Advertising: It’s Everywhere

Advertising Its EverywhereNo, its not your imagination. The metre of advertise and foodstuffing North Americans atomic number 18 exposed to daily has exploded over the past hug drug studies lay down, that on medium we see 3,000 ads per day. At the heavy weapon pumps, in the movie theatre, in a washroom st all in all, during betting tear downts advertize is impossible to avoid. Even outermost put isnt safe from commercialization the Russian space program launched a go up bearing a 30-foot Pizza shack logo, and some companies capture investigated placing ads in space that leave be visible from earth.The argufy of the future may be conclusion human race and private spaces that be foreswear of advertizement. Marketers be pressed to find even more innovative and aggressive ways to cut through the ad welter or ad fatigue of newfangled life. Heres an overview of some of the ways marketers are targeting us * Ambient advertising Ambient advertising refers to intrus ive ads in public places. With the make up of traditional media advertising skyrocketing and a replete of ads fighting for consumers attention, marketers are aggressively pursuance out new advertising vehicles.Cars, bicycles, taxis and b enforces have constitute moving commercials. Ambient ads turn out on store floors, at gas pumps, in washrooms stalls, on elevator walls, leafy vegetable benches, teleph whizzs, fruit and even pressed into the spinal column on beaches. Even some members of the assiduity itself are critical of this trend to slam-bang ads on everything. Bob Garfield, columnist for the ad industry magazineAdvertising Age, calls this superfluity of commercial messages environs pollutants. Others worry that this souse of advertising will shit a backlash with consumers. Stealth- grantrs Marketers are moving apart from the traditional use of celebrities as crossway hucksters, since a cynical public no longer believes that celebrities actually use the produc ts they endorse in commercials. The trend right off is to shit celebrities with specific merchandise by having them use or wear products in public appearances or aid them in media interviewswithout make it clear that the celebrities are paid spokespeople. * denomination rights Corporations are turning public spaces into commodities by purchasing naming rights to arenas, theatres, parks, schools, museums and even thermionic vacuum tube systems.Cash-strapped municipalities see naming rights as a way to raise much-needed revenues without raising taxes. * Targeted advertising Targeted ads are a form of lucre trade. Using sophisticated data compile technologies, Web come outs can combine a users personal information with surfing preferences to create ads that are specifically tailored for that user. * Cross-merchandizing A wave of media mergers over the past decade has produced a handful of powerful entangleds that now own all the major dash studios, TV networks, radio and te levision stations, melodic line channels, Internet, book and magazine publishing and harmony companies.These giant conglomerates use their various media holdings to promote products and artists through massive cross-promotional campaigns. For example, when the worlds largest entertainment conglomerate AOL Time Warner was preparing the release of the dissipate elicit Potter and the Sorcerers Stone, it enlisted all its various media divisions channel systems, speciality channels, TV networks, magazines and Internet companiesto wait on mass-market the movie and the spin-off merchandise.Commenting on the phenomenally successful cross-promotional approach used to market the film (Harry Potter smashed all previous opening records, grossing $90 meg in its first weekend) AOL Time Warner administrator Richard Parsons explained This drove synergy both ways. non only did we use our promotional and advertising platforms to help create awareness, we used the film to drive traffic to those vehicles. * Product locating The future of product localisation as a successful advertising shaft was assured when the 1982 filmET attributed Reeses Pieces in a pivotal scene create sales of the candy to jump 65 per cent.Since that time, product placement in movies, on TV, and increasingly in video games, has become a earthyplace marketing technique. The marketing company FeatureThis extols the virtues of product placement for strength clients, on its Web site weaken through the cluttered media entertainment environment inexpensively, it claims product placement in feature films and television reaches millions of consumers, over and over again. With the advent of technologies such as TiVo, which allow consumers to put out TV commercials, product placement is taking on an even great importance.TV producers are looking for new ways to integrate advertising and content. Basing an entire show around a product is one technique and giving viewers the efficacy of immediately p urchasing products featured on the program is another. Following a division of the NBC TV showWill and Grace, in which a character wore a wiretap Polo shirt, the network ran a 10-second clip heavy viewers to go to the Polo Web site (which is 50 per cent owned by NBC) to purchase one.The site sold $3,000 worthy of shirts over the next five days. In the near future, Interactive TV will allow users to order a dyad of pants that your favourite TV jumper lead is wearing, merely by clicking on them. * digital or virtual advertising digital advertising goes one step further than product placement by using computer technology to add products to scenes that were never there to begin with.This practice is common in sporting events coverage, where ads are digitally inserted onto the billboards, sideboards and playing surfaces in arenas and stadiums. While digital ads are mainly used in sports coverage, virtual advertising is starting to banish into the entertainment world as producers digitally insert products into TV scenes after the scenes are shot. The technology also allows product label to be altered in scenes, creating the latent for new advertising revenues when series are sold into syndication.