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    Effectiveness of Unconventional Advertising

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    Vinayak Shinde
    This document discusses traditional and online advertising, as well as unconventional forms of advertising like guerrilla marketing. It notes that traditional advertising methods are less effective today as consumers are bombarded with ads and have become resistant. Online advertising allows for targeted ads but many users avoid banner ads. Guerrilla marketing uses creativity and psychology rather than large budgets to seize people's attention and spread a product's message through word-of-mouth. Some examples of guerrilla ads are given. The document also briefly mentions other unconventional advertising methods that warrant further exploration.

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    Effectiveness of Unconventional Advertising

    Uploaded by

    Vinayak Shinde
    150 views23 pages
    This document discusses traditional and online advertising, as well as unconventional forms of advertising like guerrilla marketing. It notes that traditional advertising methods are less effective today as consumers are bombarded with ads and have become resistant. Online advertising allows for targeted ads but many users avoid banner ads. Guerrilla marketing uses creativity and psychology rather than large budgets to seize people's attention and spread a product's message through word-of-mouth. Some examples of guerrilla ads are given. The document also briefly mentions other unconventional advertising methods that warrant further exploration.

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    This document discusses traditional and online advertising, as well as unconventional forms of advertising like guerrilla marketing. It notes that traditional advertising methods are less effective today as consumers are bombarded with ads and have become resistant. Online advertising allows for targeted ads but many users avoid banner ads. Guerrilla marketing uses creativity and psychology rather than large budgets to seize people's attention and spread a product's message through word-of-mouth. Some examples of guerrilla ads are given. The document also briefly mentions other unconventional advertising methods that warrant further exploration.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    150 views23 pages

    Effectiveness of Unconventional Advertising

    Uploaded by

    Vinayak Shinde
    This document discusses traditional and online advertising, as well as unconventional forms of advertising like guerrilla marketing. It notes that traditional advertising methods are less effective today as consumers are bombarded with ads and have become resistant. Online advertising allows for targeted ads but many users avoid banner ads. Guerrilla marketing uses creativity and psychology rather than large budgets to seize people's attention and spread a product's message through word-of-mouth. Some examples of guerrilla ads are given. The document also briefly mentions other unconventional advertising methods that warrant further exploration.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    Effectiveness of Unconventional Advertising

    VINAYAK SHINDE 2009B3A4533G BITS -PILANI K.K BIRLA GOA CAMPUS

    Traditional Advertising
    N E W S P A P E R A D S R A D I O A D S T V A D S

    M A G A Z I N E A D S
    T R A D E S H O W S B I L L B O A R D S

    Online Advertising
    The Internet has emerged as an advertising

    medium. With the rapid advancement in the computer industry, many companies have made the Internet as part of their advertising media mix to take advantage of the online technologies.

    Googles Advertisement Campaign


    Google Adwords

    Google Adsense

    Adword

    Adsense

    Forms of Online Advertising


    Text ads

    Display Ads
    Pop-Up Ads Flash / DHTML Ads

    Interstitial Ads
    Video Ads On-Site Sponsorships

    Advertorials

    Forms of Online Advertising


    Text ads

    Display ads

    On site Sponsorship

    Advertorials

    Traditional vs Online Advertising


    Analysis

    Low Cost
    Targeted Audience Quick Response

    Effectiveness of Online Advertising


    Survey Nielsen study polled 400 Malaysian online shoppers aged 18 and above in January and February 2011 for their online transactions in the past 12 months Parameters: 1) attitude towards the ad 2) Ad recall 3) click-through rates

    Results of the survey


    Internet users found online advertising was

    informative but less entertaining Heavy web users vs Light web users Advantages - providing privacy and more information Disadvantages - cluttered and hard to read Web sites The key finding was that the duration of page viewing is a strong determinant of the ability to recall banner ads (around 40 seconds per page)

    Ad characteristics such as banner size, animation,

    message length and logos, campaign length, number of host web sites and campaign cost may influence the direct response of viewers in terms of click-through rates click-through alone is not sufficient in measuring advertising effectiveness Viewers avoid looking at the banner ads while surfing the Internet

    Unconventional Advertising
    C u s t o m e r s t o d a y a r e b o m b a r d e d w i t h

    traditional advertising and have become resistant and unaffected by it. Meaning: It is time to change the way you market .
    The increasing number of advertisements

    that the exposed create a immune

    Wary And Cynical viewers are to every day has forced them to shield that can make them virtually to the Commercial message .

    There are several factors that have contributed to the growth of the importance of the non-traditional advertising:
    the lack of credibility and the inefficiency of

    traditional advertising customers reluctance to the advertising message the need to reduce the costs of promotion the need for differentiation of the products and brands

    consumers better understanding of marketing and

    selling techniques which makes them immune to commercial messages the need for a better targeting of the audience which has become more and more fragmented

    Guerilla Marketing
    Guerilla marketing is an unconventional way of

    performing marketing activities intended to get maximum results from minimal resources.
    The notion of a guerrilla campaign encapsulates the

    idea that this kind of advertising exists outside the normal rules of engagement and works by seizing peoples attention when and where they least expect it, and holding them captive until theyve absorbed the message.

    It is all about creativity and psychology instead of

    experience, judgment, and guesswork. In addition, the psychological factor is very effective and it makes people talk about what they saw, which in turn draws them into a personal relationship with the product. They begin to talk about the promotion they saw with their family, friends and others.

    EXAMPLES OF GUERILLA ADVERTSING

    Further Work
    Stealth Marketing

    Viral marketing
    Brand pushers Celebrity marketing Bait-and-tease marketing Product placement Ambient advertising Experiential advertising Ambush marketing Elevator advertising

    Thank You

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