NELSON MANDELA METROPOLITAN UNIVERSITY

NEW ADVERTISING MEDIUMS

ASSIGNMENT 2

AUTHORISED BY: SUBJECT: DUE DATE: STUDENT: STUDENT NUMBER:

ADELE POTGIETER APPLIED PROMOTIONS 17 MARCH 2011 JOAN-MARIE STEENKAMP s208034231

TABLE OF CONTENTS

DISCUSS THE FOLLOWING ADVERTISING MEDIUMS

1 1 1 2 3 3 4 4 5

1.1 Magazine 1.2 Television 2 3 CURRENT EXAMPLES OF ADVERTISING MEDIUMS DISCUSS THE FOLLOWING NEW ADVERTISING MEDIUMS

3.1 EyeClick Interactive mediums 3.2 Flash mobs 4 CONCLUSION

REFERENCE LIST

DISCUSS THE FOLLOWING ADVERTISING MEDIUMS Magazines and television are part of traditional mediums used by companies to advertise their products and services. These mediums have been used with great success throughout the decades that they have been in use (AddCMS, 2011). The following sections will briefly discuss the individual mediums and will include their advantages and disadvantages.

1.1 Magazine Magazines are used by advertisers because of a number of reasons including more defined targeting, prestige, and reliability. Magazines are among the print media that offers high resolution graphics on quality paper with a high dpi measurement. Because it is print media, people tend to spend more time on the advert, and therefore advertisers can place more information on the advert depending on the type of product advertised. Magazines also have long shelf lives with extensive pass-along rates. However, magazines do have a number of drawbacks. These drawbacks include a high cost per reader, as well as its inability to reach a large audience at a low price. Magazine ads also have long lead times for ad insertions, and because of this, a lack of immediacy. A lack of immediacy means that the adverts have to be more enduring about a product, and not just for quick, immediately-relevant adverts, for example, about a companys product being discounted for a certain time period. Magazines also tend to have heavy advertising competition, with most of the content being advertising as opposed to editorial content. Thus magazine adverts have to be highly interesting or unique to distinguish itself from other adverts. Another drawback is declining circulation due to the internet (Arens, et al., 2009). 1.2 Television Television first came to South Africa in 1975 and has three main service providers, namely the SABC, Mnet (which includes DSTV), and e-TV (SouthAfrica.Info, 2011). Television provides mass coverage for a relatively low cost per viewer. Unfortunately, television advertising does carry high production

costs and airtime costs, and also have long lead-in times (Arens, et al., 2009). In South Africa, advertisers have some selectivity over the various audiences as the channels are mostly divided into different demographic factors like culture and language. For example, SABC 2 is mostly Afrikaans and local programming, SABC 1 is has various programming in various languages, and SABC 3 is mainly English programming and uses English or American drama series (SouthAfrica.info, 2011). Advertising on television also offers what no other traditional advertising medium can offer displaying and demonstrating the product with sound, motion, and full colour. This also allows for another benefit, namely creativity. Different moods can be created using sound, colour, motion and scenes that can be used to distinguish the product as well as give it a unique appeal. Television also offers prestige and social dominance. People tend to believe what they see on television and are moved emotionally by what they see on television. Drawbacks of using television as an advertising medium include clutter, brevity of the advert, and zipping and zapping by consumers through channels (Arens, et al., 2009).

CURRENT EXAMPLES OF ADVERTISING MEDIUMS Magazine Advert: Nedbank advert, taken out of the business magazine, FIN Week. (See Annexure 1) Television Advert: Checkers supermarkets run television advertising in their marketing mix. They promote

Checkers as better and better and try to convince consumers to change their supermarket, not their lifestyle. They typically display their range of product categories, like meats, cheese, and bread, rather than the prices of their products or specials on their products

DISCUSS THE FOLLOWING NEW ADVERTISING MEDIUMS New methods of advertising are emerging in the digital era that is reshaping the traditional world of advertising, and to stay on top of the game, marketers need to be able to utilize these new methods. Advertising is becoming more interactive, and consumers are becoming more demanding. Because of the amount of clutter, advertisers have to come up with new ways of attracting and keeping the customers attention, in order to allow the objectives of the advert to penetrate (Arens, et al., 2009).

3.1 EyeClick interactive mediums (An example of this advertising medium can be viewed at the following URL: http://www.youtube.com/watch?v=yIgR3V4M4Bs&feature=player_embedded ) EyeClick is an advertising company that

specialises in digital interactive mediums such as interactive floors, windows, surfaces and tables, and walls. The systems can be easily installed and managed. This allows for a
Figure 1: using EyeWall board

number of benefits including enhancing store atmosphere, creating unique advertising

campaigns, obtaining up to date information on who the clients were, the amount of time they spent on the advertising medium, as well as what they were viewing, and promote sales (EyeClick Products, 2011). EyeClick called uses motion to detection, create

EyeControl, with the

interactivity

consumer.

EyeControl is a web-based central control tool. Cameras are placed at strategic areas, enabling a computer to monitor eye movement or touch. The computer then directs the
Figure 2: Schematic of EyeControl function

content on the interactive medium according to what the consumer is doing (see Figure 2). The medium has high quality in both audio and visual fields. Because it has a web-based control system, it enables the advertiser to control the content as well as place related information on the surface quickly. Customization is also available and most of the surfaces can be easily installed on walls, floors or table/counter surfaces (EyeClick Products b, 2011). Firms that have made use of the medium include Hp, Coca Cola, Samsung, Nokia, BMW, Nestle, Nissan, NASA, and Volvo (EyeClick, 2011).

3.2 Flash mob advertising Flash mob can be defined as group of people coordinated by email to meet to perform some predetermined action at a particular place and time and then disperse quickly and is a form of guerrilla marketing (Dictionary.com, 2011). The aim of flash mobs are to create entertain, generate buzz, and create publicity for a company and is used as viral marketing on the internet. The flash mob event is usually conducted in areas with heavy human traffic, like Manhattan, airports, shopping centrums and busy streets and is usually recorded and uploaded to a social network site or other areas of the internet (Brandchannel, 2011). The first flash mob that was held in South Africa was in March 2007 at the V&A Waterfront. The event was organised by Andrew Kerr and Brandon Matley through the social media network Facebook. At an exact time, 150 twenty-year old shoppers started a pillow fight, dropped after one minute, and then dispersed quickly (Why Go South Africa, 2011). In 2009, Sony Ericsson attempted to use online flash mob method in an advertising campaign designed by Saatchi & Saatchi and Dare to create awareness about their new phones(Marketing, 2009), but other companies, including T-mobile, Ray Ban sunglasses, and Trident Unwrapped are also among the companies that have used flash mobs successfully. The major advantages of flash mobs are that they not only influence participants and spectators at the actual event, but also creates a viral flurry with viewers sending the videos by emails, mmss, blogs,

forums, social networking sites, and downloads from the internet, which creates good publicity for the brand, and quite possibly, also makes it cost effective since it incorporates word of mouth advertising (Brandchannel, 2011). Disadvantages include the advertiser not always being in control of the mobs behaviour and they can turn violent (Anthropology du Presnt, 2010), and it can be costly to organise (Brandchannel, 2011).

CONCLUSION Advertising has and always will be an important part of the marketing mix. Traditional mediums will still be used by companies, especially by local businesses, but with the advent of the internet and mediums becoming more interactive, businesses will have to balance their advertising with the right proportions of traditional and new mediums to the ever-more demanding consumer. Both traditional and new advertising mediums have advantages and disadvantages that need to be balanced against each other and the correct mediums used in the media mix to obtain the best results from an advertising campaign.

REFERENCES AddCMS, 2011 Advantages for advertising through print media [Online] Available from: http://www.contentmanagementsoftwares.net/print_media_advantages.htm [accessed 28 February 2011]

Anthropologie du Prsent, 2010, Violence et flash-mob a Philadelphie mars-avril 2010 [Online] available from http://berthoalain.wordpress.com/2010/04/04/violence-et-flash-mob-aphiladelphie-mars-avril-2010/ [accessed 16 March 2011)

Arens, W. F., Schaefer, D. H., & Weigold, M.F., 2009. Essentials of Contemporary Advertising 2nd Ed. New York, McGraw-Hill Companies, Inc

BrandChannel, 2011, Gorilla Event Marketing, a Mob in a Flash [Online] available at http://www.brandchannel.com/features_effect.asp?pf_id=493 [accessed 1 March 2011]

Dictionary.com, 2011, Flash Mob [Online], available at http://dictionary.reference.com/browse/flash+mob [accessed 1 March 2011]

EyeClick Products b, 2011, Technical information [Online] available from http://www.eyeclick.com/products_501.html# [accessed 16 March 2011)

EyeClick Products, 2011, Interactive surface and tables [Online] available from http://www.eyeclick.com/products_501.html# [accessed 16 March 2011)

EyeClick,

2011,

Brands

Who

Choose

EyeClick

[Online]

available

from

http://www.eyeclick.com/lp/eyestep.php?pi_ad_id=6989764718&gclid=CPfi1sj M0qcCFRRC4QodhDaX9Q [accessed 15 March 2011)

Marketing, 2009 Sony Ericsson attempts online flash mob with space hoppers [Online] available at http://www.marketingmagazine.co.uk/news/940569/Sony-Ericsson-attemptsonline-flash-mob-space-hoppers/ [accessed 1 March 2011]

SouthAfrica.Info, 2011 South Africas Television Networks [Online] Available from http://www.southafrica.info/about/media/satv.htm [accessed 1 March 2011]

Why Go South Africa, 2011, First Flash Mob Hits Cape Town [Online] available from http://www.southafricalogue.com/travel-tips/first-flash-mob-hits-capetown.html [accessed 1 March 2011]