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