising women's body. Doesn't matter whether you're trying to sell perfumes or roof tiles, put some naked women in your ad and hope for success. I'm not against sexual context in ads itself - some companies use it really wisely; but some are just horrifying.
Besides, I think aggressive forms of advertisement are not as effective as it may seem (to some people, at least). Making people annoyed doesn't encourage them to buy your product - it makes them install adblock and switch the channel every time they see irritating ad on TV. If I were a decisive person on that topic in any company, I'd make advertisements more targeted and attractive visually.
Oh, and I've just found the survey I mentioned in a previous comment - here.
ReplyDeleteTo be honest I am helping my friends who are owners of start up - language school in advertising. Small business is not able to effort such cost of advertising like endorsement or tv ads during prime time. We are rather trying to show up with Google AdWords and Facebook campaigns. Still in my opinion despite from costs of employment or paying rent this is one of the most expensive expense. When I was looking for possible channels of advertisements I was shocked with pricing. For instance 30 seconds advertisement public transport like ZTM busses for 28 days shown in 70 busses costs around 22 thousand zł. To compare the same advertisement in public television during prime time shown once is cost of around 78 thousand zł.
ReplyDeleteWe also heard many times about pricing for endorsement. So called celebrities can earn in Poland hundreds of thousands zł and abroad for example in USA peeks up millions of US dollars. And it is only cost of one performing person, there remain cost of whole crew, billboards or tv time etc. Whole amount of money can cause headache.
But what is the most interesting for me in whole thing is how much such companies has to earn that they can effort such campaigns.
As far as the first question is considered: that depends on the kind of product I would be introducing. For a “cool” product targeted for a wider audience, I would probably choose the aggressive, eye-catching type of campaign. If the product was targeted at professional, business audience I would go for less aggressive campaign, yet something that still wouldn’t be boring. For me, the perfect example of this approach is the television campaign promoting e-trade platform Aleo. It looked professional but with a “wink on an eye”. People remembered this commercial because it was really funny.
ReplyDeleteThe catchy commercial never convinced me to buy anything – not directly. But I can see how certain creative commercials are doing really great in the field of raising brand awareness – which in the long term might convince many people to buy.
If I was brand owner I would try to advert my product by social media because I think that is the most verified method and people trust social media.
ReplyDeleteI don't like an aggressive advertisements such as spam from mail or when I go at the street and I'm looking at advertisements shouting " BUY ME , YOU NEED ME" etc.
Aggressive form of campaing is not as successfull as promotions done by idiols or celebrities.
I can't really remember anything what I bought by a catchy advertisment. I try avoiding some of the advertisements so that's why I don't watch tv. On my computer I have installed special program to ban annoying adverts.
Patrycja, thanks for the link to the facebook site. It's great to see, that people of Warsaw are not neutral to this problem and we have strong citizens' campaign. I'm pleasantly surprised that 62% people voted against annoying advertisment in the city, getting round a hot topic like second train line. I hope this result can be the first step to success.
ReplyDeleteAdvertisements are one of most annoying thing for me especially on the Internet when on every website you can be attacked by 5 or even more adverts. I don't know how people can surf on the Internet without any advertisement blocking plug-in for me now it's impossible to surf on the Internet without Ad block.
ReplyDelete1. It would be dependence on products because it's necessary to adjust advert to product. I think that I would think about uncommon form of advertising because tv/radio/newspaper adds, billboards, pop-up adds are usually not effective because most of people just ignore that kinds of adverts. Probably as form of uncommon adverts I would consider multi-level marketing, because it's more effective and cheaper.
2.I have never bought anything only because of catchy advertisement.
As Czarek, I also can not imagine to use the browser without AdBlock or the other plugin to the ad blocking. Internet is a place where every step we are bombarded with commercials. For me the most annoying ads are those with sound.
ReplyDeleteReferring to questions, if I was a bran owner, I focused on the quality and price of the product. These two factors ensure success and lead to the fact that users recommend our brand.
I do not remember anything what I bought only because of catchy advertisement. I always try to shop wisely. First of all, I compare the offers, check the reviews and only then make decisions about buying.
Although advertising is an inseparable part of running the business, there’s nothing as much annoying for the customers as that at the same time. To fully understand the issue discussed above, it’s necessary to look at this problem from different perspectives.
ReplyDeleteWhen we’re talking about the point of view of business owners how can they broaden the range to the new prospective customers if not by the advertisements, with the wide meaning of this word? If the ad is well-done, it has to be admitted, that it actually really can cause the increase in the revenue of the company. As the advertising field supposed to help businesses with the development, over the years it has created a new one. The number of marketing companies is still increasing as it’s nowadays impossible to run the business without the professional help of such companies. That’s why the universities’ courses specialized in this knowledge area (for instance public relations and other media-connected ones) are constantly so occupied by the new students. The development and involvement in the market of the advertising field has significantly contributed to the economy. The sudden ban of the advertisements would not only cause the higher unemployment but also cause generally the huge damage to the country’s economy.
As the potential customer I have to admit that actually the good ad is a crucial factor of the purchase. The key word is ‘GOOD’ ad, not the one which suddenly appear on every site in the Internet and makes people mad. As I can’t totally stand the ads of medicines in TV, I consider the one of the New Balance (watch here: http://vimeo.com/80771106 ) as a particularly convincing and interesting.
Karolina, these prices are incredibly high. From now, I think I'll be looking at the banners on the trains in the perspective of those costs, not contents... Actually, this type of commercial must be reliable thing, if the smaller (also displayed at the screen) and bigger businesses are able to invest thousands of zlotys like that.
ReplyDeleteI can agree with Cezary. Internet advertising are very annoying. I'm using adblock too and i dont imagine surfing on the internet without it. But not only on the internet advertising campaigns are annoying. I found a movie how some places in Poznań without billboards etc. will look like.
ReplyDeletehttps://www.youtube.com/watch?v=Ioe98--SoDk#t=36
Millions of bilboards are plague of our times. Wherever we are, the advertisement must be there.
ReplyDeleteI understand that promote product is very important but it should be make wisely, not stupid bilboard on the all building wall.
In reference to @Patrycja Marciniak post about sexual context in ads. We can find almost naked women / man in a great part of ad campaigns. However it's not good choice in most situations.
Good ad should be remembered by potencial client.
Heyah ad
It's funny, short and have information to spectator, simple and short.
like the most of people here I don`t like ads. For me all of commercials are wary tiring. Every concern needs ads to grow up business. But in Poland the commercials are too aggressive. I personally tired obstructed by commercials buildings.
ReplyDeleteAggressive commercials are vary successful in Poland successful. There are more and more because people buy products they advertised. This destroys the space of cities, but as noted by Patrycja Poland does not have regulations.
Do I bought something because of catchy advertisement? I do not know. Consciously rather not. I try to buy the products which i need.
I think that my commercial would be agressive towards the viewers, if I had my own company. And yes, I easily undergo to commercials, they get me in.
ReplyDeleteI personally despite aggressive outdoor and indoor ads. Most of them (especially what we can see in Poland) are ridiculously stupid and badly made. Also I think Warsaw would look amazingly better and more beautiful if all the bilboards and ugly 'kebab' signs would disappear.
ReplyDeleteI'm also a little bit into commercials but those good ones. Have you ever been on "Noc reklamożerców"? I would really like to make some good commercial like this. Some of them are clever and other are just hilarious.
A few examples :)
Carlton Draught
Mercedes
Bild
Advertising a product not always is unpleasant to experience. Some of commercials are very funny or even beautiful like this one:
ReplyDeletehttps://www.youtube.com/watch?v=0_bx8bnCoiU
Of course we are attacked on every corner with ads, but some times this is the only way to get something for free. Like videos from YouTube. Many authors from YT can create stuff only because the viewers are watching commercials on their channel. Think about it while watching next video from your favourite YouTuber.
As we know, no one would be able to sell even the best product without a good advertising. Entrepreneurs have to advertise if they want to earn money. However, I would agree that sometimes it is over too much advertising.
ReplyDeleteCurrently i am working at small advertising agency which takes orders from from different customers, and usually with bad ideas. It really hurts me when i have to make a project for print when it is fully of unpleasing, disgusting and plain stupid layouts. Why are people doing so? Is it to drag attention of some casual, everyday person? Well, it would work if it was only one crappy poster on wall. But there is so many badly designed posters that it makes just life uglier.
ReplyDeleteAnd aggressive ads doesn't make it better, they only work once you saw it, but after this every time you see it becomes boring and annoying. Especially use of sexual image, there are some products which can work with some sort of nudity, but i believe it's in minority.
Personally i hate internet ads, because no one is looking at them and for that reason, advertisers became so intrusive. Now we have ads that missdirect us by giving false information. I just hope that in near future we won't have ads in our dreams like in episde of futurama.
https://www.youtube.com/watch?v=9PJNlmk5Yik
If you were a brand owner, how would you advertise the product of yours?
ReplyDeleteNaked women. But I think it depends on the product itself.
Would you decide for aggressive form of campaign?
Sure, why not? If it works then why not? I would focus on the quality and price of the product itself, rather than ads, cause these two factors alone can make a product success and can lead to further referals..
Have you ever bought anything because of catchy advertisement?
The catchy commercial never fully convinced me to buy anything, well not at first. I'm not an impulsive buyer, I do a lot of reasearch beforehand :P
The world is becoming more aggressive advertising. Just look at the picture of the center of warsaw from the 80s (pic: https://fbcdn-sphotos-h-a.akamaihd.net/hphotos-ak-xap1/t31.0-8/1888946_691705487570929_2054807842256476666_o.jpg ) and look at the same place today. The worst thing is that most of the current ad appears erotic images of half-naked ladies. Recently I saw an ad for a furniture company which was just such a lady.
ReplyDelete1. If I had to decide how my business is advertising would go for the advertising that intrigues and provokes discussions. Maybe it would cost more than the image with model, but certainly fell more memory to customers.
2. I try not to be susceptible to the influence of advertising. Logic always wins, there never would buy the product only because its advertising is cool.